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Increasing Engagement by Mailing Inactives Less Often (Fig. 5 from "Email Marketing Rules")

The Subscriber Lifecycle (Fig. 6 from "Email Marketing Rules")

Traditional Model of Email Interaction (Fig. 9 from "Email Marketing Rules")

Helzberg Diamonds >> sent 8/17/11 >> This free bracelet has your name on it. >> Taking first-name personalization to the extreme in this email, Helzberg created 60,000 animated, jangling name bracelets—one for each unique name in their email database. It paid off, generating 3x revenue versus an email promoting the same collection a week earlier. —Chad White, Principal of Marketing Research, ExactTarget

Environment Layers Compound Email Rendering Complexity (Fig. 11 from "Email Marketing Rules")

Alchemy Worx >> sent 7/15/13 >> This email marketing agency accidentally emailed a rendering test send for one of its clients to the subscribers of the agency’s newsletter. Permission is sacred, so it was wise to make it clear to subscribers that they wouldn’t be receiving any more emails from the client. And being veteran email marketers, they were able to respond quickly, sending a simple email that succinctly explained the error and apologized.

Alchemy Worx >> sent 7/15/13 >> This email marketing agency accidentally emailed a rendering test send for one of its clients to the subscribers of the agency’s newsletter. Permission is sacred, so it was wise to make it clear to subscribers that they wouldn’t be receiving any more emails from the client. And being veteran email marketers, they were able to respond quickly, sending a simple email that succinctly explained the error and apologized.

CNN requires that people register with their site in order to receive emails and participate in the CNN community and part of that process includes an opt-in confirmation request email. That email carries a copyright of 2007—which means that it hasn’t been updated in five or so years. That’s a lifetime in the world of email marketing and it shows in this email, which doesn’t have the current CNN logo and could benefit from sharper copy.

In 2014, Lands’ End sent a free magazine to customers who spent more than $100 between July 9 and 16. However, the GQ magazine they sent via their partnership with Conde Nast ending up having a racy cover that some customers didn’t appreciate. In response, Lands’ End sent an apology email to just those that received the magazines.

In 2014, Lands’ End sent a free magazine to customers who spent more than $100 between July 9 and 16. However, the GQ magazine they sent via their partnership with Conde Nast ending up having a racy cover that some customers didn’t appreciate. In response, Lands’ End sent an apology email to just those that received the magazines.

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