Why Testing is Hard

Why Testing is Hard

"The question is, if everyone wants to test, then why isn’t everyone testing? The answer is that testing is simple in concept but really, really hard to execute. But not for the reasons you think."

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Make Data Privacy & Security Your New Year’s Resolution:

Make Data Privacy & Security Your New Year’s Resolution:

"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."

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Analytics and Easy, Actionable Tips for Email List Conversion

Analytics and Easy, Actionable Tips for Email List Conversion

"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."

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3 Ways to Impact Engagement with Analysis

3 Ways to Impact Engagement with Analysis

"It amazes me how many companies start email “strategies” without putting much thought into the impact of a poor, or typically complete lack of, planning. It’s not easy to start emailing customers, potential customers or subscribers, or to add new campaigns to existing channel strategy – but, it all starts with understanding what they want followed by consistency."

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Email Segmentation’s Enemy Is Math

Email Segmentation’s Enemy Is Math

"Here’s the problem I have with segmentation…most of it – for email marketers – has yet to show that it actually pays in either increased sales or increased customer engagement. People seem to feel that segmentation is good, yet have little proof that it makes a difference. As an email marketer…I like proof."

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Recent Comments
Guest — Jaffer Ali
Bob, you are of course correct. As one's costs go down, the less segmentation really matters...until attrition becomes the metric ... Read More
Thursday, 07 November 2013 16:34
Guest — Tom Winchell
The logic works if a marketer looks at a single campaign/deployment. What is lost in this analysis is the cost of an opt out which... Read More
Friday, 08 November 2013 16:36
Jordie van Rijn
Hi Bob, We are talking about “dividing your contacts into groups to be able to market better”. Well sometimes people are doing the... Read More
Friday, 08 November 2013 17:56
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Trick or Tip? Holiday Email Strategy from Howl to Ho-Ho-Ho

Trick or Tip? Holiday Email Strategy from Howl to Ho-Ho-Ho

"The holidays aren’t just about retail. It’s a great reason to connect with subscribers from B2B through Financial as most everyone enjoys some holiday wishes. "

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Does Progressive Profiling Really Work?

Does Progressive Profiling Really Work?

"Progressive profiling is hailed as a marketing technique that boosts lead generation, improves marketing intelligence, generates more conversions, and helps you gain more information about subscribers over time."

Progressive profiling is hailed as a marketing technique that boosts lead generation, improves marketing intelligence, generates more conversions, and helps you gain more information about subscribers over time.

Wow. It’s like listening to a commercial for Ginsu knives: “And that’s not all!”

Progressive profiling isn’t all bad, but it isn’t as good as a Ginsu knife commercial would have you believe either. Here are some guidelines for when to use it, and when to look for other tactics.

Progressive Profiling Works When…

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Five Ways Brands are Building Email Lists offline

Five Ways Brands are Building Email Lists offline

"With more revenue still offline than online those brands that have a physical presence can score over the pure digital brands by thinking digitally offline too."

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Guest — Craig Swerdloff
Great tips Tim. I tweeted this in spite of the reference to one of our competitors.
Thursday, 17 October 2013 17:15
Tim Watson
Thanks Craig... sorry about the competitor reference. It was in the context of the particular client. I've used your service too f... Read More
Friday, 25 October 2013 06:52
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Is Email the Cinderella of Your Marketing?

Is Email the Cinderella of Your Marketing?

After over a decade in successful use there is abundant proof that email is not only the connective tissue of all data-driven marketing but also the revenue-producing juggernaut of digital efforts. Yet despite claiming the highest ROI of all direct marketing channels at 28.5%1, the highest driver of online conversions2and the number two spot (second only to search) in new customer acquisition3 email marketing is still too often swept out of sight, called upon only when we need miracles worked. In my nearly 15 years of experience with the channel, I am too frequently surprised and dismayed that email is not receiving nearly the attention and investment it economically deserves.

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Is Email List Rental Dead?

Is Email List Rental Dead?

"Advertisements are like wrinkles: every day they appear in places you don’t want to see them, and once they are there they never go away (on their own). So to contemplate the death of any advertising medium is a fool’s errand. I have been called worse."

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Email Authentication – You’re probably doing it wrong.

Email Authentication – You’re probably doing it wrong.

"Email Authentication has been around for many years now, over a decade already, and yet I still see many companies doing it wrong. Sure, you’re likely publishing your SPF, Sender ID records, possibly one of or both DKIM and Domain Keys, but probably only because your ESP forced you to."

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Is Social Media Replacing Good Customer Service

Is Social Media Replacing Good Customer Service

"Are companies now relying more on their social media specialists to handle customer service complaints than their customer service departments? Does it take a customer “going public” with their complaints to get proper service?"

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Tips from a Consultant: Using Maslow to understand the Needs of your client.

Tips from a Consultant: Using Maslow to understand the Needs of your client.

"Anyone in marketing knows that the one constant within any marketing team, whether internal teams, clients, vendors, etc., is ego."

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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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Guest — Shelly Alvarez
Great advice and feedback. With global campaigns, we tend to worry about the larger items, such as landing page content written i... Read More
Tuesday, 27 August 2013 18:54
Guest — ellen watkins
Thanks, Shelly - I appreciate the comments and the feedback. It's so important to think about the organizational costs associated ... Read More
Saturday, 31 August 2013 16:14
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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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Chris Marriott
Good stuff, Samantha! Great advice!
Tuesday, 13 August 2013 16:23
Samantha Iodice
Thank you Chris!
Monday, 19 August 2013 16:15
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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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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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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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Email, Social, and Mobile Marketing. Three Pillars of Digital Marketing Part One

Email, Social, and Mobile Marketing. Three Pillars of Digital Marketing Part One

The following is the Part One of a speech I just gave for the 2011 New York Ad:tech Email Track. It concerns the merging of Email and Social Media. Part Two is on the synergies between Email and Mobile and will be published in a separate blog post.

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