Mobile Web is No Longer Optional

It’s essential that every company has a gas station or a roadside have a gas station on the mobile web superhighway. Consumers are leaning hard on smartphones for critical information about brands during the buying process. You might be skeptical, or dragging your heels about making an investment in mobile, which may mean a responsive web design for your site or a mobile-only web presence. But you can’t wait.

  • 91% use the mobile web for inspiration during the middle of a task
  • 82% consult their smartphones while shopping
  • 66% use mobile to learn more about something they saw in a TV commercial
  • 55% have switched from a brand they intended to buy, because of information on search.

Mobile Web Marketing Basics

Smartphone trickery knows no bounds. Geo-fencing, for example, allows restaurants to alert hungry customers within a certain radius of the eatery about the soup of the day.  Fortunately, you can be effective without getting fancy. Scoot the Geo-fence, and get started with these basic steps:

  1. Your site must work on mobile devices. Many sites today are built on mobile responsive or compatible platforms. If you have an older site that doesn’t render well on mobile, build a new one. Gulp. We understand. But take a moment to calculate the value of the business you could be losing because you’re AWOL on their phones.
  2. Make sure that your site looks sharp on mobile and that it’s easy to operate.  Start with an analytical tool like Google’s “Mobile-Friendly Test,”  and test the mobile site’s usability by watching actual humans perform tasks on it.
  3. Create mobile-only search engine marketing (SEM) that’s sensitive to where and what your customers are using their phones. Buying needs change as the buying experience unfolds. For example, imagine this typical string of information needs about dog house.  what do dogs desire in a dog house? What brands incorporate the features I just learned about?  Which dog houses get the best reviews from pooches? What stores sell those brands? Help me compare prices. What is the closest store to my home? How do I get there?
  4. Have your site optimized for mobile. Speed up pokey page download times. Test design for use by chubby fingers. And tailor search copy to localize your business.

Stake your claim on the mobile web by making your site mobile responsive.




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11 Ways to Increase Signups from Your Landing Pages

Whether you’re hawking a new menu for your restaurant, or building an email list for prospective car buyers, landing pages are your friend. They’re designed to turn web visitors into prospects by capturing email addresses and other handy information.

You can push traffic to a landing page with brute force marketing dollars. But converting that traffic to usable email addresses and leads is part science and part voodoo. There are a ton of variables in play, like font, size, form field sizes, label placement, colors, copy, layout. And that’s just for starters, so our first piece of advice is to refine landing pages through A/B testing.

Fortunately, a lot of geeky research has given us best practices to get started. Here’s our top 11 list.

1. Write concise headlines that clearly state the offer and tell the visitor what to do. “Download a Free Guide to Purchasing Your First Home Without Regret.” Is this headline longer than usual? Yes. But it gives the visitor all the needed information to make a decision to download the white paper quickly.

2. Resist the urge to be “clever.” It’s a difficult and humbling lesson for us writers, who, on most days, are paid for our wit and silly puns, i.e. “Home is Where the Hearth Is.”

3. Make sure that design, language and visuals are consistent across all the promotional platforms. Otherwise, your visitor will experience a disconnect (read: loss of trust) and drop your page like a hot tater.

4. In general, don’t use offers that aren’t directly related to the information you’re trying to sell. Aside from possible legal and ethical issues, you’ll also receive a bunch of junk signups from people more interested in winning an Apple® watch than seeing the resolution of your new ultrasound.

5. As comedian Sam Kinison said, “Tell me what to do, and I will do it.” The same holds true for call-to-action (CTA) buttons. “Submit” is meaningless. Be clear and direct, “Download our free white paper.” Or restate the benefit, “Save on Maintenance. Send my eBook.”

6. Form design is a graduate degree unto itself.  Key tips: label the form fields precisely. “Full Name” not “Name,” and for an address, specify which one: practice, or home. Again, this isn’t the place to be clever.

7. Design tip: Line up form labels on top of the form fields, not to the left. There art plenty of articles about the technical design aspects of form design. For inspiration, though, I love Smashing Magazine’s overview of some of the best and most creative.

8. With at least 40% of your traffic visiting by phone, mobile compatibility for landing pages is an absolute must. Otherwise, you’re missing an important chunk of your audience, and quite possibly taking a SEO hit from Google.

