• 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.
  • What Coupon-Cutters And Email Marketers Have In Common
    Financial freedom has been a hot topic on the blogosphere for years. A philosophy of frugality drives most: strict budgeting, limited luxuries, extreme couponing, DIY. "Freedom" sure sounds like a whole lot of work. And not much fun. But my favorite bloggers send a message of abundance: Don't waste your time penny-pinching - instead, focus on making more. Let your money make money so you have the time to maximize life enjoyment. Now, that's the kind of freedom I can appreciate -- and email marketing can be approached in the very same way.
  • Nine Years, 200 Columns - And More to Come
    This column marks a milestone: the 200th column since my first Email Insider debuted on Sept. 27, 2006, and I became a regular contributor on July 25, 2007. As I looked through my list of columns, I found a few favorites and a couple that took on surprising lives of their own.
  • What TO DO With Email Pre-Headers
    Last month, I shared "What NOT To Do With Email Personalization" after an untimely Valentine's Day email hit my inbox, bearing a name that was not my husband's. With that behind us, this month, let's focus on a TO-do: effective email pre-headers to enhance your subject line.
  • The Four Most Common Misconceptions In Personalized Marketing
    According to data published by Caslon & Co. based on research by the DMA and PODi, personalized marketing content generates response rate 3x or more than static content for various marketing objectives, including ordering. But what if you have thousands, tens of thousands, or even millions of customers? If they could send the right product offer to every single one of their customers in every email campaign, the results would be fantastic. But conventional wisdom puts this beyond all but the largest companies. There is so much attention to this area now that things are changing. What you assumed true ...
  • It's Time For Email's Identity To Match Its Definition
    Email has been around for some time. It's a mature digital channel that appears to have a clear identity, yet I'm ready to challenge what we believe it to be. Email as defined by the Webster Dictionary is "a system for sending messages from one computer to another computer." Essentially, the definition declares email as a direct communication medium between computers. Why, then, do we only consider email as the messages we receive in an inbox? Shouldn't all digital direct messaging channels be considered an email or a subtype of email?
  • Subject-Line Optimization: Don't Test Your Way To Mediocrity
    The good news: Many marketers test their subject lines. According to the Direct Marketing Association (U.K.), 80% of marketers use some form of subject line testing. The bad news: Many of the most commonly used subject-line tactics actually decrease results. In some cases, marketers are testing suboptimal approaches.
  • Why The Demise Of Gmail Grid View Is Good For Marketers
    Grid view... we hardly knew ye. Google quietly pulled the plug on Gmail grid view last month - a move which went largely unnoticed, since the image-centric interface for promotional messages never advanced beyond its initial field trial.
  • Use Email To Overcome The Customer 'Experience Void'
    A wide gulf exists between companies and customers on their perceptions of the "customer experience," according to a new study, "The Consumer Conversation: The Experience Void Between Companies and their Customers." Closing this "experience void" can reduce costly customer turnover by anticipating and resolving issues and building deeper engagement.
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