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E-mail marketing - Test or Taste? Experiment or Experience?

Simple ways to make email marketing work for you. Test is an experiment. Taste is an experience. Do’s and Don’ts to optimize your chances for successful marketing.


If you expect to read the best recipe for the most successful e-mail marketing, it should be clear that “the account is permanently deleted” and such does not exist.


But if you want to develop email marketing that works best for the purposes of your company, corporate or personal brand, stay tuned with the following tips and simplify before you get complicated.


Over the years, I have written and sent bunch of e-mails and the 4 verbs that everyone must take into consideration are: Write. Delete. Send. Test.


In order to put the mentioned words into action, there are basic, but useful tactics to apply.


  1. Curiosity

“Curiosity is the engine of achievement.” Ken Robinson

The first impression is important. Your email subject lines are the handshaking and the eye contact which will present your image, approach, company and brand. And if you want to throw the ball and reach out the other side, be prepared to use these simple tips and achieve results. Engage with curiosity and write a subject line to attract attention.



  • keep it short, use action verbs

  • make people special

  • aim 5 to 7 words

  • be human and write clearly



  • use exclamation points and words in ALL CAPS

  • write subject line like advertisement

  • sound like a guru sales

  • promise something you can’t give


No matter what they say, people do judge emails by their subject lines.


  1. Simplicity

“If you can't explain it to a six year old, you don't understand it yourself.”  Albert Einstein

Once a 4 year old boy asked me “what do you do?” and I was a bit surprised how to explain my job of a marketing expert, which requires more than one skills and responsibilities. “I’m helping people growing their business in order to get to the moon and remind them they are still on earth”.



  • write tight emails and give clarity

  • focus on the person / company you’re going after

  • make emails flexible

  • keep it straight to the point



  • write long sentences

  • use overblown words

  • attach overly large files

  • include too many details and unnecessary information


An email without clarity is like an annoying mime: Just say what you want or get out the way.


3. Question

"Ask the right questions if you're going to find the right answers." Vanessa Redgrave

Not only in psychology and behavioural sciences, but in general the human nature is wired in a way that if you ask a question, the possibility to receive a reply is much higher.



  • ask specific, precise questions

  • find a challenge for expecting reply

  • use empathic approach and create engagement

  • define question about problems, solutions



  • ask abstractive questions

  • be too personal

  • avoid open-ended questions like “Thoughts?”

  • be too pushy and insistent


“How to get more customers to open your emails?” Set customers expectations and focus on benefits- and don’t be discouraged if you don’t get a reply. Sometimes the lack of reply is also a reply.


At last, but not least if you want your recipe to be shared and tested by more people, don’t forget to use the ingredients and flavors that will make it unique: attitude, value action. Attitude is a little thing that makes a big difference, as Winston Churchill says, therefore personalize and customize your messages, don’t’ force to sell, but rather focus to offer value and call to action priorities.


And if people stop opening or replying your emails, your recipe has either no soul or you must put soul and energy in your recipe. Test is an experiment, taste is an experience.