Marketing Cloud 2.0: The Future of Marketing will be Orchestrated

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Marketing Cloud 2.0 has arrived. The second generation of the eponymous marketing cloud ushers in tighter integrations between customer data collection, cross-device identity resolution, audience and segment creation, marketing workflow and digital asset management, and orchestration of campaigns, data, creatives, messages and promotions across many channels. This might not sound like...
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Data insight is not the whole puzzle. It’s only one piece

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Editor's Note: Nick will be leading a discussion on this article at a special, open-to-all OI Live Zoom Call on Thursday, March 25, 2021 from 12:00 noon to 1:00 PM ET. Register here.   Great marketing, that blend of art and science, is as much about knowing your customers emotional needs and...
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Email Copywriting – the Overlooked Art and Asset

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Whenever I ask people for examples of emails they love, most are quick to show messages from brands with gorgeous images, great design, amazing personalisation or cutting-edge technology. Hardly anyone says, "I love the copywriting in [Brand X's] emails!" Unless, of course, I'm talking to a copywriter. This is a shame...
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20/21 vision by marketing leaders: 4 ways to rewrite your email growth story

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The events of the last year taught every email marketer an important lesson: change is the only constant. Marketing leaders had to re-draw their communication plans and pivot their business strategies to cater to disruptive consumer behavior. Despite the mid-year budget cuts in 2020, email emerged as “the channel” to connect...
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Maximize Your Marketing Data by Asking Great Questions

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Image source: “Notebook work with statistics on sofa business” from Unsplash https://unsplash.com/photos/mcSDtbWXUZU/download?force=true In a previous post, I introduced the three types of analytics and shared that the first step of starting an analytics project is to ask yourself: What is the objective, intention, or question that you want answered? This post...
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How Did 2020 Impact Email Opt-Out Activity?

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For the past few years, OPTIZMO has been publishing infographics based on email opt-outs processed on our platform (100s of millions every year). While there are many insightful reports, white papers, and infographics released every year by various companies in the email marketing industry, the vast majority focus on email activity...
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The importance of data on your results

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So…. Data! Do you love it or hate it?! For me, data is the absolute power source of all you want to implement in your email marketing (and multi-channel marketing) strategies. Without data you can’t identify who you’re talking to, in order to better target your copy and offers; you can’t...
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Sneak Peek! 2021 Benchmark Report: Diversity in the Email Industry

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2021 Benchmark Report: Diversity in the Email IndustryPublished by Only InfluencersDownload the Free ReportComing Soon! On-Demand Webinar with Highlights! In late 2020 Only Influencers, the original community of email industry professionals, launched a survey asking members of the email industry to share information relating to the ethnic and gender diversity of...
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7 Email Metrics to Help Your Bottom-Line

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Email marketing is one of the most trusted and most used communication channels between brands and their customers. On the business side, 59 percent of B2B marketers say email is their most effective channel in terms of revenue generation, and 77 percent of consumers choose email over other online channels. So...
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Licking Stamps

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“Quiet people have the loudest minds” as Stephen Hawkings says. “It almost seems as if my brain is trying to compensate for the lack of expression.” While this has a very personal context to me, it does compel thoughts of this digital channel and its evolution in the 25 years I’ve...
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Bye-Bye, Cookie Monster? What Do Pending Digital-Ad Ecosystem Changes Mean for Email Marketing?

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Internet advertising started with email. In 1978, a Digital Equipment Corp employee sent an Arpanet email promoting DEC computers. It was successful but didn’t open an advertising flood. This may have been because the National Science Foundation’s officially-unofficial position into the early 1990’s was that commercial activity on the Internet was...
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2021 State of the ESP RFP Survey Results and Conclusions

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In late December of 2020 I created a short survey to gather data on the impact of COVID-19 on ESP RFP plans for email marketers in 2020. I also included some questions pertaining to what platform features and functions email marketers in 2020/2021 are most interested in exploring in their RFPs....
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How Subject Line Tests Can Drive Long-Term Engagement & Loyalty

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In my last contribution to the OI Blog I wrote about Alchemy Worx’ Audience Management methodology. Which requires a move away from just pulling segments, which is a reactive process, to a more proactive approach which takes behavior from all channels into account. In it I showed how subscriber engagement does...
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Will Clubhouse (the newest social media app) Make You A Better Email Marketer?

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As a marketer, I’m always looking for opportunities to get better results for our clients. In case you missed the hottest new shiny object, let me introduce you to Clubhouse. Clubhouse is a live audio-only social media platform that acts much like a live event with speakers on stage, and an...
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17 Memories and Observations from 20 Years in Email Marketing

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Can you trace that point, that moment when your email marketing career started? The foundation of my email marketing career actually started with the launching of a paid subscription (printed paper) newsletter in 1988 while I was at the accounting firm Arthur Andersen. I dove in headfirst on taking courses and...
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Email Marketing and Section 230 of the Communications Decency Act of 1996

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Communications Decency Act of 1996, §230(c)Protection for "Good Samaritan" blocking and screening of offensive material (1) No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider. FADE IN:  EXTERNAL WESTERN STREET - DUSK Townsfolk peer through...
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ICYMI: Top OI Blog Posts from 2020

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2020 was a difficult year In many ways... but it was a banner year for the Only Influencers Blog!  Most of these are still relevant and will be through 2021, so if you're looking for some good industry reads, this is the spot!  Here are our top 10 most popular posts...
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Email strategies for online education: 5 proven ways to boost your course completion rates!

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In the world of email marketing, scenarios in our daily lives sometimes run parallel to our work issues. But this helps us to look at the problem from a different perspective and come up with creative solutions. I had one of these epiphanies recently... I had gone to a nearby mall...
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Don’t Elf Yourself, Identify Emails on the Naughty List: Why You Should Give a  $#@& about identifying Email Bots

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Have you ever seen a sudden spike in your email newsletter sign-ups and thought, "Yes, we finally see success with our email list growth!" Congrats, and you also generated a high click-through rate, or did you? You're not off the naughty list just yet. While list growth is something to celebrate,...
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So... what has 2020 taught us about customer loyalty?

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The reasons any of us shop in specific ways and stick to particular brands may be down to habit or, indeed, our senses of loyalty. Not to mention a need for a quality-assured product that we trust. But scarcity is a peculiar thing. It makes human beings act in strange ways....
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