Fall Edition of the Email Marketer’s Holiday Planning Checklist

Hopefully you spent your summer doing some big picture strategic planning for the holiday season. Now that we’re into October, it’s time to get more serious and more focused to the execution of holiday campaigns. In the second of my 3-part Holiday Planning Checklist for Internet Retailer Magazine, I advise retailers to:…

A DEFCON Guide to Responding to Email Marketing Mistakes

Considering how fast-moving, high-volume, and high-reach the email channel is, mistakes should kind of be expected. While I hope your luck holds out, it’s best to have disaster planning in place—just in case—so you can react quickly in the event of an error. It’s best to start by defining possible mistakes and…

4 Reasons to Update Email Images Post-Send

Broadcast email content doesn’t have to be static. By updating the image source files—in other words, saving a new image to the same URL path—you can change the content of an email after you’ve sent it. Here are four reasons why you might want to do that: 1. A Featured Product Has…

Things I Would and Would Not Apologize For

Considering the complexities and high volume of our industry, mistakes are practically unavoidable. But just because you’ve made a mistake doesn’t mean an apology email is necessary. Most brands won’t send a single apology email over the course of a year, and in recent years less than one-tenth of one percent of…

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