4 Ways Your Math May Be Steering Your Email Marketing Program Wrong

As more marketers embark on their personal journeys to become data-driven marketers, most are finding the road to be a rocky one. The central problem they’re encountering is a surprising one: It’s that their data doesn’t always lead them to the best decision.

Why is that? Sometimes the wrong lesson is being taken from the data. Other times it’s the data that’s one level deeper in the data pool that they should be using. And sometimes the data is being used to power one action plan when it should be used to power several.

Ultimately, it’s because it’s not really data that we’re after in the first place—it’s insights. In this blog post, Clink Kaiser, Head of Analytic & Strategic Services at Oracle Marketing Consulting, shares four examples of how to be an insight-driven marketer.

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

Customer First Thinking Podcast with Chad White

Email marketing never seems to get the respect it deserves, yet consumers continue to prefer it over every other media channel, says Stephen Shaw, host of the Customer First Thinking Podcast. I could agree more.

I recently joined him on his podcast, where we talked about how the future of email marketing is as promising as ever. During our conversation, he asked me:

  • Why doesn’t email marketing get more respect?
  • What have been the major inflection points in the email marketing industry over the past decade?
  • What is the relationship between email marketing and content marketing?
  • What are the most important things to get right in email marketing?
  • Where do email programs struggle with program coherence?
  • Where do marketers get in trouble today with email marketing?
  • What metrics should marketers be focusing on?
  • What are the challenges around email marketing attribution?
  • …and much more

To hear my answers…

>> Listen to the podcast at CustomerFirstThinking.ca

>> Read a summary of the interview in DM Magazine

7 Advanced Digital Marketing Metrics Most Brands Don’t Use, But Should

Brands are increasingly recognizing metrics like email opens, web traffic, and social media likes for what they are—surface metrics that churn wildly and are directionally noisy. While it’s still important to track those high-level metrics, optimizing for them often doesn’t translate into deeper engagement. Indeed, sometimes maximizing those metrics leads marketers to adopt clickbaity headlines and other tactics that erode customer trust and lead to fatigue, audience loss, and poor performance.

To get better aligned with both their customers and long-term business goals, more marketers are adopting a range of advanced analytics and performance metrics. Let’s talk about some of the ones that our experts at Oracle Marketing Consulting most frequently use with our clients, including:

  1. Velocity
  2. Average weekly frequency
  3. Click reach
  4. Revenue per subscriber
  5. Lifetime value
  6. Acquisition cost per subscriber
  7. Return on investment

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

Universal Control Groups- The Path to Digital Marketing Measurement Clarity

If you truly want to know the impact your digital marketing campaigns are having, then compare the actions of people who get them to the actions of people who wanted to get them but didn’t. That’s the logic behind universal control groups, which is a measurement approach where you exclude a small portion of your audience from campaigns to get a baseline for measuring their impact over time.

By withholding campaigns from people who would normally receive them, brands are able to control for level of interest and intent in a way that you couldn’t if you simply compared people who got the campaign to people who weren’t eligible to get them. That’s why many consider universal control groups to be the purest way to measure the lift generated by your marketing efforts.

However, implementing a universal control group involves some complexity. In this post, Oracle Marketing Consulting’s Peter Briggs and Tommy Hummel discuss the various issues so you can do one successfully.

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

How to Transform Your Customer Experience with a CDP

Brands are struggling with a myriad of forces, including disjointed omnichannel experiences, rapid consumer behavior changes, the sunsetting of third-party cookies, and Apple’s Mail Privacy Protection. Increasingly, they’re realizing that a big part of dealing with each of those challenges is to bring all their customer data together in one place—a customer data platform (CDP). However, the CDP landscape is confusing and many are not sure what the right choice is for them.

In this 49-minute on-demand webinar, Oracle Marketing Consulting’s Kaiti Gary, Patrick Maxwell, and I clear things up by:

  • Discussing the pain points a CDP addresses
  • Defining the four kinds of CDPs
  • Explaining how to define your needs
  • Sharing 7 use cases to help you assess your needs

>> Watch the webinar on Oracle’s Modern Marketing Blog

5 Truths about Inactive Email Subscribers

“Should you email inactive subscribers who haven’t opened or clicked any of your promotional emails in a long time?” That seemingly simple question is actually fraught with nuance and complexity. But it’s critical to have a clear answer because maintaining your email engagement levels is probably the biggest factor determining your email deliverability.

Let’s decode that question by discussing five truths about inactive email subscribers.

