The Last Word on July 2020

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

Must-read articles, posts & reports

Learning from Failure: Stories and Lessons from Members of Only Influencers (Only Influencers)

Email engagement ‘highest in five-year period’ (Digital Intelligence)

Insightful & entertaining tweets

Noteworthy subject lines

Great Gap Sale, 7/5 – 2 codes, 3 summer deals & a Happy 4th!
Walmart, 7/22 – Check off your school shopping list for less ✔️ 💰
Big Lots, 7/22 – Big deals on back-to-class checklist items
Belk, 7/22 – Extra 50% off back to school cuteness 📚
Michaels, 7/18 – Dear parents: Your kids are invited to Camp Creativity online + coupon inside!
Zales, 7/29 – 🤗 Wearable Optimism | Gemstones
Omaha Steaks, 7/15 – Stay prepared with a full freezer – and get Free Shipping.
Bass Pro Shops, 7/28 – Now shipping delicious Mr. Steak meats to your door
REI, 7/26 – Turn Your Backyard into the Ultimate Outdoor Kitchen
Bed Bath & Beyond, 7/30 – Grilling gear starting at $7.99 🍢 Buy online and use contactless Curbside or Store Pickup. ** Redeem you 20% or $20 coupon.
Williams Sonoma, 7/24 – Make Flour Shop’s pop-up cakes at home
Crate & Barrel, 7/22 – Better than the ice cream truck.
Williams Sonoma, 7/14 – What makes a complete kitchen?
Target, 7/30 – Get a move on your furniture sale 🚗
Big Lots, 7/27 – Home beauty begins with Broyhill furniture
West Elm, 7/18 – Maximize your small space with our FREE Design Crew
Staples, 7/22 – Deals to stay safe and productive.
Banana Republic, 7/14 –Learn About Face Masks
Petco, 7/15 – Dog friendly workout ideas! 😅
Target, 7/29 – Comfy, stylish sneakers for everyone 👟
Bonobos, 7/11 – Summer Shirts > Bummer Shirts
Underground Cellar, 7/28 – Here’s a $26 Wine Credit! 🎉
Michaels, 7/30 – Mark Your Planner: National Planner Day is August 1st 🙌
Anthropologie, 7/28 – Seen in the Hamptons: TIE DYE
MoMA Design Store, 7/15 – UNIQLO’s New Text Message T-Shirts
ModCloth, 7/13 – We’re all about @MissAlexLaRosa!
Neiman Marcus, 7/26 – Leading with love
Zales, 7/18 – Celebrate Bold, Confident and Strong Women With Our Favorite Collections

New posts on EmailMarketingRules.com

On-Demand Webinar: Understanding the Mailbox Provider Landscape

Planning for a Hard-to-Plan-for 2020 Holiday Season

UNSPAM Conference: Work & Industry Trends

Keep Optimising Podcast: Chad S. White, Author of ‘Email Marketing Rules’

Email List Churn: How to Reduce Both Passive & Active Opt-Outs

Holiday Marketing Quarterly: Third Quarter 2020 Checklist

Email Deliverability Quarterly: CCPA Now Being Enforced, Coronavirus’ Deliverability Impact, and More

The Last Word on June 2020

Keep Optimizing Webinar

As a follow-up to my appearance on the Keep Optimizing Podcast, I’ll be joining host Chloe Thomas on Aug. 4 and July’s other guests to talk about email marketing and answer the question: What should be on your to-do list right now?

We’ll be discussing the hot email marketing topics AND answering your email marketing questions, including:

  • How do we capitalize on a lockdown-driven surge in orders?
  • How do we recover if our sales have tanked?
  • What should we be planning now to have success on Black Friday and Cyber Monday, and during the rest of the holiday season?

Keep Optimising Expert Panel Q&A Webinar
Date: Aug. 4, 2020
Time: Noon ET/5pm in UK
Duration: 1 hour

Your Presenters:
Chloe Thomas, host of Keep Optimizing
Chad S. White, Head of Research at Oracle CX Marketing Consulting
Gavin Laugenie, dotdigital
Joe McCarthy, Klaviyo
Kate Barrett, author of bestseller “E-telligence: Email marketing isn’t dead, the way you’re using it is”
Kurt Elster, Unofficial Shopify Podcast

>> Register for this free webinar

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.

During this 43-minute on-demand webinar, Oracle CX Marketing Consulting’s Clea Moore helps lessen the pain of these changes by catching you up on what the major mailbox providers have been up to so you can take action appropriately. She discusses the market share of the major mailbox providers in the US: Google’s Gmail, Microsoft’s Outlook.com and Hotmail, and Verizon Media Group’s AOL, Yahoo Mail, and Verizon.net. And then the talks about recent changes at those mailbox providers, including:

  • Gmail’s rollout of Email Annotations
  • Gmail’s filtering changes last fall that dropped unique open rates 2-3 percentage points
  • How Gmail miscategorizing emails earlier this year demonstrate the dangers of having promotional emails appear in the Primary tab
  • Early results from Yahoo’s test of BIMI
  • How Yahoo’s early retirement of abandoned email accounts has caused a spike in bounces
  • Verizon Media Group’s goal of monetizing promotional emails by selling view time optimization (VTO) and deliverability and performance feeds to marketers
  • The migration of Outlook.com, Hotmail and Live.com accounts to Office365’s backend infrastructure
  • The recent difficulties in warming up new sender IPs and domains with Microsoft’s mailboxes
  • And much, much more.

