Email Strategy

How 2020's pains can lead to 2021 gains

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It's easy to focus on the negatives that 2020 has brought us, like the economic, political, and social disruption from the COVID-19 pandemic and all the uncertainty that has created in our marketing programs. But I've observed a major positive development this year as well: Marketers have paused doing business as...
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The Trump Campaign's Unorthodox Email Tactics -- Do They Work?

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The 2020 Trump reelection campaign has been anything but traditional and this has extended to their email practices as well. Political campaign email in the US is notorious for breaking general email best practices. Political email is explicitly exempted from compliance with CAN-SPAM, and so it is often a bit of...
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Develop a good ‘Creative Delivery Process’. Your key to meeting the brief with reduced stress

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Summary Using a defined creative delivery process with clear accountability across decisions and task, will ensure you produce the best campaigns with the minimum waste of time and effort. Have you ever found yourself having any of these conversations with colleagues or clients: “We need to do something, but we’re not...
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Email Marketers: Are You Prepared for “Shipageddon" This Holiday Season?

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No surprise, the 2020 holiday ecommerce season is shaping up to be the biggest ever. Beyond the normal increase in online holiday shopping, COVID-19 will shift many former brick-and-mortar purchases to online. However ecommerce companies are nervous this year about the ability of the shipping carriers to keep up with demand...
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Find the right predictive solutions for your email marketing!

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In my last blog post, I provided a quick and easy roadmap to analytics for email marketers. In this post, I’ll continue the discussion on analytics by taking a deeper look at predictive analytics, artificial intelligence (AI), and machine learning solutions in email marketing. [Moving forward, I’ll refer to the group...
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predictive analytics artificial intelligence AI machine learning ML
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Know where you're coming from to know where you want to go

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So often I speak to companies that are working away in earnest at their email strategy, with the aim of meeting targets set by line managers and directors higher up in the company, without truly understanding why they are doing it. Even worse, they’re tasked with ‘improving open and click rates’ generally...
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Highlights of the OI 'Email Industry Career Journeys and Resources' Special Report

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Earlier this year many of you took our Career Journeys in the Email Industry survey -- thank you! And thanks to our sponsors, Origin Email Agency and Red Pill Email, as well as our committee chairman, Ryan Phelan, and members, Kate Barrett and Anthony Chiulli.  We are excited to be publishing...
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You Might Need to Hire a MarTech Agency If...

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Digital Transformation is back. You would be right to wonder, “Where did it go?” I've worked in the email marketing industry for a little more than twenty years. Before that, I earned a master’s degree in Technology Management at Mercer University in Atlanta. That was in the late 90s and, I...
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Time to give your newsletter some love? A case study to help inspire.

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Summary What’s the purpose of your newsletter? Often one of the largest and most frequent sends from a brand, but often a compilation of message and objective, as it tries to do all things for all stakeholders. When trying to speak to all of your audience at the same time, what...
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content marketing Metrics case study email newsletter
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Forget Segmentation - Audience Management is the New Normal

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80/20 rule - Engaging with the engaged The Pareto Principle or 80/20 rule states that in very many situations 80% of your results will come from 20% of your effort. This principle is very widely accepted and holds true in many cases, for example in IT, 80% of system crashes are...
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Jarvis, Handle My Email

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On opening one of my more-than-a-few email accounts, that little red number by Inbox — or the marching rank-on-rank of boldfaced unreads — sparks a tiny twinge and a little wave of fatigue. Yes, Mom, I know I haven’t read them all. (No, Mom, I’m never going to read them all.)...
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3 Common Email Subscriber Preference Center Mistakes – and How to Fix Them

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I’ve helped a lot of my consulting clients create or improve subscriber preference centers over the years. The key to success is to create one with options that meet both the subscribers' needs for content and your business goals. Here are a few of the most common preference center mistakes I’ve...
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Data Migration Practices: 3 Ways to Get It Right

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You did it! You found a new email service provider to help you take advantage of all the innovations available to email marketers today. It's an exciting time – you're looking forward to working with a new partner, you have lots of new integrations to try, and you can't wait to...
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Why you should be adding phone numbers to your email database

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This week Webbula published our latest special report, ‘The State of Appends,’ to expand the discussion around appends in the email industry. This report is based on non-email appends, the information you can add to your database in addition to email. (If you haven’t already read the report, you can download it...
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Increase Conversions With Timely Relevant Messaging... Email Marketing for the Buyer's Journey!

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The tough part is consistent execution and achieving that goal.  So how do we use email marketing to acquire a customer and satisfy that customer? Let’s start at the beginning.  When you have a problem, where is the first place you look for a solution? Google? Facebook? Youtube? You and I...
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4 Creative Uses of Video in Email

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On a recent OI-members-only Live Zoom discussion we spent some time talking about how to leverage video in email campaigns. The conversation was spurred by Tejas Pitkar’s (Netcore) recent OI blog post and there were a lot of great ideas brought up by the group. So, I thought it would make...
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Click, click, click... which click rate is most important for your email campaign?

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In the email marketing world we are lucky to have an abundance of click rates to choose from when evaluating our campaigns. Here I want to talk about three of them – and when each is most and least useful. Definitions The first is the most commonly used metric in the...
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CTOR CTR click-through rate click-to-open rate total email clicks
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A Quick and Easy Roadmap for using Analytics in Email Marketing

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Analytics done well can lead to better customer service and bigger bottom lines (for example, my client used analytics insights to increase sales 250%) -- done poorly it can be a complete waste of time. This article provides a quick and easy analytics roadmap specifically for email marketers. My aim is...
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email marketing Analytics predictive descriptive prescriptive
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The inevitable change in email metrics in 2020

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Recently I was trying to buy some essentials online as our daily supply had run out. When the online grocery store failed to deliver at my location, I was really annoyed. I reflected back on it with a calm mind and came to a clear consensus. I couldn’t recall the last...
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Perfect Storm: Traits of Digital-native Brands to Leverage Now

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What a crazy time in our lives, when we get hit with three historic events at the same time: pandemic, racial tensions and financial crisis. At no other time in history have we been in this perfect storm: something equivalent to the 1918 Spanish flu pandemic, racial tensions mirror that of...
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