9. The objective of a landing page is to encourage visitors to follow a path to the call-to-action. Anything that gets in the way of that visually should be hacked out.

10. Use an A/B test on all the elements of the landing page. Start small, e.g. testing two versions of the landing page, or the color of your CTA buttons. For further information about anything related to user interface, read articles by Jakob Nielsen at the Nielsen/Norman Group.

11. Agencies and in-house groups alike tend to obsess about conversion rates. That’s okay, but the ultimate metric is the number of qualified prospects converted. The secret is to repel people who you know aren’t qualified.

For example, your event to educate health club owners about your product could be perceived as an invitation to fitness buffs. Try crafting a message like, “Knowledge is more important in health club success than muscles.”

That’ll send them running for the door.

Learn more about email marketing, marketing automation and web development services at

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Website Analytics: Turn Flabby Numbers Into Customers

The hungry marketer Many years ago, a client called me at 7:30 a.m. “Your f…..g ads don’t work, you f……g a……..e.” In retrospect this is hilarious because his store wasn’t even open yet. Some people make the same snap judgments about websites based on top line data only. This information (see below) may flag a problem on the site, but it’s not the diagnosis. Now what? Say your car doesn’t start. The problem could be everything from a faulty ignition switch to a potato lodged in your tail pipe. We need to get under the hood and get dirty.

Typical dispaly of top line website data
These are topline numbers on your Google Analytics (GA) account’s home page. If you don’t drill down to understand what’s really going on, they can bite you in your rear part.

Top line numbers fluctuate due to many factors beyond your control, seasonality, popular soccer match, day of the week, or job postings on your website. The numbers go up, and they come down. And they will not tell you important dimensions about the size of your core audience, or the surge in traffic driven by social media.

So slap on a pair of coveralls, grab a wrench, and let’s do a deep dive on your website until we reach the core. As for the hard charging, results driven, monkey on your back, you’ll have a few more bananas to pitch at him.

Can you tell where the 300% increase in traffic dropped off?
Can you tell where the 300% increase in traffic dropped off?

Last October, Ideopia redesigned a website. Traffic growth was almost immediate. Eventually the growth slowed, but growth in visits continued to increase. Then boom! Traffic spiked over 300%. Champagne corks popped like gunfire at Ideopia. And yes, we were quick to point out this accomplishment to our client.

We poked underneath the traffic to find the mystery traffic.  And the bump wasn’t do to earned traffic at all.  By checking traffic sources, we found the culprit, an Adwords account that was running amok. While it’s nice to take the credit, our job here was to shut down the rogue Adwords account. And we did.

One reason website analytics get wonky is because they’re based on averages. For example: web traffic might go up, but pages per visit go down. Has your content broken down? That’s possible, but it also might be a slow download speed for your site.

Other and possibly deceitful metrics – time per visit, and pages per visit – are based on averages of all your site’s data, too. Now hear this:  There is no average visitor. One visitor might hit one page on your site. Another may visit a hundred making the average number of pages per visit 500. Again, we love to report the good news. But it’s not helpful for decision making. So lets take an example using Pareto’s 80/20 distribution. For the sake of this example, our website pulls in a whopping 100 visitors per month.

Traffic Segment A 

  • Web Traffic = 20
  • Average page views per visitor = 10
  • Total Pageviews = 200
  • Time per visit = 5 minutes

Example Segment B

  • Total  traffic = 80
  • Average page views per visitor = 1
  • Total Pageviews = 80
  • Average time per visit = 1 minute

Averaging A & B segments together yields the top line data you would see on your dashboard.

  • Total traffic = 100
  • Total  page views= 280
  • Average page views = 190
  • Average time per visit = 3 minutes

The point here is to show how averages misrepresent the values in both A & B segments. Knowing that we have 2.8 page views is useless. What’s interesting is that 20% of our traffic views 10 pages, and 80% account for 80 page views. See how unhelpful averages are? Depending on your objectives, you might be more concerned with core visitors, or overall traffic. If only you could determine what’s sticky for the core group, and what’s turning off the fringe visitors.

Well, you can with custom segments from Google Analytics. It’s a power tool for defining your key audience segments, and a component of decision making about content, user experience, and SEO.  The answers aren’t on top. Drill down, and start finding customers.

