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Loren Mcdonald

Member since September 2003 Contact Loren

Meet Loren at MediaPost Events

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

Articles by Loren All articles by Loren

  • 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?"

  • Create Your Framework For Email Marketing Automation Programs in Email Insider on 07/09/2015

    The question that companies are asking about automated or triggered email programs is no longer "Should we deploy them?" but rather "Where should we focus our limited resources?" I've witnessed this shift in conversations with dozens of companies, mainly in retail and ecommerce. My industry colleague David Baker asked a similar intriguing question in a recent Email Insider: "Where do you start?" One place is with this 11-step program to prioritize, launch and improve your portfolio of automated email marketing programs. View it as an outline or checklist rather than a specific blueprint.

  • 10 Topics On The Minds Of Email Marketers Around The World in Email Insider on 06/25/2015

    In the first half of 2015, my travel schedule has taken me to meetings at companies in various industries from India to Sweden and the U.K. to the U.S. Although the perspectives and priorities varied somewhat among the groups, the topics discussed were quite similar from one meeting to another. In almost every case, company representatives confirmed they were either focused on a particular trend or issue or planned to take it up soon.Here are the 10 topics that came up repeatedly:

  • 'Mom, All I Want Is To Change My Email Address' in Email Insider Europe on 06/11/2015

    OK, so I took some liberties with the line "All I wanted was a Pepsi" from the song "Institutionalized" by Suicidal Tendencies (one of my all-time favorite songs). But after trying to change my email address across 25 email subscriptions, I felt about as frustrated as the teenager in this song whose mom accused him of being on drugs -- but all he wanted was a Pepsi. Why? Because almost nobody makes this process easy to do. Sorry to say, email marketers, but most of you get an "F" for the effort it takes to change an email address.

  • India: Now Vast Mobile Proving Ground For Marketers in Email Insider on 06/10/2015

    While I was in India on a business trip, Mary Meeker presented her much-anticipated annual list of Internet trends for 2015 in which India plays a major role as an emerging mobile marketplace. Coincidence or not, reading Meeker's insights while in Goa, Mumbai, New Delhi and Agra gave me new perspectives on the future of digital marketing and where innovation will come from. (Hint: probably not mature markets like the U.S., U.K. or Japan).

  • 'I'm Mad as Hell...': My Top Email Marketing Pet Peeves in Email Insider Europe on 05/29/2015

    I must be getting cranky in my older age. Little things are starting to annoy me more now. So, email marketers, I'm begging you to fix your email-marketing programs. Get your act together so I can enjoy my morning coffee without spitting it out in disgust. My email-marketing pet peeves aren't just about aspects of your emails but also how you run your programs and processes. Here they are, divided into two categories, Program Management and Email Practices:

  • As Marketing Transforms, Will Email's Role Change? in Email Insider on 05/28/2015

    In 2007, when people said texting and social media would kill email, I predicted the channel would adapt and "even help facilitate these new emerging technologies." That prediction held up pretty well. But now we're seeing another series of plate-shifting. Will email continue to reign as a key player?

Comments by Loren All comments by Loren

  • 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.

  • Revisiting Email Address Churn by Loren McDonald (Email Insider on 04/03/2014)

    Thanks Andrew ... and I agree. I touched on it in the causes of email churn section - "Channel preference changes." Some customers may get everything they need from a combination of your mobile app and Facebook page, are a great customer but don't feel they need to stay in your email program ...

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