All Posts By

Laurel Morse

Strategy and Tactics

What's the Deal with Preheaders?

"Preview text", "preheader (or pre-header) copy", "second subject line" – whatever you want to call it, it's an incredibly important (and underutilized) component of marketing emails.

Posted on 
Nov 22, 2016
  by
Laurel Morse
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Design

Writing for Mobile-Optimized Emails

It’s all about being what I like to call “skimmable” – someone should be able to read your email while scrolling at a normal speed and get the major points. You’ve got about 3 seconds to grab a reader’s attention before they move on, so make good use of it with succinct copy, relevant content, and lots of highly breathable white space.

Posted on 
Oct 12, 2016
  by
Laurel Morse
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Strategy and Tactics

Get the Open: Our Top 12 Tips for Writing Grabby Subject Lines

A subject line is the most important thing you'll write in your email. Period. Because if you don't get the open, nothing else matters. But never fear – there are a few proven tricks you can keep up your sleeve to make sure you've got a fighting chance.

Posted on 
Mar 2, 2016
  by
Laurel Morse
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Artificial Intelligence

Browse Abandonment Emails: Create Value for Shoppers

Sending your customers emails about products they've abandoned isn't a new concept -- targeting people you know are actively shopping is a no-brainer.

Posted on 
Jan 22, 2016
  by
Laurel Morse
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Strategy and Tactics

Three Good Reasons to Stop Saying Welcome

I'm going to say the one thing you probably wouldn't expect from a post about welcome emails, but I promise I have my reasons: for the love of all things good in this world, please stop using the word "welcome" in your welcome campaigns*.

Posted on 
Dec 4, 2015
  by
Laurel Morse
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Design

Would You Date Your Welcome Series?

I had a revelation the other day while chatting with a wonderful client and was able to see this tried-and-true concept in a brand new way: a welcome series campaign is a lot like your first couple dates with someone new. You can begin to lay a strong foundation right there with a few smart moves or ruin it with a few often-made missteps. Hear me out.

Posted on 
Nov 16, 2015
  by
Laurel Morse
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Design

Give Your Welcome Series A Makeover: Optimize Conversions

Because an eComm welcome series typically enjoys a spectacular conversion rate, you should remember that the key content objective to greet new subscribers and nurture them down the sales funnel into the wonderful world of customerdom.

Posted on 
Sep 2, 2015
  by
Laurel Morse
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