Unsubscribe Your Way to Better Deliverability


I found the silver bullet! The one that will guarantee you inbox placement! The elusive, but oh so powerful, UNSUBSCRIBE … (pause for dramatic effect) Ok, maybe announcing it as the ‘silver bullet’ and a ‘guarantee’ was a bit much and maybe a tad bit of an overstatement, BUT hear me...

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Transforming Email Marketing: The Power of Modular Email Design


Modular email design is not just a trend — it's revolutionizing email marketing.  Beyond well-crafted email snippets, modules offer a novel approach that reshapes email production workflows, allowing marketing teams to prioritize strategic initiatives over technical complexities. Evolution of email production Email has transformed over the past 50 years, adopting various...

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11 Tips for Crafting an Effective Speaking Proposal and Session Description


As programming chair for Email Innovations World since 2020, I’ve reviewed a lot of proposals to speak. And as someone who’s been speaking at industry conferences for more than 20 years, I’ve probably written nearly as many as I’ve reviewed! So here are some tips to make your speaking proposal stand...

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Nurturing Your Email Subscribers: How to Create Email Campaigns that Build Trust and Loyalty with Your Subscribers


Today we're diving into the world of email campaigns, but not just any campaigns—ones that nurture and grow your relationship with your audience. Trust me, there's a difference between email lists and loyal communities, and we're aiming for the latter. What Does 'Nurturing' Even Mean? Nurturing is like taking care of...

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Welcome Class of 2027


Many of us on the agency, consulting, and vendor sides of the email industry have been in the business for a decade or more. And if you’re like me, there are times when you think to yourself, “If I see one more article or sit through one more conference session on...

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Unveiling the Power of Customer Data: Enhancing the Customer Experience


In today's digital age, as we all know, email marketing has become an essential tool for businesses to connect with their customers and drive sales.  Companies continually striving to build lasting relationships with their customers have made understanding and utilizing customer data paramount. Customer data encompasses a wealth of valuable information...

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Strategically Using AI


Is this going to be another blog post about AI? To be blunt, yes, it is. But it is a blog with a difference. There has been tremendous excitement, interest and fascination with the possibilities of using generative AI tools like chat GPT, Bard, and so on. But what does this...

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Email Marketing in The Big Marketing Picture


When I brainstorm topics for an upcoming OI article, sometimes I focus on bigger trends in the industry (AI!) or areas where I can speak with some authority (email compliance). But I also like to think about topics and conversations that have come up on our Thursday OI-members-only Live Zoom calls,...

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Accepting that You Can’t Change People… or Subscribers or Inbox Providers


You can’t change people. You can only change how you react to them. That is something we say a lot in our household. It’s a hard-won pearl of wisdom from years of working with therapists so my wife and I can be better parents to our autistic son, be better spouses...

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Confessions from a Burnt-Out Email Marketer


Feeling burnt out? You’re not alone. I’m going to let you in on a not-so-secret secret: email marketing burnout is a real thing. I’ve personally experienced it, without actively recognizing it, and learned the hard way how to keep myself physically and mentally healthy in order to maintain my drive for...

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How to Build a Customer Journey Map If Customer Needs Are Not Identified


Marketers build Customer Journey Maps (CJMs) to see how customers behave from the moment they first need the product till they finally buy it. But what if your product can solve the problems your potential clients haven’t thought of yet? Why customer needs are essential for building a CJM I think...

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How do you compare with your fellow email marketers on using AI?


Artificial intelligence, or AI, has been a regular feature here on Only Influencers, from conversations on the email lists and in our regular Thursday members-only calls to blog posts like this one. People like Chad S. White of Oracle Marketing Consulting, Dr. Matthew Dunn of Campaign Genius, and countless others have...

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The perils of averages for email marketers


Introduction As email marketers we think of ourselves as a data driven decision makers. We have stats coming at us from all angles such as open and click rates, transactional data like average order values and customer data such as time since last shopped. Yet the phrase “lies, damned lies, and...

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You can do THAT in an email???

We’ve noted an increase interest in Gifs recently, presumable because they are now supported by virtually all email clients and even (gasp!) Outlook. Animated GIFS are known to increase reader attention and help to improve the email experience as well as support key messaging. These short meme-like animations can quickly catch...

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More than Hitting Send: Your Email Career


Email has always been more than just "hitting send." With the constant evolution of digital communication, career opportunities in the world of email have expanded exponentially. If you're considering stepping into this realm or are just curious about what it entails, here's a comprehensive look at the roles, settings, and keys...

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“Subscribe” Is The First, Best Click


When a new subscriber adds themselves to your company’s email list, what events and records are triggered? That signup process seems like such a little, commonplace thing — a few lines of text, a few fields, another record or two somewhere — that it tends to be set up once and...

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One Voice, Two Channels: Unifying Your Social Media and Email Marketing Efforts


Let's take a moment to consider a universal truth in our digital age: we're all trying to be heard. In a world flooded with content, messages, and countless brands fighting for attention, standing out can feel like a monumental task. Think about it. Social media gives us a vibrant, dynamic platform...

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Track your email's long tail to find your true results


The long tail isn't just for sales and SEO anymore! That's probably what you think about when someone mentions "long tail" strategy. It began with author Chris Anderson, who wrote The Long Tail: Why the Future of Business Is Selling Less of More in 2004 about the profit potential in selling...

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Making Sense of Google's Spam Trap Policy: Keep Mailing for 2 Years


Clarity At Last As many of you will know, Google's recent announcement about their impending 2-year account inactivity policy change has me revisiting an ongoing beef of mine. Namely, why you should email inactives and how long you can safely do so before they become Spam Traps. The answer to that...

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The Power of RFM Model in Lifecycle Marketing


In the world of marketing, understanding customer behaviour is crucial for developing effective strategies that lead to higher customer engagement and improved business performance. One powerful model that aids in achieving this is the RFM model. RFM stands for Recency, Frequency, and Monetary Value, and it is widely used to segment...

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