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A few times a decade, a trend emerges that changes the face of marketing. Over the last couple of years, we’ve heard a lot about industry buzz topics like personalization, attribution and multi-channel engagement. As these concepts continue to evolve,...
Last week, Brian and I attended the 2015 Email Evolution Conference in beautiful, sunny Miami. In addition to the brilliant weather, five-star accommodations and a balmy, evening yacht excursion (a nice treat before heading back to a frigid Chicago), we...
Take a few hundred email marketing professionals, add salt water, sunshine and the beautiful Miami InterContinental, and you’ve got yourself one heck of a party. Yesterday marked Day 1 of the 2015 Email Evolution Conference hosted by the Direct Marketing...
It’s no secret targeting your email messages toward your audience increases engagement. By understanding your personas, and crafting your messages around their specific wants and needs, your company can foster trust and grow brand loyalty. But, how do you determine...
As the old cliche goes, you’ll never get a second chance to make a first impression. When it comes to email marketing, a stellar first impression can transform a new prospect into a lifetime customer. Your welcome message is one...
Marketers are obsessed with analytics. We eat, sleep and breathe reports-continuously sniffing out any hint of success or potential failure. We want to know what we’re doing well, and where we could improve to ensure we’re making the most of...
Ah, the customer lifecycle-the guiding light of any email marketing campaign. Without this information, marketers would still be sending outdated, one-size-fits-all messages and enduring excruciatingly low click-through-rates. The truth is, customers have different needs at different stages in the purchasing...
In this digitally driven, highly social age, personalization is an essential component to any email marketing campaign. Because your subscribers encounter thousands of messages online every day, the only way to win their attention is to tailor your content to...
The holiday decor has been boxed up, the New Year’s Eve confetti swept away and, one by one, your team members have returned from their holiday travels. There’s a certain excitement in the air at the beginning of a new...
Imagine if we substituted proven methods for gut instincts. If you were a scientist trying to figure out which hand soap is also the best germ killer, you wouldn’t ask five people to wash their hands with a different soap...
Once customers stop engaging with your messages, it’s easy to pass them off as inactive. In an effort to preserve your sender reputation, you likely pluck these addresses from your lists and leave them to gather dust within your inactive...
As marketers, we’re perpetually working to better understand our audiences. Regardless of the size of your company, a better understanding of your audience leads to meaningful engagement-which leads to greater revenue per customer. However, understanding your customers requires a great...
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