"Sales teams at most ESP’s are comprised of a sales leader and a sales engineer who are assigned to your project. That sales team has been onsite and meeting with a large number of prospects and has been exposed to a wide variety of problems on the client side. How unique do you consider the data integration issue from your CRM to your email tool to be? How differentiated is the problem you may have getting IT to develop an API, or to have the marketing team cut down on the time it takes to proof and approve the creative for a campaign? For most of us that sell, the answer is not very unique at all."
"One of the benefits of email marketing is the tracking and reporting available to see how people are interacting with the messages sent. This includes basic email metrics as well as click-stream reporting on post-email activity on the Website, where the conversion usually occurs. So it always concerns me when I work with consulting clients that don’t leverage this data to their advantage. Sometimes it’s an institutional failure to properly track and report. But too often it’s an individual’s lack of comfort or even interest in the data that is holding them back."
"Google’s recent redesign of Gmail has created unprecedented hand-wringing and blog writing. And for good reason. People’s cheese got moved. Hard earned spots in Priority inboxes got lost. But it was the flies in the soup that made everyone give this new place a bad review."
"An email marketer needs to be fearless. In the world of digital marketing, email is an extreme sport. It takes guts to stare down the send button and hit it. Not everyone is nervy enough to do that day in and day out."
"Internet Service Providers (ISPs) use filters to make sure only the emails that recipients ask for get to their inboxes. By examining email deliverability metrics more closely, you might discover that one or more ISPs are blocking your emails. If this is the case, your email service provider will need to look at the requirements of these ISPs to figure out why your emails are getting blocked and to help ensure they make it into the inbox going forward."
"Not long ago, I was involved in a RFP where it was evident that the project’s champion, who was advocating changing providers, did not have universal support from her team. The conflict that existed internally in their company played out in front of my team as we sat in the 3 hour presentation and watched various players from the prospect disagree on major issues that would impact the entire project. Not only was their clear and open hostility from the opposing points of view, but the variety of needs that were being expressed would completely cause the RFP and its focus to be revamped. Essentially, the field of prospective vendors may not have been aligned to the buyers’ final needs."
"My job is to offer email and digital strategic solutions to clients that run the gamut of knowledge and experience between having zero clue what to do with email in their marketing program, those who need to initiate email into their marketing plan, through clients that simply need help optimizing their current email program. "
My father owned a kitchen and bath showroom on 7th Avenue in the Chelsea neighborhood of Manhattan. He ran the business from when he was a young man to when he retired a few years ago. While he was cordial with people just browsing his store, he would drop everything when a paying customer walked in. If he hadn’t heard from a customer in a while, he would reach out with a phone call. Putting the customer first and always staying in touch are principles that have stuck with me throughout my professional career.
"While our subscribers sign up for emails to save money on products/services, keep up with industry trends or simply to be entertained, those of us in the industry usually have ulterior motives when opting in to an email list. I subscribe to hundreds of emails - and to email subscription services like Milled, Mailboxr, Patroneer and The Swizzle - so I can keep swipe files on everything from copy to design to offers and more."
Many marketers do not even bother with an unsubscribe survey, and many who do are either learning the wrong thing or ignoring a majority of the data. They may listen to a portion of it, but have unsubscribed from many of the insights that a survey can offer. The unsubscribe survey can be a more powerful tool for both insights and strategy if optimized.
"Today, I am going to switch gears to a more tactical focus by sharing where video in email is supported, specific techniques and tools you can use to maximize your in-email video coverage, and best practices you can use to create compelling subscriber experiences."
"For over a decade, marketers were told that the only way to implement video in email campaigns was to include a link in the email pointing to a video playing on a landing page. Placing a video in the email message itself was looked upon as a fool’s errand at best, or the precursor to disastrous deliverability and subscriber experiences at worst. "
"In today’s post, I outline how the landscape has shifted in the world of video in email, and why more marketers are embracing this tactic now than ever before. "