FireDrum Version 4.3 Released


Released 10/13/2015

Automatically Resend to Members Who Didn’t Open Email

We are really excited about this new feature! There are many reasons why someone may not have opened an email. Maybe due to bad timing or the subject line may not have enticed them. Often times you will want to resend an email to recipients who have not opened it. Now you can do this with a click of a button. When scheduling your campaign, just select the option to resend your email. You can even change the subject line, preheader text and the email delivery time; ultimately increasing your open rates.

PreHeader Text

A preheader is the short summary text that is displayed after the subject line when an email is previewed. Most email providers insert the first line of your email into the preheader. With FireDrum, you can now choose the text that you would like to be displayed in the preheader area. Here are some examples for what you can do with preheader text: extend the subject line, provide a coupon or an offer, thank the customer, summarize the email. Email recipients will use preheader text to determine the contents of your email. Therefore, you should use this as a tool to generate emotion and get people excited to open your email.
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How to Avoid Gmail’s Block Button


The goal of Gmail’s new “block” button is to keep user inboxes free from spam content. But Google has left it up to each Gmail user to decide which emails are spam and which are legitimate. This makes navigating the block button a tricky task for marketers with legitimate messages to send. In this post, learn the best tips and tricks we recommend for how to avoid getting caught by Gmail’s new block button.

Tip #1: Make it super-easy for members to unsubscribe.

If you have to choose between an “unsubscribe” and a “block,” we highly recommend an unsubscribe. An unsubscribe simply says “I don’t want to receive this anymore,” while a block says, “You just sent me spam.” Your email list manager won’t mind the former but it will consider the latter a black mark against your sender record. Get enough blocks and your URL could be blacklisted as a spammer.

How to fix this: Make the “unsubscribe” button up front and prominent so your recipient isn’t tempted to reach for the “block” button instead.

Tip #2: Send your emails frequently enough so subscribers don’t forget who you are.

Have you ever gotten a phone call from someone you only met once or twice? Chances are good you struggled to place their name with a face – awkward!! This is what it can feel like to a subscriber who only hears from you occasionally. They might even forget that they know you and then….BLOCK.

How to fix this: Send at least once per month but preferably at least once every two weeks to keep your subscribers’ memories fresh.

Tip #3: Deliver awesome content.

No matter who you are (or whether recipients remember subscribing to your list or not), if you deliver truly awesome, amazing, jaw-dropping content, there is a better than average chance it will get read and you won’t get blocked.

How to fix this: Send out viral-worthy content that is so good, your subscribers will want to keep it all to themselves!

Tip #4: Watch and monitor your “blocks” rate.

Anything new – Gmail’s block button included – has novelty value. The good news is, this novelty value tends to diminish over time…and not very much time, either. So if you notice a temporary hike in your blocks after your first post-block button send, just take a deep breathe and start doing a bit of research. Tweak your campaigns, take time to clean up your list and trust that the novelty value will wear off over time.

How to fix this: You might even add a “Talk Don’t Block” survey on your emails to encourage subscribers to tell you why they are choosing “block” rather than “unsubscribe” – this can reinforce your reputation in email marketing as a legitimate sender and promote positive recipient engagement rather than another click of the block button.

Tip #5: Don’t send too frequently!

Finally, this last tip should be obvious, but the need for a block button makes it clear that the reminder is valid. Unfortunately, what is “too frequently” for one subscriber may not be frequently enough for another subscriber, so your goal here is to strike a balance.

How to fix this: As with everything that relates to subscriber preferences, if you are not sure where that “just enough email” line falls, ask your subscribers! Use a poll or survey with closed-end options (once per week, twice per month, et al) to find out how frequently recipients would like to hear from you.

Analyze the Impact of Your Email Marketing Campaigns


Impact Analyze
Analysis is definitely not the “fun” part of any sales or marketing campaign. It doesn’t feel creative in the same way that designing or even sending a campaign can feel. Yet once you understand the power of the analysis phase, you may actually look forward to the post-send reports! This is because these reports contain the meat of what you need to know to deliver even better results in your next campaign.

Here are three critical tools you need to effectively analyze the success of any email marketing campaign.

Tool #1: Open Rate

This measurement tells you how many subscribers both successfully received AND opened your email message. In other words, these are the folks who have a strong interest in what you are sending out.

Goal: Your goal for future campaigns is to figure out what enticed these people to open your email and do more of that.

