• Putting Relationship (Marketing) Intelligence To Work In Email Marketing
    Some of the best email marketers I've met in my career are actually experts in relationships. They understand the give and take when it comes to communicating with customers, and put an emphasis on thoughtfully planned strategies across the customer lifecycle. Much like a good romantic partner, these marketers understand and anticipate what their customers want. In light of Valentine's Day, let's look at how you can use relationship smarts to be a better email marketer.
  • Love Ain't Cheap: Email & V-Day
    Two-week countdown to Valentine's Day, projected to exceed $19 billion in consumer spending in the U.S. This is the fourth biggest retail event of the year in the U.S. boasting an average order value of $174 ($190.53 for men and $ 96.58 for women). It gets even more interesting as you break down three key generations who each view the holiday quite differently.
  • Building A Great Marketing Team: Lessons From The Golden State Warriors
    As an Oakland, Calif., native and lifelong Northern Californian, I'm in basketball euphoria. The Golden State Warriors, perennially at the bottom of the standings, are now the hottest team in the NBA. They won the 2015 championship and started the 2016 season with 24 straight wins. They also racked up 40 straight home-court victories (over two seasons) and a 42-4 record so far. How did a mediocre team suddenly achieve greatness, and what can email-marketing teams learn from the transformation?
  • Ready For The Mobile Tipping Point?
    In 2016, a larger percentage of email opens will take place on a mobile device than on a desktop, according to predictions. What does this mean for email marketers? It's time to put forth a better experience. Here are five awesome ways to enhance the customer email experience on mobile phones.
  • Life-Hacking Industry Events
    Planning on hitting some industry events in 2016? Want to learn something new? Rub shoulders with your peers? Get schmoozed by the vendors? Grab cool tchotchkes? It's still a challenge to know how to get the most out of events. Here are some tips.
  • Do Your Resolutions Help Or Hold You Back?
    You've probably seen the Internet meme that matches up two photos: a near-empty gym labeled "Your gym in December" and a crowd of thousands of people labeled "Your gym in January." Sure, it's exaggerated, but any dedicated gym rat will tell you it's true. Something similar is happening in marketing departments everywhere as email marketers vow 2016 will be the year they address their inactive subscribers or launch a personalized, multistep onboarding series. Awesome! Of course, they said the same thing in 2015. What's going wrong? Why do so many email marketers fail to achieve or even approach their goals? ...
  • My Five Favorite Email Topics From 2015
    Another year has passed -- and still, email remains a stronghold among marketing channels, with a high return on investment and increasing portability as the only universal app. No, email may not be as shiny as Snapchat or that cool new live feature on Facebook. Email is, however, more relevant than ever as it continues to please the C-suite by remaining a steadfast workhorse that delivers revenue and builds relationships with customers.
  • Cheeky Predictions For 2016
    First week of 2016, and while there is a lot to look forward to this year and a lot to reflect on from 2015, you only have one chance to predict things. I took a cheeky view of trends and predictions this year. As Oprah says, " Cheers to the new year and another chance to get it right." Hopefully these will make you think about what's coming near-term and how our world is changing around us.
  • Planning For 2016? Here's Some Direction
    This is the time of year when every industry pundit reviews the past year or predicts what will happen in the next 12 months. Although I've written my share of both, I've always wondered how useful these columns really are. So I'd like to change the usual year-end focus and talk about the three questions I asked myself when I was down in the email-marketing trenches. Today, they form the basis for the work I do, whether in one-on-ones with clients, as I write my Email Insider columns or when speaking at industry conferences:
  • Think Like A Publisher, Act Like A Retailer
    What I like about publishers is they are primarily focused on monetizing the reader. In order to do that, they must have a solid content strategy, they must syndicate content frequently, they have to think about the reader and what device and medium to use. If someone doesn't read, click or engage with their content, they will not make money. I believe retailers are simply publishers in sheep's clothing. While the objectives are different - engagement vs. purchase - all major retailers are moving in the direction of original content.. This is the day and age of online reviews, virtual ...
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