• 5 Ways Email Will Evolve In 2017
    There's been quite a bit of transformation for email in recent years. Here are five important changes to watch for in 2017:
  • Field Guide To 'Dear %%Name%%' Personalization
    A marketer recently asked for advice about how to handle salutations and personalization for a consumer brand's email program. I hear this question often from clients and other marketers because, as with many aspects of email marketing, there is no straightforward best practice. The following questions will help you map out a strategy that will work for your email program.
  • Not Everyone Is Your Customer
    As we near the end of 2016, I spent time reflecting on topics I wrote about this year, with a couple of simple conclusions: Your inspiration is contextual to what's happening now, but without a well-thought-out plan, you will never scale your ideas.
  • 6 Steps To Planning Meaningful Consumer Journeys
    Building long-term customer relationships is a key path to profitability and return on marketing investment. Brands struggle, however, to create meaningful journeys that are helpful to customers. There's a compelling reason for you to prioritize this effort now, though. Forrester Research states that customer-experience leaders grow compound average revenue growth at 17%, vs. customer-experience laggards at 3%. Here are six steps to map your customer journey:
  • Does The Zodiac Drive Your Email Program?
    What's your sign? Worst pick-up line ever, right? But if you haven't heard yet, your once go-to answer now needs to change. Turns out everything we have believed about the signs of the zodiac has been wrong.
  • People-Based Marketing: What's New?
    People-based marketing (PBM) is likely one of the buzziest buzz words in the ad-tech space right now. Though it's actually been around for years, PBM is helping clarify ambiguous terms like "omnichannel marketing," "mobile marketing," "cross-device marketing," or something CRM people have used commonly for years. There's a few reasons why this is taking shape and why it's important:
  • Reducing Damage From The iOS 10 List-Unsubscribe
    By now, you're undoubtedly seeing the effects of Apple's list-unsubscribe feature in the iOS10 release in September. With the major release, Apple prominently positioned an unsubscribe mechanism at the top of emails sent from bulk senders with a message that reads, "This message is from a mailing list."