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...
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...
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...
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,...
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...
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...
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...
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...
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...
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...
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:...
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...
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....
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...
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...
What are your 3 words for 2022? Welcome to 2022! I hope this is the year we crawl out of our collective hole, but I usually feel like I’m still the kid in the back seat asking my parents, “Are we there yet?” I'm excited to produce one of the first...
Most commercial email that’s sent is never deleted by recipients. Moreover, most commercial email content is only relevant for a fairly short period of time—say, weeks tops for the vast majority of it. As a consequence, mailbox providers currently store and maintain access to a tremendous amount of old and completely...
I consider genetic sequencing one of the great scientific achievements during my lifetime. Genetic sequencing has helped us better understand ourselves as biological creatures. It has explained many aspects of who we are, why we look like we do, why we behave like we do and what makes each of us...
Email planning for an email campaign can often start as a blank box on a send calendar or launch schedule. But how do you ensure that you can put the reader back into the heart of the content? Here we look at 3 proven methods to move from planning to customer-centric...
When your email program doesn't deliver the results you expect or help you achieve your marketing goals, where do you look first to fix the problem? You probably don't have a big red warning light on your ESP dashboard alerting you to problems, the way your car warns you about engine...
