3 Key Takeaways from the Top 1000/Top 100 E-Tailer ESPs market share.

02-Marriott-from-webinar

Last month Only Influencers hosted a webinar presenting new research from Publicare Marketing Communications GmbH on the most popular ESPs for U.S. E-retailers. Jeanne Jennings moderated, with Marion Krohn and Rober Harnischmacher from Publicare presenting their findings; I was there too, to discuss the findings. You can watch the full 1-hour...

Continue reading
  1085 Hits

Can AI win based on the metric of time?

veri-ivanova-p3Pj7jOYvnM-unsplash-600

    I had some high hopes when I started using AI a year ago. I believed using AI tools would save me timeenhance email performanceproduce superior email copy. I wrote about assumptions #2 &  #3 in AI For The Win. Even after proving that AI didn’t always produce superior email...

Continue reading
  1096 Hits

The Nigerian prince, the (fake) future, and the King

sander-sammy-q7ZlbWbDnYo-unsplash-600

The DMA Consumer Email Tracker 2023 report states that email remains the preferred and trusted channel and the top choice for one-on-one communication. According to consumers, email surpasses all other marketing channels in terms of its effectiveness in various customer journey stages. This includes pre-purchase activities like receiving discounts, offers, product...

Continue reading
  799 Hits

Want better email results? Invest more and demand more

miguel-gascoj-LmsppeMVX2Y-unsplash-cropped

We email marketers can argue about everything, from acquisition to frequency, AI to organic content, and even what to call the emails we send. (I will go on record now and forever to maintain that we must never, ever, call email campaigns "blasts.") But one thing we can all agree on...

Continue reading
  1291 Hits

Beyond Blah: Crafting exceptional emails your audience can't ignore

nick-fewings-pIY6sz-texg-unsplash-600

How many emails do you see (and maybe even create) that are “OK”? It’s not enough anymore. This guide equips you with five ways to transform your campaigns from forgettable to phenomenal. Master planning, storytelling, killer content, tech and channel integration. Rise above the inbox noise, crafting emails that captivate, build...

Continue reading
  1261 Hits

Make 2024 the year you let strategy lead your planning

volodymyr-hryshchenko-x_OKGbxB3fA-unsplash-600

I made a big mistake at the start of the year. I began planning for my company’s year by asking myself, "What do I need to do this year?" You might think that's a normal question, but it’s really a muscle memory from the crazy days of 2020, early in the...

Continue reading
  1248 Hits

Email Frequency: How Many Is Too Many?

02-Dela-Quist-2024-02-08

Whether you are a double opt-in, only send email to people who have engaged with your email in the last 2 weeks person or a spammer, one fundamental truth stands out: the frequency of your email campaigns drives every aspect of your email metrics. From opens and clicks to sales and,...

Continue reading
  1974 Hits

From Subscription to Success: The Rise of Email Newsletters as Digital Goldmines

01-Morneau-Picture1

In a digital world teeming with information overload, a phoenix rises from the ashes of traditional content: the email newsletter. This once modest player in the digital realm has undergone a spectacular transformation, emerging as a potential standalone business powerhouse and a lucrative revenue stream for existing online brands. The Power...

Continue reading
  1088 Hits

Most Popular OI Blog Posts: 2023 Edition (Part 2 of 2)

samuel-scrimshaw-NVlen5UZ7u0-unsplash-600

I’m back with the rest of our top 10 Only Influencers (OI) blog posts of 2023! If you missed it, check out my previous post with the top 11 to 20 posts of 2023. Revisit the posts you liked, check out the ones you missed, and be sure to join us...

Continue reading
  1035 Hits

Most Popular OI Blog Posts: 2023 Edition (Part 1 of 2)

paula-vermeulen-_f2m3mEkaaU-unsplash-600

We had so many GREAT blog posts this year that I decided instead of recognizing just the top 10, we would recognize the top 20! We are unique in that we publish perspectives from all segments of the industry: Recognized industry experts as well as those new to the industry Brand-side...

