Jason KleinGoogle's New Audience Targeting Tool: Get on the Data-Driven Bandwagon or Get Left Behind

by Ali Swerdlow

"To not have an email address is the digital equivalent of being homeless. Without an email address, you cannot shop online, bank online or engage with social media."

Last week, Google announced a new service that will enable advertisers to target ads based on the email address. In the wake of this innovation, we spoke to leaders in the email marketing space to learn how the move will potentially impact email practitioners. After all, there are a number of similar tools, such as Facebook’s Custom Audiences and Twitter’s Tailored Audiences, already in market. But it’s the almighty Google that’s drawing attention to this non-cookie based marketing technology. With so many players in the space, is Google too late?

Continue to read about Googles New Audience Targeting Tool

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"To not have an email address is the digital equivalent of being homeless.

Without an email address, you cannot shop online, bank online or engage with social media."

Dela Quist, Founder, Alchemy Worx 

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Cart AbandonmentDiscussion: Cart Abandonment Emails; Big Brother Marketing or an Essential part of the mix?

This week we had a new post by Mike Parry, CEO of Display Block
"In their June 2014 report on “Abandoning shopping cart” BI Intelligence discovered 58% of people said they abandon because shipping costs increased the price too much. 57% said they wanted to get an idea of the price including shipping. 55% said they weren’t ready to purchase and wanted to save the basket for later! 50% said their order didn’t qualify for free shipping and 37% complained shipping costs were shown too late in the process.”

Mike discusses varies ways to capture the email address during the carting process but goes on to suggest that the same techniques can be used for browse abandonment: "undertaken type of automated email which has very few statistics available with which to wow you. However, if it is accepted that basket abandonment works then it’s a very small leap of faith to suggest browse abandonment will also work"

I wonder how people feel about both cart abandonment emails and browse abandonment emails. Are these techniques too spammy or a necessary part of email marketing? 

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Friday Pitch Day

Every Friday, OI Members get to Pitch their Latest Products

The Pitch


Traditionally, HitPath has served affiliate networks, and that is still how people know us best. However, as the tracking space has evolved, we have diversified our client base and adapted to serve ecommerce sites, brands, and anyone who is looking to track, segment and analyze the digital customer journey. While our platform is highly customizable, the most common application of HitPath for our non-network client is in taking control of the direct management of an affiliate or customer referral program internally. If any of you feel a lack of cohesion in the way you track multichannel campaigns, I would like to discuss it further.
Cari Birkner, Vice President of Business Developement, Hitpath

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Discussion: Is Predictive Analytics the Future?

Predictive analytics

I’m pleased to announce we have a brand new OI blogger this week: Sandy Hathaway, CMO and Co-founder of AVARI. In her inaugural post “Attention CMO’s: Get Technical or Die”  she mentions that "70% of email marketers don’t have time to think about subject lines, and only 5% use advanced analysis techniques.” 

Her thesis is that CMO’s need to get up to speed with predictive analytic techniques: "Enter predictive analytics. Why guess and test when a machine can capture infinite amounts of data about your customers and campaigns, run that through an intelligent language database, and produce better subject line variants for you? It may sound futuristic, but it’s already a reality. What’s more is that after a campaign, that data goes back into the model, and machine learning makes every subsequent subject line recommendation better and better.”

Enjoy the article, and many thanks to Sandy for her contribution. 


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Only Influencers is a "Curated Community" for Email Marketing Professionals: each member of each community is vetted and invited to join based on their background and qualifications. The community is a broad mix of brand marketers, freelancers, entrepreneurs, vendors, publishers and thought leaders. If you have a question that you need expert advice on and a quick answer, Only Influencers is your place. To Register and become a member of Only Influencers, please click on the Register to Join Button at the top of the screen.

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About Bill McCloskey: Bill McCloskey has been affectionately called The Godfather of Email* and since 2003 has been instrumental in driving awareness of the email marketing industry. He founded and launched eDataSource, Inc, the first email intelligence company and was the first person to write exclusively on Email Marketing when he pitched Mediapost on the idea of writing a weekly column based on the data he was collecting. He began the Email Insider column (the first of the Mediapost “insider” series) and went on to develop and host the Email Insider Summit with Mediapost and is Chairman Emeritus of the conference).

Bill has twice been a finalist for the EEC’s Stefan Pollard Memorial Marketer of the Year Award.

*(Rebel’s Guide to Email, D.J.Waldow)

2014 Email Marketing Salary Guide


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Broken down by title, gender, years in business, age.