September 11, 2020


Content is king, so treat it respectfully

Although different people will view the same email differently, one thing’s for sure – nobody enjoys a poor piece of content.

According to the 2020 Strategic Thought Leadership Guide published by Diffusion, poor content bores readers and automatically hurts email responses and sales – and many brands are still not aware of its impact.

Thought leadership is highly impactful, whether it’s done well or done poorly – so it’s far better to do it well. According to research, in 43% of cases, business decision-makers are likely to perceive a company as less capable if they deliver poor leadership content. Your emails will be marked as spam, or they may avoid meeting you altogether.

In addition, as some business leaders have felt obliged to share advice or provide guidance during the pandemic, 27% of respondents stated that they’re now tired of reading COVID-related content. But perhaps balance is key since 29% of respondents said they would still want to work with vendors that supply meaningful COVID-19-related material. 

But before you panic, we also have some positive content-related news! 42% of respondents will remember your company if you present them with high-quality content. Meanwhile, 30% will be more likely to conduct independent research on your organization, if they like what you have to say. 

In addition, 25% will recommend your brand to others in their network – which is a successful outcome!

Our tip: Work on your content game and let us help you with your email content.


Ecommerce, beware!

With Cyber Week and holiday season around the corner, attracting customers to your website and boosting sales becomes everyone’s main focus. However, there are some other things to keep in mind. 

According to Multichannel Merchant, big events like Black Friday may have negative consequences for eCommerce brands. This is because reduced security restrictions can give criminals a way to sneak in transactions during the Black Friday rush. Ecommerce companies might find themselves making tremendous efforts to gain customers’ trust back, while also incurring additional expenses to solve the issue. All of these issues are due to Shadow Code. 

To put it simply (and to avoid overburdening you with technical stuff),  Shadow Code is “when you include a third-party software code sometimes without approval or any safety validation”.

Why should eCommerce brands care? 

As eCommerce brands look to become more innovative in the shorter-term, boost capacity, and add new features before the busy season, developers sometimes oversee the risks that go with the process. According to the article, up to 70% percent of major eCommerce websites are using third-party JavaScript. This is how sneaky cybercriminals can and will find their way to customers’ credit card data. 

So…what does it all mean? Even though eCommerce companies are striving to grow as fast as possible, they shouldn’t risk their or their customers’ security. As Multichannel Merchant puts it: “Third-parties can and should be trusted, but their security must be verified empirically at the first sign of anomalous behavior — keeping every customer happy during the all-important holiday crush”. 


You gotta love a good test

Any marketer who knows their stuff will tell you to A/B test your emails. The thing is, you can test anything you want – from sending time to the number of products you promote in an email. 

Knak put a spin on testing and carried out their own research on the use of subject line personalization. Well, it’s hardly a secret that personalization will get you better email results, but here’s some actual proof.

As pointed out in the article, the results of a personalized subject line can sometimes outperform by more than 50%. Wow! Knak reminds you not to forget to compliment your subject lines with a good preview text, and not to overdo it – personalize one thing at a time. 

As you can see, A/B testing is an easy tool that can get you results and our advice is don’t waste it. For times when you don’t feel like A/B testing by yourself, you can always seek help from email experts like the ones at Essence of Email.


Would you join their breakfast club?

You never get a second chance to make a first impression, and that’s why we can’t stress the importance of welcome emails enough.

You can read about great welcome emails or get help setting them up, but it’s always nice to be reminded that a welcome email doesn’t need to be plain and boring. It can shine in your inbox, waiting for you to click on it!

This gem from Magic Spoon is a great example. The combination of bright visuals, a chic gradient, and fun copy captures your attention from the header and holds it until you reach the footer. 

Our verdict: It’s pretty, it’s simple, and it’s definitely going to stay in your mind. 

Kudos to the Magic Spoon designers and copywriters!


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