• Weaving Micro-Moments Into Your Email Strategy
    A linear customer journey is no longer a reality. Consumers and brands now communicate constantly, fragmenting the path to purchase as never before. Instead of having a few persuasive interactions with a brand, consumers have many small interactions that, together, are plentiful and powerful. Google recently dubbed every tiny interaction consumers have with brands as "'micro-moments,' the new battle ground for brands." We've labeled the same interactions "atomic moments of truth." No matter what you decide to call them, these moments are forever changing the way consumers interact with brands, creating new opportunities and presenting new challenges. Google offered five ...
  • Using Email To Enhance In-Store Sales
    The in-store experience can be greatly enhanced by seamlessly layering in the digital CRM experience. Retail is making great strides in breaking down data siloes, which is enabling marketers to implement effective programs for driving desired in-store behaviors. We need to push more of this innovation, though, as there are still gaps in the consumer experience. Here are some ways retailers can translate online efforts into in-store revenue.
  • Want to Get Frequency Right? Find Out Which Account You're Emailing
    While conducting a recent study of frequency's impact on email marketing performance, we found again and again that one key factor played a critical role in how volume affected response: mailbox type. When it comes to finding the right sending frequency to maximize subscriber engagement without generating excessive complaints, marketers can gain a real advantage by knowing whether subscribers are reading commercial mail in their primary accounts.
  • Push Vs. Pull: Triggers Are What Will Drive It
    Consumers want seamless access to information when making a purchase. Our world will be a push vs. pull world, and triggers will be the catalyst to this value exchange.
  • Create Your Framework For Email Marketing Automation Programs
    The question that companies are asking about automated or triggered email programs is no longer "Should we deploy them?" but rather "Where should we focus our limited resources?" I've witnessed this shift in conversations with dozens of companies, mainly in retail and ecommerce. My industry colleague David Baker asked a similar intriguing question in a recent Email Insider: "Where do you start?" One place is with this 11-step program to prioritize, launch and improve your portfolio of automated email marketing programs. View it as an outline or checklist rather than a specific blueprint.
  • Use The Summer Slump To Boost Acquisition
    The "summer slump" seems to hit everyone. But now is the time to get your program ready for a strong back-to-school and holiday season. One of the biggest opportunities in July and August is putting some focus on acquisition tactics. Sure, acquisition is important year-round, but there should be a heavier focus right now to ensure you have "all systems go" to build up your database with more consumer activity as we head into the fall season. Here are some ideas to help you plan:
  • Summer Trends 2015
    Last summer I wrote a piece about trends, following the Internet Retailer Conference and Exposition (IRCE). And now the first real summer of wearables is upon us.
  • 10 Topics On The Minds Of Email Marketers Around The World
    In the first half of 2015, my travel schedule has taken me to meetings at companies in various industries from India to Sweden and the U.K. to the U.S. Although the perspectives and priorities varied somewhat among the groups, the topics discussed were quite similar from one meeting to another. In almost every case, company representatives confirmed they were either focused on a particular trend or issue or planned to take it up soon.Here are the 10 topics that came up repeatedly:
  • Facilitating Micro-Moments In Email
    Google recently coined the term "micro-moments" to express how people experience their lives and interact with brands. According to Google: "Mobile has forever changed the way we live, and it's forever changed what we expect from brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences." An example could be a single parent needing supplies for a sick child and a pharmacy delivering those items to the home to create a "didn't-plan-for-this" micro-moment. I'd like to explore how to get started in leveraging email, ...
  • Trigger Marketing: Start With The Money
    I believe trigger marketing is how everything will run in the future. Some think it's about intelligent, predictive communications based on 1:1 events. It is, and then some. As we begin to explore new devices that aren't as "smart" as our mobile phones, we will be deluged with signals that mean something - but, left alone, are simply signals that tell an incomplete story. The possibilities are simply endless, but the principles of applying, delivering and optimizing interactions and triggers based on some behavior won't be. So you'll need to start thinking about this strategically.
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