Audience Growth Swipe File Debuts: Ideas to Reach More Consumers

Growing your audience in a thoughtful, methodical way across email, social and mobile channels has become a business imperative. To help inspire you to make the best use of your existing owned, earned and paid channels to build your proprietary audiences, we’re pleased to announce the launch of the Audience Growth Swipe…

Case in Point: Why You Should Audit Your Signup Process

Doing process audits may seem like a waste of time. After all, you probably won’t find anything major and there are lots of other things on your to-do list. But then again, you might indeed find something major and be super thankful you took the time to investigate. Last month, I released…

New Research: Numerous Emails Unsent Due to Opt-In Breakdowns and Delays

In our new report, Retail Touchpoints Optimized, we found that 16% of retailers did not honor opt-ins and another 9% took more than two weeks to honor opt-ins that took place via their homepages. Consumers who sign up for email via your website are consistently your most valuable subscribers, so these breakdowns…

Turn Challenges into Opportunities with Retail Touchpoints Optimized

Retailers face distinctive challenges throughout the customer lifecycle, but with every challenge comes an opportunity. Start using your marketing challenges to your brand’s advantage and break through the noise and clutter. In Retail Touchpoints Optimized, we’ve broken down the retail customer’s lifecycle into five touchpoints—acquisition, onboarding, promotion, abandonment, and post-purchase—and explained cross-channel…

Infographic: Email Opt-In Audit Imperative

There are now many more ways to grow your list of subscribers than ever before, but the downside to that is that all those additional sources of subscribers have created a lot more complexity, which can make it difficult to see how each is performing and to see problems when they arise….

Watch ‘The Good, the Bad, and the Best’ Webinar

If you missed my webinar, “The Good, the Bad, and the Best: Practices for a Post-Wild West Email Marketing World” earlier this week, the slides (with notes) and a recording of the hour-long webinar are now available. View the slides on SlideShare >> Watch the webinar recording (registration required) >> Adopting email…

Nothing in Email Marketing Is ‘Set It and Forget It’

If ever there was a channel where “set it and forget it” thinking doesn’t work, email marketing is that channel. Things are always changing and marketers have to keep up. My favorite indicator that marketers are falling behind is old copyright dates. While some brands now automatically update these dates, you may…

Attracting 1-Year-Old and 113-Year-Old Subscribers

Brands spend a lot of time scrutinizing their checkout process, whether they’re retailers or nonprofits accepting donations. They know that unnecessary friction in the process means frustration for their visitors, lower conversions and fewer repeat purchases. That same scrutiny should be applied to email signup processes since an email subscription is worth…

Email Signup Failures at Crisis Levels

Opt-in failures are costing brands high-quality subscribers and dampening their list growth. More than 15% of homepage and site registration email signup processes resulted in failures, according to ExactTarget research involving more than 160 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits. This is a worsening from several years…

More Fields, Fewer Subscribers

Companies spend a lot of time and money optimizing their online checkout pages because they know that checkout abandonment is money lost. The same is true of email subscription forms—higher abandonment means slower list growth and therefore less money generated by the email program. Yet, brands don’t appear to be giving these…

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