Karlyn Morissette

I originally started this post about a week and a half ago.  The plan was to write about an interview I read with a web standards advocate - she was asked about the Email Standards Project and replied that SHE preferred text emails but those damn marketers are just insistent on using HTML emails so they were [...]

When you’re looking at the open, click and conversion rates of your email marketing campaigns, context is everything.  It’s very easy to look at these metrics and instantly declare success or failure based on your previous averages, but take a moment to step back and examine your message.
Not all emails are created equal: How customized [...]

 
I got a great email from the National MS Society the other day: 

 
Here’s a close up of the text, if the full email is hard to read:

It drew me in from the very first sentence the the story it told about Channing.  It was a perfect example of a best practice.  A real story, not [...]

One of the reasons email is so powerful is that you receive instant feedback on your messages. Yet, even with institutions doing a high volume of email marketing, I still find a basic lack-of-understanding regarding what these metrics are and how they are calculated.  This post is intended to be a basic primer for that [...]

Seriously people - if you’re mailing to a lot of business email addresses and are tracking your clicks, don’t use visible URLs!  Mailscanner will tag is as fraud every time and make an otherwise spiffy email look silly: