2018: Email Marketing and the Customer Experience

rory_carlyle

I remember when CSS was barely usable in HTML email and plain-text versions were our attempt to be ‘mobile-friendly’. Table-based, inline-styled emails were all the rage way back in 2007. Seems like ages have passed since, although Outlook will always remind us of the good-old-days. Now, emails are mobile responsive, contain kinetic elements, and even contextual content by using real-time information gathered from the recipient - dilly, dilly!

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Ongage

Ongagelogo
Ongage is a complete solution to manage sophisticated email marketing operations. With separation of the platform “front end” from the delivery vendor “back end”, Ongage provides an advanced feature set, and the flexibility to select the email delivery vendor of choice. Easily connect with over 35 integrated vendors including Sparkpost,...
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Might be time to change your email template!

elizabethJacobi

Change is hard! With email, change can even be more overwhelming because what you are doing now is likely something with which you are comfortable. However, isn’t it time to leave that comfort zone? We tend to lose sight over the impact that small changes to our email program can have. We test subject lines and day of week, the length of the email, text vs. image, and the frequency in which a subscriber should be mailed, etc. The list of what you can test goes on and on. Testing is great because it provides us good insight into how we should be engaging with our subscribers. However, one of the things I don’t see happening often is a change in the creative template. Both with my clients and what I see as a consumer (and yes, I get tons of emails) I see the same template time and time again.

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Earn Back Your Customers’ Attention Through Storytelling

gretchen
Holiday season feels like a series of tactical maneuvers as marketers try to push customers and clients to commit and convert before year-end. There’s no more time for strategy or thinking, just a lot of putting out fires as you get the details done right. Of course, all this frenetic...
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Movable Ink

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     Activate all of your data to personalize email content at the moment-of-open. Movable Ink’s Intelligent Content Platform enables you to generate engaging on-brand experiences to grow revenues with every customer interaction, and improve campaign efficiency by automating and accelerating content production.
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GDPR: Taking a ‘Glass Half Full’ Approach

JeanneJenning
  The General Data Protection Regulation (GDPR) becomes the law of the land in the European Union on May 25, 2018. I’ve read a lot of ‘glass half empty’ commentary about current marketing practices that will be difficult or prohibited under the new regulations. But the more I read the...
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Case Study: Increasing Restaurant Revenue by 97% by Connecting Email and POS

elizabethJacobi
Restaurants utilizing email to increase loyalty Ho...
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How to Write an Effective Marketing Automation RFP

jenniferlazarus

To respond or not to respond is always the question. Some marketing automation platforms have taken the position that they will not respond to RFPs during the sales process because it is not the best use of their time. However, I believe that RFPs can be highly informative and useful during the procurement process as long as they are written with intention. As RFP season begins to wrap up, I took stock in the different RFPs that crossed my desk. I reviewed countless RFPs this quarter, some good, some bad, some 125 pages long and I realized that many brands have no idea how to write an RFP for a marketing automation platform, so a generic procurement RFP template is wordsmithed to reflect marketing automation language. Below are some surefire tips to make sure that a salesperson does not fall asleep reading your RFP.

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Kath Pay: Transition to 'Helpful Marketing' This Holiday Season

kathpay
Everybody talks about being "customer-centric" in their marketing plans. "Putting the customer first" is a popular session at email conferences. "Aligning marketing with the customer journey," "improving the customer experience through email" and "adding value for our customers" are three goals people say they're trying to achieve with their marketing....
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MochaBear Marketing

mochabear
MochaBear Marketing MochaBear Marketing , is an email marketing consulting company that develops data driven marketing strategies with the end goal being to entice your customers to be better customers. Their focus is on email program optimization strategy, program planning and implementation and platform migration management. The company was founded...
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Getting Email Marketing Credit Where Due: Attribution Ideas for Every Business

jessica

A few months back, I wrote about using data to determine the timing, content, and impact of your email marketing campaigns (See: 6 Steps to Putting Data to Work in Email). In the last few months, the element I find myself discussing most with colleagues and clients is the latter: What data can we use to attribute the impact of our hard working email marketing campaigns?

