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Melinda Krueger

Member since May 2007 Contact Melinda

The Email Diva is back! Melinda Krueger is an Associate Principal for the Salesforce Marketing Cloud, helping outstanding brands build their digital messaging programs. Her client roster boasts Harley Davidson, Miller Brewing, Kohl’s, Sears, Best Buy, CareerBuilder, Papa John’s, Oakley, Scotts MiracleGro and Discover. Melinda holds an MBA from Marquette University and is a frequent speaker for professional associations and universities. Previous roles include email strategy, information architecture, usability, internet strategy and direct response.

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  • Do Not Disturb  in Mobile Insider on 06/04/2015

    Telemarketers were notorious for calling during dinner. How much worse is it when you wake someone from a sound sleep with your SMS message or Push Notification? Much, much worse. Take these steps to make sure your brand isn't banned forever from the hearts, minds and smartphones of your customers.

  • Connecting The (Data) Dots in Mobile Insider on 04/16/2015

    We have mountains of data -- but more often than not, it's in disparate systems managed by disparate owners and vendors. Ironically, customers believe we know everything about them and are annoyed when our marketing efforts are irrelevant. Ultimately, we want to connect purchase history, location and behavior to customer contact information. How much better would your program be if you could personalize the content to some portion of your audience?

  • Marketing On Demand in Mobile Insider on 05/07/2015

    Our biggest challenge as marketers is scaling our programs for the unengaged. How can we earn a place on their phone screens -- the most valuable, most personal real estate in the world? Put the customer in control. Give them marketing on demand.

  • SMS - Beyond Offers in Mobile Insider on 04/07/2015

    Make no mistake -- customers want coupons and offers, probably more than anything else you can send. But if you are constrained by those pesky profit margins, or are not in retail, you may find inspiration in these options.

  • What Is Your Quit Rate? in Mobile Insider on 03/24/2015

    If you have an SMS or Push program, you may be neglecting one of the most useful metrics you have to guide your content -- the Quit Rate, which is simply the ratio of users who unsubscribe to those who act. It's the best measure of value versus annoyance in your messages.

  • And The Winner For Best Mobile In-Store Experience Is... in Mobile Insider on 03/19/2015

    My quest to find a truly great mobile enhanced retail experience is as yet unfulfilled. This is despite the fact that it has been the "year of mobile," every year since 2012. Admittedly, there have been many steps forward.

  • Farewell From The Email Diva in Email Insider on 10/07/2008

    I am taking a sabbatical from the Email Insider for a while, and hope to return with fresh insights and renewed enthusiasm. (When I wrote an article about PowerPoint, I knew the idea well had run dry!) After more than three years, it's time to step aside and let some new voices enrich you with their wisdom. I leave you with the Email Diva's guide to great email.

  • Presenting Your Email Results  in Email Insider on 09/23/2008

    If you are like most email marketers, it's all you can do to keep the trains running on time, and things like reporting fall by the wayside. At some point, however, we all must pause to review our efforts, presenting lessons learned and recommendations to executives, creatives and colleagues. The presentation is generally created with the software we love to hate: PowerPoint

  • Unsub Rates on the Rise in Email Insider on 09/09/2008

    Dear Email Diva: I'm compiling an overview of the common email metrics, specifically the performance over the last year, trends, etc. I was trying to find statistics to support the statement from this post by Lynn Terry that "unsubscribe rates are at an all-time high in the online business & marketing niches. In fact, April through June of 2008 saw some of the highest unsubscribe rates."

  • List Generation Via Fishbowl in Email Insider on 08/26/2008

    Dear Email Diva: I just read your post about sending email to tradeshow attendees, and was wondering how you feel about sending to tradeshow attendee lists provided to exhibitors, in light of CAN-SPAM. Do attendee lists like those fall under "implied" permission, or should they be considered opt-ins? Seems like a gray area to me. Obviously the safe bet is to use only names you've collected directly at your booth, but then you may miss out on the opportunity to email attendees who didn't "drop a card."

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