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...

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...

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...

“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...

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...

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....

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...

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...

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...

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...

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...

Have you ever seen a sudden spike in your email newsletter sign-ups and thought, "Yes, we finally see success with our email list growth!" Congrats, and you also generated a high click-through rate, or did you? You're not off the naughty list just yet. While list growth is something to celebrate,...

The reasons any of us shop in specific ways and stick to particular brands may be down to habit or, indeed, our senses of loyalty. Not to mention a need for a quality-assured product that we trust. But scarcity is a peculiar thing. It makes human beings act in strange ways....

Temporary email, fake emails, and disposable email addresses are nothing new and they are not going away any time soon. Caution is warranted: The results are costly to you as an email marketer. If subscribers have used a random email generator to create a temporary email address, they are most likely...

Earlier this year, I wrote a post for Only Influencers on Turning a Negative into a Positive which highlighted the value of analyzing the negative marketing signals generated by every email campaign (opt-outs, spam complaints, non-responders, etc.). I thought I would build on that topic just a bit before 2020 comes...

It's easy to focus on the negatives that 2020 has brought us, like the economic, political, and social disruption from the COVID-19 pandemic and all the uncertainty that has created in our marketing programs. But I've observed a major positive development this year as well: Marketers have paused doing business as...

Summary Using a defined creative delivery process with clear accountability across decisions and task, will ensure you produce the best campaigns with the minimum waste of time and effort. Have you ever found yourself having any of these conversations with colleagues or clients: “We need to do something, but we’re not...

No surprise, the 2020 holiday ecommerce season is shaping up to be the biggest ever. Beyond the normal increase in online holiday shopping, COVID-19 will shift many former brick-and-mortar purchases to online. However ecommerce companies are nervous this year about the ability of the shipping carriers to keep up with demand...

In my last blog post, I provided a quick and easy roadmap to analytics for email marketers. In this post, I’ll continue the discussion on analytics by taking a deeper look at predictive analytics, artificial intelligence (AI), and machine learning solutions in email marketing. [Moving forward, I’ll refer to the group...

So often I speak to companies that are working away in earnest at their email strategy, with the aim of meeting targets set by line managers and directors higher up in the company, without truly understanding why they are doing it. Even worse, they’re tasked with ‘improving open and click rates’ generally...