• 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.
  • India: Now Vast Mobile Proving Ground For Marketers
    While I was in India on a business trip, Mary Meeker presented her much-anticipated annual list of Internet trends for 2015 in which India plays a major role as an emerging mobile marketplace. Coincidence or not, reading Meeker's insights while in Goa, Mumbai, New Delhi and Agra gave me new perspectives on the future of digital marketing and where innovation will come from. (Hint: probably not mature markets like the U.S., U.K. or Japan).
  • Using Big Data To Find 'Perfect' Subject Line Length
    The optimum length of a subject line has been debated as long as companies have been sending email. Marketers, consultants, and agencies have labored over distilling pitches to a handful of words or characters, aiming for the Goldilocks "just right" length. We recently sifted through more than eighteen million subject lines sent to more than two million subscribers to find out whether subscribers' actual read rates pointed to an optimal length.
  • To Centralize Or Not to Centralize? That Is The Question
    One of the things that baffles me about our industry is the wide variation of how email marketing and cross-channel teams are managed within organizations. More specifically, it seems there's little consensus on whether or not to centralize teams in large companies with multiple brands or lines of business (LOBs). In this post, I'd like to weigh in on the benefits of each approach.
  • Making Personalized Email Marketing Easier
    Predictive analytics improves email marketing results. That's hard to dispute, but it's not quite right. Relevant messaging and attractive offers improve email marketing results. Predictive analytics has the "potential" to help. It's only potential because there is so much involved in doing it right.
  • Discovering The 'Me' Generation
    Consumers are becoming more and more comfortable sharing information in exchange for apps, service, access and convenience. With that said, we also have a new generation of consumers that are much more savvy with their digital lives, data and how it's shared, all with the goal of improving their lives.
  • As Marketing Transforms, Will Email's Role Change?
    In 2007, when people said texting and social media would kill email, I predicted the channel would adapt and "even help facilitate these new emerging technologies." That prediction held up pretty well. But now we're seeing another series of plate-shifting. Will email continue to reign as a key player?
  • The Future Of Email Has Arrived With Open-Time Personalization
    As an industry, we've been talking about dynamic content for a long time - and a next-generation level of dynamic content called open-time personalization is making the seemingly impossible, possible. Open-time personalization, aka agile email or live content, makes it possible to show the most up-to-date or contextual content at the time of open. This is quite different from traditional dynamic content, which is driven by CRM data that may be updated on a 24-hour cycle and contains information potentially outdated at the time of send.
  • What Verizon-AOL Deal Could Mean For Email Marketers
    While all of the buzz around Verizon's $4.4 billion purchase of AOL is about adding more content, video, and ad generation to the mobile company's distribution platform, the acquisition will also likely affect email marketers.
  • Retail Engagement Trends
    With smart shoppers, smartphones, new smart devices and a rising shift in generational behaviors, are you ready for this next generation? Check out "The "Age of Context," a powerful book written in 2013 by the authors of "Naked Conversations." They note five forces driving us from the information age to the age of context: data, mobile, sensors, location-based technology and social. All contribute to a new personalized society where our devices know us better than our friends.
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