My ideas on how to deal with unpredictability in email marketing in the year ahead As your local Greek philosopher never tires of telling you, the only constant is change. Many industry experts devote the occasional post or two in …..
Latest statistics reveal the importance of the primary inbox We talk a lot about getting delivered into THE inbox. But the days of “one person one inbox” are long gone. If you make it into my Gmail account, you join …..
Design and campaign ideas for the holiday season Any self-respecting article on holiday email marketing needs an obligatory comment about the number of shopping days left. Or some reference to sleighs and deliverability. Done. It’s tough thinking of new things …..
UK DMA’s survey reveals key insights for email marketers One of the challenges for email marketers is to stop thinking like email marketers. A lot of assumptions about best practices are based on our collective view of just what’s going …..
Three examples where absolute email marketing truth is…relative As the original “killer app”, email marketing has accumulated a lot of truths and best practices through its long history. Some of those survive because they remain relevant, but some persist simply …..
Can email marketers learn from how social media marketing is evaluated? In a recent article on evaluating social media, Jay Baer argues that our obsession with high-visibility numbers like “Followers” or “Likes” leads us to make false assumptions and wrong …..
How to approach content production for your emails Last time out, I suggested four reasons why you might add content elements to your traditional, “promotional” (retail) emails. The trouble with this kind of advice is it sounds great in theory, …..
Part 1 How content can help you succeed in the inbox A lot of retailers are pretty good at “doing email marketing right”. A nice subject line, nice offer, nice call to action, nice numbers in your campaign reports. The …..
Approaches to increase the value of your email messages Part 2 When resources are scarce When we try to make email more valuable for subscribers, we tend to focus on technical and transactional optimization. Which means we focus on making …..
Approachs to increase the value of your email messages Part 1 Emotional value Subscribers give you an address, attention and access to the inner sanctum that is their inbox. And they expect something in return. Some kind of value from …..
