This month marks my 14-year anniversary of self-employment with Synchronicity Marketing and represents an important milestone: my own company is now the one I’ve worked for the longest.
In the middle of rushing to send the latest announcement, update, sale email or whatever, it can be easy to forget the “who” and the “why”. But to maximize results, marketers need to know their audience well enough to know who they are sending to, and why that message will be important to that person. Do this by creating a customer journey for each segment of your audience.
The Email Innovations Summit is just weeks away. And this year we've been able to assemble a world class lineup of speakers to take your email marketing career to the next level. Here is just a small sample of this year’s incredible list of instructors and speakers. Register Early to Save and use the promo Code "ONLY" to get a additional discount just for readers of the OI newsletter
Paul Airy is the author of "A Type of Email: A handbook for working with HTML typography in email" and will be presenting a Post-Conference Workshop in HTML Typography in Email (Advanced) at this year's Email Innovations Summit.
“I have more than enough time to do everything I want to do to make my email marketing program more effective.”
-- said no email marketer ever
Every Friday the Only Influencers members gets to pitch the membership on their latest tools and services. These are the Best of the Week;
We talk a lot about how to wake up inactive subscribers and customers, but none of the usual strategies and tactics tackle one of the root causes: Your email's personality doesn't appeal to most of your subscribers.
A lot of the entrepreneurial stories that I read feature the ‘entrepreneur as hero’. A dashing visionary (maybe wearing a mock turtleneck) has a brilliant idea and through near-supernatural effort creates a new product or a new industry. In this narrative, the founder hero is the center of the story - everything starts with the hero. I’m part of the founding team of a ~ $100 million email technology business and my experience couldn’t be further from that narrative. In my experience, the success of a business isn’t about the brilliance of the founder (or founding team).
Email automation is not the panacea for email marketing that many articles seem to suggest.
The story goes “buy a leading edge automation platform” and your email marketing is no longer spam and strategy is improved double quick.
I’ve never seen this to be true and have certainly spoken to too many email marketers who have found out it’s not true - the hard way.
Email strategy is not created by buying some cool tech.
Open rates across industries average somewhere between 20% and 25%, depending on which benchmark you look at. Not everyone is lucky enough to meet or exceed the benchmark though. Every once in a while, I meet a good marketer who has really bad open rates: between 1% and 5%. No, they aren’t spammers, but they’re stuck with the results of years of poor email marketing practices. What do you do if you’re stuck with bad open rates? Here are some ideas to revive your list:
Jessica Best will be presenting "Getting Jiggy with Animation & Video for Email Marketing" at this year's Email Innovations Summit, April 19-21st in Las Vegas.
I’m thrilled to announce the 2017 lineup for the Email Innovations Summit, to be held in Las Vegas on April 19-21st, including a very exciting half day workshop on the final day:
Last week I was honored to be included on a list of ’The 20 Best Email Marketers You Should Follow and Steal From’ published by GetResponse. A colleague asked if that last part, “Steal From,” bothered me at all.
Every Friday the OI membership gets to pitch their latest tools and services:
Last Thursday, people sat down with family and friends to celebrate Thanksgiving and eat their hearts out. Whether the tradition is to eat turkey, tofurkey, or chinese takeout, one things is for certain, most of the people who are busily enjoying a large meal on Thursday are ready to shop on Black Friday and Cyber Monday. In early October, National Retail Federation released their forecasted numbers for 2016. While the 2015 holiday season didn’t perform as well as estimated, increasing 3.2% over the previous year, they’re forecasting in-store sales to increase 3.6% to $655.8 billion. Moreover, NRF is forecasting non-store (online sales) to increase a whopping 7-10% to as much as $117 billion.