Laugh Your Way to Success: The Power of Fun Content in Email Marketing


Adding a touch of humour and playfulness to even serious topics or products can significantly enhance your email campaigns. In this blog we'll delve into the psychology behind joyous content and explore how it can elevate your email marketing game. I’ll provide examples and practical tips to strike the right balance...

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The Deliverability Keystone and It’s 4 Legs


What determines your deliverability performance? I’ve seen a bunch of different images trying to explain this visually, each with their own pillars or cornerstones. None of them are wrong, but they can get too into the weeds. I argue that what determines your deliverability can be simplified and anchored into one...

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The Art of Gathering Data, Incrementally and Responsibly, for an Enjoyable Customer Journey Experience  


In today's data-driven world, businesses rely heavily on customer data to gain insights and make informed decisions. However, collecting customer data should not be a one-time event, it must be an ongoing process that evolves with the customer journey. Whether a company is managing the data directly or utilizing a data...

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How CDPs are Shaping the Next Evolution of ESPs


ESPs have been continuously evolving since they were first commercially introduced in the late 1990’s. And the evolution of the platform followed a similar pattern that continues to this day. A third party would determine that there was a feature or a function lacking in the existing ESPs and solve that...

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Deliverability starts with a D (that’s DMARC)


What's DMARC got to do with deliverability?  You might have come across DMARC, which stands for Domain-based Message Authentication, Reporting & Conformance. It is an email protocol that many people are familiar with or even utilize. It presents a classic scenario of the "egg and chicken" situation. The recommended approach is...

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Foundations of B2B SAAS Marketing - Part 1


B2B SaaS marketing, it’s a busy industry to be in. Much of our time is spent driving strategies and thought leadership for our target market, leaving little room to keep up with the essentials and innovations that drive our own marketing and industry forward.  I believe in the importance of taking...

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Unmasking the Superpowers of Email Authentication and BIMI: Building Trust, Boosting Deliverability, and Showcasing Your Brand


Welcome, brave email marketing superheroes! In the fast-paced realm of digital marketing, where villains like spam and phishing thrive, it's essential to wield the mighty powers of email authentication and BIMI. “Organizations of all sizes need email authentication to secure their online reputation and maintain customer trust in their brand,” says...

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The Past, Present, and Future of AI in Email Marketing


Not sure if you’ve heard, but Artificial Intelligence (AI) is kind of a hot topic right now - in literally every industry and even among consumers. If you’ve attended any of our Thursday Only Influencers (OI) Members-only Live Zoom calls this year, you’ve probably noticed that AI comes up on pretty...

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The Fifth Age of Email Deliverability


The feedback mechanisms, controls, and algorithms that inbox providers use to decide whether to block, junk, or deliver email messages to their users continues to evolve. Since the 1990s, there have been five ages of email deliverability, each of which was ushered in by the arrival of a major change: In...

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How to Avoid 4 Common Issues in a CRM Strategy  


A CRM strategy is similar to a scheme that shows you why and how a company will communicate with clients: for example, in what cases you should send emails, and when you are to use push-up notifications. I’d like to share my experience in developing such strategies and tell you how...

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Get More Clicks: Secrets of Effective CTAs in Emails


If you're like me, you understand the importance of every element in your email marketing campaign. Every piece plays its role, from the compelling subject line to the captivating body text. But let's focus today on a component that often doesn't get the attention it deserves, yet holds monumental importance –...

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5 AI tactics for the savvy marketer


The world of AI seems to be having a moment right now. There isn’t a blog post out there that hasn’t mentioned it, and this I’m afraid is no different. Email marketing has always utilised the power of AI just in a more innate way. From personalised recommendations to predicted time...

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Collaborate with AI for your Email Results


Let’s address the elephant in the room that everyone’s going ‘Gaga’ about. Open AI’s Generative Language model - Chat GPT. In just a few months, it's become clear that Chat GPT could potentially bring massive disruptions to marketing, development, and search. Across conversations with my marketing colleagues at KITABOO, some common...

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Ask the Expert: Most Effective Email Tactic, Strategy, or Experiment [Case Studies]


Ask the Expert: Can you share a recent email marketing tactic, strategy, or experiment that you implemented to boost performance? Could you also share the results and provide any suggestions to those who might want to try it out? Yanna-Torry Aspraki Deliverability Specialist & CRO EmailConsul In the ever-evolving world of...

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Digital Manual Labor, Email And AI


Last month Jacob Wenger, co-founder of Shortwave, was a guest on The Future Of Email podcast series, hosted by yours truly. Shortwave provides a mobile and web email client — “Intelligent email, powered by AI.”  Jacob and his colleagues have been working on this for several years — before ChatGPT blew...

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5 ways to use advanced testing for better email results


I'm not exaggerating (much) when I say email testing is my life. Whenever I meet with a new email marketing team, one of my first questions is "What kind of email testing do you do?" That's why I ran  a poll on LinkedIn where I asked people, "What is your main...

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Unsexy But Essential: Why Documentation Matters in Email with Tips for Creating and Maintaining It


Personalization. Automation. Metrics. Audience segmentation. Deliverability. And now, ChatGPT. These are the buzzwords that dominate discussions in the world of email marketing. The intriguing, sexy side of the job, if you will. But there's one more term that, though often overlooked and admittedly less glamorous, plays an equally pivotal role: documentation....

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It's time for marketers to lead on AI


AI and its associated technologies like ChatGPT have been major discussion topics at the martech conferences I've been to this year, not just on the stages but in conversations after sessions and during all the networking sessions. We're not just talking about what these models are, but how marketers are using...

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I can’t make this year’s Email Innovations Summit – here’s why YOU should


The Email Innovations Summit 2023 is just around the corner (June 19-21, 2023), and it promises to be one of the best ever! Unfortunately, I won't be able to attend this year's summit, and I am feeling disappointed about missing out on what promises to be an amazing event. For those...

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How green is your email marketing?


A while ago I saw a press release from an ESP claiming to be net zero. At the same time, I was actively taking an interest in all things green having taken on an electric car. This seems to be the net zero version of a gateway drug to becoming obsessed...

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