"The question is, if everyone wants to test, then why isn’t everyone testing? The answer is that testing is simple in concept but really, really hard to execute. But not for the reasons you think."
"Marketers, service providers and app developers alike must protect their data no matter where it resides. This includes holding service providers accountable by demanding they adopt the best practices available."
"Back in September I wrote a post for this blog about the mindset of great email marketers: that they are always looking at the data and using the quantitative results to improve their future performance."
"It amazes me how many companies start email “strategies” without putting much thought into the impact of a poor, or typically complete lack of, planning. It’s not easy to start emailing customers, potential customers or subscribers, or to add new campaigns to existing channel strategy – but, it all starts with understanding what they want followed by consistency."
"Here’s the problem I have with segmentation…most of it – for email marketers – has yet to show that it actually pays in either increased sales or increased customer engagement. People seem to feel that segmentation is good, yet have little proof that it makes a difference. As an email marketer…I like proof."
"Progressive profiling is hailed as a marketing technique that boosts lead generation, improves marketing intelligence, generates more conversions, and helps you gain more information about subscribers over time."
Progressive profiling is hailed as a marketing technique that boosts lead generation, improves marketing intelligence, generates more conversions, and helps you gain more information about subscribers over time.
Wow. It’s like listening to a commercial for Ginsu knives: “And that’s not all!”
Progressive profiling isn’t all bad, but it isn’t as good as a Ginsu knife commercial would have you believe either. Here are some guidelines for when to use it, and when to look for other tactics.
Progressive Profiling Works When…
"Advertisements are like wrinkles: every day they appear in places you don’t want to see them, and once they are there they never go away (on their own). So to contemplate the death of any advertising medium is a fool’s errand. I have been called worse."
"Email Authentication has been around for many years now, over a decade already, and yet I still see many companies doing it wrong. Sure, you’re likely publishing your SPF, Sender ID records, possibly one of or both DKIM and Domain Keys, but probably only because your ESP forced you to."
"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."
"The so-called "Big Data" aficionados have done a masterful job in branding this meme. The promises keep coming. After the "behavioral targeting" meme crapped out, a new term was coined and voila! Big Data was born. "
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.
© Only Influencers, LLC 2013