When "One to Everyone" Email Messages Make Sense

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First, the good news: For many years, experienced marketers have been preaching the advantages of targeting messages and using advanced segmentation for greater relevance, engagement and conversions, and marketers finally seem to be using these helpful tactics. Hooray! Now, the bad news: Some marketers are taking the segmented-and-triggered approach a little...

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8 Tips to Transform Your Customers’ Journey

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The basic concept of a customer journey has been around for a very long time. From the early days of direct mail, marketers could target their print collateral to arrive at a household generally within a few days’ time range, perhaps triggered by receipt of a product registration card or scheduled...

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2022 - The Year of the Useful Brand

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It’s been a tough couple of years, hasn’t it? A global pandemic, climate crisis, Brexit, the great resignation. To name just a few significant events. That’s enough to exhaust even the hardiest of people. For consumers, these events have had an impact on their purchasing habits, including an increased focus on:...

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Make your email marketing like a stay in a top hotel and keep your audience coming back again and again

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Everyday people around the world pay more for that little bit of luxury. And when it comes to hotels, as in the case of the email communications we send, customers are becoming more discerning and demanding more from the service they receive. So, let’s look at how top email marketing compares...

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How to leverage a mergers and acquisition strategy for email list growth

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Q - What is your Superpower? A question I’ve asked a couple of hundred times to my podcast guests. A - Email Marketing There are lots of discussions going on every day about email list growth, new opt-in subscriber acquisition. There are seminars, webinars, “experts” from every part of the world....

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Use prescriptive analytics to delegate decisions and grow your email program

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Running an email marketing program requires making a lot of decisions. Making all those decisions be overwhelming, lead to burnout and keep you from tackling important strategic issues. Delegation is a great way to take some decision-making responsibility off your plate. Having a person (team member, contractor or assistant) take items...

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2021 top posts: Only Influencers blog

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We are so grateful to the members of the Only Influencers (OI) community who contribute to our blog! They are all amazing, they are all rock stars, tops in the industry. So this ‘best of’ list isn’t really feedback on the authors; it’s about the topics that reached the right people...

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What are your 3 words for 2022?

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What are your 3 words for 2022? Welcome to 2022! I hope this is the year we crawl out of our collective hole, but I usually feel like I’m still the kid in the back seat asking my parents, “Are we there yet?” I'm excited to produce one of the first...

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Should Emails Expire? Yes and No

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Most commercial email that’s sent is never deleted by recipients. Moreover, most commercial email content is only relevant for a fairly short period of time—say, weeks tops for the vast majority of it. As a consequence, mailbox providers currently store and maintain access to a tremendous amount of old and completely...

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Turning Subscribers into Loyalists, Part 2 – the Empathy Connection

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In my first Only Influencers post, 8 Tips to Turn Subscribers into Loyalists, I shared tactical advice on how to use the power of email to help your subscribers become loyal customers.  Each tip is something you could employ quickly to encourage your email subscribers to connect with your brand and...

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Martech and Adtech – Who’s the Daddy?

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I consider genetic sequencing one of the great scientific achievements during my lifetime. Genetic sequencing has helped us better understand ourselves as biological creatures. It has explained many aspects of who we are, why we look like we do, why we behave like we do and what makes each of us...

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Five data resolutions for 2022

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As you sit waiting for sugar-plum fairies (or just enjoying good holiday cheer and relaxation), it’s a good time to start thinking about what you want to change up in 2022. Data is a big part of my working life, and so as I look forward to the new year, I’m...

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From blank box to killer content

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Email planning for an email campaign can often start as a blank box on a send calendar or launch schedule. But how do you ensure that you can put the reader back into the heart of the content? Here we look at 3 proven methods to move from planning to customer-centric...

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Five Email Marketing Copy Formulas 2022

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Email marketing is an oldie-but-goodie tool for getting the word out to customers. But in today's enormous flow of information, it's hard to cut through the noise and make your copy work. People are tired of constant calls-to-action (CTAs); they need something more interesting. Read on to learn my top 5...

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How an email audit can put your email program on the right path

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When your email program doesn't deliver the results you expect or help you achieve your marketing goals, where do you look first to fix the problem? You probably don't have a big red warning light on your ESP dashboard alerting you to problems, the way your car warns you about engine...

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Kickstart your email marketing strategy in 2022 and increase your engagement

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The abundance of specific jobs available and lack of enough email marketing talent to fulfil them at the moment, is testament to the revelation within businesses since COVID; email marketing is no longer the workhorse plugging away in the background – it is the core, the beating heart, of any good...

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If A Mouse Clicks in A VM, Will Anyone Measure It?

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  "Imagine, for instance, if you can make sure that any link that is in an email didn’t actually get executed on your local computer but instead got executed in an isolated browser, which was running out at our edge. We have all the components to be able to do that....

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5 email marketing trends to watch out for in 2022

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Email marketing was a roller coaster ride this year. Email took technological leaps in AI-powered intelligent emails, Gmail’s full support of BIMI, and the rise of interactivity. There was a surge in mergers and acquisitions like Intuit acquiring Mailchimp and Message bird acquiring Sparkpost. We also witnessed disruptive events like Apple’s Mail...

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How predictive analytics can help you grow your email program

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If you read my previous Only Influencers posts on analytics for email marketers and finding the right predictive features for your program, you'll discover I'm all about asking questions – specifically, asking the right questions. Asking the right questions helps you figure out what's not working in your email program and...

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4 Tips for Building your 2022 Email Marketing Strategy

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As we speed toward the end of the year (seriously, it’s almost Thanksgiving - how did that happen so fast?), email marketers are focused on two key projects. 1 - Ensuring those all-important holiday season campaigns all go out without a hitch. 2 - Finalizing your 2022 email marketing strategies. While...

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