Stagecoach Corral

Stagecoach Corral

[stagecoachdigital]

Spotlight on: The Breast Cancer Research Foundation

We designed this beautifully simple Facebook share asset to engage BCRF's community on National Doctor's Day. The quote from BCRF's science advisor hits exactly the right note. And it looks like the message really resonated based on the high number of shares to Likes.

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Post by The Breast Cancer Research Foundation.

This began it's life as an analogue sketch, where Sharpie pens meet white office paper:

[stagecoachdigital]

Rules for Active and Inactive Email Names

For our Mailchimp clients, we like to segment subscriber groups based on recent activity vs. recent inactivity to try and test different subject lines. It’s harder than it should be to setup but it’s way easier than doing the same thing on bigger enterprise email systems.

We’ve found that active names like to do stuff and non-active names are looking to re-engage with content that will teach or show off content that's new and different without having to click for the information pay-off. It goes without saying, but your subject lines should communicate those different strategies.

[stagecoachdigital]

Capitalization in Email Design

Caps in a subject line or an email message is a very bad idea. It’ll trigger span filters. However, you can use CSS to render a string of text in the message body in all caps without triggering computer filters. Why use all caps in an email?

I think combining “text-transform: uppercase” with “letter-spacing: .5px” will make header text look really sharp.

Here's an example from Stagecoach that uses uppercase and letter spacing to strike an elegant scholarly tone for a education services client:

Getting back to subject lines, length (as in less than 50 characters) and active engagement (here’s your change to do something or learn something or get something) are the most important subject line ingredients. 

For my Mailchimp clients, I like to segment groups between active and non-active names to test different subject lines because that's really easy to do in Mailchimp. Generally, your active names like to do stuff and non-active will re-engage if your email can teach or show them something new without always having to click. So, your subjects lines should communicate those different strategies.