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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The Biggest Bang for your Email Marketing Buck: 5 Critical Areas to Invest In

The Biggest Bang for your Email Marketing Buck: 5 Critical Areas to Invest In

With endless approaches christened “best practices” and infinite blog posts on the latest email optimization tactics, it can be difficult to determine where it’s worth investing your email marketing money and manpower.

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New OI Survey: OI Survey: How Do You Generate and Deploy Ideas?

Survey Created by Loren McDonald.

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OI Survey Results: How Often Do you Hit the Send Button?

Survey Results

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Email isn’t dead, but your strategy might be

Email isn’t dead, but your strategy might be

First things first, I can’t stand the “email is dead” myth. It’s something circulated by traditional media, who love calling things dead to put us off the scent of their own problems. However, as an industry, our response has been weak.

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The Best of Jeanne Jennings

The Best of Jeanne Jennings
We continue our series of featuring some of the speakers at the upcoming Email Innovations Summit. Jeanne Jennings will be participating in the "Hanging Out Your Shingle: The Good, Bad, Ugly (and Upside!) of Starting an Email Consultancy" panel. Here are some of her most popular OI blog articles. The...
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Agile Email Testing

Agile Email Testing

“It depends; you should test that” has to be the most frequently used answer to any email marketing question.

And it’s not entirely unreasonable. What’s right for one for one brand isn’t for another.

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Using Machine Learning in Email for 'Always On' Optimization

Using Machine Learning in Email for 'Always On' Optimization
"Machine learning" has moved out of science fiction and into real-life applications, like powering Tesla cars that run on autopilot and robots that can beat humans at the Japanese game of Go. For marketers, it gets them closer to their email nirvana: true 1:1 personalization on a mass scale. Machine...
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Attribution Attribution Attribution: Calculating the effect of Email on other channels

Attribution Attribution Attribution: Calculating the effect of Email on other channels

Many companies struggle with measuring the impact of email on their organizations. As a result, it’s consistently undervalued as a tool in most marketers’ arsenals. As marketers, one of the most effective ways of showcasing the true benefits of a strategic email marketing campaign is to measure and understand the effects of an email, even when there was no open or click – what we call the halo effect.

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Segmentation Is Not the Answer

Segmentation Is Not the Answer

I’m starting to cringe every time I hear the phrase, “We could segment our audience based on that data”.

People hear that phrase and eyes light up and heads bob in agreement. In meetings with the CMO/SVP, the phrase is carefully proffered as a goal about to be fulfilled, and the CMO/SVP solemnly nods and pats everyone on the back for having done a good job.

What utterly useless, well-intentioned bunk.

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Benchmarks and Insights: Click-through Rates, Triggered Messages and Email Newsletters

Benchmarks and Insights: Click-through Rates, Triggered Messages and Email Newsletters

The 3Q 2015 Email Trends and Benchmark Report was released by Epsilon earlier this month. If you haven’t seen it, it’s worth taking a look at – reading it 3 things struck me.

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Companies Using Festive Discount Coupons in Emails, And What You Can Learn From Them

Companies Using Festive Discount Coupons in Emails, And What You Can Learn From Them

Coupons are a good way to attract shoppers back to your website during the festive season and January sales. Coupons are known to drive loyalty, and consequently revenue.

As well as old‐style individual and mass coupons, you can use a lot of tricks to preferentially target loyal customers. For example:

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Everything You Ever Wanted to Know about Drip Marketing

Everything You Ever Wanted to Know about Drip Marketing

A compendium of OI Blog articles on everything you need to know to get started with Drip Marketing.

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The Robots Are Coming: Drip Marketing at it's Worst

The Robots Are Coming: Drip Marketing at it's Worst

I say automation, you think robotic, right?

No wonder. Experienced marketers and consumers alike receive corporate-heavy copy in their messages nowadays. Dry, humorless, stiff, computerized. Or the pendulum swings the other way with over-the-top witticisms and personality that tries too hard. Canned humor gets nowhere.

To strike a balance between robotic and over-friendly in your drip marketing campaigns is difficult, especially trying to let your usual brand voice have a weigh in, too. It isn’t impossible, though.

There are a few strategies that will help you craft conversational, concise copy that doesn’t sound like it came from a machine.

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