Gretchen Scheiman: 5 Steps to Fix Bad Open Rates

Gretchen Scheiman: 5 Steps to Fix Bad Open Rates

Open rates across industries average somewhere between 20% and 25%, depending on which benchmark you look at. Not everyone is lucky enough to meet or exceed the benchmark though. Every once in a while, I meet a good marketer who has really bad open rates: between 1% and 5%. No, they aren’t spammers, but they’re stuck with the results of years of poor email marketing practices. What do you do if you’re stuck with bad open rates? Here are some ideas to revive your list:

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Jeanne Jennings: 3 Tips for Making "Stolen" Email Marketing Ideas Work for your Program

Jeanne Jennings: 3 Tips for Making "Stolen" Email Marketing Ideas Work for your Program

Last week I was honored to be included on a list of ’The 20 Best Email Marketers You Should Follow and Steal From’ published by GetResponse. A colleague asked if that last part, “Steal From,” bothered me at all.

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Your Email Marketing Battle Plan for 2017

Your Email Marketing Battle Plan for 2017

Last Thursday, people sat down with family and friends to celebrate Thanksgiving and eat their hearts out. Whether the tradition is to eat turkey, tofurkey, or chinese takeout, one things is for certain, most of the people who are busily enjoying a large meal on Thursday are ready to shop on Black Friday and Cyber Monday.  In early October, National Retail Federation released their forecasted numbers for 2016. While the 2015 holiday season didn’t perform as well as estimated, increasing 3.2% over the previous year, they’re forecasting in-store sales to increase 3.6% to $655.8 billion. Moreover, NRF is forecasting non-store (online sales) to increase a whopping 7-10% to as much as $117 billion.

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Three Things Email Marketers Can Learn From the Election

Three Things Email Marketers Can Learn From the Election

The just-concluded Presidential election was – in a word – interesting.

As a marketer, it was fascinating watching two diametrically opposed candidates take each other on. This was not a test where one candidate was just slightly different than the other – it was a case where the candidates could not have been more opposite.

 While you may not be thrilled with the results, there were three key things that all marketers - and especially email marketers - can take away from the drama to make each and every one of their programs be more successful.

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Allen Nance: Does Modern Marketing Scale?

Allen Nance: Does Modern Marketing Scale?

Digital marketing leaders continue to promise consumers a true 1:1 personalized interaction. We have all said it, preached it, and many of us have it tattooed somewhere. Right Message. Right Time. Oh, Right Channel. Recently. Right Person.

Simple: load up the data, drag and drop, press magic button, personalization.

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Kath Pay: Use Email Testing Insights Across Other Digital Marketing Channels

Kath Pay: Use Email Testing Insights Across Other Digital Marketing Channels

We already know that email can form the hub of your digital marketing program, with the email address housing all of your information about each customer in your database. Now, I want you to think how email testing can also drive your multichannel testing program to gain insights across your entire customer database.

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Laura Atkins: Marketers Can't Learn From Spam

Laura Atkins: Marketers Can't Learn From Spam

“Why is my mail being blocked if I still get spam?”

It’s almost an inevitable question when handling delivery issues. I understand why I get it so often. People look in their inbox and see this mail is clearly spam and it’s in the inbox. But they look at the mail they send that they know isn’t spam and it ends up in the bulk folder. It’s logical to ask why legitimate marketers have to follow all these complicated and arbitrary rules to reach the inbox when spammers reach the inbox and they don’t follow any of the rules. 

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Amy Mullen: Best Practices for Abandoned Cart Emails

Amy Mullen: Best Practices for Abandoned Cart Emails

68% of online shoppers abandon their carts. Sad, right? All those lonely, forgotten products… not to mention all that potential revenue your business is missing out on. For retailers, that comes out to $18 billion annually.

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Kath Pay: Email is the Ultimate Push Channel. It's NOT a Shove Channel

Kath Pay: Email is the Ultimate Push Channel. It's NOT a Shove Channel

As you head into the frenzy of the holiday email-marketing season, take a minute to step back and appreciate email's great strength as the original disruptive marketing channel.

Email, in fact, is enjoying a renaissance! Those of us who have made email the center of our work lives can rightly feel vindicated when study after study shows people prefer email for brand communications. As shown below from Econsultancy’s Email Marketing Census 2016, the ROI still outshines every other channel from print to broadcast to direct and social.