When it comes to challenges in attribution, I’ve heard it all:

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Is it time for a Marketing Automation Tune-Up?

jenniferlazarus

It never fails that a few months before a brand marketer is due to renew their marketing automation contract, they reach out to tell me that they are secretly looking to switch to a new platform and want my opinion. After we have spent a little time talking about their current state, what they want out of their future state and the business goals they are looking to accomplish, we usually determine that their current platform meets their needs. However, one thing always stands out, they typically need what I refer to as a “Marketing Automation Tune-Up,” which, simply put, is just recalibration and adjustment to what they are currently doing.

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How to Change the World: Create Community

Headshot_blogs

A few weeks ago I launched my latest Community, OnlyFounders.com. They say entrepreneurs want to change the world. That is a debatable statement. But one thing is clear, in my 20 years of being an entrepreneur the things that I have done that have literally changed the world all involved the communities I was involved with. Facilitating communication is one of the most powerful things you can do in your career as a digital marketer. So in honor of my 4th (most likely my last) community building effort, I thought I’d share what Ive learned over the last 20 years of the importance of community, the impact it can have, what makes a good community, and how to build one that engages and inspires people around the world. And perhaps even more importantly, how it changes you as not only a digital marketer, but as a human being. 

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Three Steps to Person-First Personalization

3steps300

Person-first personalization is a hot topic at the moment. Forrester Research, The Relevancy Group, and other thought leaders are writing extensively on the subject. Why? Because consumers have raised their expectations. When consumers have personalized experiences with Spotify, Netflix or any other similar brand, they subsequently expect all other brands to deliver the same 'surprise and delight’ experience.

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Tatalovic Email Consulting

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Tatalovic Email Consulting provides the email expertise, strategy and knowledge to increase revenue generated through the email marketing channel for any company.  From reputation improvements to strategic overhauls, Mark Tatalovic has the experience and knowledge to optimize your email program. 
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Boost Your Results: Refresh Your Email Marketing Strategy

gretchen

It’s so easy to get caught up in the details, the big and little decisions that need to be made every day and then tracked and managed and… well, you know. At the same time, as marketers we all want to focus on strategy, on the vision of what we are trying to achieve and who our audience really is and all the great thought leadership that goes along with that. It’s hard to find the balance when you’re stuck in the trenches. That’s why a guide can be helpful.

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Dela Quist: When it comes to subject lines does length matter?

dela_quist

Most of all, differences of opinion are opportunities for learning - Terry Tempest Williams

Background

As some of you may already know, Alchemy Worx the agency I founded in 2001 was recently acquired by SellUp an email marketing agency with offices in NYC and Manila, founded by Allan Levy – whom I have known for many years and respect a great deal. One of the primary reasons for doing so was to free up the time I was spending running the agency full time to spin off the software division of Alchemy Worx into a separate company. The new company, Touchstone Intelligent Marketing exists to help plug 2 significant gaps in the marketing clouds - testing and subscriber level reporting. The 1st of these Touchstone Tests a testing tool that allows you to try out any number of subject lines quickly and without burning out your customer database, is the source of the data I am about to share.

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Email Insights: The Blueprint for Better Performance Testing for New Products and Services

JeanneJenning

In “The Blueprint for Better Performance Testing” I walked you through how I look at an existing email campaign to come up with hypotheses for testing.

But what do you do when you don’t have an existing campaign to look at – what do you do when you’re developing a performance testing plan for a brand-new product or service?

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You Didn’t Hear It from Me…What Every Female Email Marketer Wish You Knew

jenniferlazarus

As the tech industry takes a step forward in actively recruiting more female talent, it often takes two steps back when we hear about Ellen Pao’s lawsuit against Kleiner Perkins or Susan Fowler’s blog post about her very strange year at UBER. While they sympathize and often empathize with these all too common tech stories, women in email marketing often find themselves caught in the middle of this discussion because they straddle the line between marketing and IT. They need to be both technical and creative to effectively do their jobs, and that becomes even more daunting if they have executive management who have little knowledge about their role or who aren’t as supportive as they could be.

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Money on the Table: Lessons Learned From the Leading Subscription Retailers

Money on the Table: Lessons Learned From the Leading Subscription Retailers

By Ryan Brelje, Content Marketing Manager at Iterable

More than 10,000 ambitious companies fiercely compete inside the expanding subscription retail space—with the industry more than validated by the successes of pioneers like Birchbox and Dollar Shave Club, brick and mortar mega stores like Sephora and Walmart have entered the arena and vie for rival market share. In a high-stakes game where customer churn is only one click away, how are these companies keeping their customers engaged while they await their deliveries?

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