Avoiding bad decisions that hurt your deliverability

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‘Spam’ is one of the least favorite words of email marketers. When a certain percentage of your emails go to the spam folder, that usually means one thing: You lost an opportunity with your subscribers. The opportunity to nurture, convert and build a connection. Whether you agree or not; Your content...
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Managing the Risks and Opportunities of Pandemic Email Audience Changes

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List building has been challenging over the past 18 months, which has now made managing subscribers a challenge. Before talking about the issues that are pressing now, let’s look at how we got here… When coronavirus lockdowns started in March last year, consumer behaviors started to rapidly evolve. Many stores were...
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1:1 Marketing is the New Black: 5 tools you need to rev up efficiency and personalization

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Marketing Operations is the nerve center for an organization’s outbound marketing and CRM campaigns. Often staffed lean, marketing ops is a business-critical function that ensures all the grand marketing plans get executed. It’s where the rubber meets the road. Marketing Ops creates the target audiences, executes the tests, builds the content,...
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Custom Fields and Tags: Your Key to Next Level Email Marketing Analysis

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We know that the key to measuring success with any type of marketing is to track relevant metrics and adjust practices accordingly. But are you taking advantage of all of the data in your email marketing account? Most email marketers are used to analyzing key metrics about opens and clicks within...
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3 Things to Watch in Email Marketing in 2021

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Here we are in 2021, getting ready to celebrate the 43rd birthday of email marketing. Who would have guessed back in 1978 that email would become the first digital marketing channel, helping to pave the way for every other digital channel in the next four decades? Maybe even more impressive is...
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What should you be paying for your email marketing program?

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Part 1—What are the latest trends in pricing models? No one sees more pricing proposals from vendors than we do at Email Connect. As part of the management of our clients’ RFPs, we ask for and compare pricing proposals from the competing vendors. I’m willing to bet that we see more...
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Marketers Guide to Email Reputation Threats

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A clean list is just one part of creating a successful email marketing program, but it is one of the most important parts. The advantages of doing periodic hygiene and verification on your email database can help you reduce the malicious and low-quality addresses on your list, provide a more accurate...
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7 Keys to Getting Better Results From Your Email Countdown Timers

Do you remember when countdown timers in email first became “a thing”? I think it was around 2010 and I was presenting to a very large entertainment company client and they asked what I thought about countdown timers.They had recently tested them in their email program and were excited to add...
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Why Now is Good Time for Video-in-Email

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Since the first email was sent in 1971, as a community, we have continuously reflected on how we think about communicating with each other. Video-in-email further enhances the day-to-day email engagement and with recent technology advances, our current industry standard definition for video-in-email will soon be re-written. We will explore the...
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4 ways to ensure your email marketing gets the kudos it deserves

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I’ve been listening to brand side email marketers a lot over the last 20 years. They’re frustrated. They are resource and time poor. And on top of that, for many, email is one of the last channels to be given much attention. Leadership aren’t much interested, sales just wants marketing to...
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Using ‘Strategic Email Personalisation’ to increase the standing of email marketing with the C-Suite

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As an email marketer for over 18 years across vendor, client and agency side I’m always struck by how much of our time is spent on tactical initiatives and having the feeling of being a factory producing the same campaigns week after week. It seems to me that most email marketers...
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Creating credible customer experience

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I think it's about time we have a serious conversation. Yes, you reading this. We need to address something before we go any further. I'm going to say something that might be a little controversial. I'm going to give you my secret to achieving digital marketing greatness. Ready? Stop paying so...
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How Do You Define A Thought Leader?

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Twitter is a funny place. I was cruising around it about a month ago when I came across a series of tweets by someone in our industry whom I'm declining to name. The tweeter was one of several responding to another tweet about why he limits responses to "Can I pick...
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Planning for the next ‘normal’ of 2021

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The COVID-19 pandemic might be receding slowly, but it’s leaving enough unanswered questions and uncertainty in its wake to make marketers wonder whether we’re ready to go back to long-term planning. Most of us threw out our planning calendars in 2020 and went campaign by campaign, watching the news and our...
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COVID-19’s Impact on Email One Year Into the Pandemic

We’ve now passed the one-year anniversary of the world changing with the COVID-19 pandemic; how is the email industry doing one year in?  Perhaps unsurprisingly, email remained a steady channel of communication throughout the past year. Email sits in an enviable position within marketing. It has the highest ROI of any...
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Marketing Cloud 2.0: The Future of Marketing will be Orchestrated

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Marketing Cloud 2.0 has arrived. The second generation of the eponymous marketing cloud ushers in tighter integrations between customer data collection, cross-device identity resolution, audience and segment creation, marketing workflow and digital asset management, and orchestration of campaigns, data, creatives, messages and promotions across many channels. This might not sound like...
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Data insight is not the whole puzzle. It’s only one piece

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Editor's Note: Nick will be leading a discussion on this article at a special, open-to-all OI Live Zoom Call on Thursday, March 25, 2021 from 12:00 noon to 1:00 PM ET. Register here.   Great marketing, that blend of art and science, is as much about knowing your customers emotional needs and...
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Email Copywriting – the Overlooked Art and Asset

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Whenever I ask people for examples of emails they love, most are quick to show messages from brands with gorgeous images, great design, amazing personalisation or cutting-edge technology. Hardly anyone says, "I love the copywriting in [Brand X's] emails!" Unless, of course, I'm talking to a copywriter. This is a shame...
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20/21 vision by marketing leaders: 4 ways to rewrite your email growth story

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The events of the last year taught every email marketer an important lesson: change is the only constant. Marketing leaders had to re-draw their communication plans and pivot their business strategies to cater to disruptive consumer behavior. Despite the mid-year budget cuts in 2020, email emerged as “the channel” to connect...
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Maximize Your Marketing Data by Asking Great Questions

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Image source: “Notebook work with statistics on sofa business” from Unsplash https://unsplash.com/photos/mcSDtbWXUZU/download?force=true In a previous post, I introduced the three types of analytics and shared that the first step of starting an analytics project is to ask yourself: What is the objective, intention, or question that you want answered? This post...
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