We just returned from the MarketingSherpa Email Summit where we exhibited the new Blue Sky Factory trade show booth. The sold out event was incredible, a “must go” for anyone who is looking to learn about best practices and the state of the email industry.

Above is a picture of Tim Barton (right) and myself at our new display. Great job to Keith Nickoles and Jarrod Walpert for helping us bring this altogether. We look forward to next year!

They offer some of the best research in the industry, so when The Sherpa offer’s up some Free Tips from their research findings it’s worth a look.

Click Here to see the report.

This is their Annual Benchmark Guide, a popular year-end report they offer for a hefty fee.

This preview is a promotional tool to be sure, but does offer some excellent summary information at no cost….so take a look and learn:

1. Is Email Dead?
2. How to Optimize Opt-in Forms
3. Where to Focus your A/B testing
4. Design Tips for Designers.

…and much more that will help you have greater success in 2007!

Click Here for the report

According to a recent article in Marketing Sherpa, 69% of Outlook users employ some type of email preview before opening it. They discovered that many heavy emailers (themselves included) do not take this feature under consideration when designing an email. Basically, the first 3 lines of text in your email are displayed in Outlook’s auto-preview as well as many portable electronic devices that read email.

The trick is to make those first 3 lines compelling copy. Try to avoid putting administration text first like: “Click here to view this email with images” or your issue date and issue number. Also, try and make this text as intriguing as possible. It will be competing with other email to get read, so consider standing out with CAPITAL LETTERS or text symbols to catch the eye:-)

Try viewing some of your own designs in auto-preview and see how compelled you are to open them. Here is a link to good and bad samples to help model your next design.
http://www.marketingsherpa.com/cs/epreview/study.html