It started with a letter to the FEC, then took us on a whirlwind of emotion through the landscape of political email, and has landed us back to where we began. And where was that? With best practices. In June, Axios posted an article detailing Gmail’s move to allow political spam...

Basketball hall of famer and greatest of all time Michael Jordan once said, “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life. And...

In some of our projects, promotional emails bring up to 80% of all the sales from email communication. If you see that your promotional emails are no longer effective, search for the reasons and improve the situation as fast as you can.   How to understand that your emails are bad...

Recently I had the honour of teaching a group of eager University students who wanted to learn everything there is to know about email marketing. It promised to be a fantastic experience, especially given the venue: the stunning city of Barcelona. But there was a catch. I had to teach these...

I am currently navigating the B2B SaaS world with Hurix digital. As part of our email marketing strategy, we decided to start a monthly newsletter for customers and potential prospects alike. At Hurix our products have a very niche audience, so a monthly newsletter will deliver specific messages to particular profiles....

Last year, one of my littles made a trip to the emergency room. Throughout 98% of the experience, I felt widely out of control; especially since my job as a deliverability specialist requires me to be the one with the answers or at least with the means to find the answers....

Now the summer is over and our thoughts are already fully focussed on the upcoming holiday season. In particular we are increasing our focus on re-engagement. The goal is to re-engage as many inactive subscribers as possible before Black Friday. If you are like most businesses, your focus is on customers...

While movie Westerns have largely gone out of style (replaced by superhero films?), they’ve left a useful collection of archetypes floating around the meme-o-sphere. When the news of Google’s offer to route authorized political emails to the inbox started breaking, the cliché of the ‘Bad Sheriff’ popped to mind. If you’ve...

If you happen to come across one of our Webbula posts on LinkedIn or Twitter, or stumble across the Webbula blog, you will find one of our most common series called, “Ask the Experts.” Webbula launched this series in 2021 to share the voices of email experts on various topics within...

I don't know about you, but I am crazy-busy these days. Not to brag about my agency, but I think it reflects the general increase in email marketing and all the attention we and other marketers and agencies are getting lately. And while I love hearing the phone ring and seeing...

I’ve realised that as I write this, I’ve just hit 20 years in Email Marketing. Back in August 2002 I started my first job as Marketing Executive for a company that sold computers, printers, and peripherals to government and corporates. This is where, as a fresh-faced (and thinner) graduate I discovered...

Many of you have been seeing the buzz about NFTs. That buzz has crept into the world of digital marketing. Unfortunately, the buzz is disconnected from awareness and understanding. Most people reject what they don’t know (me included). A six months deep-dive convinced me that the future of digital marketing includes...

I choose data, analytics, and research before emotion and personal preference to influence my website and or email content. We each have unique talents that we bring to the market whether as a team member and employee, or entrepreneur.  Sometimes I’ve found I’m too close to a topic to have an...

Great conversation is one of the joys of life. It entertains, informs, and engages. What lessons can we learn from breaking down the art of good chat. And how can we use this to develop our planning and content approach. Developing our emails from simply communications to conversations. Don’t talk at...

I wrote the following back in June of 2020: …let’s take a look at what a CDP is supposed to do. 1. Data Aggregation : Organize all customer data and keep it available for immediate use. Some technical resources are required to set up and maintain the CDP, but they don’t...

As third-party cookies are scheduled to disappear, it is becoming more important to collect zero-party and first-party data to improve automation and personalization in your campaigns. Your ESP can be the best place to gather this first-hand data, as I explained in an earlier OI post (Zero/First Party Data and your...

The Holistic team and I discovered something unexpected recently while analyzing activity in a client's customer database. This surprising information shed new light on how we segment customers and how we message them based on what our data is telling us. Although our program is still a work in progress, I'm...

We all know that consumers expect and demand a more personalized customer experience. They want emails that are relevant to their interests, needs and aspirations. The challenge is that the data required to personalize is often missing or incomplete. So, what can we do to backfill missing data to make our...

As we approach the halfway point of 2022, we’re now a bit over 2 years since Covid was declared a pandemic (March 11, 2020). At that point, it's safe to say that marketers had little to no idea how dramatically our businesses and marketing programs would be impacted. Now, with 2...

Delivering an exceptional customer experience is what we email geeks are striving for. We want to surprise and delight, under promise and over deliver. We want our subscribers to be hooked, coming back for more and waiting for our following email to land in their inboxes. Newsflash, unfortunately, your subscribers won't...