Find Customers in the Core

Use Google’s custom segments to define your target audience. Describe it by demographics (18-24), keywords from search, affinity categories like sports and gardening, and traffic sources, like social media or Adwords. The core is the group of visitors you want to tantalize with your content, capture their email addresses, and eventually contact them personally. This report shows engagement by comparing numbers of users in different time segments.

Rules of Engagement

A metric like engagement should make you swoon. On Google Analytics, it’s called “Engagement,” located under Behavior on the left-hand navigation. Let’s take the table below as an example, and say that we consider anyone who has made a visit of 180 seconds, or 3 minutes, to define a core visitor.

Which would you say are the most engaged visitors?
Which would you say are the most engaged visitors?

380 or 21% of visitors accounted for 6,116 or 56%, of page views lasting more than 3 minutes. According to our definition, this is the core audience. To refine further, choose from a slew of pre-configured reports to import into your accounts. Custom segment in hand, you’ll want to apply it to other reports in GA. Find out how much of your core audience visits from social media, and what platform. What pages are most appealing to this group? Who is performing what actions on your site.

Increasing Website ROI

While it’s fun to gloat over top line numbers, it can lead to rash decisions based on them, like trashing your existing site, revamping the home page, or stuffing copy for SEO. Keep in mind that your site still needs  to cater to the other 80%. They will become the new core, and fodder for content marketing programs. What are your top analytic tricks? Please add them to the comments.

Bill Abramovitz is CEO and Creative Director at Ideopia, a Massively Integrated Idea Company.

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Earth to Creatives: Where are Your Websites?

Web education for students isn't happening.

Student website are missing in action.

This  became painfully apparent over the past month as reviewed more than a dozen portfolios from senior art directors and entry-level. The process was exhilarating, discouraging and, at times, enraging.

Of the 21 portfolios I reviewed, only one showed any digital work of consequence. And now that person works for us.

Maybe we give the younger people a pass on creating for the web, because they’re the victims of their school’s curriculum. But why? Hasn’t the younger generation grown up with all things web and mobile? Why don’t they have the curiosity to explore digital even if it isn’t in the course description?

Working in a web of denial.

One probable explanation: The old fogies are designing the curriculum, and they themselves have not adapted to the new secret ways of the web. Like many students they’ve convinced themselves that digital design is just an extension of print, and thus not worthy of much attention.

Of course that’s not true. And poor slobs like me will spend countless hours explaining why a web page can’t weigh-in at 20mb, how web visitors scan pages, that our pages foldup responsively for mobile devices, and that meaning and accessibility trumps artifice. Even if they can’t execute the basics, they should understand them.

The old salt art directors are another story. They don’t exactly act like the Internet is a fad, but neither do they embrace it. What I saw their work were hobbyist websites that looked OK, but t wouldn’t pass a basic usability or technical test. Their M.O. is to design a pretty interface and hand it off too a developer to make their mess work.

I can’t understand why any creative person wouldn’t dive into digital, poke around, learn, and bring new ideas to the party. We can’t kid ourselves any longer. Knowing the basics of print design and the joys of type ligatures prepares you better for a job in food service than web design.

Hip teachers and students are already embracing digital. If you’re not seriously into web, mobile, app, games and responsive design, get there. Maybe you’ll get a job at a cool, progressive shop instead of serving happy meals.

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Join Web Analytics Anonymous


However beautiful the strategy, you should occasionally look at the results

– Winston Churchill

Web analytics for people, like me, are addictive. I’ll watch stats pileup in real-time, and get a tiny adrenaline rush everytime there’s an uptick. Judging by the puzzled looks , not everyone shares my enthusiasm. They should. Numbers of Twitter and Pinterest followers, bounce rates on web pages, and click-thrus on emails show real-world progress, or lack of it. And, with a little imagination, they can be turned into meaningful action. Marketing directors, planners and creatives who aren’t tapping into analytics are selling themselves and their brands short. This is why I’m high on analytics:

1. Hedonism. There are few things more pleasurable than seeing evidence that people are interacting with, and appreciating your work. If that doesn’t jazz you, check for a pulse, and dial up

Web traffic grows in response to a higher blogging frequency

A more active blogging schedule increased web traffic 60%. I say we keep funding that!

