"I call bullshit. Because - in email- relevance is irrelevant, once the consumer chooses you. (Cue the wailing and gnashing of teeth music.) Why do I know this? Statistics."
"Conversion rate optimization (CRO) is the technical term for strategically planning your tests. It’s the active process of defining the metric you’re trying to optimize, creating several hypotheses about what tweaks in your campaigns may increase your conversion rate, and measuring the effect of each hypothesis. It applies equally to email and landing pages, but I’ll limit the discussion here to email as much as possible."
"Where are the big opportunities for email innovation over the next several years? My bet is on the Inbox."
"If you’re a marketer, you’ve no doubt heard about the 80/20 rule. For those of you who haven’t, it’s simple: 80 percent of your revenue comes from 20 percent of your customer base.If that is indeed the rule, it means the vast majority of your business is coming from repeat customers....
"Serious buyers will ask a lot of questions on a number of topics. They include service, implementation, integration, support, product roadmap, financial information on the vendor, timelines for contract negotiations and other elements that are necessary to make a move. Aside from asking a lot of questions, serious buyers tend to involve more people from their organizations to gain exposure to the platforms. As you work to understand how you may be getting scored by your vendor;"
"And what's the process for controlling email marketers and taking away the power of the channel? It's easy. Call them a spammer."
"Many companies use cause-related marketing to boost their brand image, build goodwill and create positive PR. This is widely apparent at holiday time and during October, for example, as businesses jump on the breast cancer awareness bandwagon."
"The body of knowledge on best practices for email creative has grown exponentially in the time since I started working in online in the late 1980's at Compuserve. Today there are dozens of resources for traditional and cutting edge best practices in email creative. Here are some of my favorites:"
"It’s February, we are over a month into 2014 and the majority of marketers will have already reflected back on 2013 to see what worked, what didn’t and began planning for and executing new campaigns for 2014."
"When your organization goes through change, it means you have to re-align your business leaders, your teams, your vendors and sometimes, your customers. What steps can you take to get back on track once you realize you are not aligned? "
"Personalization is touted in email circles as a positive. I tell clients all the time that including a recipient's first name and other personal details in a message has been shown to increase engagement. But there are times when personalization can be creepy."
"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."
As we start a new year, let's take a look at Christmas emails past. The 2013 holiday season was filled with promotional emails galore. Here are a few that caught my attention.
"Problem: How do you deal with, and lead, the changes in an organization? Answer: You understand the process of change and apply it to the situation and person."
As email marketers, we cringe over what can possibly go wrong with our deployments - typos, broken images, broken links. And we lose sleep at night over the even bigger bloopers - missing or expired promo codes, products that sell out before the promotion is over, website glitches and more.
"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."