Consumer digital consumption has changed a ton over recent years. While consumers are Snapchatting on iPhones and shopping on iPads while watching connected TVs, the email experience hasn’t changed a lot, outside of location. Looking through rose colored glasses tells us the ROI is still significant, and a mainstay for virtually every marketer that has a digital presence, which has led to a consistent, but not that impressive industry growth over the last decade. The bad news is, it’s not grown proportionate to other advertising channels as a percentage of total marketing spend.
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.
This month marks my 14-year anniversary of self-employment with Synchronicity Marketing and represents an important milestone: my own company is now the one I’ve worked for the longest.
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.
The Email Innovations Summit is just weeks away. And this year we've been able to assemble a world class lineup of speakers to take your email marketing career to the next level. Here is just a small sample of this year’s incredible list of instructors and speakers. Register Early to Save and use the promo Code "ONLY" to get a additional discount just for readers of the OI newsletter
Paul Airy is the author of "A Type of Email: A handbook for working with HTML typography in email" and will be presenting a Post-Conference Workshop in HTML Typography in Email (Advanced) at this year's Email Innovations Summit.
“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
Every Friday the Only Influencers members gets to pitch the membership on their latest tools and services. These are the Best of the Week;
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.
A lot of the entrepreneurial stories that I read feature the ‘entrepreneur as hero’. A dashing visionary (maybe wearing a mock turtleneck) has a brilliant idea and through near-supernatural effort creates a new product or a new industry. In this narrative, the founder hero is the center of the story - everything starts with the hero. I’m part of the founding team of a ~ $100 million email technology business and my experience couldn’t be further from that narrative. In my experience, the success of a business isn’t about the brilliance of the founder (or founding team).
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.
Open rates across industries average somewhere between 20% and 25%, depending on which benchmark you look at. Not everyone is lucky enough to meet or exceed the benchmark though. Every once in a while, I meet a good marketer who has really bad open rates: between 1% and 5%. No, they aren’t spammers, but they’re stuck with the results of years of poor email marketing practices. What do you do if you’re stuck with bad open rates? Here are some ideas to revive your list:
Jessica Best will be presenting "Getting Jiggy with Animation & Video for Email Marketing" at this year's Email Innovations Summit, April 19-21st in Las Vegas.