Declutter your mind, and improve your email marketing in 2022

jay-castor-7AcMUSYRZpU-unsplash-600

Not long ago, my inbox stood at over 25k emails. Of those, around 2k were usually unread at any one time. An inbox like that is stressful. It was certainly stressing me out. I used to close my email overwhelmed, dreaming of ‘Inbox Zero’ - a nice, neat, tidy dashboard with...

Continue reading
  797 Hits

Turning Subscribers into Loyalists, Part 3: Email and Loyalty for SaaS Brands 

sebastian-vacca-MW4bxbcQ_2U-unsplash-600

In my two earlier Only Influencers (OI) blog posts on customer loyalty and email (find them here and here), I focused mainly on converting B2C subscribers into loyal customers. But loyalty is a major concern for B2B marketers, too, especially for "Software as a Service" (SaaS) brands, where you are selling...

Continue reading
  477 Hits

Are Opens Really Dead?

viktor-forgacs-LNwIJHUtED4-unsplash-cropped

Now that we’re almost a half-year into the rollout of iOS 15 and Apple’s Mail Privacy Protection (MPP) – which protects user privacy by proactively loading all the images in users emails so as to reduce the utility of these pixels for tracking users and user activity – it seems like...

Continue reading
  1489 Hits

How Should Email Marketers Handle Click Metrics?

20220302-17254902-Dunn-1

In this uneasy post-MPP-launch period (early 2022), one consistent theme to email marketing articles/tweets/punditing is “we should be focused on clicks anyway.” Makes sense; clicks are a big signal. Your relationship with the recipient, and your campaign content, have inspired them to act, exiting the email client for the actionable, scriptable,...

Continue reading
  803 Hits

The 5 ways of increasing revenue from email marketing

20220224-155543zan-fYTfOzaRVWw-unsplash-600

What is the best way of increasing revenue from email? Pop onto LinkedIn and you’ll see endless claims and case studies of what works with very specific strategies and approaches. But sometimes it’s useful to simplify the ideas and think more broadly about the best approach. Assuming we only have the...

Continue reading
  1075 Hits

3 Things I Wish I Learned about Email Marketing in College

20220214-170056md-duran-1VqHRwxcCCw-unsplash-600

Last month I celebrated my fourth year at Webbula and being in the workforce after graduating from university in the Fall of 2017. I've had many conversations about how I ended up in this space throughout the last four years. My answer, like most of you, is I just fell into...

Continue reading
  1548 Hits

2022 State of the ESP RFP Survey Results and Conclusions

20220211-164551towfiqu-barbhuiya-0ZUoBtLw3y4-unsplash-600

In late 2020, Email Connect and Only Influencers put out our first survey of the RFP landscape. We were interested in looking at the impact the COVID-19 pandemic had on brands’ plans for ESP RFPs during 2020. Among our survey respondents, 40% of those who had originally planned to conduct an...

Continue reading
  1979 Hits

5 steps to simplify your email planning. Stay fresh, relevant, and ahead of your competitors

20220202-194442ev-C7h_31Lz16Y-unsplash-600

Is the need to deliver the next email campaign NOW! causing you to simply rinse and repeat old activity? Planning doesn’t need to be a luxury you don’t have the time for. Here are 5 simple steps to work through to ensure you keep your activity fresh, relevant and delivering maximum...

Continue reading
  808 Hits

When "One to Everyone" Email Messages Make Sense

20220203-152912olav-ahrens-rotne-4Ennrbj1svk-unsplash-600

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...

Continue reading
  1047 Hits

8 Tips to Transform Your Customers’ Journey

20220203-144047nick-fewings-br9D5K3UTRQ-unsplash-600

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...

Continue reading
  917 Hits

2022 - The Year of the Useful Brand

20220125-210408david-clode-13PjNBaDMcg-unsplash-600

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:...

Continue reading
  620 Hits

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

20220125-200659patrick-robert-doyle-AH8zKXqFITA-unsplash-600

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...

Continue reading
  1278 Hits

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

20220120-014021kelly-sikkema-Uh5GWNUGgGY-unsplash-600

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....

Continue reading
  1126 Hits

Use prescriptive analytics to delegate decisions and grow your email program

20220118-150940andrew-neel-cckf4TsHAuw-unsplash-600

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...

Continue reading
  715 Hits

2021 top posts: Only Influencers blog

20220114-030015benjamin-davies-FiZTaNTj2Ak-unsplash-600

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...

Continue reading
  1272 Hits

What are your 3 words for 2022?

20220113-195340stephanie-klepacki-GEIqN-Aon_Q-unsplash-600

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...

Continue reading
  1307 Hits

Should Emails Expire? Yes and No

20220111-062112nelson-santos-jr-PuaIPFH3FHg-unsplash-600 Sunset

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...

Continue reading
  1737 Hits

Turning Subscribers into Loyalists, Part 2 – the Empathy Connection

josh-calabrese-qmnpqDwla_E-unsplash-600

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...

Continue reading
  787 Hits

Martech and Adtech – Who’s the Daddy?

annie-spratt-yi9CN8K2ZHA-unsplash-600

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...

Continue reading
  727 Hits

Five data resolutions for 2022

moritz-knoringer-4_MwbIq0CME-unsplash-600

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...

Continue reading
  1347 Hits