There’s ample data to support the effectiveness of email marketing — in particular, email newsletters — yet it seems to have lost its appeal among marketers. Although a lot has changed since the “old days” and it may be more challenging to command attention in the inbox today, the reality is that email is not … Continue reading How To Make Email Newsletters Really, Really Effective
Category Archives: Email Marketing
Monetizing Email Post-Click
When publishers think about email newsletter monetization, the first things that come to mind are usually list rentals, sponsorships, and display ads. While these typical pre-click monetization tactics work well, they often have inherent risks such as subscriber disengagement, list attrition and deliverability issues. What if there was a more elegant way to monetize email? … Continue reading Monetizing Email Post-Click
The Three Ingredients to an Email Auto-Responder Sequence That Sells
Sending an automated, calibrated series of messages to get a customer to take action is nothing new. However, startups often consider the value of their marketing to be the value of their product, and sometimes consider “marketing” (particularly anything “outbound”) to be either ancillary, or outright annoying to any potential customer. Email sequences, however, can … Continue reading The Three Ingredients to an Email Auto-Responder Sequence That Sells
Don’t Throw Email in the Trash
From before the dawn of the internet, email has been a central part of online communications. Its roots can be traced back to the 1960s and the oldest email standard still in popular use (POP3) originated in the late 80s. Thanks to its ubiquity, email has been turned over to many uses, and suffered from … Continue reading Don’t Throw Email in the Trash
Don’t Use The Wrong Metrics To Measure Success
In the new second edition of my book, “Email Marketing Rules,” I focus more on measuring success than on anything else except permission. That’s because too often email marketers are using the wrong yardstick to measure the effectiveness of their programs. Here are three examples of how success is often measured incorrectly, leading to underperformance: … Continue reading Don’t Use The Wrong Metrics To Measure Success
5 Emails Which Drive Value and Response
We all struggle to create emails that are worthy of being opened. We have to overcome the instinctive “Delete” reflex by our customers and prospects. Following are 5 opportunities for emails that provide value, engagement and drive response. 1) Triggered messaging Triggered messages (meaning those that are personalized, real time, or event related such as … Continue reading 5 Emails Which Drive Value and Response
Your Ultimate Guide to Fall Email Marketing Trends
Once the ugly stepsister of the marketing world, email marketing has made huge strides in 2014. Don’t take our word for it; recent email statistics prove email marketing is here to stay. As of 2013, there are nearly 3.9 billion email accounts worldwide, with that number expected to increase to 4.9 billion by the end of 2017. It’s important … Continue reading Your Ultimate Guide to Fall Email Marketing Trends
Non-Traditional Wins
Email marketing can at times be a really thankless marketing channel. Email folks are typically under-funded, understaffed, work in the “red zone” more than half their waking life, and live in a world of vendor arbitrage. The challenge working in this type of environment is that “wins” are really hard to define and repeat, and … Continue reading Non-Traditional Wins
Connecters Vs. Influencers
What’s the difference between a social connecter and a social influencer? One seems to be a component or a necessity of the other. Naturally someone must be connected and have reach to have influence, right? What if I told you that within your social graph, there are those who are connected to a lot of … Continue reading Connecters Vs. Influencers
Four More Vacation Lessons for Email Marketers
Travel broadens the mind, so the saying goes. In my case, it also sharpens my views on issues that are important for successful email programs. In my previous Email Insider column, I shared strategies for using email as a discovery tool based on an excellent wine recommendation. But that wasn’t the only time I gained … Continue reading Four More Vacation Lessons for Email Marketers
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