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HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT

Results for "Loren McDonald"


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Your Newest Challenge: Mastering The Small Screen 

Thank you, Steve Jobs, for giving me the perfect news peg for my Email Insider column this week. With the unveiling on Jan. 27 of the iPad, Apple introduces yet another game-changing (in my humble opinion) portable device and platform that will both challenge email marketers and make their jobs a little easier as well.
» 6 Comments

What Should the Email Industry Talk About In 2010? 

As we launch into 2010, I'd like to break away from the usual round of predictions and must-do lists. Let's talk instead about what we need to do in order to help advance the industry in this decade.
» 9 Comments

Benchmarking: 'Average' Is The New Bottom  

The most frequently asked question from email marketers is some variation of this: "What is the average (blank) rate?" Ugh. I understand why marketers ask this and similar questions, but I have to ask: What are you going to do with the answer? If I told you that the average email open rate was 24%, how would you act on this data?

Don't get me wrong. I love benchmark studies as much as the next person, and I am finalizing one as I write this column. Benchmark studies and data have value, but I find that many marketers use the data incorrectly.
» Comments

Are You Leveraging Your Metrics For Maximum Benefit? 

One of the greatest strengths of email marketing has always been its measurability, especially compared with other channels such as print, broadcast and direct mail. The breadth and depth of available email metrics, however, is something that a lot of email marketers don't take advantage of. Or, they simply don't delve much beyond the basic open, click and bounce metrics.
» Comments

Five Lessons Email Marketers Can Learn From @Sh*tMyDadSays 

If you track the Twitterverse, you've probably read about Justin Halpern, who converted his father's crusty, cranky and curse-laden commentary from a hot Twitter account into book and CBS sitcom deals. His success has energized millions of basement bloggers, but marketers and other communicators can also pick up pointers about creating highly focused, in-demand content, whether they occupy cubicles or spacious corner offices.
» 7 Comments

Your No. 1 Upgrade For 2010: Lifecycle Marketing  

If you're already thinking about how to take your email-marketing program to the next level in the coming year, you should start by switching out your batch-and-blast program for one that uses lifecycle marketing to send highly targeted and relevant messages. Although it might be a challenge to persuade your upper management to invest time and money to upgrade your email program, this story of a company that boosted its conversion rate 40% using segmentation and targeted messaging might help loosen up the budget.


» Comments

Using Personality To Help Drive Engagement 

My previous column, where I shared personal experiences about assumptions others have made about my wife and me without knowing us, turned out to be the second most popular column I've written for Email Insider, as measured by the number of readers' comments. I intended the column to caution against assuming too much about your subscribers and customers. However, reader reaction confirmed my view that showing a human, personal side in email, blogs and other communications content will lead to greater engagement with your customers and subscribers.
» 8 Comments

My Name Is Loren. BTW, I'm A 'He' 

Hi, I'm Loren McDonald, and I'm a "he." You might not know that, though, by looking at the mail in my mailbox and messages in my email inbox. While I've never done an actual audit of my mail, I'm guessing that when a gender is inferred (e.g., Mr. or Mrs. Loren McDonald), one-third to one-half of my mail assumes that Loren is a female. So, how can you avoid or minimize potentially embarrassing and costly mistakes by assuming the wrong things about your customers and subscribers? Here are a few tips.
» 17 Comments

Email Share-to-Social: Not Just About The Links 

I agree with my industry colleague Chad White, who predicted in this space that marketer adoption of email social sharing -- referred to as "share-to-social" or "share with your network" -- will overtake "forward to a friend" usage, perhaps even as early as two years from now.
» 3 Comments

Warning: Blasting May Be Harmful to 'Our' Health  

A bunch of self-proclaimed "email snobs" (myself included) have been heating up the Twitterverse, email discussion lists and the blogosphere with a debate over the merits (or lack of them) of the language we use as email-marketing practitioners. Some of us believe that seemingly harmless words, like "blast" to describe deploying an email message or campaign, or "buy" to describe list rental, are symptoms of marketer ignorance, both accidental and intentional. Others say efforts to obliterate these words from the marketer's lexicon waste everybody's time on inconsequential matters and distract us from the real issues we have to deal with in email marketing.
» 8 Comments

LOREN MCDONALD
  • Loren McDonald is vice president of industry relations for Silverpop, a leading provider of engagement marketing solutions for both BtoC and BtoB marketers.

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