Some email best practices need rethinking

Beware of best practices. Sometimes they aren’t all that great. There’s a good post at the Smart Insights Digital Marketing blog: Email marketing — debunking the “best practices.”

There’s a lot of stuff in the post, but three not-so-great practices stand out:


  1. Long subject lines are bad. (shorter subject lines are better at driving opens; longer subject lines are better at driving clicks because they deliver a more qualified audience)
  2. There is a best time of day or day of week to send your email.
  3. You should remove inactive subscribers from your list. (Inactives may not be dead or annoyed; don’t remove them for inactivity alone)

Don’t believe everything you hear. Sometimes a “best practice” is more like an unsubstantiated rumor.

Thanks to Be Relevant! Email Marketing Blog for the tip.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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