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Embedding images in an email can be tricky. Columnist Scott Heime walks you through thre ...
In the world of email marketing, there are two types of professionals: those who concern themselves with what makes up a good email and those who concern themselves with what makes an email. Both are important and deserve study by anyone who considers themselves to be an expert email marketer. One of the many things every email marketer ought to know are the major players in ...
Email blasts are a time-honored tradition in email marketing where a business sends one email to thousands of people simultaneously, often unsolicited. It’s an effective means of getting attention, but it’s not the type of attention brands should want. Like a man on a soapbox screaming into a megaphone, the email blasts annoy rather than inform and cause their recipients to a ...
For years, email marketing has been circling around an ideal center without ever reaching it. That center has become known as “hyper-personalization.” Yes, the sought-after email “segment of one,” the email marketer’s Holy Grail — the perfect email campaign. Call it what you will, but hyper-personalization is now the gravitational center of email marketing, and we’re traveling toward it, fast.
Many marketers understand the challenges of connecting with customers, yet some still prioritize promotions and advertising campaigns over what customers actually want and what the brands they serve strive for: one-to-one conversations and enduring relationships with consumers. Brands are increasingly relying on technologies that enable one-to-one conversations with customer ...
Increasing the number of contacts in an email list is a near-universal goal for email marketers. However, many marketers make the mistake of buying lists as a shortcut to the end goal of reaching their quota or in the hopes of increasing their reach and engagement. It may seem like more email addresses will result in more leads, but purchasing lists has the opposite effect.
Competition from e-commerce sites is hurting physical storefronts. Up until now, retail stores have kept customers coming back by creating unique experiences and providing personalized services. Despite this, traditional brick-and-mortar stores are declining across the US. Even New York City’s acclaimed Fifth Avenue is experiencing a decline in retail storefront occupancy rates.
While there are several email metrics you should track, a vital way to gauge the health of your email program is to monitor your email open rates. If your emails are being met with radio silence, it’s safe to say recipients aren’t taking any next steps. With recipients’ inboxes becoming increasingly inundated with marketing emails, this should come as no surprise.
Email blasts can be effective, but only when executed properly. When email blasts are mishandled, brands risk being blacklisted by Internet Service Providers (ISPs) like Google or Yahoo; recipients either mark the messages as spam or the messages don’t meet the ISPs’ authentication requirements, among other factors.
Marketing automation technology is designed to automate portions of the marketing process and provide data that helps marketers and brands determine who to target across multiple outreach methods. But it’s not just a tool; marketers use automation technology to strategize and implement business decisions.
For an email program to be successful, marketers need to analyze and revamp sending strategies, tools and message content at least once a year to ensure recipients are engaged and enjoying the content their brands are sending them. The coming of a new year is a time for resolutions and fresh starts, so it’s a perfect time to reevaluate and revamp email marketing programs.
It can be difficult to cut through all of the email noise during the holidays, but there are certain tips all email marketers should follow to get the most out of their campaigns and to provide their subscribers with the messages they’re most interested in receiving. Practicing good email hygiene and customizing messaging based on your subscribers’ past purchase and engageme ...
Understanding the email ecosystem can be complicated, but it’s an essential element of executing a successful email program. It’s crucial to think of the entire program life cycle and consider all of its moving parts as equals. Email delivery is a moving target, and each aspect of the campaign deserves the same attention to ensure maximum deliverability and ROI.
Personalizing messages through targeted email marketing creates value in customer communications, but sometimes brands can get too personal. Finding the right balance when sending personalized messages to recipients can be tricky. But understanding purchase behavior, knowing when to withhold information and looking beyond opens and clicks will help marketers find that sweet spot.
Social media has firmly cemented its place as a vital marketing tool and has evolved to be much more than just a platform for posting photos and sharing life updates. At the same time, email marketing has grown more important to marketers and has the highest return on investment of any channel. Both email marketing and social media have their strengths and benefits, and mark ...
Millennials spend about six hours a day checking email, according to Adobe. Marketers have the opportunity to capitalize on the amount of time millennials spend reading their emails and maximize their email marketing efforts. But how? To make an impact among millennials, marketers need to break the mold, focus their attention and put the recipients in control of the content they receive.
Every email marketer’s goal is to deliver engaging messages to the people who are actually interested in receiving them. And while that’s easier said than done, it’s an achievable objective that you can reach by understanding the type of mail your recipients want — and keeping your messaging relevant to those insights.
Email marketers inevitably risk ending up on blacklists during email campaigns. But there are ways to reduce your chances and avoid the dreaded blacklist to ensure your mail reaches the inbox. To start, it’s important to understand how blacklists work. Most blacklists use a so-called “spam trap,” email addresses that are used to identify where the spam mail is coming from, u ...