Email Marketing Optimization Using the AIDA Framework

A lot has been written about how to pursue Email Marketing Optimization, often with emphasis on tactics like subject line testing, email creative testing, and landing page optimization for email campaigns.

All great topics, but what I haven’t read about is an overarching framework to use while doing email optimization that will guide you through the process in a strategic way. In my day-to-day world of Conversion Optimization, there are many frameworks that one can follow. For example, the Persuasion Architecture™ developed in the early days at FutureNow, or the LIFT Model™ used by WiderFunnel up in British Columbia.

These frameworks give you guideposts to follow, things to think about, and ways to prioritize work in the field of Conversion Optimization. Maybe some experts have developed similar frameworks for Email Marketing that I don’t know about?

No matter: I’ve got one that I think will work! But I didn’t invent the framework “AIDA,” I’m just going to map it to Email Marketing optimization. Continue reading

Images Blocked Email of the Month: June 2012

groupon email with images blockedYes, another month is upon us, which means that it’s time for another installment of “Images Blocked Email of the Month”!

This post is different, though. After several months of bashing email marketers for not optimizing their emails for image suppression, I thought it would be refreshing to highlight and praise some email marketers that are doing a good job in this area. Continue reading

Revisiting My 5 Optimization Predictions for 2010

5 predictions for 2010

Image courtesy of

In January of 2010, I brazenly went out on a limb to make 5 predictions for that year in the marketing optimization industry. I think it will be fun to revisit them and see whether or not I’m the Nostradamus of Marketing. Continue reading

Images Blocked Email of the Month: March 2012

This happens to me SO often, and it drives me SO crazy, that I’m just going to have to do a monthly “wall of shame” series. I give you my first installment:

images blocked email exampleEmail marketers: Assume that your emails will be viewed with images blocked. Test your emails with images blocked. Put yourself in the recipients shoes, with images blocked, and ask: What’s in it for me?

Have some more atrocious/humorous examples? Email them to me at, and maybe I’ll put them in my ongoing “wall of shame”!