"Back in September I wrote a post for this blog about the mindset of great email marketers: that they are always looking at the data and using the quantitative results to improve their future performance."
"It amazes me how many companies start email “strategies” without putting much thought into the impact of a poor, or typically complete lack of, planning. It’s not easy to start emailing customers, potential customers or subscribers, or to add new campaigns to existing channel strategy – but, it all starts with understanding what they want followed by consistency."
"Here’s the problem I have with segmentation…most of it – for email marketers – has yet to show that it actually pays in either increased sales or increased customer engagement. People seem to feel that segmentation is good, yet have little proof that it makes a difference. As an email marketer…I like proof."
"The holidays aren’t just about retail. It’s a great reason to connect with subscribers from B2B through Financial as most everyone enjoys some holiday wishes. "
"Progressive profiling is hailed as a marketing technique that boosts lead generation, improves marketing intelligence, generates more conversions, and helps you gain more information about subscribers over time."
Progressive profiling is hailed as a marketing technique that boosts lead generation, improves marketing intelligence, generates more conversions, and helps you gain more information about subscribers over time.
Wow. It’s like listening to a commercial for Ginsu knives: “And that’s not all!”
Progressive profiling isn’t all bad, but it isn’t as good as a Ginsu knife commercial would have you believe either. Here are some guidelines for when to use it, and when to look for other tactics.
Progressive Profiling Works When…
After over a decade in successful use there is abundant proof that email is not only the connective tissue of all data-driven marketing but also the revenue-producing juggernaut of digital efforts. Yet despite claiming the highest ROI of all direct marketing channels at 28.5%1, the highest driver of online conversions2and the number two spot (second only to search) in new customer acquisition3 email marketing is still too often swept out of sight, called upon only when we need miracles worked. In my nearly 15 years of experience with the channel, I am too frequently surprised and dismayed that email is not receiving nearly the attention and investment it economically deserves.
"Advertisements are like wrinkles: every day they appear in places you don’t want to see them, and once they are there they never go away (on their own). So to contemplate the death of any advertising medium is a fool’s errand. I have been called worse."
"Email Authentication has been around for many years now, over a decade already, and yet I still see many companies doing it wrong. Sure, you’re likely publishing your SPF, Sender ID records, possibly one of or both DKIM and Domain Keys, but probably only because your ESP forced you to."
"Are companies now relying more on their social media specialists to handle customer service complaints than their customer service departments? Does it take a customer “going public” with their complaints to get proper service?"
"Anyone in marketing knows that the one constant within any marketing team, whether internal teams, clients, vendors, etc., is ego."
"My job is to offer email and digital strategic solutions to clients that run the gamut of knowledge and experience between having zero clue what to do with email in their marketing program, those who need to initiate email into their marketing plan, through clients that simply need help optimizing their current email program. "
Many marketers do not even bother with an unsubscribe survey, and many who do are either learning the wrong thing or ignoring a majority of the data. They may listen to a portion of it, but have unsubscribed from many of the insights that a survey can offer. The unsubscribe survey can be a more powerful tool for both insights and strategy if optimized.
© Only Influencers, LLC 2013
The following is the Part One of a speech I just gave for the 2011 New York Ad:tech Email Track. It concerns the merging of Email and Social Media. Part Two is on the synergies between Email and Mobile and will be published in a separate blog post.
I’m often asked what I believe to be the number one way to connect email and social media marketing. Last month I tackled that question from the starting point of email. This month I'm addressing it from the perspective of social media.
"Permission as a standard for email is nothing new. Proponents of permission marketing have preached its virtues since Seth Godin first penned his book of the same name in 1998, and many companies and organizations have voluntarily adopted opt-in marketing as their business standard. But in the United States, unlike in the United Kingdom and much of Europe, we’ve always stopped short of legislating permission into email marketing law."
"With so many ways to integrate email and social media we have almost unlimited options for leveraging connection between these two powerful conversation marketing channels. Still, for those at the beginning of the process it pays to know where to start."