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What Really Works for Email Marketing?

We all want better results from email marketing, but you might not know what’s effective today. Heather Vale Goss of Performance Marketing Insider interviews Taylor Kennedy, Senior Manager of Optimization and Strategy, and Optimization Manager Lauren Pitchford from MECLABS, home of Marketing Sherpa and Marketing Experiments. These are the people that conduct the scientific experiments so we all know what works and doesn’t. In this interview, part one of four, find out what MECLABS is, how email marketing has changed, and how effective it is compared to five years ago. Also discover specific strategies for standing out and improving your open rate, what kind of testing and tracking you should do, and what kind of content to provide. Do firstname tags still work, and do they improve your open rate or conversions? What is friction, and how does it affect your marketing? The answers to these and more are in this interview.

About Heather Vale

Heather Vale is a seasoned journalist, writer and interviewer known as The Unwrapper™. For more than 20 years she has worked in all media: TV, radio, print and online. She began interviewing on the internet for the first time in 1998, and for the second time in 2005. Many of the sites she has founded revolve around her branding concept “Unwrapped” — which is about metaphorically peeling back the layers of the onion to get to the core truth in any topic.


  1. Nice work Heather

  2. Great post,Heather.Here i came to know many important topics about Email Marketing.

  3. But do you really think now that email marketing works with the new update of google????

  4. Good work digging into some of the specifics Heather. Thanks for posting.

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