Moore concludes by talking about the impact of the coronavirus pandemic on email deliverability and her four recommendations for how marketers can adapt to the ever-changing mailbox provider landscape.

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

Planning for a Hard-to-Plan-for 2020 Holiday Season

Most major B2C brands and retailers will start planning for the 2020 holiday season soon, if they haven’t started already. Under normal circumstances, it’s challenging to accurately forecast, diligently plan, and effectively execute your holiday marketing campaigns. This year, with expectations of a second wave of coronavirus outbreaks and restrictions, most countries around the world slipping into recession, and global supply chains disrupted, it will be extra challenging.

Regardless, this year’s holiday marketing goal is the same as any other year: Every company must do their best to plan based on the information they have and then remain as flexible as possible to make adjustments along the way so they can maximize their holiday sales.

Based on research and analysis performed by Oracle CX Marketing Consulting, Head of Strategic & Analytic Services Clint Kaiser expects the following the 2020 holiday season:

  • Significant risks to the customer experience
  • Mobile will continue to grow in importance
  • Communication will be even more important

For each of these anticipated challenges, Clint provides three to five action items to help you overcome them. For a full exploration of each of these…

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

UNSPAM Conference: Work & Industry Trends

UNSPAM - Work Trends presentation

I had the honor of presenting at Really Good Emails’ UNSPAM conference in March. It was special in part because the RGE team asked me to present the results of their annual industry survey. More than 1,500 email marketers completed the survey, which asked them about their time and experiences in the industry, how their companies do email marketing, and much more. The findings paint a picture of a growing and maturing industry, but one with plenty of growth pains and challenges.

To help illustrate some of those challenges, as well as the opportunities, I wove in the findings of a survey we did of Oracle CX Marketing Consulting’s more than 500 digital marketing experts. In that survey, we asked our consultants to rate 26 email marketing tactics and technologies in terms of current adoption and the impact they expected it to have during 2020.

My presentation is now available for non-attendees to watch, which I highly recommend. You’ll learn a lot about how your company’s email operations compare to others in the industry, how your email experience compares to your peers, and the challenges faced by marketers across the industry—just to name a few of the topics covered in this 42-minute presentation.

If you don’t have time to watch the presentation, Really Good Emails provides a thorough transcription of the presentation, too.

>> View the UNSPAM presentation on Really Good Emails’ blog

Keep Optimizing Podcast - Chad White

I am excited to be the first guest on Chloe Thomas’ new podcast series, Keep Optimizing. The series will look at a different marketing channel each month, starting with email marketing.

During the 51-minute episode, we discuss a wide range of issues, including:

  • How I got my start in email marketing
  • Why email marketing is a good long-term career, and how it teaches you the skills you need to graduate up into marketing leadership positions
  • Why I wrote the first edition of “Email Marketing Rules”
  • What best practices are and how they can help marketers
  • How to align business goals and email marketing goals
  • Having a campaign-centric vs. subscriber-centric approach to email marketing
  • Whether benchmarks are useful or not
  • The importance of managing inactive subscribers
  • The best places to attract high-quality subscribers and where you tend to only be able to attract low-quality subscribers
  • The two things that new email marketers should learn about
  • What to test to make your emails better
  • What are the best email key performance indicators
  • What does the next 6-12 months hold for email marketing

For the full conversation…

>> Listen to the podcast

Email List Churn: How to Reduce Both Passive & Active Opt-Outs

It’s cheaper to keep a customer than find a new one. The same holds true for email subscribers—which also happen to be many of your best customers. That’s why it’s important for all businesses to minimize their email list churn, which can be a major drag on growing your email marketing audience and growing your business.

In this post, our email marketing consultants talk about:

  • The 2 kinds of email list churn: passive opt-outs and active opt-outs
  • 17 reasons why subscribers opt-out, recognizing that some are out of your control while others can be mitigated
  • 8 strategies for reducing email list churn—early on, in the middle, and at the end of the email relationship

For a full discussion of all of that…

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

Q3 2020 Holiday Marketing Guide

Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle CX Marketing Consulting’s more than 500 digital marketing experts.

The third quarter is focused on the final prep for the start of the holiday season. In this Holiday Marketing Quarterly, we cover 6 areas:

  1. Campaign Planning
  2. Workload Management
  3. Contingency Planning
  4. Audience Optimization
  5. Performance Monitoring Plans
  6. Solidify Your Tech Stack

For details on each of those…

>>Download the 15-page Q3 2020 Holiday Marketing Quarterly

Email Deliverability Quarterly: CCPA Now Being Enforced, Coronavirus’ Deliverability Impact, and More

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes.

