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Loren Mcdonald

Member since September 2003 Contact Loren

Meet Loren at MediaPost Events

  • Loren attended Social Media Insider Summit, August 17, 2011
    Hyatt Regency Lake Tahoe Resort, NV
  • Loren attended Email Insider Summit, December 05, 2010
    St. Regis Deer Valley, Park City, UT
  • Loren attended Email Insider Summit, December 06, 2009
    The Chateaux at Silver Lake, Park City, UT

Articles by Loren All articles by Loren

  • Email Marketing As Problem-Solver in Email Insider on 05/19/2016

    We've been taught to think about marketing in terms of achieving goals in the customer buying cycle: awareness, interest, trial, purchase, support, loyalty, referral/advocacy or some variation of these. Achieving these goals is like tying your shoes. You just do it, without thinking strategically about the process. We add a popover to our home page to acquire more subscribers. We test copy in subject lines and landing pages to drive higher conversion rates. But I'm talking about something different: email marketing as a companywide problem-solver.

  • Was Sending That Prince-Themed Email After His Surprise Death A Wise Move? in Email Insider on 05/05/2016

    "To celebrate Prince we've marked down a collection of items just as striking as he was." Really? The retailer that used Prince's death to promote a discounted purple handbag clearly didn't think through that approach. Or, it lacked a process to deal with such events, or both.

  • Using Email To Drive That All-Important Second Purchase in Email Insider on 04/21/2016

    Getting a customer to buy from you a second time is one of the most common challenges that online retailers and ecommerce companies face. Many first purchases are seasonal buys, gifts or one-time solutions. Your challenge is to motivate these customers to come back in a different season, to buy gifts for a different person, or find something that complements their first purchases.

  • Preference Centers: If You Build It, They Might Not Come in Email Insider on 04/08/2016

    I've advocated for the customer preference center for many years, often as one of the few voices in the wilderness bucking opinions that preference centers are a waste of time, and behavior beats preferences anyway. Marketers complain about two things: Their customers don't use their preference centers, and the data is often inaccurate or dated. So, the preference center doesn't deliver the ROI they expect or need to justify maintaining or upgrading it. As the headline says in my Email Insider column from 2012, "Preference Centers Aren't Worthless - Your Approach Can Be."

  • Key Considerations For A Global Email Regulatory Compliance Framework in Email Insider on 03/24/2016

    The Email Experience Council's new report, "The Global Email Marketing Compliance Guide," is a valuable resource to understand email regulations in 77 countries. But, more strategically, it can form the basis of a global framework for ensuring compliance throughout the world and minimizing your legal risks.

  • Your Guide To Global Email And Data Regulations in Email Insider on 03/10/2016

    Marketers have to comply with email and data regulations that vary widely from one country to the next. What's legal in the United States, for example, won't pass muster with Canada and many nations in the European Union. The DMA's Email Experience Council recently published "The Global Email Marketing Compliance Guide" to document global email and data regulations in a single source. Among the guide's 32 categories are answers to many questions that marketers ask most often. I've excerpted and simplified some below and will discuss others in a future Email Insider column.

  • Email Marketing Lessons From Trump's Presidential Campaign in Email Insider on 02/25/2016

    Donald Trump just picked up another passel of Republican delegates in the Nevada caucuses this week. Although he's still far from the 1,237 delegates needed to secure the GOP nomination, Trump is now considered the candidate to beat. Love him or loathe him, email marketers could learn a few things from the apparent front-runner's campaign strategy and tactics. Put your own feeling aside and go with me on this:

  • Optimizing For Mobile? You're Doing It Wrong! in Email Insider on 02/12/2016

    Marketers have been inundated with pleas to optimize their emails for mobile. It's good advice, given that B2C mobile readership is well above 50% and creeping north of 35% for B2B. But the issue isn't just "mobile versus desktop" but also "smartphone versus tablet versus desktop." Smartphone users view and act on emails and websites differently from tablet users, and both of them are different from desktop users. Also, these users can be the same people, interacting with the same email on more than one device. Here's how to understand and plan for all the variables that go into optimizing for smartphones, tablets and desktops:

  • Building A Great Marketing Team: Lessons From The Golden State Warriors in Email Insider on 01/28/2016

    As an Oakland, Calif., native and lifelong Northern Californian, I'm in basketball euphoria. The Golden State Warriors, perennially at the bottom of the standings, are now the hottest team in the NBA. They won the 2015 championship and started the 2016 season with 24 straight wins. They also racked up 40 straight home-court victories (over two seasons) and a 42-4 record so far. How did a mediocre team suddenly achieve greatness, and what can email-marketing teams learn from the transformation?

