How do you compare with your fellow email marketers on using AI?


Artificial intelligence, or AI, has been a regular feature here on Only Influencers, from conversations on the email lists and in our regular Thursday members-only calls to blog posts like this one. People like Chad S. White of Oracle Marketing Consulting, Dr. Matthew Dunn of Campaign Genius, and countless others have...

Continue reading
  1700 Hits

The perils of averages for email marketers


Introduction As email marketers we think of ourselves as a data driven decision makers. We have stats coming at us from all angles such as open and click rates, transactional data like average order values and customer data such as time since last shopped. Yet the phrase “lies, damned lies, and...

Continue reading
  1047 Hits

You can do THAT in an email???

We’ve noted an increase interest in Gifs recently, presumable because they are now supported by virtually all email clients and even (gasp!) Outlook. Animated GIFS are known to increase reader attention and help to improve the email experience as well as support key messaging. These short meme-like animations can quickly catch...

Continue reading
  2013 Hits

More than Hitting Send: Your Email Career


Email has always been more than just "hitting send." With the constant evolution of digital communication, career opportunities in the world of email have expanded exponentially. If you're considering stepping into this realm or are just curious about what it entails, here's a comprehensive look at the roles, settings, and keys...

Continue reading
  1101 Hits

“Subscribe” Is The First, Best Click


When a new subscriber adds themselves to your company’s email list, what events and records are triggered? That signup process seems like such a little, commonplace thing — a few lines of text, a few fields, another record or two somewhere — that it tends to be set up once and...

Continue reading
  1207 Hits

One Voice, Two Channels: Unifying Your Social Media and Email Marketing Efforts


Let's take a moment to consider a universal truth in our digital age: we're all trying to be heard. In a world flooded with content, messages, and countless brands fighting for attention, standing out can feel like a monumental task. Think about it. Social media gives us a vibrant, dynamic platform...

Continue reading
  1378 Hits

Track your email's long tail to find your true results


The long tail isn't just for sales and SEO anymore! That's probably what you think about when someone mentions "long tail" strategy. It began with author Chris Anderson, who wrote The Long Tail: Why the Future of Business Is Selling Less of More in 2004 about the profit potential in selling...

Continue reading
  1365 Hits

Making Sense of Google's Spam Trap Policy: Keep Mailing for 2 Years


Clarity At Last As many of you will know, Google's recent announcement about their impending 2-year account inactivity policy change has me revisiting an ongoing beef of mine. Namely, why you should email inactives and how long you can safely do so before they become Spam Traps. The answer to that...

Continue reading
  1523 Hits

The Power of RFM Model in Lifecycle Marketing


In the world of marketing, understanding customer behaviour is crucial for developing effective strategies that lead to higher customer engagement and improved business performance. One powerful model that aids in achieving this is the RFM model. RFM stands for Recency, Frequency, and Monetary Value, and it is widely used to segment...

Continue reading
  1440 Hits

Four Years After Launch: Has AMP For Email Proven Its Worth?


Five years since its announcement and four years post-launch, we review AMP for Email technology to evaluate its advantages and disadvantages. What is AMP for Email? AMP for Email is a technology from Google that enables dynamic content in emails. In essence, it makes emails functionally similar to web pages. Actions...

Continue reading
  1110 Hits

Laugh Your Way to Success: The Power of Fun Content in Email Marketing


Adding a touch of humour and playfulness to even serious topics or products can significantly enhance your email campaigns. In this blog we'll delve into the psychology behind joyous content and explore how it can elevate your email marketing game. I’ll provide examples and practical tips to strike the right balance...

Continue reading
  1530 Hits

The Deliverability Keystone and It’s 4 Legs


What determines your deliverability performance? I’ve seen a bunch of different images trying to explain this visually, each with their own pillars or cornerstones. None of them are wrong, but they can get too into the weeds. I argue that what determines your deliverability can be simplified and anchored into one...

Continue reading
  1440 Hits

The Art of Gathering Data, Incrementally and Responsibly, for an Enjoyable Customer Journey Experience  


In today's data-driven world, businesses rely heavily on customer data to gain insights and make informed decisions. However, collecting customer data should not be a one-time event, it must be an ongoing process that evolves with the customer journey. Whether a company is managing the data directly or utilizing a data...

Continue reading
  2208 Hits

How CDPs are Shaping the Next Evolution of ESPs


ESPs have been continuously evolving since they were first commercially introduced in the late 1990’s. And the evolution of the platform followed a similar pattern that continues to this day. A third party would determine that there was a feature or a function lacking in the existing ESPs and solve that...

Continue reading
  1914 Hits

Deliverability starts with a D (that’s DMARC)


What's DMARC got to do with deliverability?  You might have come across DMARC, which stands for Domain-based Message Authentication, Reporting & Conformance. It is an email protocol that many people are familiar with or even utilize. It presents a classic scenario of the "egg and chicken" situation. The recommended approach is...

Continue reading
  1463 Hits

Foundations of B2B SAAS Marketing - Part 1


B2B SaaS marketing, it’s a busy industry to be in. Much of our time is spent driving strategies and thought leadership for our target market, leaving little room to keep up with the essentials and innovations that drive our own marketing and industry forward.  I believe in the importance of taking...

Continue reading
  1125 Hits

Unmasking the Superpowers of Email Authentication and BIMI: Building Trust, Boosting Deliverability, and Showcasing Your Brand


Welcome, brave email marketing superheroes! In the fast-paced realm of digital marketing, where villains like spam and phishing thrive, it's essential to wield the mighty powers of email authentication and BIMI. “Organizations of all sizes need email authentication to secure their online reputation and maintain customer trust in their brand,” says...

Continue reading
  1088 Hits

The Past, Present, and Future of AI in Email Marketing


Not sure if you’ve heard, but Artificial Intelligence (AI) is kind of a hot topic right now - in literally every industry and even among consumers. If you’ve attended any of our Thursday Only Influencers (OI) Members-only Live Zoom calls this year, you’ve probably noticed that AI comes up on pretty...

Continue reading
  1191 Hits

The Fifth Age of Email Deliverability


The feedback mechanisms, controls, and algorithms that inbox providers use to decide whether to block, junk, or deliver email messages to their users continues to evolve. Since the 1990s, there have been five ages of email deliverability, each of which was ushered in by the arrival of a major change: In...

Continue reading
  3128 Hits

How to Avoid 4 Common Issues in a CRM Strategy  


A CRM strategy is similar to a scheme that shows you why and how a company will communicate with clients: for example, in what cases you should send emails, and when you are to use push-up notifications. I’d like to share my experience in developing such strategies and tell you how...

Continue reading
  1192 Hits