Email Marketing, Then And Now
Recently, my kids asked about what I do for a living. They decided my explanation wasn't good enough, so they did what they have grown accustomed to doing when they want a question answered: They hit up Google, and searched, well, me. (It was a surreal experience to have my children "Google" me!) During their search, they found the first post I submitted to MediaPost, on June 11, 2009, nearly five years ago. I was curious to reflect on the content and recommendations made "then" to what we are talking about "now" in the email space. What struck me as ...» 1 Comments
Artificial Manure And Better Emails
Way back in the late 19th century, in rural England, an agricultural scientist named Sir John Bennet Lawes founded Rothamsted Experimental Station and patented the first artificial manure. This not only marked the start of the chemical fertilizer industry, but it was also a key development in the search for more effective emails. We are constantly told that testing is the path to better email response rates, but we also know how time consuming and expensive it is to test all the variables that define an email campaign. What Sir John and his colleague, Joseph Henry Gilbert, did was invent ...» 0 Comments
Is There A Future for Digital Marketing Within Wearables?
Keep your eyes peeled, kids, a new screen is coming to town. While a bit down the road, 2015 may be the year that wearable technology marks a commanding presence, with products like Nike FuelBand, Google Glass and Samsung Galaxy Gear paving the way for more development within the wearables market. And where there's a screen, the digital marketer will come.» 3 Comments
Achieving Omnichannel Marketing
Since the '90, cross-channel, multichannel and omnichannel marketing has been the place where marketers connected user experiences with multidepartmental efforts. Optimizing this involves some guesswork, since if you ask folks exactly what is entailed, you will likely get different responses.» 2 Comments
How To Better Position Your Emails In The Inbox
Positioning is what you do when you set out to differentiate your emails from your competitors in your customer's mind, as well as the inbox. In my previous column, I outlined a strategy of evaluation and discovery you should follow before you get down to the nitty-gritty elements of email positioning. It's important to take these preliminary steps first, so you know where you're in relatively good shape and what you need to work on. Once you're ready to start working, the steps below can help you work through the tactical process of positioning -- or repositioning -- your email ...» 0 Comments
Mobile Is The New Black
Marketing technology traditionally follows communication technology: people find a comfortable way to be approached and prefer to be approached that way, so we try and connect with them via their communication vehicle of choice. But we're also currently experiencing an explosion of communications technologies. And if you're an email marketer, chances are good that your prospects and customers are already eyeing that not-too-distant horizon of new devices and new means of access while you're still scrambling to reach them on today's devices of choice.» 0 Comments
Big Logic: Putting Logic to Work In Your Email Programs
Over the course of the last few weeks, my posts have been focused on the concept of Big Logic, versus Big Data, for email marketing. We have identified salient data points that can be used, and discussed opportunities to map the data to desired outcomes. In this final post on the topic of Big Logic, we are going to discuss examples of the types of logic you can use, why you should apply it and the resulting outcomes.» 0 Comments
How To Prospect The Gold Mine Of Transactional Messaging
Email marketers are so focused on explicitly revenue-generating campaigns that we often forget about the little guys: program enrollment confirmations, lost PIN requests, invoices, account update notifications and the good ol' password reset. But transactional messages such as these are some of the most highly opened and read messages -- and as such, have huge potential to drive incremental revenue with the inclusion of promotional messaging. As we position ourselves for a profitable 2014, it's time to give our transactional emails a once-over.» 1 Comments
Five Ways To Improve Your Cart Abandonment Emails
Shopping cart abandonment emails are among the most powerful messages a marketer can send, but they could be even more powerful. Recent research into cart abandonment emails shows five clear opportunities to strengthen them:» 15 Comments
What's Your Competitive Advantage?
If we all drive the same type of car, with the same size engine and the size type of tires on the same track, it would be rational to think that one's competitive advantage would be the driver's skills. If we all send email the same way, at the same frequency and with the same engagement strategy, isn't the only competitive advantage simply the size of the list and the strength of the brand? In the email space, I rarely see any companies that see email marketing as a means of creating a competitive advantage.» 3 Comments
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