The Slippery Slope of Email Acquisition

The Slippery Slope of Email Acquisition

"Every marketer knows that one of your greatest assets is your email list. In the '90s and early '00s, relatively little attention was paid to how you actually built that mailing list; the focus was on building the biggest mailing list possible, and mailing lists were often bought, sold, or shared. Nobody really thought about the concept of "permission", after all email was the closest thing to free advertising and marketing you could get, and if somebody had an email address, it was considered fair game."

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Email Acquisition: Focusing on the Forest, Instead of the Trees

Email Acquisition: Focusing on the Forest, Instead of the Trees

"As email marketers we often get ‘in the weeds’ – focused on whether or not the opt-in box is checked (if you’re collecting email addresses from Canadians, CASL says it matters), agonizing over where the email sign-up call-to-action appears on your Website and trying to figure out if someone who offers to send your ‘sign up today’ message to 70 million qualified (according to them) prospects around the world is worth the $1,500 they’re going to charge you (hint: it’s likely not)."

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Converting Web Visitors into Subscribers

Converting Web Visitors into Subscribers

"At FierceMarkets, a digital B2B publishing company, anywhere from 30%-80% of our email newsletter list growth comes from converting web visitors into subscribers. In this article, I’ll share what’s working for us, and hopefully you’ll be able to apply it to your organization."

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Recent Comments
Bill McCloskey
Thanks for sharing Lindsey. I noticed that you are validating the syntax of an email address as it is entered, but not the usernam... Read More
Thursday, 19 June 2014 16:30
Bill Kaplan
Great overview, Lindsey. However, there is one critical element missing from this puzzle: hygiening, correcting, and validating y... Read More
Thursday, 19 June 2014 17:27
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A guide to effectively gathering email addresses for the eBilling space

A guide to effectively gathering email addresses for the eBilling space

"Getting end customers to go paperless is a focus for many companies and one of the easiest ways to do this is ask them to switch off paper for their bills and receive an electronic version instead."

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Acquisition Email Marketing Tips from the Trenches at MarketingProfs

Acquisition Email Marketing Tips from the Trenches at MarketingProfs

"MarketingProfs started in 2001 and built up entirely organically a list of mailable email addresses that stands at over 300,000 today. In 2013, we deployed over 10 million such acquisition emails. So, having seen literally hundreds of advertisers trying thousands of offers has given us a great portal into what works in B2B email marketing."

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Mining for Gold: The Most Valuable Data Sources for the Email Marketer in Order of Importance

Mining for Gold: The Most Valuable Data Sources for the Email Marketer in Order of Importance

"the single most important piece of data for a successful email program is the email address. You may think, "Hey Bob, thanks for that blinding glimpse into the obvious." The truth is, this is a piece of data that if often beyond the control of the email team to actually gather, as this is usually a function of the web team. "

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Pulling the Trigger: Automation alone isn’t enough to drive results.

Pulling the Trigger: Automation alone isn’t enough to drive results.

"With leading marketing technologies already established and new technologies emerging on a seemingly daily basis, marketers are faced with making decisions about how to optimize and deliver results with their technologies of choice."

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Automated Marketing: Drip vs. Nurture

Automated Marketing: Drip vs. Nurture

"Drip marketing describes a series of predesigned emails sent on a predetermined schedule geared toward education, branding, positioning, or selling of your product. Drip marketing emails are distributed to a broad audience; lead-nurturing emails are distributed to a specific segment."

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What is Triggered Messaging

What is Triggered Messaging

"Triggered messaging is a rapidly growing part of marketing with extremely good ROI. It's about delivering business messages that are personalized and near-real time: often sent by email but increasingly by other channels such as within web pages. "

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Attribution and ROI

Attribution and ROI

"It’s a near certain fact that much of a marketer’s time is spent on analysing specific campaign ROI, or put another way, how much marketing spend was needed to generate a particular sale. It does seem to make sense that if a brand is employing a vast number of channels to reach a customer – PPC, social, email, display – it will want to know how to spend its limited resources, in order to optimise future campaigns. However, I am not convinced that campaign level ROI is the best metric for measuring campaign effectiveness."

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Preparing for CASL? 4 Must Dos!

Preparing for CASL? 4 Must Dos!

"Hopefully Canada’s Anti-Spam Legislation (CASL) is not a surprise to you at this point. CASL’s enforcement start date is rapidly approaching on July 1, 2014 and to help you prepare I am offering 4 “Must Dos” for things to accomplish to help you get your Digital Marketing Programs ready and compliant with the legislation. These tips are based on many discussions with marketing professionals, legal professionals, Industry Canada and the CRTC."

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Triggered Email Messages: Evaluate Your Performance with these New Benchmarks

Triggered Email Messages: Evaluate Your Performance with these New Benchmarks
"Epsilon released its Q4 2013 Email Trends and Benchmarks Report earlier this month and there’s some exciting new data here on triggered messages that will help marketers evaluate their email programs." Epsilon released its Q4 2013 Email Trends and Benchmarks Report earlier this month and there’s some exciting new data here...
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Relevance is Irrelevant

Relevance is Irrelevant

"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."

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Conversion Rate Optimization

Conversion Rate Optimization

"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."

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Guest — @PJdoesEngage
Nice article Lindsey, in a couple of weeks you'll be able to A/B/C test your templates as well with Silverpop
Thursday, 10 April 2014 22:57
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What’s next? Why Inbox data will fuel the next wave of email innovation

What’s next? Why Inbox data will fuel the next wave of email innovation

"Where are the big opportunities for email innovation over the next several years? My bet is on the Inbox."

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The State Of Email Marketing In South Africa

The State Of Email Marketing In South Africa

"Email Marketing in South Africa is truly in it's infancy. There are few true ESP's in South Africa, and very few companies truly using Email Marketing to it's full potential."

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Leveraging Your Next Logical Product to Create Repeat Customers

Leveraging Your Next Logical Product to Create Repeat Customers
"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....
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The Green, Yellow, and Red Lights of Email Marketing

The Green, Yellow, and Red Lights of Email Marketing

"And what's the process for controlling email marketers and taking away the power of the channel? It's easy. Call them a spammer."

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Using Cause Related Emails as a PR Tool

Using Cause Related Emails as a PR Tool

"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."

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Does Attribution Beyond The Last Click Help Marketers?

Does Attribution Beyond The Last Click Help Marketers?

"I have been in the direct marketing business a very long time. This means we have purchased a great deal of media to sell products as well as build various businesses owned over the past 30 years. I have also been on the media selling side of the business as well, meaning we sold advertising to both direct marketers and brand marketers."

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