• Realizing The Promise Of Contextual Customer Journeys
    When you review the Web sites of email service providers, the most promoted email feature is frequently the ability to orchestrate customer journeys specific to the context of the subscriber. But do marketers actually invest in building customer journeys and other types of contextual marketing? In most cases, the answer is a resounding "no."
  • The Connected Dad
    Today's children have it easy, yet not so easy. And the lessons that we as parents teach can also apply to marketing.
  • 'It's IT's Fault'
    As marketers, we love to blame IT for all of our problems. Here's how to turn them into partners who solve problems instead.
  • Let's Give Our Obsession With Send Time A Send-Off
    With the introduction of the iPhone in 2007 and the pervasive use of smartphones today, checking email is less of a planned event and now just a fluid part of people's lives. We're in the midst of a seismic shift in how people engage with email, yet marketers are still fixated on the topic of the best day/time to send emails.
  • The Art Of The Resend
    Resends became popular a few years ago when marketers realized that sending the same exact email twice would get incremental opens, clicks, and even conversions. The boost to results is small, but since there are few creative or production costs with a resend, the ROI is very attractive. So, how do you get started?
  • My Coffee Maker Unfriended Me
    Do you think of the Internet of Things (IoT) as the smart refrigerator and milk being delivered to your door when you run out? Or the smart home where everything is controlled through smart sensors? IoT has been coming for over a decade, and the smart device explosion has made it front and center in consumer markets.
  • Email Marketing In The Subscription Economy
    New business models are shifting from purchase and ownership toward sharing or subscriptions. This has and will cause dramatic change in many industries that rely on traditional purchasing scenarios. Here are key areas where email marketing can help convert and retain more subscription customers:
  • Can I Send Less Email And Drive More Revenue?
    There's a lot of pressure on email marketers to send more email. More email drives more site visits and more revenue. More is better, right? Of course, it's not that simple.
  • Why It's Time To 'Unthink' Email
    Deliverability issues, unsubscribes, typos, formatting mistakes are all fears we face as email marketers. As a result, we adapt our creative process to take these fears into account. Instead of practicing creativity as it applies to email, we've become programmed to practice best practices and try to avoid failure by focusing on our fears. But as artist and consultant Erik Wahl explained, "The art of excellence is couched in the science of reprogramming our mind for new and different ideas." So how do we "unthink" email and get back to beginners' mind? Consider these three ways:
  • Email Marketing As Problem-Solver
    We've been taught to think about marketing in terms of achieving goals in the customer buying cycle: awareness, interest, trial, purchase, support, loyalty, referral/advocacy or some variation of these. Achieving these goals is like tying your shoes. You just do it, without thinking strategically about the process. We add a popover to our home page to acquire more subscribers. We test copy in subject lines and landing pages to drive higher conversion rates. But I'm talking about something different: email marketing as a companywide problem-solver.
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