I Wasn’t Always Proud to Be in Email Marketing

I have a confession: I wasn’t always proud to be a part of the email marketing industry. Shortly after making the jump from journalism to email marketing in the mid-2000s, I was at a party with my wife and told a new acquaintance that I was in email marketing. “Oh, so you’re…

2 New Reasons Email Attribution Will Get Even Messier

Email has long had a reputation as a highly trackable channel. Marketers love it because you can see a subscriber open an email, click on links in the body content, visit their website, and convert. The problem is that for many brands, this linear A-to-B-to-C-to-D email interaction is increasingly rare—and already rare…

Going Beyond Demographic Segmentation & Finding the Right Segments

Achieving one-to-one messaging is a great goal, but reducing our reliance on one-to-all broadcast messaging is probably a better, more realistic goal for most brands. This is where the one-to-some of segmented messaging can be very powerful. Jen Rhee, Email Marketing Manager at online learning marketplace Udemy, knows a lot about segmentation…

Different Subscriber Segments Require Different Success Metrics

Our subscribers aren’t all the same. They have different goals, which means that marketers should have different strategies for optimizing those relationships and measuring the success of those relationships. Vicky Ge, Marketing Manager, Trade Books, at Amazon.com, is very mindful of the different audiences that the ecommerce giant serves. At The Email…

Email Address Acquisition Sources: Focus on Where Your Buyers Are

Where, when, and how to collect email addresses so that retailers are attracting high-value, low-complaint subscribers is definitely a common struggle, as I shared with Dom Nicastro of CMSWire, who was examining the results of the 2016 Yesmail Channel Report. The findings of that survey of nearly 200 Shop.org attendees found that…

The Often Missing Element in Email Marketing Success Metrics: Time

Email marketing success metrics are incredibly tricky, in part because it’s very easy to fall into a mindset of evaluating campaign success instead of program or customer success. While individual campaigns are important—some being critical—the collective impact of our campaigns on the engagement of our subscribers is even more important. It’s an…

The Last Word on December 2015

A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & whitepapers New EU privacy rule could cost U.S. firms billions (USA Today) 16 Predictions for Email in 2016 (SparkPost) Here is what 9 experts see for the future of email marketing and marketing…

Why the Rebirth of Email Marketing Is Coming in 2016

Email marketing was ignored, under-resourced, and declared uncool and dead during the rise of social media. Now that leased media is morphing into paid media and paid media is morphing into blocked media, brands are returning to permission-based email marketing to find that it has new synergies, powerful new capabilities, broader integration,…

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