Understand your customer’s mindset with engagement journey mapping

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We often think about customer journey as a series of touchpoints and device interactions. The customer opens an email, visits a website, or opens a mobile app. But it is often more meaningful and far more rewarding to examine and understand the customers’ state of mind as they progress through the...

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Does having a more racially diverse leadership team create a more diverse organization?

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This week Only Influencers published our second annual ‘Racial Diversity in the Email Industry’ Benchmark Report. We invite you to download the full report – and to watch our webinar presenting the highlights of that 44-page document. But first, I hope you’ll take a minute to read this blog post about...

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Power Up Any Brand’s Email Marketing with Storytelling

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Storytelling is a powerful marketing tactic that can level up your email campaigns by provoking emotions and engaging the audience. Customers’ loyalty and trust are often driven by the emotions they feel towards the brand. Storytelling is a perfect way to create emotional experiences between your email subscribers and your company....

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Looking at Email’s Place in 2022

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With 2022 speeding along at a breakneck pace, I wanted to take a moment and consider the outlook for the email channel in the overall marketing mix this year. Over the course of the last two years, digital marketing, in general, took on more importance than ever before, as real-world business...

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Nailing cross-channel marketing. Email how it was intended to be.

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I've been working in email for 18 years now, and I love it. It's allowed me to travel the world, speak on stage, work with some incredible clients, and most importantly, meet so many beautiful people. But, I have to say I'm not a fan of that; I can’t look at...

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Declutter your mind, and improve your email marketing in 2022

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Not long ago, my inbox stood at over 25k emails. Of those, around 2k were usually unread at any one time. An inbox like that is stressful. It was certainly stressing me out. I used to close my email overwhelmed, dreaming of ‘Inbox Zero’ - a nice, neat, tidy dashboard with...

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Turning Subscribers into Loyalists, Part 3: Email and Loyalty for SaaS Brands 

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In my two earlier Only Influencers (OI) blog posts on customer loyalty and email (find them here and here), I focused mainly on converting B2C subscribers into loyal customers. But loyalty is a major concern for B2B marketers, too, especially for "Software as a Service" (SaaS) brands, where you are selling...

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Are Opens Really Dead?

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Now that we’re almost a half-year into the rollout of iOS 15 and Apple’s Mail Privacy Protection (MPP) – which protects user privacy by proactively loading all the images in users emails so as to reduce the utility of these pixels for tracking users and user activity – it seems like...

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How Should Email Marketers Handle Click Metrics?

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In this uneasy post-MPP-launch period (early 2022), one consistent theme to email marketing articles/tweets/punditing is “we should be focused on clicks anyway.” Makes sense; clicks are a big signal. Your relationship with the recipient, and your campaign content, have inspired them to act, exiting the email client for the actionable, scriptable,...

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The 5 ways of increasing revenue from email marketing

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What is the best way of increasing revenue from email? Pop onto LinkedIn and you’ll see endless claims and case studies of what works with very specific strategies and approaches. But sometimes it’s useful to simplify the ideas and think more broadly about the best approach. Assuming we only have the...

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3 Things I Wish I Learned about Email Marketing in College

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Last month I celebrated my fourth year at Webbula and being in the workforce after graduating from university in the Fall of 2017. I've had many conversations about how I ended up in this space throughout the last four years. My answer, like most of you, is I just fell into...

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2022 State of the ESP RFP Survey Results and Conclusions

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In late 2020, Email Connect and Only Influencers put out our first survey of the RFP landscape. We were interested in looking at the impact the COVID-19 pandemic had on brands’ plans for ESP RFPs during 2020. Among our survey respondents, 40% of those who had originally planned to conduct an...

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5 steps to simplify your email planning. Stay fresh, relevant, and ahead of your competitors

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Is the need to deliver the next email campaign NOW! causing you to simply rinse and repeat old activity? Planning doesn’t need to be a luxury you don’t have the time for. Here are 5 simple steps to work through to ensure you keep your activity fresh, relevant and delivering maximum...

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When "One to Everyone" Email Messages Make Sense

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First, the good news: For many years, experienced marketers have been preaching the advantages of targeting messages and using advanced segmentation for greater relevance, engagement and conversions, and marketers finally seem to be using these helpful tactics. Hooray! Now, the bad news: Some marketers are taking the segmented-and-triggered approach a little...

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8 Tips to Transform Your Customers’ Journey

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The basic concept of a customer journey has been around for a very long time. From the early days of direct mail, marketers could target their print collateral to arrive at a household generally within a few days’ time range, perhaps triggered by receipt of a product registration card or scheduled...

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2022 - The Year of the Useful Brand

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It’s been a tough couple of years, hasn’t it? A global pandemic, climate crisis, Brexit, the great resignation. To name just a few significant events. That’s enough to exhaust even the hardiest of people. For consumers, these events have had an impact on their purchasing habits, including an increased focus on:...

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Make your email marketing like a stay in a top hotel and keep your audience coming back again and again

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Everyday people around the world pay more for that little bit of luxury. And when it comes to hotels, as in the case of the email communications we send, customers are becoming more discerning and demanding more from the service they receive. So, let’s look at how top email marketing compares...

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How to leverage a mergers and acquisition strategy for email list growth

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Q - What is your Superpower? A question I’ve asked a couple of hundred times to my podcast guests. A - Email Marketing There are lots of discussions going on every day about email list growth, new opt-in subscriber acquisition. There are seminars, webinars, “experts” from every part of the world....

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Use prescriptive analytics to delegate decisions and grow your email program

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Running an email marketing program requires making a lot of decisions. Making all those decisions be overwhelming, lead to burnout and keep you from tackling important strategic issues. Delegation is a great way to take some decision-making responsibility off your plate. Having a person (team member, contractor or assistant) take items...

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2021 top posts: Only Influencers blog

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We are so grateful to the members of the Only Influencers (OI) community who contribute to our blog! They are all amazing, they are all rock stars, tops in the industry. So this ‘best of’ list isn’t really feedback on the authors; it’s about the topics that reached the right people...

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