4 Kinds of Email Addresses That Are Damaging Your Deliverability

Email is a great medium for connecting with leads and customers. But when your list becomes bloated with bad addresses and inactive subscribers, your deliverability can be in serious jeopardy. Here are four types of offending addresses and how to deal with each of them effectively: Invalid Email Addresses. These addresses are…

The 3 Kinds of Inactive Email Subscribers and How to Manage Each of Them

Your inactive email subscribers are not all the same, so you need different strategies for addressing them. By my count, there are 3 different kinds of inactives: Never-Actives, who are new subscribers who have never engaged Lapsed Customer Inactives, who are inactive subscribers who have also become inactive customers Current Customer Inactives,…

10 Tips to Get Your Email Marketing Program Ready for the Holiday Season

It’s November, which means that it’s official: The holiday season is here! Retailers, hopefully you’ve been warming up your subscribers and generating some early holiday sales over the past month or two, but now things start getting serious. To help you make the most of the holiday season, here are 10 tips…

Improve Your Holiday Season Campaign Results by Sending These 3 Emails Now

The email marketing holiday season will kick into overdrive during the week of Thanksgiving. But before we get to that point, here are three emails that B2C brands should be sending now to get their databases in good shape for a successful holiday season: Re-permission Emails for your chronically inactive subscribers Win-Back…

How Would An Email Tax Change Email Marketing?

On April Fools’ Day, Forbes ran a story about how Congress was considering a tax on email by amending the Internet Tax Freedom Act the next time it comes up for renewal. It was a great gag, and while I think there’s zero chance of any kind of email tax coming into…

6 Retail Email Marketing Priorities for 2015

Getting ready for the holiday season is almost a year-round effort—which is to say you’re preparing for November and December the other 10 months of the year. To help you prep, I discuss 6 retail email marketing priorities in this slide deck, which includes supplemental links to research reports, articles, and real-world…

Opens, Clicks, Junks, and Blocks in the Third Age of Email Deliverability

In the First Age of Email Deliverability, there were no rules and few if any consequences for bad behavior. In the Second Age, ISPs armed their users with “report spam” and “junk” buttons and senders that received too many spam complaints had their emails junked or blocked. In the Third Age, which…

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