The Questions to Ask Instead - Email Frequency and List Building webinar

Not achieving your email marketing goals is frustrating, but achieving your goals and then not achieving success is devastating. This happens when marketers and executives ask the wrong questions. When that happens, the answer almost doesn’t matter, because it’s likely to cause you to put the wrong strategies in place regardless. A solid email marketing strategy starts by asking the right questions.

In this series of free on-demand webinars, we’re discussing a number of common email marketing questions that brands ask themselves, and then posing some better questions that brands should ask instead. In this 27-minute webinar, we’re looking at common questions about email frequency and list building, including…

  • How can we send our subscribers more email?
  • How can we attract more subscribers?
  • How much did we grow our email list?

In each case, we’ll explain why those questions aren’t likely to help you achieve the email marketing success that you want, and suggest one or more questions that are better. Along the way, we’ll share advice from some of our more than 500 digital marketing consultants, as well as some real-world experiences from our clients.

>> Watch the free on-demand webinar on Oracle’s Modern Marketing Blog

The State of Email Marketing

Marketers are operating in turbulent times. The challenges are daunting:

  • The worst health crisis since 1918
  • The worst financial crisis since 1933
  • The worst social unrest since 1968.

The shock to the system has been so great that marketers have largely scrapped their 2020 marketing plans. March marked the new start of the new year. And email marketers need a new plan to succeed going forward. Thankfully, each of the past 4 months have offered lessons that will serve you well as you navigate the rest of this chaotic year.

In this keynote for the ANA’s 2020 Email Evolution Conference, Wildbit Head of Marketing Justine Jordan and I discuss the key events of the past 4 months, what marketers can learn from those events, and how those lessons will inform your strategy this year and beyond.

View the slide presentation:

Netcore Podcast: There Is Opportunity in Disruption and Email Is the Key

Email marketing has changed in dramatic ways since March. I join Netcore’s Email Unplugged Podcast to speak with Dennis Dayman about these changes and how marketers have responded and what they should think about moving forward.

During our conversation, we talk about:

  • Companies’ coronavirus crisis messaging in mid March and how consumers reacted to them
  • How email engagement, unsubscribe rates, email revenue, and other metrics have been affected by the pandemic
  • How open times have shifted
  • Why personalization, segmentation, and automation will be extra valuable as the economy reopens
  • Why you need to adapt your personas to reflect new behaviors
  • How out-of-stocks are driving lots of new consumer behaviors
  • How you can learn from past systemic shocks like the Great Recession of 2008-09

To hear us explore all of that…

>> Listen to the podcast on Netcore’s blog

The Questions to Ask Instead: Email Performance Measurement

Not achieving your email marketing goals is frustrating, but achieving your goals and then not achieving success is devastating. This happens when marketers and executives ask the wrong questions. When that happens, the answer almost doesn’t matter, because it’s likely to cause you to put the wrong strategies in place regardless. A solid email marketing strategy starts by asking the right questions.

In this series of free on-demand webinars, we’re discussing a number of common email marketing questions that brands ask themselves, and then posing some better questions that brands should ask instead. In this 25-minute webinar, we’re looking at common questions about email performance measurement, including…

  • How many subscribers opened our email?
  • How many subscribers clicked my email content?
  • How many email recipients clicked through and converted?
  • How much revenue did we generate from that email?

In each case, we’ll explain why those questions aren’t likely to help you achieve the email marketing success that you want, and suggest one or more questions that are better. Along the way, we’ll share advice from some of our more than 500 digital marketing consultants, as well as some real-world experiences from our clients.

>> Watch the free on-demand webinar on Oracle’s Modern Marketing Blog

LiveIntent Podcast: What Does the Change in Email Behavior Mean for Marketers?

I join Kerel Cooper and Nick Dujnic, co-hosts of LiveIntent’s Real Time Banter podcast, to talk about how email behavior has changed during the coronavirus pandemic and what those changes mean for marketers.