2. Politics. How do you justify your budget?  On what basis do you ask for a contract renewal? What’s working that justifies a larger investment? Smartly presented analytics can tell the story, and give you the ammo to kill floundering programs.

3. Incremental improvement. A split test on email can tell you which content, design or subject line will drive the most click-thrus. Add that information to the next piece of creative you produce, and the results will continue.

For example, by switching from a text link to a green button, the click-thru rate on this email campaign jumped 117%.

Changing text links to buttons increases email click thrus.

4. Spot trends and opportunities. Amalgamate data from multiple sources, e.g. social media, web analytics, and email, to spot larger trends. When and where is your target audience most engaged? When and what do they want to buy? And what referral sources, like social media, web banners or search ads are most cost-efficient?

5. Fresh ideas. Unless you’re a quant, you probably think numbers are nerdy. But, by understanding the problems and opportunities that analytics reveal, you’ll develop insights that lead to innovation and lasting change.

6. Bragging. My favorite part when things go well. The website below grew from 1,200 monthly visits  to over 6,000 (blue line) post redesign. Web analytics enabled us to match the site’s potential to the needs of our client’s customers. Yep, there was a lot of fist pumping and beer after that one.

Web traffic increases after site redesign

You don’t need a degree in statistics to understand the most important web metrics used to evaluate websites. You just need to identify the handful that matter the most for your business. Start with the metrics that measure your key marketing objectives. Go from there, and soon I’ll see you at the Tuesday night meeting.


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Ad Copywriters: Savages of the English Language

Just about everyone can write. And just about everybody wants to weigh in on advertising and web copy. Most suggested edits are factual, and we receive them with open arms. Other comments are more subjective. They’re weasel words to avoid making a strong claim that isn’t or hasn’t been proven true, i.e. “The best in its class for trucks over 2,000 pounds with calfskin upholstery.”

But the most damaging, by far, are those from the self-righteous grammarians. They shake their fingers and scold about dangling modifiers, coordinating conjunctions at the beginning of a sentence, and sentence fragments. The latter being the axis of all evil. These are the so-called lovers of the language who smugly put copywriters on the level of goons who intentionally deprive Bolivian children of their food.

What’s Up with All the Fragments?

The editorial guidelines of most academic publications forbid the use of sentence fragments. But when the cat jumps on them in the middle of the night, they say “What the hell?” In real life, the chairman of the medieval studies sprays fragments just like the rest of us. Even at the annual professor block party.

Language Percolates from the Spoken Word

Marshall McLuhan said, “The medium is the message.” And you’ve probably noticed that print is no longer the dominant medium. And our speech is shaped by texting, Tweets, blog updates, and instantaneous communication to any place on the planet. The suggested length for a sentence in most newspapers is 14 words. Our speech, OMG, is time compressed.

If you’re serious about evaluating ad or web copy, read it out loud. If it sounds right, it probably is.

Language reflects the culture. Class distinctions, racial and sexual biases, are fading. We don’t call women girls, gay people homos, and home designers no longer list the main bedroom as the “owner’s suite.” We no longer swap bon mots in the language of the Bard, either. If we did, we’d be in for a beat down in a back alley.

The Message Matters, So Write Like It

Brush up on the famous grammarians, Strunk and White, and you’ll hear an insistence on using grammar and punctuation to clarify meaning. Clarifying meaning is what we do in marketing. If something in copy does not intensify meaning, we should blast it with a red pen.

Advertising doesn’t drive the English language, South Park does. So apologies to all the unyielding grammarians out there, we don’t work for you. People like people who echo their vibe, language and values. It’s hardwired into our brain. Copywriters work for consumers. And the good can change the tone of copy like a chameleon, and create a voice for a brand.

Good grammar is our tool for achieving clarity, but we’re not enslaved by it.

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How your Awesome Looking Web Site is Tricking You

When it comes to web design and development, what you see is most definitely not what you get.

Before writing any code, the client reviews design layouts to show what the website will look like. Unfortunately people tend to treat these the same way they treat print proofs. They think once they sign off on the web design comps, that is EXACTLY what the website will look like. The problem is that not everyone is looking at your website with the same operating system, web browser, screen size, or pixel density.