To help you avoid trouble, the Email Deliverability Services team at Oracle CX Marketing Consulting shares the latest news and tips for what to watch out for in our latest Email Deliverability Quarterly.

In this post, Daniel Deneweth and Heather Goff explain how the following news and events will impact marketers’ email deliverability:

  • CCPA Goes into Enforcement Without Delay
  • COVID-19’s Business Disruptions May Cause Deliverability Challenges for Some
  • New Mailbox Provider, Hey.com, Launches with DIY Deliverability Screening
  • Email Inbox Collective Uses Paid Recipients to Influence Spam Filtering

For the full discussion of each of these issues…

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

The Last Word on June 2020

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

Must-read articles, posts & reports

Marketing in the New Normal (Mathew Sweezey)

Social Distancing Is Changing the Way We Write. That’s a Problem. (MarketingProfs)

Proven Strategies and Missed Opportunities: SurveyMonkey and SparkPost Unveil Retail Consumer Survey Insights for Improved Email Communications (SparkPost)

Emojis in Email Subject Lines: Advantage or Impediment? 👍 👎  (Nielen Norman Group)

M3AAWG issues email authentication advice for security pros (SC Magazine)

Insightful & entertaining tweets

Noteworthy subject lines

Fandango, 6/6 – Spotlighting Black Cinema
Everlane, 6/4 – Every Action Counts
ModCloth, 6/16 — 🌈 Happy Pride Month! 🌈
Williams Sonoma, 6/22 – Williams Sonoma x The Trevor Project. United Together.
Gap, 6/27 – Celebrate love in new Gap X PRIDE
Macy’s, 6/2 – Not a Dad joke: Father’s Day is sneaking up on us
Uncommon Goods, 6/14 – Celebrate your father figure with a fitting gift
Michaels, 6/18 – Last-minute ways to show Dad he’s #1 🏆
Olive Garden, 6/23 – Start a New Tradition: Takeout Tuesday
Williams Sonoma, 6/16 – The ultimate Taco Tuesday menu
Applebee’s Grill + Bar, 6/18 – Did someone say, Free Delivery?
Office Depot, 6/5 – 😷 PPE for your workspace
Gap, 6/25 – New face masks are here!
Everlane, 6/12 – 100% Human Face Masks
Staples, 6/5 – Your business comeback starts here + save on reopening essentials.
Staples, 6/23 – 5 ways to promote your reopening.
Office Depot, 6/6 – Which chair is perfect for you?
Gap, 6/3 – This shirt if virtual-meeting approved
Men’s | Saks Fifth Avenue, 6/5 – Because we’ve actually kinda missed wearing jeans…
IKEA, 6/29 – Consider this your staycation itinerary.
GapCash, 6/7 – Get in staycation mode
Crate and Barrel, 6/23 – Summer nights are magic sale + styling tips
Big Lots, 6/25 – Save BIG on backyard fun!
Lowe’s Home Improvement, 6/23 – Beach in your backyard? Coming right up!
Target, 6/27 – Next step: summer sandals.
Quiksilver, 6/14 – The Best In Sun Protection
Walmart, 6/23 – Fresh, fun ways to be a BBQ boss this summer 😎
IKEA, 6/10 — Why are calm spaces so important for kids?
Panera Bread, 6/2 – Chad, lunch? ✅ Groceries? ✅ Free delivery? ✅✅
Williams Sonoma, 6/11 – 🍳 ☕ 🍓 The best part of breakfast
Williams Sonoma, 6/6 – Let’s do brunch ☕🥐🍓
Williams Sonoma, 6/8 – A drink for any time of the day ☕🍹🍷
Petco, 6/22 – Save 35% on your first Repeat Delivery!
Patagonia, 6/27 – A Macro Puff Quilt made from leftovers
Zales, 6/1 – Say “YES” to 20-40% Off All Engagement & Wedding
LifeWay, 6/8 – 👰 Missing a wedding? Mail gifts to the Mr. & Mrs.
Michaels, 6/28 – Join us on Zoom to learn crafts from other makers!
Bass Pro Shops, 6/6 – Free Opry livestream TONIGHT!
Bass Pro Shops, 6/27 – TONIGHT: Watch Keb’ Mo’ and Brad Paisley at the Opry

New posts on EmailMarketingRules.com

Common Marketing Outliers: Identifying & Managing Them

Netcore Podcast: Strategies to Reduce Email Churn Rates

On-Demand Webinar: The Questions to Ask Instead about Email Frequency & List Building

Email Evolution Conference 2020: The State of Email Marketing

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

On-Demand Webinar: The Questions to Ask Instead about Email Performance Measurement

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

How Coronavirus Has Shifted Consumer Preferences

On-Demand Webinar: Understanding Email Deliverability

Email Innovations Summit 2020: Prioritizing Which Email Innovations to Pursue

The Last Word on May 2020

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