• What NOT To Do With Email Personalization
    Over the years, I have experienced my fair share of email content with misinformation: incorrect birthdays, incorrect first name and even wildly wrong product purchases when a brand is following up with cross-sell/up-sell messages. I'm sure we have all seen this problem. But sometimes it's just so wrong that one's loyalty is called into question.
  • Does Your Email Marketing Program Suffer From Parkinson's Law Of Triviality?
    The California drought and email marketing have two things in common: Both are beset by scarce resources, and people often focus more on trivial actions rather than major initiatives to try to fix them. There's a name for this: "bike-shedding." It's a corollary to Parkinson's Law of Triviality, which claims that organizations, when faced with decision-making for very large and strategic projects, often spend more time on unimportant but easily understood solutions (how to build an employee bike shed) than on difficult or complex ones (how to build a power plant).
  • Ways To Entertain And Engage Readers With Content
    How do you engage your audience, effectively embedding your brand without impairing how the consumer perceives your brand? Think about the context of the media, not just the social or viral value. And think about how you could possibly develop cool content fast enough to even consider moving in this direction.
  • Don't Wait To Provide A Great Customer Experience
    Marketers are deeply challenged with trying to meet the demands of today's consumers. Why? Because consumer expectations are leaps and bounds ahead of the experiences that marketers are able to implement. A shortage of IT resources, and the challenge of making sense of massive amounts of data and building a sophisticated, automated marketing ecosystem have backed many marketers into a corner. Fear not, though. Here are quick wins that marketers can implement whether or not they have a lot of technical resources at the ready.
  • Don't Let Village Wisdom Make You The Village Idiot
    Email marketing blogs and mailing lists are full of best practices born of many years of experience by many smart, hard-working email marketing practitioners. While these best practices can be extremely useful, in some cases advice is given without a lot of serious analysis. By looking at actual data, we've found that one thing becomes clear: Best practices aren't always right. Let me give you two examples.
  • Mapping Content To Your Customer's Journey
    When you understand how your customers move from research to purchase to loyalty stages of the customer journey, you can explore new messaging or overhaul your current programs to make your emails more helpful and relevant. Even as you move away from overt promotion in all messages, you're never going to stop using email to sell. However, to break through inbox clutter successfully, you need to provide content that adds value at each stage of the journey.
  • Do You Want to Shop Where They Analyze Your Eye Movements?
    I was reading a news item recently about another startup in the marketing analytics space. This startup analyzes eye movements as customers browse in a store and, based on that, tries to determine the customer's interest in certain items, which triggers email offers to their mobile phones in real time. Wow. I hope that company lists clients on its website so I know where not to shop.
  • Email Is Still The Recession-Proof Channel
    Why is email so recession-proof? We've seen it thrive in the years following the dot-com bust of the early 2000s. We saw it go through the roof after CAN SPAM. It's taken on every challenger there is and keeps growing 10% a year in marketing spend.
  • Disruption In The Email Conversion Funnel
    The email marketing industry has been fascinated with the innovations happening in the inbox over the past couple years, and especially those being led by Gmail. The Promotions Tab, the unsubscribe feature, grid view, image caching, quick actions, the Inbox app and the soon-to-be-launched Google payments functionality called Pony Express are changing the way consumers engage with email.
  • Is Email Marketing Cheap -- Or Does It Have A High ROI?
    How you -- and, more importantly, your boss -- answer that question easily predicts the future success of your email program. Here's why.
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