The Good News and the Bad News about Email Marketing’s ROI

The ROI for Email Marketing: The Good News and the Bad News

Email marketing’s return on investment is 38:1 on average, according to a Litmus survey of 372 marketers worldwide. That’s both good news and bad news… [Tweet this] The good news is… That’s a ringing endorsement of email’s acceptance among consumers, its targeting and personalization capabilities, and its business utility. By most measures,…

Holistic Email Metrics Matrix Helps You See the Whole Picture

Holistic Email Metrics Matrix: Are you seeing the whole picture?

Email analytics are powerful… and also dangerous. Used correctly, analytics can inform both wise strategic decisions and smart tactical improvements. Used incorrectly, analytics give you complete confidence to make bad decisions. Unfortunately, there are lots of ways to reach the wrong conclusions with analytics, including: Being overly focused on campaign metrics like…

Webinar Recording + Q&A: Email Tactics Customers Hate

Email Tactics Customer Hate webinar recording

There’s a disconnect in today’s email marketing technology. While some tactics are helping brands get closer to their customers, others are undermining their return on investment by pushing customers away. For instance, 17% of brands are buying email addresses to grow their list and reach new prospects. However, many of those brands…

20 Things Successful Email Marketing Programs Do

20 Things Successful Email Marketing Programs Do

While it’s difficult to fail at email marketing, success can be elusive. Shifting consumer behaviors and expectations, new technologies, improving cross-channel integration, changing anti-spam and privacy laws, evolving inbox provider capabilities—all can make getting ahead a huge challenge. Less than 10% of marketers say their email programs are very successful, according to…

Email Interactivity: Opportunities and Challenges

Enthusiasm for email interactivity is at an all-time high this year, with marketers declaring that 2017 is the year of email interactivity, saying that interactivity was a bigger trend than Big Data. Marketers are right to be excited. Allowing subscribers to click in an email and activate additional content within that email…

The Marketing Book Podcast: “Email Marketing Rules” by Chad S. White

I had the honor of being the very first email marketing book author on The Marketing Book Podcast, which is hosted by Douglas Burdett. During episode #130, Douglas and I talk about: How email marketing is de-siloing and being integrated with other channels and business functions How email is granted media, not…

How the Pros Turn Marketing Analytics into Effective Marketing Strategies

An understanding of marketing analytics is key for brands to get the answers they need to attract and serve customers well. To get a holistic perspective on how marketers can use analytics wisely for email marketing, SEO, conversion, pay-per-click advertising, social media marketing, Alexa spoke with me and: Eric Enge, CEO at…

Teaching the Email Marketer How to Fish

Do you know what email marketing success looks like? Are you sure? Adobe just published a new interactive ebook that explores… What email metrics marketers should use to define success How success will be redefined over the next 5 years The barriers to email marketing success How the C-suite and email marketers…

Innovative Partner Interview with Movable Ink

I recently spoke with Movable Ink, which just integrated Litmus’ Instant Previews into their platform. Here are the questions they asked me: How does email marketing fit into the larger digital marketing picture? How have you seen email greatly impact your business? When is email data most critical to your efforts: During…

The Dangers of Conversion Inflation

We’ve changed the rules of marketing a lot during the Internet Era—and it hasn’t all been in the scrappy upstart way. A huge part of that has been the metrics that we use to measure success. For instance, we replaced readership in the world of magazine and newspaper ads with impressions in…

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