Tool #2: Click-Through or Conversion Rate

This measurement takes a look at the folks who received, opened AND interacted with your email message. Maybe they filled out a form or made a purchase. Perhaps they completed a survey or responded to a poll. Typically this group is a sub-group within your “open rate” group.

Goal: Your goal for future campaigns is to get more of the folks who opened your email this time to interact with it next time.

Tool #3: Unsubscribe and Bounce Rates

This is a less-pleasant part of the analysis, but it can be a great tool to adjust everything from your send frequency, to your subject line and/or to how many links you include in your campaign.

“Bounce” rates refer to subscribers who were unable to receive your email campaign. This may be because their email is no longer valid, because there is a typo in the email address they used to subscribe, because their firewall has settings too strict to allow your email through or for other reasons as well. Ideally, you want to follow up with each “bounced” subscriber and try to get a new, valid email address to send to.

“Unsubscribe” rates include folks who have forgotten they joined your list and now think you are spam and also those who simply aren’t interested anymore. Typically it is best to let these subscribers go

Goal: Your goals here are to lower both the bounce and unsubscribe rates by updating your email database with new, valid email addresses.

By analyzing if and how those on your subscriber lists interact with your email campaigns, you can adjust everything from your CTA (call to action) to your landing page (where subscribers go when they click-through) to improve results for future marketing campaigns.

A/B Testing


A/B Testing

Using A/B Testing to Improve Marketing Campaigns

In the marketing and advertising industry, the most important keys to success are research and testing. In the hit television series Mad Men, ad executives can often be seen holding focus groups on just about every project they worked on during the Golden Age of advertising; these days, A/B testing is a more efficient method to gauge the effectiveness of marketing campaigns, and it does not require the complexity of hosting live focus groups.

The concept of A/B testing has been around since the early 20th century; however, the advent of the Internet makes it easy to split campaigns and gauge results in an effort to increase engagement, a strategy that is also known as split testing or a/b split.

Understanding Split Testing

A/B testing requires two distinct campaigns for the same end result; this can be two newsletters or two versions of a promotional email message. The idea is to apply variables, which can be defined as different elements. For example, two email messages designed to entice recipients to download an e-book may have different subject lines and content as variables.

Let’s say the e-book being promoted by means of split campaigns is about business productivity. An A/B split may use one email message with a subject line of “Five Ways to Boost Productivity” while another message may feature “5 Proven Methods to Become More Productive.”

The variables may be even more subtle; for example, the best time to send a message to business audiences can be between 9 am and 5 pm, when they are more likely to be at work and checking their BlackBerry devices; but, what about sending the message later? To this effect, message A may be sent at 10 am while message B could go out at 7:30 pm, when recipients are more likely to be relaxing or on their way home from work.

Testing Combinations to Increase Engagement

Once variables have been selected, they can be combined for the purpose of evaluating test results. By using an email marketing platform, marketers can create a number of combinations to be sent to different recipients, but no more than once per individual. The goal is to come up with a winning combination, which translates into higher engagement and a greater potential of conversion.

A typical determination of a winning combination would be the message that was read the most, or that generated the highest amount of clicks. The action evaluated may be even more concrete: our example of a business productivity e-book may call for a review of which message elicited the most downloads.
When measuring engagement, marketers must view reports with an open and analytical mind. The variables should not be limited to time of day, subject and content; these are only the base elements. It is recommended to think outside the box with ideas such as:

  • Choice of graphics
  • Promotional language
  • Intent
  • Font combination
  • Opening and closing

Using these A/B testing concepts will increase open rates, click through rates, and most importantly, revenue.

Email Marketing List Management and List Segmentation


Email Lists
Today’s email marketing tactics are sleek and sophisticated – and often considered “top secret” by those using them. However, a peek behind the curtain shows that most companies that are experiencing success with email marketing today actually use similar approaches. In fact, one of the most successful of all approaches boils down to simply grouping your email list – a process called “segmentation.”

In this post, learn techniques for putting email marketing segmentation to work in your email marketing campaigns.

What is Segmentation?
“Segmentation” in a nutshell refers to separating your master email list into smaller groups of individuals with shared demographics, interests, and goals. If you do a good job segmenting your master list into smaller groups, you can then design email marketing campaigns that really hone in on the needs of each individual group.

Tip #1Start simple with your segmentation.
One of the simplest and most effective types of segmentation is simply to separate out your current customers from your prospects (i.e. those who have not yet made a purchase from your company).

Because these two groups often have different questions, concerns or needs, you can focus on converting prospects into customers through special offers and other perks, while upselling current customers and tapping into their social networks for additional referrals to new prospects.

