It’s so easy to get caught up in the details, the big and little decisions that need to be made every day and then tracked and managed and… well, you know. At the same time, as marketers we all want to focus on strategy, on the vision of what we are trying to achieve and who our audience really is and all the great thought leadership that goes along with that. It’s hard to find the balance when you’re stuck in the trenches. That’s why a guide can be helpful.

Most of all, differences of opinion are opportunities for learning - Terry Tempest Williams

Background

As some of you may already know, Alchemy Worx the agency I founded in 2001 was recently acquired by SellUp an email marketing agency with offices in NYC and Manila, founded by Allan Levy – whom I have known for many years and respect a great deal. One of the primary reasons for doing so was to free up the time I was spending running the agency full time to spin off the software division of Alchemy Worx into a separate company. The new company, Touchstone Intelligent Marketing exists to help plug 2 significant gaps in the marketing clouds - testing and subscriber level reporting. The 1^st of these Touchstone Tests a testing tool that allows you to try out any number of subject lines quickly and without burning out your customer database, is the source of the data I am about to share.

In “The Blueprint for Better Performance Testing” I walked you through how I look at an existing email campaign to come up with hypotheses for testing.

But what do you do when you don’t have an existing campaign to look at – what do you do when you’re developing a performance testing plan for a brand-new product or service?

By Ryan Brelje, Content Marketing Manager at Iterable

More than 10,000 ambitious companies fiercely compete inside the expanding subscription retail space—with the industry more than validated by the successes of pioneers like Birchbox and Dollar Shave Club, brick and mortar mega stores like Sephora and Walmart have entered the arena and vie for rival market share. In a high-stakes game where customer churn is only one click away, how are these companies keeping their customers engaged while they await their deliveries?

Because email marketers are under resourced, busy people – and often new to the profession or have nobody to show them the ropes – they look to "best practices" as silver bullets that will fix their problems or keep them on the right side the law

Coupled with our history of being associated with spam, it's easy to see why marketers are so focused on following best practices. They use it as a solution to a common problem. The solution becomes a trend, and before you know it, it's promoted to a best practice.

However, I see too many marketers rushing to implement best practices without questioning whether something is truly a best practice, a trend or a bad habit that has evolved into a rule.

The concepts of Retention and Predictive Marketing have been around for quite some time; however, at its inception, only the largest stores could afford to invest in this type of data warehouse and management. Over the past few years, solutions have evolved to help retailers gain access to their data and enable retention and predictive marketing, but adoption has been mostly exhibited by innovators and early adopters. Over the past three years, we’ve conducted the Retention and Predictive Marketing survey to better understand trends in the marketplace, adoption of retention and predictive marketing, and barriers and successes retailers, who’ve invested in this technology, are experiencing. This year’s survey was completed by hundreds of retailers, spanning industries and revenue levels. Here’s a breakdown of the results from the 2017 Retention & Predictive Marketing Report.

We know that email is a money-printing machine. (Flash to the hundreds of articles that quote the outrageous and unbeatable Return on Marketing Investment.) As I often say with clients and at conferences, “Why wouldn’t you stand in front of the email marketing machine and just put in all your money?”...

List size is a metric that is ridiculous on its own. As every Email Marketer knows, it’s not about the size of the list, but the quality.

The battle over when to suppress users is age old, commonly fought between those who are focused on the size of the list, and those on the email side who understand that inactives hurt deliverability.

Your customer data is a goldmine of information just waiting to be discovered. You know that emails which reflect a customer's data are more relevant and likely to be acted on, but too many marketers stop at basics like name, gender or location.  

“The most important work in the vocabulary of advertising is TEST. Never stop testing and your advertising will never stop improving.”

David Ogilvy
Founder, Ogilvy and Mather
Considered the Father of Advertising

Sending an email marketing message is easy. But boosting bottom line performance from send-to-send -- that’s a little more difficult. The key to success here is testing.

If you’re not doing any performance testing, now’s the time to start. If you are already doing regular testing, commit to upping your game. Either way, here’s a quick walk through the process my team and I follow to help guide you.

Shown to be 40 times more effective at acquiring customers than Facebook and Twitter combined, email remains a top priority for marketers across industries. Engaging users with relevant, personalized messaging is more important than ever when it comes to this essential channel. However, recent research shows that even the top online...

The following are the results of a recent poll by Marketing Democracy and Only Influencers: what are marketers opt-in practices following an Online Purchase: 

When I first started writing this post, it was going to be a comprehensive guide to everything you need to do to get your marketing email messages to the inbox. The modest post quickly turned into a full-length book, and not just any book, but, a highly technical book talking about...

In this day and age, digital marketers have the ability to be pickier than ever when it comes to new software. For every marketing problem, there are at least a handful of solutions to choose from; however, they all come with a price attached. One of the most painstaking jobs that...

It’s now 2017. We marketers have been chanting for “More data!” for years… and I think we can agree: we got it. Marketers use between 3 and 15 (!) data sources in their marketing, and the problem more often than not is that it doesn’t all live somewhere we can get to it or make sense of it.

From time to time, the discussion on the Only Influencers' Email list turns to whether we as marketers need to be complex or not. Some email marketers say "Blast away!" Others say, "Let's be smarter than the average bear."

Let's get one thing straight right away: if you see yourself as a button-pusher, and if your email strategy is just to blast out campaign after campaign, this article is not for you. Unless you hunger for more. In which case, stick around.

In the middle of rushing to send the latest announcement, update, sale email or whatever, it can be easy to forget the “who” and the “why”. But to maximize results, marketers need to know their audience well enough to know who they are sending to, and why that message will be important to that person. Do this by creating a customer journey for each segment of your audience.

“I have more than enough time to do everything I want to do to make my email marketing program more effective.”

-- said no email marketer ever 

We talk a lot about how to wake up inactive subscribers and customers, but none of the usual strategies and tactics tackle one of the root causes: Your email's personality doesn't appeal to most of your subscribers.

Email automation is not the panacea for email marketing that many articles seem to suggest.

The story goes “buy a leading edge automation platform” and your email marketing is no longer spam and strategy is improved double quick.

I’ve never seen this to be true and have certainly spoken to too many email marketers who have found out it’s not true - the hard way.

Email strategy is not created by buying some cool tech.