Bill McCloskey is the founder of Only Influencers and eDataSource.

Friday Pitch Day Winner: LiveIntent

Friday Pitch Day Winner: LiveIntent

LiveIntent works with 450 brands and 750 publishers to deliver marketing to 92MM people, not pixels, every month. This week, we announced a partnership with Salesforce Active Audiences.

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Why I Love Batch and Blast

Why I Love Batch and Blast

Batch and Blast – the process of sending out email with little to no segmentation – has become the Tom Cruise of the email industry. Once white-hot popular, yet now almost comically reviled. You can’t pick up an entertainment magazine without a little Cruise-hate. You can’t pick up a marketing publication that doesn’t attempt to eviscerate BB and basically tell you that you’re a moron if you use it.

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The Mighty Millennials: Digital Marketing’s Game-Changing Demographic

The Mighty Millennials: Digital Marketing’s Game-Changing Demographic

Last week, organic grocery giant Whole Foods announced its plans to open a low-cost grocery chain targeted at the millennial market. The concept, according to CEO Walter Robb, will be “unlike anything that currently exists in the marketplace,” boasting “a modern, streamlined design, innovative technology and a curated section.” In the same week, McDonald’s—in an attempt to boost its falling popularity with the twenty-something set, revived its Hamburglar mascot complete with a head-to-toe hipster makeover. With two major players joining the race to capture (and retain) their share of the millennial market, media outlets and marketing professionals alike have called into question the efficacy of their tactics. Why the skepticism? All too often companies miss the mark when it comes to millennial marketing, due in large part to the mass confusion surrounding how to engage this elusive yet highly influential group.

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Lessons Learned After The First 12 Months as an Email Marketer

Lessons Learned After The First 12 Months as an Email Marketer

It’s your first week as an email marketer.

Then you blink and a whole year has flown by. It happened to me, and it’s probably going to happen to you. After a year of email marketing, you certainly haven’t learned everything there is to know, but you do discover some pretty eye-opening lessons.

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Self-Sender: What To Know Before You Ditch Your ESP

Self-Sender: What To Know Before You Ditch Your ESP

"It is almost ridiculous how much money you can save by being a self-sender. At Zeeto, our ROI has doubled since we went down the path of self-sending – even though we have experienced each and every one of the cons outlined"

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Recent Comments
Guy Clack
This is excellent and brings back memories. I went through all of this and more, but came out the other side with an understanding... Read More
Wednesday, 06 May 2015 13:07
Bill McCloskey
I am happy that you are part of the Self Senders club. Your words could not be more true.
Wednesday, 06 May 2015 13:40
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Google's New Audience Targeting Tool: Get on the Data-Driven Bandwagon or Get Left Behind

Google's New Audience Targeting Tool: Get on the Data-Driven Bandwagon or Get Left Behind

"To not have an email address is the digital equivalent of being homeless. Without an email address, you cannot shop online, bank online or engage with social media."

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Cart Abandonment Emails: Big brother marketing or an essential part of your mix?

Cart Abandonment Emails: Big brother marketing or an essential part of your mix?
58% of people said they abandon because shipping costs increased the price too much. 57% said they wanted to get an idea of the price including shipping. 55% said they weren’t ready to purchase and wanted to save the basket for later! 50% said their order didn’t qualify for free shipping and 37% complained shipping costs were shown too late in the process.
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Bill McCloskey
Quite an interesting post Mike! Relished reading it out. It is quintessential to identify the trigger as you mentioned that led th... Read More
Wednesday, 29 April 2015 11:17
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Attention CMOs: Get Technical or Die

Attention CMOs: Get Technical or Die

"Lately there’s been a lot of talk about the power struggles between the teams traditionally responsible for information technology and those responsible for marketing. Heidrick & Struggles sums up the collision of these two functions very well."

