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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

  • Subject Lines Are Going High Tech -- Are You? in Email Insider on 08/25/2016

    Which subject lines persuade people to open and act on email? Everybody has a pet theory, but now we are beginning to apply data and science instead of instinct and guesswork to find the answers.

  • Engagement Rate Heralds Next Era Of Email Metrics in Email Insider on 08/11/2016

    Mobile devices are complicating our usual understanding of email metrics. Just as marketers newer to email have grasped the nuances of deliverability, inbox placement, the differences between click-through and click-to-open rates and unique versus gross clicks and opens, along comes mobile with its own measurement challenges.

  • Random Messiness: Time To Add Some To Your Email Marketing Program? in Email Insider on 07/28/2016

    Could your email marketing program use a little chaos, disruption and messiness? On a recent flight home from London, I watched economist Tom Harford's TEDTalk presentation, "How frustration can make us more creative," in which he shows how inserting messiness and disruption into the creative process will usually produce a better result. Naturally, it got me thinking about how to apply his concepts to email marketing.

  • Understanding The Email 'Frequency Math Effect' in Email Insider on 07/14/2016

    Finding the right email frequency is one of the many issues that email marketers have to figure out in order to have a successful email program. What happens when they change their email cadence, such as emailing on more days of the week or emailing more than once a day at different times of the year?

  • Are Words (In Email Marketing Messages) So Last-Century? in Email Insider on 06/30/2016

    Of course they aren't. If you're reading this column in email, you might have used the MediaPost Email Insider sender name and subject line words you saw in the inbox to decide to open the message instead of deleting it. But I'm wondering how well text-centric email designs serve today's consumers, whose attention spans have been going through a well-documented decline, and whether it's time to shift more of your email messaging from words to images.

  • 'It's IT's Fault' in Email Insider on 06/16/2016

    As marketers, we love to blame IT for all of our problems. Here's how to turn them into partners who solve problems instead.

  • Email Marketing In The Subscription Economy in Email Insider on 06/02/2016

    New business models are shifting from purchase and ownership toward sharing or subscriptions. This has and will cause dramatic change in many industries that rely on traditional purchasing scenarios. Here are key areas where email marketing can help convert and retain more subscription customers:

  • 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.

Comments by Loren All comments by Loren

  • Random Messiness: Time To Add Some To Your Email Marketing Program? by Loren McDonald (Email Insider on 07/28/2016)

    Thanks Jordie! Ya, I wrote another column a few years ago about the lemming tendency in email marketing ... time to get crazy! :-)

  • Random Messiness: Time To Add Some To Your Email Marketing Program? by Loren McDonald (Email Insider on 07/28/2016)

    Thanks DB! Have you ever taken an approach like this with a client?

  • Understanding The Email 'Frequency Math Effect' by Loren McDonald (Email Insider on 07/14/2016)

    Pete, I did not make the argument that higher frequency is better simply if if increases total responses - that is a call I'll leave to individual brands. My point was just to explain the math behind why most brands see lower "rates" when they increase frequency. But that they need to understand that for list churn metrics like unsubscribes, for example, a lower rate isn't necessarily a good thing - as they are likely losing a lot more subscribers. Increasing frequency by itself is not a bad thing - it is about the value. In your example, the subsequent emails actually aren't of value and so therefore that increased frequency is simply bad email marketing. You can't blame that on frequency - that is the marketer's fault. The problem in email marketing of course, is that in practice, most brands don't increase value when they increase frequency - so we've given increased frequency a bad name.

  • Understanding The Email 'Frequency Math Effect' by Loren McDonald (Email Insider on 07/14/2016)

    Neil, frequency isn't really the problem, it it the lack of value in the emails that is the problem. 

  • Are Words (In Email Marketing Messages) So Last-Century? by Loren McDonald (Email Insider on 06/30/2016)

    Emoji of man jumping for joy! Bell ringing! Thanks Neil, but what took you so long? :-) I bet someone how long it would take to post a comment about the irony of not a single emoji or visual in this email. I think I won the bet. I agree of course, but as an outside contributor to Media Post I have no say or involvement in the production side of the Media Post columns. The columns editor has to review and edit a bunch of columns each day, so I think fundamentally it is a process/resource issue. That said, I plan to bring it up with the editor about a simple process for including images in the emails and emojis in the subject lines in the future.Cheers and watch out for those bad billboards when you drive this holiday!

  • 'It's IT's Fault' by Loren McDonald (Email Insider on 06/16/2016)

    Pete, wow, I clearly failed at many levels. The column was neither meant to be funny or offend anyone - in fact it was written to provide a few ideas to help marketers work more closely with their brethren in IT, and to stop blaming IT for so many projects not getting done. (Maybe that offended some marketing readers.) Getting to know co-workers - by whatever means - was that one point, so you have a better working relationship. Perhaps I should have said tea or beer instead of coffee. The "us and them" issue is common in large companies, the point was merely to get to know each other better. Sorry that was deemed funny. I'm not sure who you are referring to that I insulted? I was relaying what my start-up CEO (who was an engineer) relayed to me more than a decade ago about the difference between how engineers think and how marketers tend to think. While changing, a lot of marketers tend to be right-brain centric and do often think differently than their peers in IT. This is not an insult to anyone, just that people think differently, and if you understand how each other thinks, you might be successful in your communications. But clearly I failed in my communications approach with this article. I'll buy you a beer on my next trip to the UK.

  • 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.

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