>> Read the entire article on CMSWire.com

The Last Word on April 2022

The Last Word

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

Must-read articles, posts & reports

10 Email Marketing Experts Predict the Future of Email in 2032 (Email Design Review)

How Many Email Marketers Are Actually Writing “Dark Mode” Code? (SendView)

You’re Still Being Tracked on the Internet, Just in a Different Way (The New York Times)

Insightful & entertaining tweets

Noteworthy subject lines

Michaels, 4/14 – Easter is *officially* back! You’ve unlocked savings for Easter brunch.
Applebee’s Grill & Bar, 4/5 – Kids Eat Free on Easter 🐰
Williams Sonoma, 4/23 – Are you ready for Cinco de Mayo? Let us help!
Zales, 4/30 – Mother’s Day is May 8th! Save 30% off the Perfect Gift
Uncommon Goods, 4/21 – New: Save a flower. Send chocolates to Mom.
Express, 4/30 – OOO ➡️ On vacay 🏖️
Eddie Bauer, 4/12 – 🏕️ 40% Off Fleece For Nights Around The Fire
Nordstrom Rack, 4/15 – 5 spring shoe styles you need now
Express, 4/12 – 🌼 Hit the festival circuit in Dippin’ Daisy’s 🌼
GapCash, 4/27 – Work/Blazer Balance
Burlington, 4/27 – Dresses for proms, graduations, weddings, & more!
IKEA Family, 4/8 – Your furniture’s second home should be a home
IKEA Family, 4/25 – Find your perfect, pre-loved piece in our As-Is section
Gap, 4/12 – This tank sold out 4 times
Express, 4/9 – 1,000+ 5-⭐ reviews and counting
Macy’s Star Rewards, 4/12 – Use Star Rewards to earn bonus points—pronto! 🤩
Olive Garden, 4/5 – Lasagna for One … or Everyone
Banana Republic, 4/8 – Inside The BR Baby Collection
Eddie Bauer, 4/8 – It’s Here! Eddie Bauer + Cabana Van Rentals 🚙
Eddie Bauer, 4/22 – Our First Upcycled Collection With Looptworks Is HERE
West Elm Design Services, 4/9 – Get FREE design advice! We’ll help redo your living room
Uncommon Goods, 4/13 – You can’t put their names on an air fryer
Fandango, 4/7 – Be Fast Like Sonic! 🦔💫
Patagonia, 4/22 – Our new film “Newtok”
Petco Love, 4/10 – Help us make a big impact on pet lives

New posts on EmailMarketingRules.com

Litmus: Are You Tracking the Right Email Marketing KPIs?

How to Trim Your Out-of-Control Martech Stack

Second Quarter 2022 Holiday Marketing Quarterly

The Last Word on March 2022

Are you tracking the right email marketing KPIs

Marketing shifts like Apple’s Mail Privacy Protection have changed the meaning of open rates. That’s left many marketers wondering which email marketing KPIs truly offer valuable insights.

In this hour-long on-demand webinar hosted by Litmus, I join Dan Oshinsky of Inbox Collective and Bree Rostic of HubSpot to discuss:

  • Whether open rates still matter
  • Which metrics are the most important
  • Reporting cadences
  • How to get a single truth that pulls email into the broader business impact picture
  • Analytic toolsets
  • What should be included in a dashboard
  • And more

>> Watch the webinar recording on-demand

How to Trim Your Out-of-Control Martech Stack

I couldn’t agree more with Bonnie Crater’s first prediction in her recent MarketingProfs article on the Top 3 B2B Marketing Predictions for 2022, which is that “B2B marketers will trim their tech stacks.” In her article, she says, “B2B marketers will look for opportunities to consolidate and simplify their tech stacks, paring down the number of solutions they use to more manageable levels.”

This has been a recurring theme among our discussions with our clients, especially during the pandemic, which has not only pressured companies’ bottom lines but also their ability to react quickly and coherently to changing customer behaviors and needs. What we’ve heard repeatedly is client after client wondering aloud how their sprawling martech stack got to its current state, which can best be described as a Frankenstein’s monster.

In this article, I talk about how marketers got to this point, the mounting costs of a best-of-breed approach, and the merits of a best-of-suite approach.

>> Read the entire article on MarketingProfs.com

Second Quarter 2022 Holiday Marketing Quarterly

The holiday season doesn’t have an off-season. Having a successful holiday season means executing a successful year-round strategy. Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter plan for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels.

Our second quarter checklist is focused on finishing your review of the 2021 holiday season and then making a range of improvements to everything from subscriber acquisition to performance reporting to campaign production. In this Holiday Marketing Quarterly, we’ll cover:

  1. Holiday Messaging Competitive Intelligence
  2. Subscriber Acquisition Source Optimization
  3. Unsubscribe Process Optimization
  4. Improving Analytics & Reporting
  5. Experimentation & Testing
  6. Accelerating Campaign Build Processes

For the full checklist…

>> Download the free, no-form Holiday Marketing Quarterly