Your email design should get an F!

Eye tracking studies are a common way to learn about how users are accessing your webpages, and they can be useful for analyzing email marketing as well. How does the layout of your email line up with the way that recipients tend to read it?

Basecamp landing page, from Crazy Egg blog postingConsistent studies through the years (since Nielson’s initial 2006 research) have shown that people tend to scan pages or emails in an F-shaped pattern – along the top, down the left hand side, and across the middle.
Other studies will call this a Z-pattern, based on how individuals get from the top right down to the middle of the page. Continue reading

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Dynamic segmentation – why do it?

What is dynamic segmentation?

A typical email campaign starts a listĀ of recipients – sometimes segmented out into specific audiences, sometimes not. But they all start with the same raw data, uploaded into Informz.

Grouping your recipients by activity can help target your campaign

Dynamic segmentation allows you to target your audience more effectively

You can analyze your emails as your campaign progresses, and use the information to even more narrowly target your recipients. You can choose to focus on people who have opened your email, people who have clicked on links, or people who did not open your email. And by focusing on how your recipients are interacting with your emails, you can improve the results of your campaign over time. Continue reading

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Marketing blogs

People often ask me what blogs I read to keep me up to date on email marketing trends. The list below doesn’t include all the resources that are out there, but is my representative choice from ones I’ve read for a while and find consistently helpful. Continue reading

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