Email Strategy

7 Keys to Getting Better Results From Your Email Countdown Timers

Do you remember when countdown timers in email first became “a thing”? I think it was around 2010 and I was presenting to a very large entertainment company client and they asked what I thought about countdown timers.They had recently tested them in their email program and were excited to add...
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Why Now is Good Time for Video-in-Email

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Since the first email was sent in 1971, as a community, we have continuously reflected on how we think about communicating with each other. Video-in-email further enhances the day-to-day email engagement and with recent technology advances, our current industry standard definition for video-in-email will soon be re-written. We will explore the...
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video in email
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4 ways to ensure your email marketing gets the kudos it deserves

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I’ve been listening to brand side email marketers a lot over the last 20 years. They’re frustrated. They are resource and time poor. And on top of that, for many, email is one of the last channels to be given much attention. Leadership aren’t much interested, sales just wants marketing to...
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Mentor Storytelling Make Friends with Sales Set Goals
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Using ‘Strategic Email Personalisation’ to increase the standing of email marketing with the C-Suite

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As an email marketer for over 18 years across vendor, client and agency side I’m always struck by how much of our time is spent on tactical initiatives and having the feeling of being a factory producing the same campaigns week after week. It seems to me that most email marketers...
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Strategic Email Personalization
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Creating credible customer experience

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I think it's about time we have a serious conversation. Yes, you reading this. We need to address something before we go any further. I'm going to say something that might be a little controversial. I'm going to give you my secret to achieving digital marketing greatness. Ready? Stop paying so...
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customer experience
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How Do You Define A Thought Leader?

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Twitter is a funny place. I was cruising around it about a month ago when I came across a series of tweets by someone in our industry whom I'm declining to name. The tweeter was one of several responding to another tweet about why he limits responses to "Can I pick...
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email industry thought leader thought leadership
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Planning for the next ‘normal’ of 2021

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The COVID-19 pandemic might be receding slowly, but it’s leaving enough unanswered questions and uncertainty in its wake to make marketers wonder whether we’re ready to go back to long-term planning. Most of us threw out our planning calendars in 2020 and went campaign by campaign, watching the news and our...
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email marketing 2021 Planning Johari Window
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COVID-19’s Impact on Email One Year Into the Pandemic

We’ve now passed the one-year anniversary of the world changing with the COVID-19 pandemic; how is the email industry doing one year in?  Perhaps unsurprisingly, email remained a steady channel of communication throughout the past year. Email sits in an enviable position within marketing. It has the highest ROI of any...
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email send volume
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Marketing Cloud 2.0: The Future of Marketing will be Orchestrated

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Marketing Cloud 2.0 has arrived. The second generation of the eponymous marketing cloud ushers in tighter integrations between customer data collection, cross-device identity resolution, audience and segment creation, marketing workflow and digital asset management, and orchestration of campaigns, data, creatives, messages and promotions across many channels. This might not sound like...
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Marketing Cloud MarTech marketing stack CI360
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Data insight is not the whole puzzle. It’s only one piece

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Editor's Note: Nick will be leading a discussion on this article at a special, open-to-all OI Live Zoom Call on Thursday, March 25, 2021 from 12:00 noon to 1:00 PM ET. Register here.   Great marketing, that blend of art and science, is as much about knowing your customers emotional needs and...
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Data
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Email Copywriting – the Overlooked Art and Asset

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Whenever I ask people for examples of emails they love, most are quick to show messages from brands with gorgeous images, great design, amazing personalisation or cutting-edge technology. Hardly anyone says, "I love the copywriting in [Brand X's] emails!" Unless, of course, I'm talking to a copywriter. This is a shame...
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Copywriting email
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20/21 vision by marketing leaders: 4 ways to rewrite your email growth story

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The events of the last year taught every email marketer an important lesson: change is the only constant. Marketing leaders had to re-draw their communication plans and pivot their business strategies to cater to disruptive consumer behavior. Despite the mid-year budget cuts in 2020, email emerged as “the channel” to connect...
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CDPs AI interactivity personalization
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Maximize Your Marketing Data by Asking Great Questions

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Image source: “Notebook work with statistics on sofa business” from Unsplash https://unsplash.com/photos/mcSDtbWXUZU/download?force=true In a previous post, I introduced the three types of analytics and shared that the first step of starting an analytics project is to ask yourself: What is the objective, intention, or question that you want answered? This post...
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Email Marketing Analytics
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How Did 2020 Impact Email Opt-Out Activity?

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For the past few years, OPTIZMO has been publishing infographics based on email opt-outs processed on our platform (100s of millions every year). While there are many insightful reports, white papers, and infographics released every year by various companies in the email marketing industry, the vast majority focus on email activity...
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Opt-Out Unsubscribe
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The importance of data on your results

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So…. Data! Do you love it or hate it?! For me, data is the absolute power source of all you want to implement in your email marketing (and multi-channel marketing) strategies. Without data you can’t identify who you’re talking to, in order to better target your copy and offers; you can’t...
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Strategy Data
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Sneak Peek! 2021 Benchmark Report: Diversity in the Email Industry

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2021 Benchmark Report: Diversity in the Email IndustryPublished by Only InfluencersDownload the Free ReportComing Soon! On-Demand Webinar with Highlights! In late 2020 Only Influencers, the original community of email industry professionals, launched a survey asking members of the email industry to share information relating to the ethnic and gender diversity of...
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Gender Diversity Ethnic Diversity Diversity
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7 Email Metrics to Help Your Bottom-Line

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Email marketing is one of the most trusted and most used communication channels between brands and their customers. On the business side, 59 percent of B2B marketers say email is their most effective channel in terms of revenue generation, and 77 percent of consumers choose email over other online channels. So...
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Licking Stamps

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“Quiet people have the loudest minds” as Stephen Hawkings says. “It almost seems as if my brain is trying to compensate for the lack of expression.” While this has a very personal context to me, it does compel thoughts of this digital channel and its evolution in the 25 years I’ve...
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email marketing innovation
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Bye-Bye, Cookie Monster? What Do Pending Digital-Ad Ecosystem Changes Mean for Email Marketing?

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Internet advertising started with email. In 1978, a Digital Equipment Corp employee sent an Arpanet email promoting DEC computers. It was successful but didn’t open an advertising flood. This may have been because the National Science Foundation’s officially-unofficial position into the early 1990’s was that commercial activity on the Internet was...
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Third Party Cookies Cookies
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2021 State of the ESP RFP Survey Results and Conclusions

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In late December of 2020 I created a short survey to gather data on the impact of COVID-19 on ESP RFP plans for email marketers in 2020. I also included some questions pertaining to what platform features and functions email marketers in 2020/2021 are most interested in exploring in their RFPs....
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ESPs Email Service Providers
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