Using ‘Strategic Email Personalisation’ to increase the standing of email marketing with the C-Suite

brooke-lark-nMffL1zjbw4-unsplash-300

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...

Continue reading
  3479 Hits

Creating credible customer experience

jeshoots-com-xGtHjC_QNJM-unsplash-300

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...

Continue reading
  2123 Hits

How Do You Define A Thought Leader?

AdobeStock_257661067-400

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...

Continue reading
  5725 Hits

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...

Continue reading
  1938 Hits

Marketing Cloud 2.0: The Future of Marketing will be Orchestrated

clouds-for-Kelly

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...

Continue reading
  1786 Hits

Data insight is not the whole puzzle. It’s only one piece

Metal-puzzel-200

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...

Continue reading
Tags:
  1659 Hits

Email Copywriting – the Overlooked Art and Asset

AdobeStock_208311366-300

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...

Continue reading
  2108 Hits

Maximize Your Marketing Data by Asking Great Questions

pic-1-200

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...

Continue reading
  1769 Hits

How Did 2020 Impact Email Opt-Out Activity?

Opt-out

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...

Continue reading
  1364 Hits

The importance of data on your results

AdobeStock_409528267-200-tal_20210301-221232_1

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...

Continue reading
Tags:
  2272 Hits

Sneak Peek! 2021 Benchmark Report: Diversity in the Email Industry

OI-Div-Report-Sneak-Peak-for-articl_20210224-184443_1

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...

Continue reading
  2699 Hits

7 Email Metrics to Help Your Bottom-Line

Picture1

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...

Continue reading
  3098 Hits

Licking Stamps

AdobeStock_333794181-200-tall

“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...

Continue reading
  1211 Hits

Bye-Bye, Cookie Monster? What Do Pending Digital-Ad Ecosystem Changes Mean for Email Marketing?

02-MD-1-200

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...

Continue reading
  2009 Hits

2021 State of the ESP RFP Survey Results and Conclusions

AdobeStock_259945801-200

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....

Continue reading
  3115 Hits

How Subject Line Tests Can Drive Long-Term Engagement & Loyalty

audience-management-200

In my last contribution to the OI Blog I wrote about Alchemy Worx’ Audience Management methodology. Which requires a move away from just pulling segments, which is a reactive process, to a more proactive approach which takes behavior from all channels into account. In it I showed how subscriber engagement does...

Continue reading
  2468 Hits

Will Clubhouse (the newest social media app) Make You A Better Email Marketer?

Morneau-_20210201-170437_1

As a marketer, I’m always looking for opportunities to get better results for our clients. In case you missed the hottest new shiny object, let me introduce you to Clubhouse. Clubhouse is a live audio-only social media platform that acts much like a live event with speakers on stage, and an...

Continue reading
  2259 Hits

17 Memories and Observations from 20 Years in Email Marketing

Rear-view-mirror-200

Can you trace that point, that moment when your email marketing career started? The foundation of my email marketing career actually started with the launching of a paid subscription (printed paper) newsletter in 1988 while I was at the accounting firm Arthur Andersen. I dove in headfirst on taking courses and...

Continue reading
  2060 Hits

Email Marketing and Section 230 of the Communications Decency Act of 1996

AdobeStock_71551726-200

Communications Decency Act of 1996, §230(c)Protection for "Good Samaritan" blocking and screening of offensive material (1) No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider. FADE IN:  EXTERNAL WESTERN STREET - DUSK Townsfolk peer through...

Continue reading
  1744 Hits

ICYMI: Top OI Blog Posts from 2020

AdobeStock_85976721-200

2020 was a difficult year In many ways... but it was a banner year for the Only Influencers Blog!  Most of these are still relevant and will be through 2021, so if you're looking for some good industry reads, this is the spot!  Here are our top 10 most popular posts...

Continue reading
  2356 Hits