Infographic: 2015 Mobile-Friendly Email & Landing Page Trends

We’ve been beating the drum on the need to be more mobile-friendly for years as email reading has shifted from desktop and webmail to mobile devices. According to data from Litmus Email Analytics, mobile email reading has plateaued at around 50%. However, new joint research from Litmus and Salesforce shows that marketers…

My Time as a MediaPost Email Insider: 8 years, 163 columns

This month was my last as a MediaPost Email Insider. I’ve decided to move on and explore other opportunities, but I wanted to publicly thank MediaPost for sticking with me for 8 years and 3 months through three job changes and three acquisitions. During my time as an Email Insider, I wrote…

What the Verizon-AOL Deal Might Mean for Email Marketers

While all of the buzz around the $4.4 billion Verizon-AOL deal is about adding more content, video, and ad generation to the mobile company’s distribution platform, the acquisition will also likely affect email marketers. AOL is one of the oldest and most experienced inbox providers and, in terms of webmail rendering, is…

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…

Is Email Marketing Cheap or Does It Have a High ROI?

How you and—more importantly—your boss answer that question easily predicts the future success of your email marketing program. In this Email Insider column for MediaPost, talk about: The behaviors that indicate an “email marketing is cheap” mentality vs. an “email marketing’s ROI is high” mentality The results of these two lines of…

Trends for 2015: Views from 10 Email Marketing Experts

To understand the latest best practices and the newest email marketing opportunities, Smart Insights asked me and 9 other email marketing specialists from around the world to share our recommendations. Published in Smart Insights – Email Trends 2015, the trends include: Responsive Email Design Animated Gifs Video in Email Dynamic Customization Predictive…

Email Marketing in 2015: What’s In and What’s Out

I recently spoke with Natasha Smith of DM News about which email marketing strategies, tactics, and tools will be more important next year and which will be less important. WHAT’S OUT Batch-and-blast “One size fits all” static emails Standard subject lines WHAT’S IN Predictive analytics Responsive design Subject lines with #hashtags Real-time…

The POGLE Media Model: Paid, Owned, Granted, Leased, and Earned

The paid-owned-earned (POE) media model did a good job of describing traditional media, but it has done a poor job of accommodating most digital channel activities, which have generally been stuffed awkwardly into the owned media bucket. To bring greater clarity to the marketing mix, we need new language and a new…

Inbox by Gmail: 3 Experts Share Their Thoughts on Its Impact – Part 2

Inbox by Gmail is the latest email innovation by Google to get marketers wringing their hands and worrying about how their programs will be affected. To help determine its impact on marketers, BrightWave CEO Simms Jenkins interviewed Ryan Phelan of Acxiom, Jay Jhun of BrightWave, and myself about the new app. In…

Out with the POE Media Model – In with the POGLE Media Model

In my latest Email Insider column for MediaPost, I argue that it’s time to expand the paid-owned-earned (POE) media model to include granted media and leased media, creating new categories for channels like email, SMS/MMS, and social media. Currently those digital channels are slotted under owned media, which is content created by…

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