Account (mis)Management

Account (mis)Management

"I’ve had the pleasure/misfortune of working with a number of vendors over my career. A great vendor partner is a pleasure to behold – they can help drive your business to greater results than you could on your own. Which is nice."

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(Not So) Great Expectations

(Not So) Great Expectations

"My answer or edict to the industry is, “Stop lowering the bar so low just so you can jump over it”. Our industry service providers are by and large filled with pre-adolescent expectations."

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Google's New Promotion Tabs Prove it is all about the Email Address

Google's New Promotion Tabs Prove it is all about the Email Address

"Google’s recent redesign of Gmail has created unprecedented hand-wringing and blog writing. And for good reason. People’s cheese got moved. Hard earned spots in Priority inboxes got lost. But it was the flies in the soup that made everyone give this new place a bad review."

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3 Questions to ask before Hiring Your Next Email Marketing Superstar

3 Questions to ask before Hiring Your Next Email Marketing Superstar

"An email marketer needs to be fearless. In the world of digital marketing, email is an extreme sport. It takes guts to stare down the send button and hit it. Not everyone is nervy enough to do that day in and day out."

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9 deliverability questions to ask your email service provider

9 deliverability questions to ask your email service provider

"Internet Service Providers (ISPs) use filters to make sure only the emails that recipients ask for get to their inboxes. By examining email deliverability metrics more closely, you might discover that one or more ISPs are blocking your emails. If this is the case, your email service provider will need to look at the requirements of these ISPs to figure out why your emails are getting blocked and to help ensure they make it into the inbox going forward."

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Getting Culture Right in a Global Email World

Getting Culture Right in a Global Email World

"While you need to personalize content based on your segmentation goals, the cultural greeting can be even more important than the body of the email. First impressions matter."

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From The Sell Side: Getting Buy-in Before Bringing in the Vendors

From The Sell Side: Getting Buy-in Before Bringing in the Vendors

"Not long ago, I was involved in a RFP where it was evident that the project’s champion, who was advocating changing providers, did not have universal support from her team. The conflict that existed internally in their company played out in front of my team as we sat in the 3 hour presentation and watched various players from the prospect disagree on major issues that would impact the entire project. Not only was their clear and open hostility from the opposing points of view, but the variety of needs that were being expressed would completely cause the RFP and its focus to be revamped. Essentially, the field of prospective vendors may not have been aligned to the buyers’ final needs."

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How to Win Friends and Influence Good Email Practices

How to Win Friends and Influence Good Email Practices

"My job is to offer email and digital strategic solutions to clients that run the gamut of knowledge and experience between having zero clue what to do with email in their marketing program, those who need to initiate email into their marketing plan, through clients that simply need help optimizing their current email program. "

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Never Throw Out a Customer!

Never Throw Out a Customer!

My father owned a kitchen and bath showroom on 7th Avenue in the Chelsea neighborhood of Manhattan. He ran the business from when he was a young man to when he retired a few years ago. While he was cordial with people just browsing his store, he would drop everything when a paying customer walked in. If he hadn’t heard from a customer in a while, he would reach out with a phone call. Putting the customer first and always staying in touch are principles that have stuck with me throughout my professional career.

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Why Email Conferences Suck

Why Email Conferences Suck

"I've been to a lot of conferences. But frankly, a lot fewer than I used to. Why? It's simple: conferences, especially email conferences, have become an increasing waste of time that fail to deliver (drumroll, please) sustainable ROI."

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Why Email Marketers Should Stay Clear Of Big Data

Why Email Marketers Should Stay Clear Of Big Data

"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. "

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Darcy Grabenstein: A copywriter’s take on subject lines

Darcy Grabenstein: A copywriter’s take on subject lines

"While our subscribers sign up for emails to save money on products/services, keep up with industry trends or simply to be entertained, those of us in the industry usually have ulterior motives when opting in to an email list. I subscribe to hundreds of emails - and to email subscription services like Milled, Mailboxr, Patroneer and The Swizzle - so I can keep swipe files on everything from copy to design to offers and more."

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Optimizing Your Unsubcribe Survey

Optimizing Your Unsubcribe Survey

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.

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Copyright

© Only Influencers, LLC 2013

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Interview with Bill Wagner, CEO of StrongView

The short answer is that current clients will not notice anything different, per se, what they will experience is an opportunity to have an expanded set of capabilities. If you are happy with the way things are, you are going to be happy with what's coming. If you want more and...
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Interviews with Vendors: George Bilbrey

  George: We had a client in the travel industry, an extremely narrow vertical, looking at how they were sending mail and the days of the week they were sending mail and looking at the days their competition was sending mail on and they found there was a whole in the...
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Video in Email Part 3: Video in Email Best Practices

Video in Email Part 3: Video in Email Best Practices

"Today, I am going to switch gears to a more tactical focus by sharing where video in email is supported, specific techniques and tools you can use to maximize your in-email video coverage, and best practices you can use to create compelling subscriber experiences."

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Video in Email Part 2: Video in Email Demythified

Video in Email Part 2: Video in Email Demythified

"For over a decade, marketers were told that the only way to implement video in email campaigns was to include a link in the email pointing to a video playing on a landing page. Placing a video in the email message itself was looked upon as a fool’s errand at best, or the precursor to disastrous deliverability and subscriber experiences at worst. "

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Video in Email Part 1: The Case for Video in Email

Video in Email Part 1: The Case for Video in Email

"In today’s post, I outline how the landscape has shifted in the world of video in email, and why more marketers are embracing this tactic now than ever before. "

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Miracle on 34th Street: Why I shop Macy's

I've spent most of my career writing and speaking about online marketing. But today I want to write about something that is unique to the Brick and Mortar store experience. Something that can't be replicated in an online enviornment. I want to talk about why I shop Macy's. 

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The Three Pillars of Digital Marketing Part Two

The Three Pillars of Digital Marketing Part Two

Part Two of my address at the 2011 New York Ad:tech conference: Email and Mobile:

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