All browsers are not created equal.
Although browsers should conform to W3C standards, they are not required to. Complicating matters further, the W3C standards are always evolving and expanding. But the browser companies decide when and how they implement these changes. Each browser interprets the same set of code slightly differently. For instance, Internet Explorer will optimize it for Windows while Mobile Safari will optimize it for the iPhone. Sometimes these different interpretations are barely noticeable and other times they are very dramatic.

Complicating matters even further, there are always multiple versions of a browser being used at any given time. For instance, Internet Explorer 8, 9, and 10 are currently being used. Each version displays the same web page very differently.

Test. Test. And test some more.
It’s crucial to test your website in multiple browsers and versions of each browser. It can be a daunting task, but with a good strategy and some technology, any pain is totally worth it.

Step 1) Know yourself.

Empty your mind, be formless. Shapeless, like water. If you put water into a cup, it becomes the cup. You put water into a bottle and it becomes the bottle. You put it in a teapot, it becomes the teapot. Now, water can flow or it can crash. Be water, my friend.”
― Bruce Lee

The first step is to change your perspective. Separate design and content. What happens to your precisely designed desktop website when it’s displayed on the small screen of a mobile phone? Does the content reflow to use the small space? What happens if the user has vision problems and increases the font size to 30pt? The design must be flexible. You can either create a website that flows like water to take on the shape and size available or you can demand a rigid, pixel perfect design that will “crash.” Don’t waste time making sure that a line break hits properly in all 20+ browser iterations. It might work for a while…until a new browser version comes along. But think of the time and money you wasted and what you could have invested in better marketing or content. This doesn’t mean compromising your design. But you will need to stop treating website design like print design. It’s a different medium with different challenges and requirements.

Step 2) Know your audience. Look at your current website analytics and see what browsers your customers are using. How much traffic comes from mobile devices? How many customers are using Internet Explorer?

You should also view global usage breakdowns per browser. It’s important to know the most popular browsers and what version of those browsers are used most. Compare those stats to your web analytics.

We’ve found that global trends don’t always match up to vertical market usage. For instance, Internet Explorer 8 usage is 5.5% globally. But you may find that in your vertical market that Internet Explorer 8 usage is over 30%. Armed with this information, you’ll be able to easily determine how much effort you need to put into dealing with browser quirks.

Step 3) Know thy enemy. Every browser has its quirks. As stated earlier, every browser translates and displays the same code differently. Know the differences or find someone who does.

Step 4) Know the tools of the trade. There are a number of tools (free and pay) available for testing your website on multiple operating systems and browsers. Some will provide a screenshot of your page in each browser.

Browser Shots

Others diagnostic sites test your site live. You log in and select the operating system and the browser version to test the page. For instance, you could select Windows 7, Internet Explorer 9. This type of solution is great for testing customer processes like a shopping cart checkout.

Sauce Labs
Adobe Edge Inspect

It’s essential that your website looks great for all your customers, and with the amount of fragmentation in the browser market, browser testing is a must. It can be difficult and time consuming for the novice. If testing is not built into your development budget, it should be. The ROI is very high if you have an experienced developer.

See more of our web design posts on WavyBrainy; and leave comments below!


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Go Mobile, But Think Before You Act: 5 Tips

Cyber Monday 2012 shattered sales records, raking in $1.5 billion in online spending. More telling, perhaps, is that 13 percent of sales came from mobile devices. And more than half of all shoppers browsed on a smartphone or tablet before making a purchase.

Mobile use will only continue to surge, so if your brand hasn’t yet gone portable, it’s time. Here are five talking points we use with our clients to ensure mobile marketing success.

1. Analyze Your Website Traffic

Before you foray into mobile, find out how your customers use it in the buying process. Analyze your website stats and learn how many visitors access your current site from a smartphone or tablet.

If your mobile traffic exceeds 7 percent, it’s time to pull the trigger on mobile marketing. But even if that percentage is low, don’t assume your customer’s aren’t tech savvy, or that you can shelve your mobile presence. That brings us to the next point…

2. Know Your Customers’ Tech Habits

“The Power of Habit” by Charles Duhigg

If someone doesn’t browse a website on an iPad, that doesn’t mean they aren’t burning up the rest of the web on desktop, or vice versa. Using your website analytics, you can learn your customers’ tech habits.

