Jennings: Interactive Case Study: Email Performance, Lists and Staffing


When I was in graduate school, we did a lot of case study learning – and I loved it! Now that I’m an adjunct professor (Hoya Saxa!) I use case studies with my students. And when Bill asked me to lead a discussion on Only Influencers, I thought it might be...

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OI Discussion: What is Holding your Email Marketing Program Back?


Tim Watson: Hello Everyone Here goes for the 4th in the series of weekly OI discussions. What is holding your email marketing back? I’m sure most of you know what you’d like to get done. I meet lots of smart people, both at the brands I work with and when speaking at events. I...

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Morgan Stewart: The 7 Keystones of Email Marketing Excellence


Digital transformation is at the forefront of conversation these days, and often it seems without a lot of clarity about what that means specifically for email marketing. It’s the Fourth Industrial Revolution, they say — an age that will fundamentally change the way we the way we live, work, and relate...

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OI Discussion: Email Attribution


Kath Pay: Welcome to the second of the new format weekly Influencer discussions!  Absolutely chuffed to be leading this discussion and I really hope we all get to share our trials and tribulations when it comes to both accurately measuring and attributing success for email. My thoughts are that by sharing...

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Tim Watson: What’s holding email marketing back?


The internet is full of articles with "must do" advice to improve email marketing. As we reach the end of 2018 you can expect a slew of articles with trends for 2019. More "must do" advice. Here are a few ways to improve email marketing, but you won’t find the reason...

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David Daniels: Consumer Holiday Expectations Are In. The Greatest Gift This Season Will Be an Individualized Experience


The results of The Relevancy Group’s annual Consumer Holiday Behaviors and Attitudes survey results are in. You can watch the webinar sponsored by Zeta Global on demand here, and I am happy to share these findings with the Only Influencer community. Consumer Holiday Expectations Consumers are more sophisticated and mobile than...

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OI Discussion: Forget Batch & Blast, it’s Fire & Forget Damaging Your Campaign Performance

Dela Quist: This week’s I’d like to open up a discussion around Batch & Blast something I wrote about last week for the OI bog titled: Forget Batch & Blast, it’s Fire & Forget Damaging Your Campaign Performance - Here’s Why Most of you will have heard me point out that...

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Kath Pay: The Challenges of Attribution in Email Marketing


Attribution is a problem as old as email, and it’s a huge topic – much too big to fully address in a simple blog article. And, sadly, I don’t have all the answers. In fact, I’m not sure that anyone does. But it is a topic that deserves much more attention....

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Derek Harding: Email Marketing: How Hard Can It Be?


Car enthusiasts are likely familiar with Top Gear, a BBC television series that tests whether vehicles live up to their manufacturers' claims via outrageous stunts, races and epic challenges —like building an amphibious car, or converting a sedan into a space shuttle. “How hard can it be?” the hosts ask before...

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Dela Quist: Forget Batch & Blast, it’s Fire & Forget Damaging Your Campaign Performance - Here’s Why


“It is not worth-while to try to keep history from repeating itself, for man's character will always make the preventing of the repetitions impossible” – Mark Twain Back in 2013 Alchemy Worx published a thought piece on the impact of send volume, send frequency on open rates – almost always negative....

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Kath Pay: To resend or not to resend? The data says yes!


One of the recent topics on the Only Influencers email discussion group is whether to resend marketing emails to non-openers. (To read this or any OI past discussion, consider becoming a member of Only Influencers. If you are a brand, you might even qualify for a free membership.)  The benefits are...

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Jennings: How Much Email Marketing Do You Really Need?

There’s the textbook ‘right’ way to structure an email marketing program, but you can often meet your initial business goals with much less: fewer email messages, reduced cost and not as much lead time. Here’s a case study in how to build your email marketing program in an agile fashion, prioritizing...

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Shriner: How To Buy Email Marketing Technologies


“Hey do you buy email tech?” If I had a dollar for every time I heard it, I’d be retired. Now, this seems like a super simple question, but in reality, it has many layers. I have thought a lot about the right answer in the wake of the GDPR-shift...

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Vendors, you just suck at Demos and Web Meetings!


Sometimes the best way to share ideas is through dark humor, I expect this will hit a nerve with different people in different ways. Some might say, “OMG- YES”, some may say “WTH? - what are you talking about”, yet the reality is with all the vendor choices and aggressive sales...

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Pay: New Research: Helpful, Personalised, Customer-Focused Emails Drive Higher Engagement


Around this time last year, I asked you all to think differently about email marketing, to envision "marketing as helpful customer service, not a means to an end." In other words, to build your email marketing around creating a better customer experience – Customer Experience Email Marketing. CX Email Marketing is...

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Tiffany: Integrating Email Marketing with Social Media


This month, I am loving the latest piece of email marketing from the LA Galaxy soccer team. Utilising the uncompromisingly confident personality of Galaxy player Zlatan Ibrahimovic. Check it out:

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Arrendale: Why Deliverability Matters


If a tree falls in the woods, did it actually make a sound? If your marketing emails don’t land in the Inbox, will anyone ever see it? Delivering the right message, to the right buyer, at the right time will help get your email opened and, hopefully, convert a prospect to...

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Poll Results: What Would You Do To Lower Your Email Sending Cost?


We’ve all watched CPMs for email drop dramatically over the last five years.  But it seems that no matter how low CPMs go, marketers keep pushing for lower pricing. If this keeps up, it won’t be too long before ESPs will have to pay marketers to send their emails in order...

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Vernhout: The Pre-Holiday Email Warm-Up


It’s hard to believe it’s already September and the holiday season is rapidly approaching. With all the changes we’ve seen in the mailbox provider (MBP) space and initiation of privacy legislation we’ve seen this year, this holiday season will bring new and unique challenges to your email program. Looking back at...

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Frady: ESP Marketing Stacks - Dead, Dying or Vibrant?

bob frady

One of the interesting developments in Martech has been the emergence of the ESP-centric marketing stack. Companies start off as email service providers then – because they have PII – start to say things like “wouldn’t it be great if we got customers to put ALL of their touchpoint efforts under one roof…let’s start gobbling up companies!” Companies then spend a lot of effort developing PowerPoints and videos that show a multi-touch, multi-channel customer marketing effort with customers so happy that it’s a no-brainer to buy into the vision.

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