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Jeanne Jennings: How 5 Simple Ideas Created a Campaign that Generated $0.75 in Revenue per Email Sent

Jeanne Jennings: How 5 Simple Ideas Created a Campaign that Generated $0.75 in Revenue per Email Sent

Some of the most effective email marketing campaigns are actually based on very simple ideas. Here’s a campaign that took very little effort but generated nearly $0.75 per email – along with the 5 simple ideas behind the program.

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Dela Quist: Segmentation broke A/B testing but personalization will kill it!

Dela Quist: Segmentation broke A/B testing but personalization will kill it!

The way we test today only works with batch and blast

In the last few years digital marketing has been transformed. Marketers have moved from sending the same message to everybody on the list – batch and blast, to segmentation, where messages are specific to particular customer segments or persona’s. According to the 2016 Econsultancy Email Industry Census the majority of respondents claim to be doing basic segmentation while around 1/3 claim to be doing advanced segmentation.

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Jack Wrigley: How to “Sleigh” Your Competitors This Holiday Season

Jack Wrigley: How to “Sleigh” Your Competitors This Holiday Season

As the holiday spending frenzy approaches, digital marketers should have a multi-point plan to capitalize on the busiest season of the year. If you don’t, you’re leaving money on the table. Consumers are the most active and spend the most money during the holidays.

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Dela Quist: What the Clinton and Trump Campaigns Teach Us About Deliverability

Dela Quist: What the Clinton and Trump Campaigns Teach Us About Deliverability

It’s been just over a year since EEC 2015 and the panel on deliverability during which some of the largest inbox providers gave the audience some valuable insights into their definitions of engagement and how that relates to inbox placement. For those of you who missed that panel and are new to this debate Massimo Arrigoni wrote a very good summary on the Mail Up blog. What excited me most about the information the inbox providers shared was, for the first time since I got involved in email marketing we had valuable information direct from the horse’s mouth on what mail service providers really look at.

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Jeanne Jennings: 3 Tips for Improving the Effectiveness of Your Email Newsletter

Jeanne Jennings: 3 Tips for Improving the Effectiveness of Your Email Newsletter

In case you missed it, using email newsletters to do content marketing is a thing. But not everyone is finding it to be effective. Many times the issue is the quality of the content. Here’s a brief overview of the situation along with 3 tips to help you elevate your content!

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Kristy LaPlante: Who’s the real winner: Pokémon, or Email?

Kristy LaPlante: Who’s the real winner: Pokémon, or Email?

By now, you’ve played Pokémon Go. And if you haven’t, you’ve witnessed someone who is playing it.

Welcome to the world of mainstream augmented reality. Before we dig deeper into the implications of Pokémon Go to Email Marketing – and yes, there are several – let’s begin with a complete understanding of what augmented reality is and how it came to be.

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Email Can Help Make Pokemon Go a Long Term Success

Email Can Help Make Pokemon Go a Long Term Success

Pokemon Go became the top downloaded and top grossing app when it was released three weeks ago. It already has more Daily Active Users (DAUs) than Twitter, and there’s probably much more to come —Niantic, the developer, has hinted at features that will involve bricks-and-mortar stores and may drive even more usage. In short, Pokemon Go is a massive hit.

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A Tale of Two Emails (and a Call to Arms)

A Tale of Two Emails (and a Call to Arms)

I recently signed up for two very different email lists, Pottery Barn and Chubbies. Why on earth would I add more email to my already exploding inbox? In the case of Pottery Barn, it’s because I want some new towels for my guest bathroom and I was hunting for a discount code. In the case of Chubbies, it’s because I heard from a co-worker that their emails were hilarious, and I wanted to see them for myself.

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5 Things to think about when choosing your next ESP

5 Things to think about when choosing your next ESP

Having been on both the brand and vendor side – and having been part of multiple decisions to evaluate and/or change ESPs (hint – it’s not as hard as your current vendor makes it seem…nor as easy as your new vendor claims), I’m surprised by how many mismatches between client and vendor still happen. It’s the biggest reason for account churn – bad fit between the client and vendor.

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How Machine Learning Takes Email Marketing to New Heights

How Machine Learning Takes Email Marketing to New Heights

The possibilities and potential for machine learning never fail to amaze me, whether they could make my personal life easier (now my kitchen appliances can talk to each other, but do I want to know what they're saying about me?) or open up new vistas for email marketers.

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Measuring Success

Measuring Success

I love when a marketer asks, "how should we measure this?"

Sometimes we get so caught up in opens, clicks, visitors, impressions, and all the other easy-to-get metrics that we forget what we wanted to accomplish in the first place. This is why it is so important to set up a formal approach to measurement before your marketing campaign launches. Yet a lot of marketers don't know where to start.

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