The Store to Door Theory of Marketing

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I found myself recently opening a package that had been delivered to my front door. Inside the box was a chain. You know, the kind that you use with a padlock to lock a bike or other object, to prevent its theft. That was it, a chain. I had ordered it...

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Building Your Professional Communities

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Communities have always been an important part of my personal and professional life – even more so now that I, like many others around the world, am living under a ‘stay-at-home’ order due to the COVID-19 pandemic. There are many different types of communities; each is built on a shared interest...

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How Does Tab Placement Affect Email Engagement?

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With Microsoft rolling out more tabs in Outlook and Hotmail to help users organize their inbox by segmenting messages into Promotions, Social, Newsletters, people are naturally wondering what this will mean for marketers and how this will change your ability to reach your users at Microsoft domains. While no one can...

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Adapt or Die: Encouraging Loyalty

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We are living in unprecedented times….. no scrap that…. That’s how every blog post or notification seems to start nowadays doesn’t it?! And actually, how unprecedented is the time we are living in? We’ve seen global (or near global catastrophes) before, whether health related or war related, and as a society...

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You've Got Mail

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As I wrote this, Americans were finishing our first full-month of stay-at-home orders to slow the spread of Covid-19, a worldwide pandemic the likes of which our generation has never witnessed. Restaurants, bars and brick-and-mortar retail establishments were shuttered. Office workers (or at least the lucky ones who still had jobs) were...

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COVID-19 or Coronavirus -- which performs better in subject lines?

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As the current crises began to unfold, I was interested to note that while we started out by calling the disease Coronavirus, the name COVID-19 began to emerge as the favorite among email marketers for use in Subject Lines (SL). So, a couple of days ago I decided to dig into...

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Before you press send, think again! Do your emails build or break customer relationships?

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Is it just me, or does it feel like a hoard of lawyers has invaded the inbox? I can’t even count the number of email messages from CEOs I never heard from telling me how important the wellbeing of their employees and their customers is. Or how they are now taking...

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Is Attribution Broken? Or are we just asking the wrong question?

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The Mandela effect is the name for a collective memory that never happened. It is named after the collective memory that Nelson Mandela died in prison in the 1980’s – he didn’t. Marketing has many of these urban myths but the one also stands out as the most ironic quotes of...

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Job Board: Candidates and Opportunities

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Only Influencers has set up this temporary job board to help email marketing professionals who are looking for work during this difficult time. All email marketing professionals, not just members of the Only Influencers community, are invited to participate.  Special thanks to Ada Barlatt who is helping us manage this!Questions? Reach...

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5 Things You're Probably Doing Wrong with Email Testing and How to Fix Them

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Testing is as essential to your email success as an up-to-date and accurate email address database. It can give you enormous insights into your audience across channels and makes you far more efficient when building campaigns. The increased revenue you will earn from testing will help you create better marketing messages...

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Ethical email marketing

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Automation is here, AI is here, we have more tools than ever to send truly personalised email marketing. We can analyse and get to know our customers better than ever....and it’s getting a bit creepy. In this blog, let’s take a step back and look at how personalisation should make the...

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"Got Mail?" What's the Brand of Email?

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Some of us have enough years (or miles) to fill in the sound-bite “You’ve Got Mail!” mentally. In a galaxy far, far away, that sound was an endorphin-jolt — the click of the digital mail-slot with a message from someone you knew. (I’d embed the sound patch here but OI doesn’t...

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How to use a 'velvet rope' strategy for your email marketing

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In any big awards event there is always a red carpet spread out for the celebrities and VIPs to walk towards the auditorium. There is a big rush of paparazzi and photographers to take the pictures of these celebrities. They pose for pictures and then get inside the place through a...

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Round-up: CoronaVirus and Email Marketing

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  We thought it might be helpful to provide a round-up of resources on email marketing during the Coronavirus pandemic: Upcoming webinarsOn-demand webinarsComplimentary offersSwipe file samplesArticles If your company is planning to send out an email referencing the pandemic, or even just if you're continuing to communicate business-as-usual information to your...

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Thanks to Chrome Changes, Email is Needed More Than Ever

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Nearly all Adtech and Martech platforms have been utilizing third party-cookies for years to track website visitors, collect data to better personalize and help target ads to the right audiences. The digital marketing world thrived on cookies, but things are about to drastically change. Since 2013, Apple’s Intelligent Tracking Prevention (IP)...

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Should you sell advertising in your email newsletters?

I’d suggest by the feedback I’ve gotten over the years, that most email marketers are thinking about this question the wrong way. Maybe a better way to frame that question would be; “What brand could you partner with, that would bring great relevant value to your current email subscribers”  As email...

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Test your way to better Open Rates

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I have been following a recent discussion by the Only Influencers membership around how adopting new technology - or even fully using the existing functionality available to you - can be a challenge. Something I am sure many of you reading this would also testify to. The percentage of users who...

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Email Marketing 2020 -- The Art of Scale

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I had the opportunity to sit in on an executive presentation by Seth Godin. While it was a bit strange to see Seth trying to fit his routine into the email marketing industry, his outlook on solving big and small problems is sound. His way of communicating profound things in small...

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Analytics are the new metrics: Understanding the why

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I’ve spent the last 20 years consulting with marketers, with a significant focus on metrics and benchmarking. In fact, having produced more than a dozen email marketing benchmark reports and surveys on metrics, you could probably say I’ve made a career out of metrics. But like marketing tactics themselves, I believe...

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If great email marketing is a blend of art and science, where has the art gone?

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60% of email marketers believe that their skills are below good 45% of marketers report that half of all emails sent are not relevant 86% of customers report that over half of emails they receive are not useful Source: DMA Marketer & Consumer Email Tracker Reports Given the priority of email...

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