Systemic Shocks: Adjusting Your Email Messaging in Times of Disruption

Systemic Shocks: Adjusting Your Email Messaging in Times of Disruption

The dot-com bubble. 9/11. The Great Recession of 2009. And now COVID-19. When extreme shocks such as these occur, business as usual ceases. These shocks cause prolonged changes in consumer behavior, forcing smart businesses and marketers to adjust, too. While these adjustments typically start with crisis messaging, that’s just the beginning. Brands…

Best Practices for Disaster and Crisis Messaging

Disaster and Crisis Messaging Best Practices

Disaster planning is all about preparing for rare events, whether they’re epidemics, hurricanes, blizzards, wildfires, floods, earthquakes, or some other calamity. Crisis messaging should be a part of any disaster planning so you can communicate effectively with your customers and give them the essential information that they need. Let’s talk about what…

Doing an Email Marketing Holiday Post-Mortem

Doing an Email Marketing Holiday Post-Mortem

With the New Year shining brightly and full of promise ahead of us, most B2C marketers would love nothing more than to put the holiday season behind them and look ahead to Valentine’s Day and the spring season. We urge you to resist the temptation. Ensure that you learn the lessons of…

On-Demand Webinar: Poor Email Performance Visibility – You Can’t Fix What You Can’t See

You Can't Fix What You Can't See

Email marketing programs are complex three-dimensional objects. If you don’t look at them from all angles and shine a light into the nooks, you simply can’t see it all. And if you can’t fully see it, you have little hope of fully understanding it, much less optimizing and mastering it. Unfortunately, there’s…

Leadership Brief: Why a Lack of Email Marketing Mistakes Is a Red Flag

Why a Lack of Email Marketing Mistakes Is a Red Flag

As a culture, we’ve been trained to instinctively see every mistake and every failure as bad. But smart marketers know the truth: Only frequent mistakes and only big failures are bad. Infrequent and small errors are opportunities to learn and improve, and are pretty much inevitable—particularly, if you’re doing anything innovative. This…

Are You Satisfying All 4 Levels of the Hierarchy of Subscriber Needs?

Creating relevance is the key to boosting email marketing performance, return on investment, and deliverability. However, it can be confusing and daunting to craft a plan that increases the relevance of your email messages. We have a four-part framework that will set you on the right path. It’s called the Hierarchy of…

Follow

Get every new post delivered to your Inbox

Join other followers