Key considerations for getting data from your apps into your ESP

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Data is fantastic for the insights it can provide for improving your program, increasing personalization, and increasing revenue. Despite the benefits, the challenges around collecting and organizing the data often holds marketers back. A 2020 survey held by Evergage (now Salesforce), showed that lack of personnel, lack of knowledge/skill and access...

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Progress Toward our Goal: Racial Diversity in the Email Industry, United States

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Our goal is to have the diversity in the US email industry match that of the United States (US) census by January 2025. Won't you help us by taking the 2022 Racial Diversity in the Email Industry Survey? It's open through October 31, 2022 (we extended it), covering the US, UK,...

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Questioning Some Email Marketing Conventional Wisdom

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In life, we all use conventional wisdom (CW) on a regular basis. We come across it in every facet of our lives. “If the stove gas burner doesn’t light the first time, wait a few seconds for the gas to dissipate before trying again.” “Kids should do homework every night.” “It’s...

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What does the introduction of Amazon ESP mean to email marketing?

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You may have seen the recent announcement by Amazon that they are going to let their brands and sellers send out marketing emails. It’s generated a lot of chatter, with some expressing concerns that the move could result in a new wave of spam hitting inboxes. How could this impact email's...

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3 Reasons Email Marketing excels in a crisis

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The world has had its fair share of crisis, I don’t need to remind you of the pandemic we’re still recovering from! In the UK, our nation has been catapulted from one unrest to the next. From Brexit and the Pandemic, to the rising fuel costs and now to the passing...

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Whew! Gmail's Campaign Guidelines for Political Email

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It started with a letter to the FEC, then took us on a whirlwind of emotion through the landscape of political email, and has landed us back to where we began. And where was that? With best practices. In June, Axios posted an article detailing Gmail’s move to allow political spam...

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Digital Marketers Are Afraid to Make Mistakes: 4 Negative Repercussions

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Basketball hall of famer and greatest of all time Michael Jordan once said, “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life. And...

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3 Reasons Why Your Promo Emails Might Be Bad

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In some of our projects, promotional emails bring up to 80% of all the sales from email communication. If you see that your promotional emails are no longer effective, search for the reasons and improve the situation as fast as you can.   How to understand that your emails are bad...

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The four key stages of email marketing

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Recently I had the honour of teaching a group of eager University students who wanted to learn everything there is to know about email marketing. It promised to be a fantastic experience, especially given the venue: the stunning city of Barcelona. But there was a catch. I had to teach these...

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5 reasons newsletters are a must for your B2B Business

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I am currently navigating the B2B SaaS world with Hurix digital. As part of our email marketing strategy, we decided to start a monthly newsletter for customers and potential prospects alike. At Hurix our products have a very niche audience, so a monthly newsletter will deliver specific messages to particular profiles....

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11 Communications Tips for a Business Crisis

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Last year, one of my littles made a trip to the emergency room. Throughout 98% of the experience, I felt widely out of control; especially since my job as a deliverability specialist requires me to be the one with the answers or at least with the means to find the answers....

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Why September is the best time to re-engage your inactives

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Now the summer is over and our thoughts are already fully focussed on the upcoming holiday season. In particular we are increasing our focus on re-engagement. The goal is to re-engage as many inactive subscribers as possible before Black Friday. If you are like most businesses, your focus is on customers...

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Gmail & The FEC:  High Noon For Email?

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While movie Westerns have largely gone out of style (replaced by superhero films?), they’ve left a useful collection of archetypes floating around the meme-o-sphere. When the news of Google’s offer to route authorized political emails to the inbox started breaking, the cliché of the ‘Bad Sheriff’ popped to mind. If you’ve...

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Ask the OI Experts: How is threat of a recession influencing email marketing holiday plans?

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If you happen to come across one of our Webbula posts on LinkedIn or Twitter, or stumble across the Webbula blog, you will find one of our most common series called, “Ask the Experts.” Webbula launched this series in 2021 to share the voices of email experts on various topics within...

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What to do when your email team breaks down

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I don't know about you, but I am crazy-busy these days. Not to brag about my agency, but I think it reflects the general increase in email marketing and all the attention we and other marketers and agencies are getting lately. And while I love hearing the phone ring and seeing...

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How to improve as an email marketer: 5 Lessons learned from 20 years in email marketing

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I’ve realised that as I write this, I’ve just hit 20 years in Email Marketing. Back in August 2002 I started my first job as Marketing Executive for a company that sold computers, printers, and peripherals to government and corporates. This is where, as a fresh-faced (and thinner) graduate I discovered...

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NFT are just like Email

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Many of you have been seeing the buzz about NFTs. That buzz has crept into the world of digital marketing. Unfortunately, the buzz is disconnected from awareness and understanding. Most people reject what they don’t know (me included). A six months deep-dive convinced me that the future of digital marketing includes...

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How to Make Your Email Marketing Content Relevant

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I choose data, analytics, and research before emotion and personal preference to influence my website and or email content. We each have unique talents that we bring to the market whether as a team member and employee, or entrepreneur.  Sometimes I’ve found I’m too close to a topic to have an...

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Conversations, not just communications – keeping your subscribers interested over time.

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Great conversation is one of the joys of life. It entertains, informs, and engages. What lessons can we learn from breaking down the art of good chat. And how can we use this to develop our planning and content approach. Developing our emails from simply communications to conversations. Don’t talk at...

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ESPs and CDPs Have Collided. Get Ready for ESCDPs!

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I wrote the following back in June of 2020: …let’s take a look at what a CDP is supposed to do. 1. Data Aggregation : Organize all customer data and keep it available for immediate use. Some technical resources are required to set up and maintain the CDP, but they don’t...

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