• Your Back-To-School Email Supply List
    Well, it's that time of year again. This year, the school supply list was surprisingly long and detailed, much more so than in years past, down to a very specific pencil sharpener that my twins were required to have for second grade and the 4GB thumb drive my daughter had to have for fourth grade. Initially, I was slightly annoyed by the specificity and length of the lists. I knew at a glance that I would have to go to at least three stores to get everything knocked out. So, in honor of back to school, I thought I would ...
  • Native Variables For An Email Home
    Native ads are hot! This controversial yet ultra-effective tactic of blending content, advertisement, and placement is heading straight for consumers' inboxes. With a firm hold on the social channel, native ads are quickly making their way to the email channel where they are a natural fit for mobile newsletter formats. Despite the initial success of native ads, many email publishers are fumbling with their implementation and optimization. Here's some help.
  • Proximity Marketing Coming Soon To Store Near You
    In the spirit of #ThrowbackThursday, let's take a moment to enjoy Roberta Flack's "The Closer I Get To You." It's a very hummable tune, even if you're not much of a singer. And her words are incredibly pertinent for the retail marketer today. "The closer I get to you, the more you make me see" lends itself to our world of retail stores, with close range beacons beaming content to consumers as they shop.
  • Four Keys To Improved Subscriber Journey With Progressive Profiling
    Subscribers change over time. Their needs change. Their interests change. And change can be very dramatic from year to year and season to season. So even if your email program has a great onboarding program where you learn about subscribers' preferences, it's not enough. Analyzing subscriber behavior can give you valuable insights into their current needs and wants, but you should also be doing progressive profiling on a regular basis: that is, directly asking subscribers questions about their interests and preferences so you can serve them better.
  • Creating Subject Lines That Rule In Dog Days of Summer
    Something as basic as a powerful subject line can help increase opens, clicks and ultimately conversion rates. Selecting the right subject line is all about focusing on what pops out for your customers, which involves testing and optimization to get it right. Below is a list of helpful tips designed to help you craft subject lines that rule so that your emails don't get stuck in a summer slump.
  • Four More Vacation Lessons for Email Marketers
    In my previous Email Insider column, I shared strategies for using email as a discovery tool based on an excellent wine recommendation. But that wasn't the only time I gained some insight based on my recent European vacation. Here are four cases in point:
  • Three Simple Questions For A Complex Deliverability World
    For all the talk about how email deliverability is evolving, I don't hear enough specificity about what, exactly, has changed. If you've noticed this too, here's a quick explanation of what's different about inbox placement and how you can stay ahead of the shift by asking the right questions.
  • Connecters Vs. Influencers
    What's the difference between a social connecter and a social influencer? One seems to be a component or a necessity of the other. Naturally someone must be connected and have reach to have influence, right? What if I told you that within your social graph, there are those who are connected to a lot of people, but who wield very little influence on anyone? What if I told you there are a great many influencers that have very little reach, but have great influence within the networks where they do have reach?
  • Investing In The NEW Information Superhighway
    Sophisticated systems have been developed to collect and process big data to make it digestible for analysts and marketers. The greater depth and speed of customer insight available through these new systems can turn today's novice email marketer into tomorrow's leader. Below are some tips for successfully navigating the big data lane to come out ahead on today's new information superhighway.
  • Monetizing Email Post-Click
    When publishers think about email newsletter monetization, the first things that come to mind are usually list rentals, sponsorships, and display ads. While these typical pre-click monetization tactics work well, they often have inherent risks such as subscriber disengagement, list attrition and deliverability issues. What if there was a more elegant way to monetize email? While most publishers focus on the real estate inside an email for monetization opportunities, they often overlook the most valuable parcels containing complete subscriber attention: the post-click.
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