68 results
  • Making Email Delightful
    I was going to write an article about having a good time at the DMV, but decided to tackle a more challenging topic instead: How to make email delightful. Befo ...
  • Is Your Email Attribution Model To Blame For Eroding User Experience?
    Email drives sales. We know this already. How much sales it drives, however, is very often measured with a last-touch attribution model that has outlived its usefulness. If you're relyi ...
  • The Truths Your Email Metrics Don't Reveal
    When you read the latest email statistic as it comes through your news feed each day, it conjures up an image of the consumer behavior the data point depicts. F ...
  • The Prisoner's Dilemma That Is Email Marketing
    As consumers, we all get too much email. That means as marketers, at least collectively, we are sending too much. Now I know it's easy for any brand to poi ...
  • Email's Role In The User Experience
    Why is it OK for brands with graphically modern, visually arresting, personality-forward sites to confirm an email subscription using a simple text email with robotic copy? How often are visito ...
  • How Email Marketing Will Change In A Post-Recession Economy
    Now I'm no economist, but my wife -- who hates spending money and doesn't even play Xbox - just bought us a 55" LCD TV. If that isn't a harbing ...
  • Are Email Marketers Outrunning The Bear?
    There is a joke I frequently tell clients and use in presentations as an analogy for email marketing. Like everyone else I've told it to, you've probably heard it befor ...
  • Trends That Should Disrupt Your 2013 Email Program
    Now is the customary time to make predictions about the trends that will have the greatest impact on the email industry in the coming year. Only this year I'd li ...
  • The Rise Of 0-to-1 Email Communications
    My inbox is losing its voice. Or rather, most of the messages in there have lost theirs. It wasn't long ago that almost every marketing email I received was copywritt ...
  • Facebook Timeline And Email's Brand Narrative
    Facebook's Timeline is remarkable for brands because it allows consumers to follow a brand's narrative almost at a glance. Every piece of content a brand contributes to its Timeline constitut ...
  • Are You An Email Weekend Warrior?
    After the annual August lull when most of the country seems to carve out at least one week to take a vacation, the soccer fields, hockey rinks, and other competiti ...
  • Does Social Content Make Good Email Copy?
    I've written before about how email and social media are similar, in that they are both permission-based channels (or earned media) that require a similar approach to content strategy. B ...
  • Achieving Your Optimal Email Frequency
    Last week I participated in a webinar with an email marketer who said in her presentation that her company sends as many as three emails per day to some ...
  • 37 Things You Know About Your Email Subscribers
    Relevance is the most valued currency in modern email marketing. With countless messages from as many brands reaching your subscribers across multiple channels, the only way to make an impa ...
  • Signal-to-Noise Ratio, And The Rise Of Channel-Specific Content
    "We have to let everyone know about this." That phrase is common in marketing departments of all sizes, across all verticals, around the world. What "this" is could be ...
  • Evaluating Email Through ROR (Return On Resources)
    Return on investment (ROI) is the metric marketers most commonly use to compare ads, campaigns and even entire channels. ROI makes sense for evaluating marketing when the primary input ...
  • How Facebook's New Timeline Brand Pages Affect Email Marketing
    Facebook has announced that it is moving all brand pages to Timeline at the end of the month, leaving marketers with only a few weeks to rework, redesign and otherwi ...
  • Email + Social Integration: It's About Testing, Not Technology
    For a while, the concept of email + social integration was limited to discussions about how to use email to bolster your social media programs, and vice versa. Fast-forward ...
  • Email + Social's 'Chuck Fruit Moment'
    I was working at the Interactive Advertising Bureau a decade ago when I first heard the term "Chuck Fruit Moment." Chuck Fruit was the head of marketing for Anheuser-Busch ...
  • Attention, Not Permission, Makes Email Strategic Communications Asset
    We refer to email as a permission-based channel, but permission is not really the objective of an email program. It's the cost of doing business, to be sure. Before anythi ...
  • The Newsletter Renaissance
    Most email marketers I talk to are much more mindful of inbox clutter than ever, and many are taking steps to cull the number of messages they send out ...
  • Email + Social Integration: More Useful Than A Holy Grail
    Combining email and social media has become a sort of Holy Grail quest for marketers and the vendors who support them. It is an apt analogy. Combining the conversation a ...
  • The Differences Between List Size And Audience Size
    What accounts for the delta that some companies see between the people whose email addresses they have, and the people whose attention they have? Here are some thoughts... ...
  • There is Always Room for Respect in a Full Inbox
    By acting like a decent member of a society, email marketers can achieve a competitive advantage. Respect also speaks to relevance, as it shows an unwillingness to waste a subscriber ...
  • Skeptics, Scourges And Scallywags: Marginalizing Your Email Program's Internal Challenges
    We all know email is hard. Deliverability challenges, narrowing windows of attention, increased clutter, multiple platforms and devices all conspire to drive even the most seasoned email marketers to MediaPo ...
  • The Permission Of USPS, Or The Anticipation Of Fedex?
    Permission is a fundamental tenet of email marketing, of course. It's the cost of doing business, but is only the first step in the relationship between your brand and subscriber ...
  • If Your Email Were A Novel
    There is a lot we can learn from the novelist's craft when approaching our own, not the least of which is to think of email as a craft, and n ...
  • When Best Practices Are Not Good Enough
    A couple of weeks ago, I got an email from a division of one of the country's best known direct marketing agencies, informing me that I'd been identified from with ...
  • Would You Read This Column If It Were About Super Bowl Ads?
    As email marketers, sometimes the lure to be topical is too strong to resist. To wit: do a search in your inbox for "Valentine" in the subject line. (Repeat ...
  • Three Tools To Boost Email Engagement That Don't Exist Yet
    As digital media go, email isn't typically exalted for its cutting-edge progressiveness. You know what they say about the winds of change, though -- they blow. As the landscape shift ...