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All posts by: Matthew Johnson

  • Profile:  Matthew Johnson is the EDM Specialist at Australian email marketing software company Vision6. His work helps to educate marketers and business owners on how to create, connect and convert using the power of email, SMS and social media marketing. His deep understanding of email marketing principles and practices has seen him work alongside hundreds of companies in the optimisation of their email marketing practices and strategies. With a passion for all things email marketing Matthew is also a regular speaker at the annual Email Marketing Summit Australia (EMSA).
  • Website:  http://www.vision6.com.au/
  • Twitter:   http://www.twitter.com/vision6
  • LinkedIn:   http://au.linkedin.com/pub/matthew-johnson/2/8b8/6a5

All contributions by Matthew Johnson



How to Get More Emails Read and Clicked with Cleverly Written Alt Text by Matthew Johnson @Vision6

How to Get More Emails Read and Clicked with Cleverly Written Alt Text Like the age-old advice to not run with scissors in your hand, or to look both ways before crossing the road, adding alt text to the images in your email just makes good sense. With most email clients blocking images by default, it’s the alt text that your readers will often see instead. This makes it a really simple and effective... [Read more]


Get Your Emails Opened, Read and Clicked! 20 Tips that Really Work by Matthew Johnson @Vision6

Get Your Emails Opened, Read and Clicked! 20 Tips that Really Work If you’re like me, you take great pride in creating email marketing messages that are just right. You know that email marketing works and that it deserves the effort required to engage your customers and inspire them enough to click your links. This is why you follow a pre-send ritual and make sure every email you create is as... [Read more]


5 Inspirational Examples of Email Marketing We Can All Learn From by Matthew Johnson @vision6

5 Inspirational Examples of Email Marketing We Can All Learn From As you might imagine at Vision6, we love email. Lucky for us too. Because as email marketers working at an email marketing software company, we spend a LOT of time looking at (you guessed it) – email. Often when we see an email we like, it gets shared with our team and we talk about the tactics used to help the email achieve its... [Read more]


How to Resend an Email to Non-openers the Smart Way by Matthew Johnson @vision6

How to Resend an Email to Non-openers the Smart Way  If at first you don’t succeed, try and try again. It’s a message that’s been drilled into us since childhood. But how well does it stack up when it comes to your email marketing? If you send an email and it doesn’t perform as well as you hoped, should you resend it to people who didn’t open it? On the plus side, some people who missed... [Read more]


Email Marketing Frequency: How Often Should You Email Subscribers? by Matthew Johnson @vision6

How Often Should You Email Subscribers? Email frequency is very much a balancing act. If you send email too often, you’ll annoy subscribers to the point that they unsubscribe. But if you don’t send email often enough, you risk being underexposed to the point where subscribers forget about you. So what’s the best frequency for sending emails? The short answer is – weekly. No… I’m just... [Read more]


Boost Email Relevance in 5 Steps with Conditional Content by Matthew Johnson @vision6

Boost Email Marketing Relevance in 5 Steps with Conditional Content Relevancy is key to getting results in email marketing. It’s Marketing 101 really. Understand each customer as an individual, send content they care about and you’ll be rewarded with their attention. On the other hand, if you assume all customers are the same and only send content you care about, you’ll be ignored. It’s a... [Read more]


Video: Getting More Clicks in the Inbox by Matthew Johnson @vision6

Video – Getting More Clicks in the Inbox Whilst you definitely want people to open your email, it’s not the most important thing. What’s even more important is that people convert. And when you break it down with respect to email marketing, you want people to click your links. Now this is a big topic that incorporates a lot of factors such as design, offer, copy, images, timing and reputation.... [Read more]


A Clever Use of Direct Mail to Reconnect with Email Subscribers by Matthew Johnson @vision6

A Clever Use of Direct Mail to Reconnect with Email Subscribers Remember when you were a child and getting mail was something to be excited about? You’d see your name on the envelope and wonder what was inside. But alas, you grew up and now know exactly what’s inside: bills, statements and junk mail. The illusion is gone, and opening mail – well, it’s no longer fun. In fact, most of us... [Read more]


How to Get Noticed in the Email Inbox (Video) by Matthew Johnson @vision6

How to Get Noticed in the Email Inbox (Video)  If you conduct email marketing for your business, I guarantee you that we share something in common. We both want to increase our open rates. After all… it’s simply good business. Plus with average email open rates hovering around 22%, there’s a lot of people on our lists who aren’t opening our emails. Improving email open rates is... [Read more]


Email Design Tips for Novices: Expert Interview with Kaushal Gunaratne by Matthew Johnson @vision6

Email Marketing Design Tips for Novices: Expert Interview with Kaushal Gunaratne Kaushal Gunaratne is CEO of Digital Glare and the creator of Cool Templates. He’s an expert when it comes to designing… well, cool templates. In this interview he reveals his top tips for marketers and novice designers when it comes to designing effective emails for their business. Question: Hi Kaushal. Can you start... [Read more]


Why Two Email Marketing Databases Are Not Better Than One by Matthew Johnson @Vision6

Why Two Email Marketing Databases Are Not Better Than One I love answering questions about email marketing. It’s what I’ve been doing for over 7 years now, and I’ve formed some fairly strong opinions along the way. But there is one question that still has me sitting on the fence: “Should I manage my contacts within a single database, or across multiple databases?” It’s a great... [Read more]


Email Newsletter Image Blocking: Why It Sucks and How to Rise Above It by Matthew Johnson @vision6

Email Newsletter Image blocking: Why It Sucks and How to Rise Above It A staggering 2 out of 3 email users have images turned off in their inbox by default (MarketingSherpa 2010). This makes image blocking a serious issue for email marketers. Particularly when you consider all the time, effort and money that goes into designing a beautiful, compelling email. Take this email design, for example. It’s... [Read more]


3 Surefire Ways to Improve Email Open Rates – by Matthew Johnson @Vision6

3 Surefire Ways to Improve Email Open Rates The figures in the latest Australia Email Marketing Metrics Report showed that average email open rates for the first half of 2011 are 22.47%. While metrics reports are good indicators and provide benchmarks, it is important that your benchmarks are based on the performance of your own email campaigns. If your email open rates are on the decline, then it’s... [Read more]


6 Things Subscribers Need to Hear You Say by Matthew Johnson @Vision6

6 Things Subscribers Need to Hear You Say Successful email marketers recognize the importance of building relationships with subscribers. But how exactly do you do that? Well I believe that relationships are built on trust. And trust is gained by delivering on clear expectations. With email marketing, this means making promises to new subscribers up-front and then delivering on these promises time... [Read more]


Can’t keep up? 5 Ways to Save Time with Email Automation by Matthew Johnson @Vision6

Can’t keep up? 5 Ways to Save Time with Email Marketing Automation Whether you’re new to email marketing or a seasoned campaigner, you’re probably familiar with the term “automation”. In fact, it’s probably something you’re already doing in a really simple way with email autoresponders. If so, then you already know that automation is an extremely useful tool for: Saving time in... [Read more]


3 Interesting Ways SMS Supports Email Marketing by Matthew Johnson @vision6

3 Interesting Ways SMS Supports Email Marketing In a recent post I wrote about getting started with SMS marketing, it is a cost effective way to reach customers in a very short timeframe. Most of us keep our mobile phones within arm’s reach and check new messages within minutes. So it’s no wonder SMS marketing is now a popular way for marketers to connect with customers. But have you ever considered... [Read more]