Split testing – an essential part of any marketer’s tool box – is particularly suited to email marketing; because the functionality is built into most email platforms and you can get meaningful results almost immediately.

Including images in HTML email tends to boost response, right?

Here at Alchemy Worx we’ve always thought so. But now we’ve decided to put our money where our mouth is and put our theory to the test…

When people go back to their inbox to retrieve an email, it’s usually a very good sign of an intention to engage. So we look at how to make it as easy as possible for people to search through and pull out past emails from you…

One of the most challenging aspects of developing an email programme that delivers results is having valuable content for every message you send. Developing content that delivers value to your subscribers will ensure the long term success of your email marketing activity. Here are some tips for developing your content:

Many transactional messages are sent as text only – is this a missed opportunity, are they a necessary evil to ensure all legal concerns are covered and guarantee deliverability?

When collecting data, many email marketers find themselves torn between the desire to collect as many email addresses as possible – pursuing an acquisition strategy and the need to gather detailed information about each new subscriber – a segmentation strategy.

When new visitors or existing customers come to your website, you have a very limited time to convince them to part with their email address – and to give you permission to email them.

Everyone wants a reason to purchase or interact with your brand online, so give them a little incentive…

Whether you choose to send specific and triggered messages within your email activity, or use them in your regular communications, incentives are a powerful tool to convince people to open your emails, click through from them, and ultimately make a purchase.