For example, if they’re more active on desktop during the day, and switch to mobile at lunch and before bed. Or if they’re juggling a smartphone and tablet while they watch TV.

Research from Google found that consumers often use multiple devices simultaneously. And each gadget can trigger an action on the other, which emphasizes the importance of streaming consistent branding and linked calls to action across multiple platforms. Read more about marketing on multiple screens.

3. Integrate Mobile with Your Business Strategy

Now that you understand how your audience uses mobile, it’s time to decide how to integrate it with your overall marketing plan. Within mobile, there are different channels that need to be connected to email marketing, social media, e-commerce and print. SMS (text messages), QR codes, apps, mobile sites – they’re all forms of mobile, but each serves a different purpose in the buying process.

For example, an app can integrate Facebook and Twitter for virality, where users can easily share your brand’s message on social media. And a QR code can direct customers to a mobile landing page to capture leads. Or a mobile e-commerce site can increase sales when many of your customers access your site on the go.

The key to mobile success it making it work with your business objectives, and supporting the rest of your marketing efforts.

4. Create a Mobile Content Plan

The average smartphone display is 4 inches, so a small screen isn’t the place to display 1,000 words of copy, or a white paper on your latest gizmo. Mobile users are distracted. They’re on the go, and they don’t have time for wordy content. So when you create a mobile content marketing plan, keep in mind that copy needs to be bite sized, or your users will bounce.

Usability gurus recommend that on desktop website, no page should be more than three clicks away. On mobile, that’s not the case. In fact, they’ll click more, as long as the process is logical and brief.

For example, here’s how this story might appear on mobile.

Click around our interactive mobile demo.

You get the point. Keep it short and snappy, with clear calls to action for the reader to quickly get to the information. See more examples of Ideopia’s mobile website and app design on our portfolio.

5. Weave Mobile into Your Content Management System

Manually updating your mobile and desktop sites separately is time consuming and expensive. A handful of mobile workflows and frameworks modify and automate content from desktop to mobile, with some assembly required. To avoid any headaches, check with your web team or agency to decide on a system to put in place before you take your brand mobile. And whatever you do, don’t attempt to port your desktop site to mobile. It won’t work.

“Google mobile user experience requires a different design than what’s needed to satisfy desktop users,” writes usability master Jakob Nielsen.

With a solid plan, making the transition to mobile can be seamless and rewarding. Try some of these tips, and you’ll save time and money, and prevent any future migraines. Or if you don’t want to tackle it on your own, give us a call. Learn more about Ideopia’s mobile marketing capabilities.

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7 Guidelines for Effective Call-to-Action Buttons

The goal of many websites is to entice its visitors to click a button. Whether it’s to sign up for a newsletter, buy a product, or submit a complaint, the button’s shape, size, language and color all play a role in compelling a user to follow through on a call to action (CTA).

On the Laura Ashley site, for example, a change in button color increased clicks in the check out area by 11% (see the case study).

Here are some basic guidelines for crafting effective buttons:

  • Color meaning is subjective and nuanced by different cultures.
  • Colors that are complementary like red and blue pop off each other.
  • Place the button in the upper half of the page (above the fold).
  • The form background must contrast with the page’s background, and the button must pop off the form background.
  • Rounded corners bring the eye toward the button’s message.
  • Size buttons to their relative importance to the CTA goal.
  • Use strong copy on buttons, e.g. download, watch movie, buy now. Avoid the word “click” at all costs.

Unfortunately, there’s no recipe for the perfect CTA button, so prepare for a few rounds of A/B testing. If that click isn’t that important to you, consider removing it.

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Troubleshoot Email Marketing with Infographic

We all have that “where do you start” feeling when trying to diagnose response problems with email campaigns or landing pages. There are so many variables! We designed this

checkup infographic to help you ask the right questions in the right order.

We invite you to share it with your friends on Twitter and Facebook, and click to download a full-sized Email Checkup Infographic.

You can also see if we live up to our own hype by subscribing to Ideopia’s marketing newsletter, The Blender.

Scroll down for the goodies.

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