  • Do Your Resolutions Help Or Hold You Back? in Email Insider on 01/14/2016

    You've probably seen the Internet meme that matches up two photos: a near-empty gym labeled "Your gym in December" and a crowd of thousands of people labeled "Your gym in January." Sure, it's exaggerated, but any dedicated gym rat will tell you it's true. Something similar is happening in marketing departments everywhere as email marketers vow 2016 will be the year they address their inactive subscribers or launch a personalized, multistep onboarding series. Awesome! Of course, they said the same thing in 2015. What's going wrong? Why do so many email marketers fail to achieve or even approach their goals? Likely for many of the same reasons would-be workout kings still wear that extra 25 pounds.

Comments by Loren All comments by Loren

  • Love Ain't Cheap: Email & V-Day by David Baker (Email Insider on 02/01/2016)

    Great post David, love the research and specifics on how to turn Valentine's Day from just a February version of Cyber Monday into an engaging customer experience!

  • Cheeky Predictions For 2016 by David Baker (Email Insider on 01/04/2016)

    Nice post Mr. Baker! I know you were generally having some fun with this, but there are some cool ideas in there ... I think I'll start building the autonomous shopping app ...

  • 4 Ways To Think About Halloween And Email Marketing by David Baker (Email Insider on 10/26/2015)

    Hmm, I'm thinking it is time for a Trick or Treat mobile app ... check-in at my house and I gift you something healthy ... and a portion goes to a charity ...

  • Time To Do An Email User Experience Audit by Loren McDonald (Email Insider on 08/20/2015)

    Grant, good points ... you could call it a usability audit as well ... I was just trying to raise the conversation and concept up to a slightly higher level ... and covering all aspects of the email experience.

  • How To Become An Email-Marketing Rock Star by Loren McDonald (Email Insider on 08/06/2015)

    Paula, this isn't nor should it be a goal for everyone in any indsutry. My first 2 points were Desire and Commitment - you really have to want it and to be prepared to put in those extra hours. And I laos mentioned Support from your boss - which means supporting you in that extra time you need to some of these things. What I left out was support from your family. If you don't do the aboe actitivies, it doesn't mean you've limited your career advancment opportunities or that you aren't a rock star - your awesomeness just won't be as widely known. That's just fine. But a lot of people (in all industries) want to be known and recognized in their industry. If that is important to you, then it can bake a lot of work. Nietgher approach is right or wrong ... I just meet a lot of people who think flying around the world speaking at events is pretty cool. But want they don't always know is the years of work that went into getting to that point; the wear and tear on your body, family - the longer hours, etc ... 

  • Finding Value In Email Benchmark Studies by Loren McDonald (Email Insider on 07/23/2015)

    I don't disagree Derek, that's why in my intro to the report and when I present the findings in Webinars, I always spend some time on all the caveats and suggest how people shoudl use these reports. They are starting points for comparison - but I always stress that the most important benchmarks are those against your business and marketing goals; and your own past like-kind campaigns/message types. A company with a 22% open rate on their transactional messages doesn't mean their messages are failing, but it coudl mean they have room for improvement and are leaving money on the table. if you don't at least know what's possible for a particular message type - then it makes it more difficult to establish stretch goals and gain impetus for improvement.Industry slices are also far from perfect - but they can provide some context if your particular vertical is an outlier (above or below) the overall averages.

  • Discovering The 'Me' Generation by David Baker (Email Insider on 06/01/2015)

    Great post David ... marketing is becoming bi-directional ...

  • Two Uber Trends From Cyber Week by Loren McDonald (Email Insider on 12/11/2014)

    Agreed Chad ... which is why I think a lot of retailers will be better prepared next year. But it is also more complex than that with smartphones becoming as big as small tablets, etc. It is going to be interesting to see how the impact of things like ApplePay, PayPal, Amazon Payments have on smartphone conversion rates.

  • Why Mobile Payments Will Change Email Forever by David Baker (Email Insider on 10/06/2014)

    Great post David...whole-heartedly agree about the impact of mobile payments ... it is going to be key to closing the smartphone shopper browse to buy gap.

  • 'Mom, All I Want Is To Change My Email Address' by Loren McDonald (Email Insider on 09/04/2014)

    Bruce, thanks for chiming in with your personal experience - you make my point exactly! There are legitimate technology issues that can make this a bit challenging for brands, but if so - then at least make the process of opt-ing out and then resubscribing really simple. But to your point, while I don't have data to prove it, I think brands are losing more email subscribers due to a poor preference center process than they recognize. What percent of unsubscribes are valuable customers who just want to change their email address - and then never get around to re-subscribing? Thanks again for sharing!

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