Watch to hear insights on:

  • How content consumption has changed during the pandemic
  • How email behaviors like open times have changed
  • Where some brands have gone wrong with mobile-friendliness
  • How email has once again silenced the “email is dead” crowd
  • How consumer product loyalties are up for grabs
  • Why CPG brands need to build their owned audiences
  • The need for product-maker and retailers to inspire and educate their audiences
  • How list grown has been challenged during the pandemic
  • The need to regularly audit your automated emails
  • The concerns about ad adjacencies

>> Listen to the podcast on LiveIntent’s blog

The Last Word on May 2020

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

The Old Reliable: Salesforce Study Shows Email Still Ranks High In Marketing Use (MediaPost)

How to create a BIMI-compatible logo using SVG images (ValiMail)

Insightful & entertaining tweets

Noteworthy subject lines

CVS, 5/4 – You Don’t Have to Leave Home for Your Rx.
Target, 5/29 – We’ve enhanced our non-contact shopping options.
Big Lots, 5/14 – Essential supplies. Curbside convenience.
Panera Bread, 5/19 – Chad, save $5 when you order Curbside.
Best Buy Top Deals, 5/4 – Shop these new tech deals, available for Curbside Pickup or fast and free delivery.
Walmart, 5/5 – Our new app is your one-stop shop
Staples, 5/30 – Today’s list: ✔️ Sanitizer ✔️ Masks ✔️ Savings
Office Depot, 5/14 – We’re ready when you are, helping you get back to work
Wegmans, 5/4 – Face coverings required in MA
Gap, 5/1 – We’ve got you covered: masks are here!
VS PINK, 5/9 – PINK Masks are here!
Michaels, 5/25 – Presenting DIY face masks for yourself, an essential worker or a friend.
Uncommon Goods, 5/12 – A kid-friendly handwashing how-to you’ll love, too
Bed Bath & Beyond, 5/4 – ***EXCLUSIVE: TWO coupons are here for you! Raise a glass for your virtual happy hour! 🍸
Express, 5/4 – Need new tops and shirts? They’re all 40% off.
UncommonGoods, 5/6 – Still need a gift for Mom? We can fix that.
Dollar General, 5/6 – Why not make something for Mom?
Wegmans, 5/10 – Show Mom How Special She Is Today
Big Lots, 5/5 – Rock your Cinco de Mayo at home!
Williams Sonoma, 5/5 – This year, Cinco de Mayo falls on Taco Tuesday! Recipe inside…
Staples, 5/5 – Say thanks this Teacher Appreciation Day. They deserve it!
Dollar General, 5/12 – Homeschooling? Stay supplied starting at $1
Uncommon Goods, 5/15 – Dear Class of 2020: grad gifts are on the way
Office Depot, 5/6 – Restock and upgrade on your scholastic essentials
Michaels, 5/19 – This email contains U.S.A. décor and DIYs.
Burlington, 5/25 – This Memorial Day, we honor all who sacrificed for our country
Home Depot, 5/25 – Remembering the Fallen. Serving Their Families.
Uncommon Goods, 5/19 – Care packages for pretty much every one you know
CVS, 5/5 – We’ll Help Keep Your Fridge & Pantry Stocked.
Williams Sonoma, 5/25 – Make ice cream anytime at home with Cuisinart!
Walmart, 5/30 – Hungry? Cook up something yummy. 👩‍🍳
Banana Republic, 5/5 – Not Cancelled: Floral Styles
Nordstrom, 5/30 – Go hard at home in Nike
AutoZone, 5/12 – Escape to your garage
West Elm, 5/9 – Create a space you need with our FREE Design Crew
Dick’s Sporting Goods, 5/6 – Create a Fun Escape with Up to 40% Off Backyard Deals
Crate & Barrel, 5/24 – Free local furniture delivery makes patio setup a breeze.
Bass Pro Shops, 5/11 – Spend some quality time around the campfire with family
Target, 5/22 – Grow your garden 🌷
ModCloth, 5/6 – Sunning, swimming, and stunning.
Banana Republic, 5/18 – Optimistic Dresses Made for You
Walmart, 5/6 – Kristen Bell & Dax Shepard’s date night tips
Walmart, 5/12 – Introducing Chrissy Metz’s most-loved styles
REI, 5/26 – Introducing our West Elm Collaboration!
Lowe’s Home Improvement, 5/18 – Lowe’s and ABC’s American Idol team up for a huge hit.
Bass Pro Shops, 5/20 – NASCAR is back! Watch tonight and tomorrow

New posts on EmailMarketingRules.com

CCPA vs. GDPR: Social Listening and Sentiment Learnings

CCPA vs. GDPR: Social Listening and Sentiment Learnings

Speeding Up Email Production Workflows & the Potential Consequences

Speeding Up Email Production Workflows & the Potential Consequences

As Coronavirus Restrictions Ease, How to Adjust Your Email Strategy

As Coronavirus Restrictions Ease, How to Adjust Your Email Strategy

8 Email Marketing Improvements to Make During Slow Periods

8 Email Marketing Improvements to Make During Slow Periods

The Last Word on April 2020

The Last Word on April 2020

How Coronavirus Has Shifted Consumer Preferences and How Marketers Should Adjust

The COVID-19 pandemic clearly drove some new consumer behaviors: 28% of online grocery shoppers surveyed in March, for example, had made their first online grocery order ever that month because of coronavirus concerns, according to CPG marketing agency Acosta.

