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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

  • What's In Your Email Marketing Toolbox?  in Email Insider on 11/12/2015

    The right tools save time and effort and produce better results, whether you are installing an irrigation system in your backyard or deploying an email-marketing program. Many email marketers are less productive when they fail to take advantage of dozens of specialized tools. Perhaps they simply aren't aware of them -- or they may think getting by with a homegrown system gets the job done just fine. Here's my list of roughly 50 types of tools suggested by my experience or by fellow email marketers and members of the Only Influencers community of email folks.

  • Are You Tapping Your Inner Contrarian? in Email Insider on 10/29/2015

    Marketers tend to prefer what's safe, deploying what I call "generally accepted best practices" (GABPs), because everyone else does it. Granted, that approach is less risky. You can point your boss to hundreds of examples from other brands when she asks why you want to add a pop-over opt-in form when someone visits your website's home page. The oldest joke in email marketing is that the answer to every question is "It depends, and test it." But this adage is as true today as it was when I joined the industry in 2001. What works for one company, or even 100 other companies, might not be the best approach for your brand, budget, resources and customers.

  • 10 Tips To Drive More Value With Transactional Emails in Email Insider on 10/15/2015

    Transactional emails are a digital marketer's best friend because they trigger from your customer's actual behavior, have off-the-charts engagement metrics, and can build your brands long after the transaction is history. Here are 10 tips to turn these engaging emails into opportunities to achieve your goals: upsell, next purchase, post-purchase satisfaction, etc.

  • 10 Email Messages To Jazz Up Your Holiday Marketing Program  in Email Insider on 10/01/2015

    Happy Oct. 1! It's not just any Thursday. Today signals the kickoff to Q4 and the holiday shopping season. You still have time to tinker with email messages that can drive incremental revenue, build subscriber engagement and deliver other benefits that make the difference between good and great email marketing.

  • Email Strategies To Elevate Your Holiday Marketing Program in Email Insider on 09/17/2015

    It's not too late to inject a little innovation into your holiday email-marketing planning, even if you feel as if Cranberry Red Thursday (Thanksgiving in the U.S.) is hovering over your shoulder already. Here are six holiday revenue or engagement strategies that you can either launch or update in the weeks that remain before the blitz begins.

  • 3 Steps To Integrate Video With Email Marketing Automation in Email Insider on 09/03/2015

    Emails with "video" in the subject line have a 65% higher click-through rate on average, according to Vidcaster. When video is a central part of your email campaign, the CTR can be 200% higher than a similar campaign without video. Video can help you cut costs and increase customer satisfaction as well as identify prospects and move them closer to a purchase decision when you integrate your email video strategy with your marketing automation and ecommerce platforms.

  • Time To Do An Email User Experience Audit in Email Insider on 08/20/2015

    Email marketers know they need to be more customer-centric and understand the different journeys their customers, subscribers and prospects take. The journey-mapping process includes understanding how your customers interact with all aspects of your email program. An email experience audit will give you that necessary insight.

  • Are You Gearing Up To Meet Email Marketing Trends? in Email Insider Europe on 08/07/2015

    Email marketing is constantly evolving. Staying on top of the transformation is vital, but knowing what's coming is just the first step. You also need to know which new skills, perspectives, infrastructure and management backing you'll need if you want to thrive in this new environment. Here are nine drivers of change and trends you must anticipate and prepare for if you want to remain competitive -- and to keep email a valuable and viable channel.

  • How To Become An Email-Marketing Rock Star in Email Insider on 08/06/2015

    So you want to be an email-marketing rock star. Does having email groupies when you travel around the world and speak at events get your motor running? If you are a brand-side email marketer, building your personal brand as a thought leader can be one of the best ways to enhance your career and your industry stature. Don't schedule that world tour just yet, though. You have to be good -- make that great -- at what you do. You must be able to back up your industry reputation with solid results. You also need a few other qualities.

  • Finding Value In Email Benchmark Studies in Email Insider on 07/23/2015

    Now, I enjoy a good benchmark study as much as the next guy -- but I worry that marketers don't get as much value from them as they could. "How are we doing?" is a legitimate question, but a better one is "How can we do better?"

Comments by Loren All comments by Loren

  • 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!

  • Connecters Vs. Influencers by David Baker (Email Insider on 08/04/2014)

    Great post Mr. Baker. Identifying these key influencers (who are often, but not always, your best customers) in your email database can provide opportunities for "best customer," "surprise and delight," etc programs that are designed first and foremost to make these influencers feel even more positive about your brand. Many will then "share" their brand affinity far and wide - and have greater impact far beyond acquiring some new email subscribers. BTW, I think I know that father mentioned in your column! :-)

  • Was Shutterfly's 'Oops' Response Picture-Perfect Or Out-Of-Focus? by Loren McDonald (Email Insider on 05/29/2014)

    Thanks for the comment Chuck ... and yes, email mistakes are very common. But each sender still must determine if their "mistake" is significant enough that it does require a response. But also to your point, one of the best practices I recommend is that you communicate your correction or apology to only those customers/subscribers who were affected ... minimizing over communication. In Shutterfly's case, many people were quite offended by the email, so a response and apology was absolutely the right thing for them to do.

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