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Wired, Tired, Expired: Context Ousts Relevancy and Personalization in the Marketing Buzzword Wars

Wired, Tired, Expired: Context Ousts Relevancy and Personalization in the Marketing Buzzword Wars

"Personalization is under attack. Not the act of personalizing messages to be more relevant and valuable – just the word itself. A recent Buzzfeed article reports that brands like Walmart, Macys and Gap are eschewing the term "personalization" in favor of "relevancy." Why? There are a couple of reasons. First, with the amount of contextually relevant data now available to marketers, the term personalization seems dated, limited and even "invasive and robotic," according to the article. Second, brands are very aware of not crossing the line between relevant and creepy. "

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Deliverability, Engagement, and the Theory of Email Marketing

Deliverability, Engagement, and the Theory of Email Marketing

Ever since the final session at EEC 2015, it’s been a seismic few weeks for the email community when it comes to understanding deliverability from the perspective of the inbox providers. In that session, a seemingly innocuous question from yours truly turned what would have been a worthy, but predictable panel on deliverability featuring 4 major inbox providers (AOL, Comcast, Gmail and Outlook.com) into one of the most controversial and talked about panels in the history of the EEC.

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How Adjusting Our Email Pitch Boosted Our Referral Rate from 1.5% to 17.5%

How Adjusting Our Email Pitch Boosted Our Referral Rate from 1.5% to 17.5%

"I am 6 months into my new job and new role as Marketing Director at WorkCompass, A B2B SaaS firm selling Performance management and appraisal software. I am the first marketing hire coming fast on the heels of the first sales hire Colm. So what’s the perfect pitch for our audience? I had no idea!"

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It's Not What You Say, But How You Say It.

It's Not What You Say, But How You Say It.

“Words matter very much Ms. Barnes, you should care more about them given your profession.”- Francis Underwood (Kevin Spacey of House of Cards)

In the profession of digital marketing, our words matter very much. Words are the pinnacle point of persuasion that drive our consumers to either take an action or ignore our advances. Therefore, our pitches, or messages, warrant much more attention and affection than currently rewarded to them.

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Tips for an Email Marketer’s First Week on the Job

Tips for an Email Marketer’s First Week on the Job

Starting a new position is usually a challenge, and when that new position is in email marketing, it can be even tougher.

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First Week on the Job as an Email Marketer

First Week on the Job as an Email Marketer

Email marketing sounds old school; outdated and uncool. Digital marketing is supposed to be about creating cutting edge campaigns that everyone talks about. Email probably isn't what you had in mind as your first digital job, but if you’re lucky enough to have scored that gig, chances are you won't want to leave it now. Your first week will be a whirlwind of learning about clients' campaigns and your company's methodologies.

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Dela is Right

Dela is Right

"EEC15 proved that Dela and the people who have discovered that sending more results in higher sales - despite the misgivings of a large part of our email community – is absolutely right."

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Nine Great Ways to Fall in Love with Email Again

Nine Great Ways to Fall in Love with Email Again

"Email. It’s “antiquated,” always on the verge of dying and if you ask what the internet thinks of email marketing you will find that 74.9% find it negative. Yet 66% of B2C marketing professionals still maintain that email is the most effective channel to reach and engage customers. Our job as email marketers is to continually drive engagement and grow this high ROI channel. This Valentine’s Day let’s get back to the basics and take a look at nine great best practices we can follow to fall in love with email again."

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Look East: Email Marketing Challenges in China

Look East: Email Marketing Challenges in China

When looking to China, and in excess of a half billion consumer mailboxes , it is no surprise email marketers will identify substantial opportunity, this should be balanced with the understanding the landscape is very different to anywhere else in the world.  It is certainly not a simple matter of transferring your experience gained in North America, Europe or even Asia-Pacific and applying that to the mainland Chinese market.

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How to Begin Marketing in China

How to Begin Marketing in China

Marketing in China offers several opportunities. The overall market huge and wealth is on the rise – two factors that are especially attractive to international companies. That said, marketing in China can differ significantly from marketing in the U.S. as well as many other Western countries. Email marketing, in particular, offers specific challenges not common in the rest of the world.

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Four keys to a Kick-Ass Email Program

Four keys to a Kick-Ass Email Program

I’ve been lucky in my career – I’ve been brought in three different times to turn around and/or grow an email program. Two were (and are) rousing successes. Let’s just call the other one... a valuable test.

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The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing

The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing

MailChimp analyzed over 395 million emails during a 6-month period to examine how a user’s preferred device affects email engagement, investigate the impact of responsive design, and find out if testing your emails can increase click rates. Courtesy of Litmus.

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