Avoid A Reputation As A Phishing Magnet
As DMARC celebrates its second birthday as the most prominent anti-phishing breakthrough to date, it may be on the verge of creating an uncomfortable situation for email marketers. More than 80% of typical U.S. email users can be protected by DMARC. Some of the world's biggest email senders, including Facebook, Twitter, eBay and PayPal -- and scores of others -- are reporting impressive strides toward protecting consumers from scams conducted in their names. But there's mounting evidence that as these senders make it more difficult to use their brands to dupe consumers, phishers are concentrating their efforts on brands that ...» 0 Comments
Big Logic: Mapping Your Email Logic
When email marketers think about logic, they typically jump right to dynamic business rules and how data can drive unique experiences inside their email communications - which is exactly what we are talking about in this post. But the conversation here is less about getting your hands on a large volume of data and more about applying the proper logic to the data you already have.» 0 Comments
Meeting The Challenge Of Today's One-Eyed, Flying Consumers
Today, the true challenge for marketers is driving engagement and conversion across every imaginable variety of consumer, including the one-eyed, flying shopper. The common theme with consumers is that they're incredibly distracted, moving fast and looking for a clear, very personal, present-tense value proposition to inspire action. As one of these distracted, on-the-go consumers, I can share personal examples of one-eyed, flying conversions.» 1 Comments
Six Characteristics Of Effective Email Campaigns
Despite the occasional apocalyptic prediction, email continues to be the cornerstone of email marketing. But it is increasingly difficult to execute great campaigns: those that look beautiful, render perfectly across desktop and mobile clients, and ultimately drive strong response. I recently pored through thousands of email campaigns to compile the top 100 into an eBook. During the course of that project, a few themes common to great email marketing emerged.» 0 Comments
Content Considerations For Your Automated Email Program
Clients who are adding potentially dozens of automated email messages to their marketing program often ask, "How am I going to come up with all that extra content when I still need to move multiple broadcast messages out the door?" Good news! It's not as daunting a process if you follow a content strategy built around this five-step framework:» 1 Comments
Four Ways To Leverage Email To Develop A Power Brand
Email marketing is at the core of developing a power brand, a compilation of impressions, experiences, and concepts that work together to create a position in the mind and sentiment of consumers. Power brands are created through a number of initiatives: planned media, press coverage, key-influencer usage and endorsements, word-of-mouth, reputation, and consistent delivery on the brand promise.» 1 Comments
Big Data Or Big Logic: What's Really Driving Email Success?
The sheer volume of data available to marketers today is astounding, with many more tools available to help marketers track, analyze and take action on that data. The good news is, those tools have become more cost-effective and attainable than ever before. Still, just because you have the tools and CAN take action with Big Data, does that mean you SHOULD? I am not going to say definitively that you won't. Chances are you may -- if your brand has amassed an organization and staff to focus specifically on that task -- but for many marketers and brands, the reality ...» 0 Comments
You've Got Mail: What Every Marketer Should Know Before Hitting Send
I recently rewatched Nora Ephron's 1998 romantic comedy, "You've Got Mail," and I was struck by how much has changed since the movie's release. Back then, receiving an email was a big deal, and the AOL chime notice was a recognized part of pop culture. Today's reality is that you've got mail, and mail and mail: so much of it that managing email can steal hours from your workday. Email is a victim of its own success.» 0 Comments
The State of Email Marketing Is...
...strong, but could be stronger, according to the finding of our 2014 State of Marketing report, which surveyed more than 2,500 marketers. First, the testaments to email's strength:» 4 Comments
What Do You Say Next?
It's the 50th email you've sent this year and it's still January, and you've heard about everything that could possibly be said about how to improve performance through subject line testing. You've used about every word combination, icons, and symbols to get attention. You've tried humor, trended terms and personalization. You've tried personalizing the subject line so much, "Hi [firstname]" even in personal email conjures up lead-generation images.» 5 Comments
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