Gabriel Gastaud says, “The daily work devoted to email marketing programs involves a lot of people and departments. Making decisions is a large part of the job, involving various tests, improvements, and learning effects required at the different stages of the email marketing funnel. Having overall visibility in order to identify the consequences of each action is key in order to ensure improvement of the whole program, and not to simply fix a small patch without understanding its effect as a whole. Key Performance Indicators help you monitor and make decisions. However, not using the correct... [...]

Julia Peavy says, “Have an email database filled with subscribers that aren’t opening or clicking? Or a database full of email addresses that aren’t active with their inbox? You’re likely suffering from Inbox Placement issues. For some time now, we’ve known that Mailbox Providers are looking at subscriber engagement to help determine where to filter a brand’s email. Not surprisingly, we work with a lot of clients to help them understand how a lack of email engagement can affect their inbox placement. Yet, many senders still don’t understand the link between... [...]

Rachael O’Higgins says, “Properly engaging in conversations with someone is the most important part of developing a relationship. Whether these conversations happen via email, text, or social media, it’s imperative to make sure that you say the right thing at the right time to the right person — otherwise your relationship could take a turn for the worse. When building relationships, content and context are key. The same thing applies to building relationships with the leads in your database via email marketing. Poorly written emails, mass-produced messaging, and a lack... [...]

Allie Naughton says, “Consumer testimonials. You either love them or hate them. But regardless of how you feel as a business owner, they have become an integral part of our everyday decision-making. In the mood to try a new restaurant? You turn to sites like Yelp! to read reviews. Searching for a new doctor? You make an appointment with the one your friend or neighbor recommends. We rely heavily on the input of those we trust in order to make these commonplace decisions, and the decisions people make about your product or service are no different. Your potential customers want to know that the... [...]

This is a reminder for AMA’s Email Marketing webinar scheduled on September 11. The American Marketing Association (AMA) is  hosting a webinar with Tom Sather on Thursday, September 11 at 12.00 pm CDT. The topic of the webinar is “Master Your Email Marketing: 10 Secrets from Top Retailers”. AMA team says, “You’ll learn: ​What your subscriber data is “telling” you about your email optimization strategy What steps top retailers take for best-in-class deliverability The best – and worst – email campaigns for open and read rates How mobile technology should... [...]

Daniel Burstein says, “Email by far remains the trusty pack mule for most marketers. This is understandable given the growth within this channel (thanks in part to mobile), which continues to produce a solid ROI. But, as they say, satisfaction is only the death of desire. There is always room for improvement. To save you from the pitfall of merely being satisfactory, here are three resources that will help you optimize your email marketing program and, hopefully, deliver a dynamic customer experience in your next send”. Email Marketing: 3 resources to help you optimize your next campaign MarketingExperiments... [...]

Courtney Eckerle says, “When the marketing team at DaVita Kidney Care started taking notice of symbols popping up in the subject lines of their personal inboxes, they began questioning whether or not these symbols could be implemented in their own email program. Read on to find out how the team set out to integrate this new and off-beat tactic into their testing and how they discovered for themselves whether or not this strategy provided any results from their consumers“. Email Marketing: Cold testing subject line symbols leads to increased open rates for health care company MarketingSherpa  [...]

Daniel Faggella says, “Newsletters are a powerful tool to promote your business and attract and retain new clients. Once you’ve studied your customer database and you know their demographics, you’re ready to go; but before you start, there are some important issues to consider so that you don’t succumb to the same mistakes that many companies do when producing newsletters. Here are some tips to help you avoid the most common blunders. Target Your Readership Don’t produce vanilla newsletters that send out the same information to everyone in your client database“. Are You Messing... [...]

Daniel Burstein says, “A name in a database does not a customer make. You need customers and potential customers who actually want to receive email from you. To do that with your current email list — either for legal compliance reasons, like the Canadian Anti-Spam Legislation (CASL), or to win-back unengaged subscribers (like CNET did) — it may make sense for your company to run a re-engagement campaign. We recently ran a re-engagement and reconfirmation campaign for our Canadian subscribers of MarketingExperiments and MarketingSherpa”. Email Marketing: Compliance-related re-engagement... [...]

Graham Charlton says, “We’ve written a lot on email marketing over the past few years, so here’s some of the best in one handy post.  This post covers best practice tips, useful stats, case studies and reports on the subject. Enjoy!”. 50+ epic email marketing best practice tips, stats, blog posts and more ‘Econsultancy’ Blog  [...]