Tip #2Know what your segmentation options are.
There are a variety of additional ways you can segment your list. Age, gender, geography and life stage (student, homemaker, retired, et al) are some of the most popular distribution options. You may see these or other options forming within your company or industry.

One of the best ways to approach segmentation is through brainstorming. Gather together your marketing and sales staff and brainstorm a list of possible segments you could use for different types of email marketing campaigns. Keep this segmenting list handy as you evaluate campaign results so you can make changes as needed.

Tip #3Behavior prediction based on segmenting.
Our email marketing software comes with a full suite of analytics and reporting tools so you can analyze and evaluate how a newly segmented group’s actions and reactions evolve over time. The ultimate goal is to develop your ability to deliver the perfect email to the individual that most wants to receive it. These may develop into static segments – segments that do not change from campaign to campaign.

As you get to know your segmented groups better through analyzing their interaction with your campaigns, you can begin to predict what they might do in Scenario A versus Scenario B (which, for our purposes here, might represent two different possible marketing campaign options). You can also get a sense of how frequently they purchase and how valuable they could be to your company over the long term.

Tip #4: Segmentation based on past history.
Finally, as you become more skilled at predicting the behavior of those receiving your email campaigns, you can begin to segment out super-specialized groups based on their past behavior when receiving a campaign.

For example, if you notice that a certain sub-segment in your group clicks frequently on a certain type of item or sale, you can segment those individuals out so they receive more emails containing items similar to what they are most interested in. This will boost the likelihood of them buying those items from you in the future.

By implementing these four tips, you can begin to extract the best value from your email list.

Increase Email Marketing Open Rates Using Preheader Text

Mobile Preheader Text
Despite what other businesses want you to believe, email marketing is anything but dead. It can be one of the most potent ways to connect with your customers, to create sales, and to foster the kind of interactions that allow your business to flourish.

The trick is knowing the right email marketing tricks. These are the kind that only the most observant and brilliant businesses use.

Let’s explore how email preheader text can specifically increase your open and click-through rates, which in turn will dramatically increase the effectiveness of your email marketing.

What is Email Preheader Text?

The first step to understanding why email preheaders are so effective is to understand what they are. Most businesses aren’t even aware that they exist.

Email preheaders are much as they sound like; they’re text that acts independent of the subject line to give the recipient a brief overview of what is contained within the email.

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5 Strategies to Make Email Marketing More Interesting


email marketing strategies Email is one of the most useful tools for productivity, but most people seem to have a strong dislike towards promotional emails filling up their inboxes. The problem isn’t so much the fact that marketers are attempting to connect through email to generate more leads and develop customers, but the way they go about it.

Today’s email marketing strategies must encompass some new ideas if marketers wish to be successful. Incorporating these five email marketing tactics is sure to increase interest and boost response rates, even from the people who constantly complain about junk mail.

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Maximize Email Marketing by Resending Campaigns to Unopened Communications


Email resendA lot of people wonder whether they should resend emails if they were not opened the first time. The short answer is simple; yes, you should resend emails to people who did not open them. Resending your emails has a number of benefits, but the primary benefit is increasing your open rates, thereby increasing your return on investment. It is important to learn the following email marketing tips that can turn unopened emails into opened. Let’s explore this email marketing tactic that can help you improve your email marketing strategies.

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Is It Time to Redesign Your Website?



Most people know us at FireDrum as being email marketing experts. We offer a leading platform in the email marketing industry and a variety of options for beginners and email experts alike. What a lot of people don’t know is that we also offer extended services that can help you build your brand and market your business beyond email.

is it time to redesign your website

That includes things like Pay Per Click campaign management, Search Engine Management and Optimization, and Web Application Development. One of the main extended services that FireDrum offers, which I am going to highlight today, is Website Design Services.

That’s right! FireDrum experts cannot only help you design a custom email template, we can help you design a custom website too.
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How To Choose An Email Marketing Service



Many business owners find themselves asking some variation of this question while delving into their email marketing strategy:

“Which email marketing service is best?”

If you’re looking for the best email marketing software, “best” will really depend on what fits for your company. Email marketing software is not a one-size-fits-all deal.

At FireDrum, we understand the individuality of our email clients.
We know that different clients have diverse needs, and that’s the reason we offer the variety of solutions that we’re known for.

I won’t bore you with the details of comparing the individual features of every email service provider out there. Instead, I’ll focus on what you need to assess about your own business before you choose a provider.
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