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Email Strategy

Shown to be 40 times more effective at acquiring customers than Facebook and Twitter combined, email remains a top priority for marketers across indus...
The following are the results of a recent poll by Marketing Democracy and Only Influencers: what are marketers opt-in practices following an Online Pu...
When I first started writing this post, it was going to be a comprehensive guide to everything you need to do to get your marketing email messages to ...
In this day and age, digital marketers have the ability to be pickier than ever when it comes to new software. For every marketing problem, there are ...
It’s now 2017. We marketers have been chanting for “More data!” for years… and I think we can agree: we got it. Marketers use between 3 and 15 (!) dat...
From time to time, the discussion on the Only Influencers' Email list turns to whether we as marketers need to be complex or not. Some email marketers...
In the middle of rushing to send the latest announcement, update, sale email or whatever, it can be easy to forget the “who” and the “why”. But to max...
“I have more than enough time to do everything I want to do to make my email marketing program more effective.” -- said no email marketer ever  ...
We talk a lot about how to wake up inactive subscribers and customers, but none of the usual strategies and tactics tackle one of the root causes: You...
Email automation is not the panacea for email marketing that many articles seem to suggest. The story goes “buy a leading edge automation platform” an...
Open rates across industries average somewhere between 20% and 25%, depending on which benchmark you look at. Not everyone is lucky enough to meet or ...
Last week I was honored to be included on a list of ’The 20 Best Email Marketers You Should Follow and Steal From’ published by GetResponse. A colleag...
Last Thursday, people sat down with family and friends to celebrate Thanksgiving and eat their hearts out. Whether the tradition is to eat turkey, tof...
The just-concluded Presidential election was – in a word – interesting. As a marketer, it was fascinating watching two diametrically opposed candidate...
Digital marketing leaders continue to promise consumers a true 1:1 personalized interaction. We have all said it, preached it, and many of us have it...
We already know that email can form the hub of your digital marketing program, with the email address housing all of your information about each custo...
“Why is my mail being blocked if I still get spam?” It’s almost an inevitable question when handling delivery issues. I understand why I get it so oft...
68% of online shoppers abandon their carts. Sad, right? All those lonely, forgotten products… not to mention all that potential revenue your business ...
As you head into the frenzy of the holiday email-marketing season, take a minute to step back and appreciate email's great strength as the original di...
Some of the most effective email marketing campaigns are actually based on very simple ideas. Here’s a campaign that took very little effort but gener...
The way we test today only works with batch and blast In the last few years digital marketing has been transformed. Marketers have moved from sending ...
As the holiday spending frenzy approaches, digital marketers should have a multi-point plan to capitalize on the busiest season of the year. If you do...
It’s been just over a year since EEC 2015 and the panel on deliverability during which some of the largest inbox providers gave the audience some valu...
In case you missed it, using email newsletters to do content marketing is a thing. But not everyone is finding it to be effective. Many times the issu...
By now, you’ve played Pokémon Go. And if you haven’t, you’ve witnessed someone who is playing it. Welcome to the world of mainstream augmented reality...
Pokemon Go became the top downloaded and top grossing app when it was released three weeks ago. It already has more Daily Active Users (DAUs) than Twi...
I recently signed up for two very different email lists, Pottery Barn and Chubbies. Why on earth would I add more email to my already exploding inbox?...
Having been on both the brand and vendor side – and having been part of multiple decisions to evaluate and/or change ESPs (hint – it’s not as hard as ...
The possibilities and potential for machine learning never fail to amaze me, whether they could make my personal life easier (now my kitchen appliance...
I love when a marketer asks, "how should we measure this?" Sometimes we get so caught up in opens, clicks, visitors, impressions, and all the other ea...
With endless approaches christened “best practices” and infinite blog posts on the latest email optimization tactics, it can be difficult to determine...
First things first, I can’t stand the “email is dead” myth. It’s something circulated by traditional media, who love calling things dead to put us off...
We continue our series of featuring some of the speakers at the upcoming Email Innovations Summit. Jeanne Jennings will be participating in the "Hangi...
“It depends; you should test that” has to be the most frequently used answer to any email marketing question. And it’s not entirely unreasonable. What...
"Machine learning" has moved out of science fiction and into real-life applications, like powering Tesla cars that run on autopilot and robots that ca...
Many companies struggle with measuring the impact of email on their organizations. As a result, it’s consistently undervalued as a tool in most market...
I’m starting to cringe every time I hear the phrase, “We could segment our audience based on that data”. People hear that phrase and eyes light up and...
The 3Q 2015 Email Trends and Benchmark Report was released by Epsilon earlier this month. If you haven’t seen it, it’s worth taking a look at – readin...
Coupons are a good way to attract shoppers back to your website during the festive season and January sales. Coupons are known to drive loyalty, and c...

A compendium of OI Blog articles on everything you need to know to get started with Drip Marketing.

