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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

  • Mobile Messages: The New Subject Lines in Mobile Insider on 04/20/2016

    We need to invest the same amount of measurement, personalization and testing in notifications and texts that we do with email subject lines.

  • Optimize SMS Response in Mobile Insider on 02/02/2016

    A recent study by Experian found that those who subscribe to both email and SMS were four times more likely to transact with a particular brand than subscribers to email alone. This is somewhat a self-fulfilling prophecy; your super fans are more likely to engage via multiple channels.

  • Mobile Messaging: Marketers' Secret Weapon This Holiday Season in Mobile Insider on 08/25/2015

    When holiday sales are lagging behind forecast, you will want a quick and easy way to pump them up. Take these additional steps now to get your secret weapon -- mobile messaging -- ready for action.

  • Holiday 2015 Mobile Messaging Checklist - Part I in Mobile Insider on 08/20/2015

    When holiday sales are lagging behind forecast, you'll want a super quick and easy way to pump them up. Take these steps now to get your secret weapon -- mobile messaging -- ready for action.

  • Grow Your Audience Of SMS Opt-Ins in Mobile Insider on 08/11/2015

    Brands don't have a large SMS audience, so they don't put much effort into their programs. And because they put little effort into their programs, they don't have a very large audience. Build a high-value program first, then use these tips and tricks to grow your audience.

  • 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.

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