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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.

Articles by Melinda All articles by Melinda

  • 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."

  • Post-Trade-Show Email  in Email Insider on 08/12/2008

    Dear Email Diva: Is it ever acceptable to send a B2B email marketing campaign that does not include a call to action? My interactive marketing agency uses HTML email campaigns to follow up with trade show attendees, using the list provided to exhibitors. The messages are along the lines of "hope you stopped by our booth, we can help you achieve your marketing/branding goals and look forward to speaking with you soon." There is no personalization, no call to action or any links...

  • More On Holiday Email Strategy in Email Insider on 07/29/2008

    In last week's article, the Email Diva stressed the importance of defining goals, integrating with your entire organization's efforts, delving into last year's data and researching your competitors and best practices. Now it's time to look at everything through the lens of the customer and fine-tune your process.

  • Holiday Email Strategy in Email Insider on 07/15/2008

    If you're like the Email Diva, the last thing you want to think about on this lovely July day is the H word. But, as Wikipedia points out, "Strategy is differentiated from tactics.... by its nature of being extensively premeditated.... Strategies are used to make the problem easier to understand and solve." In the name of making life easier, despite our seasonal aversion, let's roll up our sleeves and start planning. I give you the Email Diva's guide to a successful holiday email strategy.

  • Subject Line Dilemma  in Email Insider on 07/01/2008

    Dear Email Diva: I need a catchy subject line, something to make sure that prospects open my email. I have tried professional, I have tried friendly, I have tried blunt and to the point, I have tried kooky, but none seems to work. What I am I doing wrong?

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