• Fighting Marketing Fatigue: Proof You Can Increase Message Frequency And Still Win
    Digital marketers are under pressure to increase the number of messages in order to drive revenue. But can we deliver all these messages and do it in a way that increases conversions and reduces marketing fatigue?
  • Peak Pumpkin Spice
    The National Retail Federation reports Americans will spend $7.4 billion on Halloween costumes, candy and decorations in 2014, a bit up from 2013. As is the case with retail holiday trends in general, Halloween shopping is starting earlier and earlier. According to a survey done by NRF, over 35% began shopping for Halloween before Oct. 1, and another 43% in the first few weeks of October.
  • Make Your B2B Emails More H2H (Human to Human)
    Many B2B emails I receive begin with "Dear Loren." This beginning promises that the rest of the email will have content highly personalized to my company demographics (firmagraphics) and business needs, based on my behavior and engagement with marketing content. Not.
  • Neglected Email Marketing Tools
    Over the course of a lengthy career in email, I have encountered more than my fair share of email RFPs. Contained within those documents are two indisputable truths: 1) Much of the RFP is not about email at all. 2) A large portion of the request focuses on advanced features and functionality that the marketer will never use.
  • Then & Now: Mobile & Email Marketing Predictions
    I love reading those articles that compare 20thcentury science fiction to our modern world. This week, I stumbled across a list of author Isaac Asimov's 1964 predictions for 2014. While we're still not colonizing the moon, Asimov was pretty spot-on in the majority of predictions, including his descriptions of some of today's mobile technology. Since it's that time of year when we marketers like to start opining our predictions for the coming year, I thought it would be a fun exercise to take a look back at the mobile predictions of the past - with a focus on their implications ...
  • This Year's Email Marketing Twists: Holiday Predictions
    Behind the sounds of witches cackling and batwings flapping, I can already hear the faint jingling of Christmas bells. Honestly, it's not all that faint. The holiday season is already showing up in aisles at stores like Costco and in inboxes from brands like Toys "R" Us, Ikea, Sony, Hanna Andersson, Sephora, and The Shopping Channel. Every holiday season is a little different. Here are my thoughts on how the email marketing holiday season will be different this year.
  • Why Mobile Payments Will Change Email Forever
    I haven't felt more energized about the potential of video, email and mobile commerce than I do now. Newer, safer payment technologies! More convenience! Global acceptance at point of sale -- and lastly, everyone has a device. While we may argue the merits of the various forms of "payments" and whether the banks or the PayPals or Googles of the world will win, the shift is happening. While mobile commerce still has a ways to go before a 75-year-old grandmother will pay for a meal at the diner with her mobile device, the trends absolutely lead you to believe that ...
  • 'I'm Mad as Hell...': My Top Email Marketing Pet Peeves
    I must be getting cranky in my older age. Little things are starting to annoy me more now. So, email marketers, I'm begging you to fix your email-marketing programs. Get your act together so I can enjoy my morning coffee without spitting it out in disgust. My email-marketing pet peeves aren't just about aspects of your emails but also how you run your programs and processes. Here they are, divided into two categories, Program Management and Email Practices:
  • Beneath Steadily Weak Inbox Placement, Frantic Struggle To Keep Pace
    It's tempting to view the most recent statistics on global inbox placement -- which show 17% of legitimate messages failing to reach the inbox -- as a sign that marketers are complacent about deliverability, or that they aren't doing much to fix it. That view is wrong. A better-informed interpretation is that most marketers understand the challenge perfectly well and respond with sophisticated, data-driven actions to get their messages to the inbox -- but as mailbox providers adjust to a constantly shifting landscape of spam tactics and email abuse, even the successful senders are struggling to keep pace with adjustments.
  • Where Segmentation Fails
    As email marketers, we are regularly exhorted to make our communications more relevant. Avoid spray-and-pray, we're told, and watch response rates rise. However, most companies don't know how to send unique, personalized offers to each customer, even though today it is much easier than they suspect. Instead, most companies fall back to a divide-and-conquer strategy commonly called market segmentation. It has many benefits, but also many shortcomings.
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