The unknown is whether those behaviors will stick. Human behavior is incredibly elastic after all. However, some consumer behaviors have already permanently shifted because of the impact of health and safety concerns, stay-at-home orders, the shutdown of non-essential businesses, remote working, travel restrictions, social distancing, supply chain disruptions, and other aspects of COVID-19 pandemic. And the longer these conditions last, the sticker all of these consumer changes will become.

Consultants and analysts at Oracle CX Marketing Consulting and Oracle Data Cloud see significant shifts in consumer preferences around:

  • Consumer products brands
  • Retail store brands
  • Shopping channels
  • Work environments

For all the details on how each of those have been affected…

>> Read the entire post on Oracle’s Modern Marketing Blog

Understanding Email Deliverability

Email deliverability can feel out of your control, like your emails are hot air balloons being blown whichever way the inbox provider winds blow. However, this isn’t really true. Businesses actually have a lot of control over whether their emails reach the inboxes of their subscribers, but they have to understand the factors that affect deliverability as well as how to track key performance indicators.

During this 49-minute on-demand webinar, Daniel Deneweth and I dispel the myths and give marketers a true picture of how deliverability works and how to measure it. We begin by talking about the seven factors that determine inbox placement:

  1. Your email service provider’s infrastructure and your authentication
  2. Your overall email volume and send patterns
  3. The content of your emails
  4. How often you’re sending to unknown email addresses and hitting spam traps
  5. Your spam complaint rate
  6. How many of your subscribers are opening and engaging with your emails
  7. The sender reputation associated with your sender IP addresses and domains

After explaining how inbox providers determine whether to block, junk, or deliver your emails to your subscribers’ inboxes, we discuss the six deliverability KPIs that you should track and the appropriate benchmarks for each:

  • Hard bounce rate
  • Soft bounce rate
  • Spam complaint rate
  • Unique open rate
  • Unsubscribe rate
  • Inbox placement rate

We wrap up the webinar by advising you on how to avoid spam traps and discussing the current state of email deliverability, including concerns related to the coronavirus. Watch the on-demand webinar to better understand how email deliverability works and how you can take control of your inbox placement.

>> Watch the free on-demand webinar on Oracle’s Modern Marketing Blog

Prioritizing Which Email Innovations to Pursue

You can’t—and shouldn’t—chase every email marketing trend. To help you prioritize which email innovations you should invest in, we surveyed Oracle CX Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as their predicted impact during 2020.

In this presentation, which I gave at the 2020 Email Innovations Summit, I share which trends are Unproven Opportunities, Competitive Differentiators, and Proven Essentials—and highlight the risks, controversies, and efforts around some of them. By the end, you’ll have a much better idea of where to direct your email marketing investments this year.

View the slide presentation:

Understanding the Mailbox Provider Landscape

The mailbox provider landscape continues to be dynamic, with ongoing unannounced changes to email filtering and reputation algorithms. That means ongoing headaches for email marketers.

Join Oracle CX Marketing Consulting’s Clea Moore as she talks about the key mailbox providers and recent changes in deliverability filtering and sender reputation calculations. She’ll discuss:

  • The Big Four mailbox providers in US: Google (Gmail.com, Gmail mobile app, Android app), Apple (iPhone, iPad, Apple Mail), Microsoft (Outlook.com, Outlook desktop apps), and Verizon (AOL, Yahoo Mail, Verizon.net)
  • The consolidation at Verizon Media Group and how that has and will affect deliverability
  • Filtering and reputation changes at Gmail in recent months, along with changes in Gmail tab placement
  • And more…

Understanding the Mailbox Provider Landscape: The Key Players & Recent Impacts on Deliverability
Date: June 25, 2020
Time: 1pm ET/10am PT
Duration: 1 hour

Your Presenter:
Clea Moore, Director of Deliverability Strategy for Email Deliverability Services, Oracle CX Marketing Consulting

>> Register for the free webinar