• Preference Centers: If You Build It, They Might Not Come
    I've advocated for the customer preference center for many years, often as one of the few voices in the wilderness bucking opinions that preference centers are a waste of time, and behavior beats preferences anyway. Marketers complain about two things: Their customers don't use their preference centers, and the data is often inaccurate or dated. So, the preference center doesn't deliver the ROI they expect or need to justify maintaining or upgrading it. As the headline says in my Email Insider column from 2012, "Preference Centers Aren't Worthless - Your Approach Can Be."
  • You CAN Overcome These Three Common Email Challenges
    In my conversations with email marketers, a common set of hurdles is often mentioned -- factors that keep emails from being more personalized and targeted. Many issues can't be totally overcome without an investment of resources: financial and time. There are, however, some ways to chip away at the challenges to markedly improve your programs.
  • 5 Trends That Are Indicators Of Pending Change
    What we saw over the holiday and in Q1 was a concerted shift in use, practice and engagement across the board - but many of these shifts have upstream and downstream impacts on how we think of marketing today. Here are five trends that show a glimpse into the future.
  • Content To Keep Email Subscribers Wanting More
    Content is a challenge for marketers today, largely due to our ability to target individuals via email so succinctly. But having the ability to identify these customers and not having anything unique to say to them can have negative ramifications all the way around. So when you are planning your content, what types should you consider that will keep your subscribers wanting more?
  • Key Considerations For A Global Email Regulatory Compliance Framework
    The Email Experience Council's new report, "The Global Email Marketing Compliance Guide," is a valuable resource to understand email regulations in 77 countries. But, more strategically, it can form the basis of a global framework for ensuring compliance throughout the world and minimizing your legal risks.
  • Three Missing Metrics For Email Marketing
    A long-time colleague posted a question to an email marketing list a few weeks ago: "Which email metrics do you wish existed in email marketing benchmark reports that don't exist today?" The question got me thinking about the state of email measurement and the kinds of metrics that should be available but aren't yet in common use. Here is my short list:
  • The Perfect Email
    Is there such a thing as the perfect email? Some might say it's the thank-you note, since it conveys gratitude and some level of sincerity, and is usually timed to some exchange/service. Others might say it's humor, but the days of funny emails have somewhat been swallowed by Facebook posting and Youtube, where interactivity is paramount.
  • Lucky? No. Five Reasons Why You've Earned Your Success
    Because marketing today is harder than it has ever been, every now and then I love to dedicate a piece to all the email marketers out there working tirelessly to drive revenue for their organizations. Here are some of the skills you've probably proven to master, showing how you've earned your place as a digital success story.
  • Please Build This: My Email Marketing Technology Wish List
    We're beginning to see some sophisticated uses of machine learning to address email marketing problems. Marketing clouds and email service providers (ESPs) have released some interesting and useful features. Still, there are still many opportunities for new capabilities that could help email marketers drive more from their current email marketing investment. I've compiled a list of things that clients frequently ask about ("Can your firm do this for me?") that don't exist in the market yet (as far as I know).
  • Your Guide To Global Email And Data Regulations
    Marketers have to comply with email and data regulations that vary widely from one country to the next. What's legal in the United States, for example, won't pass muster with Canada and many nations in the European Union. The DMA's Email Experience Council recently published "The Global Email Marketing Compliance Guide" to document global email and data regulations in a single source. Among the guide's 32 categories are answers to many questions that marketers ask most often. I've excerpted and simplified some below and will discuss others in a future Email Insider column.
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