Use these 8 tested rules to improve your emails and sign-ups

This image shows a Passenger Pigeon from John James Audubon's The Birds of America (1827-1838).

Small changes in how you ask and how often you send can change opens, sign-ups and unsubscribes.

Who it is for. This playbook is for marketers who run a newsletter, a sign-up form or automatic emails to customers.

How to use it. Each rule gives the evidence, 1 action and a link to the full study. Start with the rule that fits your biggest problem this quarter.

1. Put the reader's first name in the subject line

Evidence. Field tests found that a first name increased opens by 20%. It increased sales leads by about 30%. Unsubscribes decreased by 17%.

Do this. Correct the errors in your first-name field. Then test the name on half of your next email list.

Read the study →

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