Continue reading
  1090 Hits

New Year’s Resolutions for Email Marketers

kelly-sikkema-PXl_S152jNM-unsplash-600

It’s that time of year again, time for a slew of articles either forecasting what will happen in the email marketing industry during 2024 or focused on New Year’s resolutions marketers should have on their lists. Far be it from me to swim against the current over the holidays, so here’s...

Continue reading
  882 Hits

GenAI: From junior to a senior copywriter

aaron-burden-y02jEX_B0O0-unsplash-600

The buzz around Generative Artificial Intelligence (GenAI) shows no signs of waning. On the contrary, enthusiasm and interest around GenAI are rapidly growing as it continues to revolutionize various industries with innovative applications. When GenAI first emerged, it was met with significant skepticism regarding its potential. However, the advent of ChatGPT...

Continue reading
  1287 Hits

Accessibility vs. Inclusive Design: 2 Approaches with Similar Goals

vincent-van-zalinge-4Mu2bXIsn5Y-unsplash-600

In my nearly two decades in the email marketing industry, I’ve never seen a topic get people more twisted up than accessibility and inclusive design. Because these issues involve people with a range of permanent challenges, it raises all kinds of social, moral, legal, and personal sensitivities. I’ll confess that I...

Continue reading
  2297 Hits

How to find your way back? Again!

jordan-madrid-iDzKdNI7Qgc-unsplash-600

Let me be candid with you Influencers. Sometimes, we screw up! Actually, more often than we’d like, and more often than we realize. Not always of our own doing, mind you. Often circumstances beyond our control gently nudge us in the wrong direction, away from the straight and oh-so-narrow path to...

Continue reading
  632 Hits

How (& Why) We Created Standards for Trigger-Based Sequences

jeffrey-brandjes-7cLqEYJws8E-unsplash-600

The term “triggered emails” stands for messages that are sent automatically as a response to an action or event related to the user. Here are just a few examples of triggered emails (in case you forgot what they are): welcome emails sent after users sign up to a platform or subscribe...

Continue reading
  1179 Hits

Email Marketing Trends to Watch: Emerging trends and technologies that are shaping the future of email marketing

jj-ying-7JX0-bfiuxQ-unsplash-600

The Evolution and Future of Email Marketing In the fast-paced world of digital marketing, one constant has been the power and resilience of email marketing. While the advent of email dates back to the '70s, it wasn't until the early '90s that companies began to recognize its potential for business communications....

Continue reading
  1372 Hits

The Challenges of Attribution & Email Marketing

will-fqkrXYMosT4-unsplash-600

In my last article I talked about the problem of using averages in email marketing. But there is of course a more pressing measurement issue with email – attribution. Attribution is the process of identifying and giving credit to the various touchpoints or interactions that contribute to a desired outcome, such...

Continue reading
  1927 Hits

RIP Jennifer Videtta, You'll be Missed

JenniferVidetta-lg

The email community is just now learning of the passing of Jen Videtta and for many of us, our heart shatters over this loss. Jen was a mentee of mine and a very dear friend. We talked often about email, her family, career, marriage and her son Henry. My last conversation...

Continue reading
  2240 Hits

Using Persuasion to Move Customers Along on Their Journey

austin-chan-ukzHlkoz1IE-unsplash-600

Persuasion: It's not just the title of a Jane Austen novel. Persuasion is at the heart of all effective advertising and marketing. I’m not talking about dodgy tactics that trick customers into opening and clicking on emails. Instead, I mean the persuasive principles and tactics that help customers to make decisions...

Continue reading
  1162 Hits

What are your big rocks for 2024?  

jessica-castillo-knxcNNzUV8k-unsplash-600

How does anybody have time to read this article right now? We are in the throes of Q4, the busiest time of the year! But if you’re thinking, “Eh – I have a little time right now,” I’ll do my best to make this worthwhile. My last OI column of the...

Continue reading
  1315 Hits