I say automation, you think robotic, right? No wonder. Experienced marketers and consumers alike receive corporate-heavy copy in their messages nowada...
In a past Only Influencers article Automated Marketing: Drip vs. Nurture, the author argues that there are drip campaigns and there are nurture campa...
There are a lot of opinions flying around about drip marketing campaigns. Some people love it, some people hate it, and some people don’t know how to ...
If you’re like most e-commerce and other online merchants, you depend on regular (and often frequent) promotional campaigns to drive sales. These camp...
DRIP campaigns have been shown to improve open, click-through and conversion rates, as well as deliver higher revenue per sale than business-as usual ...
It’s August here and the Bay Area is going through one of its rare heat waves. Over the weekend, temps reached over 100 at our house, which normally n...
As consumers, we cringe at the inexorable tidal wave of holiday ads headed our way. As marketers, we contribute to it. For email marketers, there’s a...
If yours is a retail or e-tail business revving up your holiday email marketing engines, this advice is not for you (but good luck and Godspeed!) If o...
Well, it’s past that time of year again. Yes, past. Many companies start planning for the holiday season back in March, so if you’re just starting now...
If you haven’t started your U.S. holiday campaign planning, it’s time to get cracking. To help you move things along, I’ve outlined the major online s...
Anyone have current figures on email reading on their PC vs. tablet vs. mobile?  I realize this is a basic question, so if there's some standing ...
Everything You Every Wanted to Know about Mobile Email: A Compendium of the World's Best Free Resources for Learning about Mobile Email Marketing ...
Article by Tracey Gordon, VP Client Services, and Paul Gordon, co-founder, Bubblebox. The elusive millennial demographic has been hot on every digital...
If your company is in a very price-competitive industry segment, you are probably stuck on the promotion treadmill. On the promotion treadmill, every ...
"You probably know by now that segmentation improves email marketing performance significantly, so if you’re still operating primarily in “batch and b...
With almost 122,500,453,020 emails sent every hour in India, email is alive and here to stay for long. While marketers across the globe are embracing ...
Batch and Blast – the process of sending out email with little to no segmentation – has become the Tom Cruise of the email industry. Once white-hot po...
Last week, organic grocery giant Whole Foods announced its plans to open a low-cost grocery chain targeted at the millennial market. The concept, acco...
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 shippi...
Despite all the talk over here about the EU Data Protection Reform, with its unknown content and unknown timescales, we’ve been relatively calm and re...
"Personalization is under attack. Not the act of personalizing messages to be more relevant and valuable – just the word itself. A recent Buzzfeed art...
Did you know that sometimes your users will open email on a mobile device? I know, it was a shock to me too. But here we are in 2015, and after at lea...
Ever since the final session at EEC 2015, it’s been a seismic few weeks for the email community when it comes to understanding deliverability from the...

Download the 2015 MAAWG Sender Best Common Practices White Paper

"EEC15 proved that Dela and the people who have discovered that sending more results in higher sales - despite the misgivings of a large part of our e...
We need to talk about how we measure success when it comes to mobile email. The email experience today is miles apart from the one ten years ago – the...
Quick: What’s one thing everyone reading this article has in common (other than this article?) We all have a smartphone. Furthermore, I’m fairly certa...
"The best tips I can give you this holiday season is to spur your creativity with example of past programs that did more than offered shopping experie...
"Email. It’s “antiquated,” always on the verge of dying and if you ask what the internet thinks of email marketing you will find that 74.9% find it ne...
When looking to China, and in excess of a half billion consumer mailboxes , it is no surprise email marketers will identify substantial opportunity, t...
Marketing in China offers several opportunities. The overall market huge and wealth is on the rise – two factors that are especially attractive to int...
I’ve been lucky in my career – I’ve been brought in three different times to turn around and/or grow an email program. Two were (and are) rousing succ...

"Here’s what’s on the 2015 “to-do” list of these top marketers, and should probably be on yours as well."

The practice of marketing has long searched for the ideal, one-to-one, marketer-customer communication channel – one that would allow two-way conversa...

How to Maintain Consumer Confidence and Trust When Selecting a Mobile Program Provider.

Vendors that focus on the acquisition of email addresses have been shamed for too long. Admittedly, the email acquisition space is rife with vendors o...
Last year was a big “rethink” year for email, after clawing its way back into the limelight as the reigning champion of digital marketing. Mobile emai...
Last week I had the opportunity to speak at an Atlanta Interactive Marketing (AiMA) event on must-have marketing automation tools. Marketing is about ...
What’s the first thing you think of when you hear the letters “RFP”? Chances are it isn’t something good—unless, of course, you work at The Relevancy ...
It’s holiday email season! Right about now is when I start having a hard time managing my personal email – there are quite a few brands in my inbox an...

If email isn’t your number one priority, it’s time to shift gears and focus solely on email.

Spamtraps are considered by many as the gold standard in proving that someone is a spammer. Secret emails/honeypots/blackholes are the canary in the e...
Getting customers to opt-in to email communications is a priority for many companies as a means to increase revenue. However, email also serves its pu...
I love "what if" games, don't you?  Recently, in a group to which I belong, this question was posed:  What if the boss gave you $10,000 to i...
There may come a time in your career as an email marketer where you’ll be presented with a (legitimate) list that you need to integrate into your data...
As email marketing experts, we all know that if the present and future direction of email marketing could be summed up in one word, it would be person...
The proliferation of SaaS solutions into the massive and ever-growing cloud ecosystem has been godsend for digital marketers for more than 15 years. T...
We’re almost there; Black Friday, Cyber Monday, and every other day from Thanksgiving to Christmas will fill up with online shoppers looking for those...
"Browse abandonment emails are straightforward, focused, real-time emails to offer help and call shoppers back. They are different from newsletters, a...
The demands and expectations to boost sales during the holiday season are inevitable. Whether your business is retail, publishing, media, entertainmen...
Suddenly September is here, Fall is closing in, and Holiday 2014 is right around the corner. As of today, there are 85 days left until Black Friday, t...
"One of the joys in being a digital/email marketer is that you don’t have to rely on opinion. You can simply run some numbers and decide for yourself....
Recently fellow influencer Bob Frady talked about “Why CASL is Bad Law“ and one that really isn’t going to stop spam.  Canada ranks as the number...
There are dozens of sources, methods, and tactics to grow your email subscriber list, and we all know that not all of them are equally effective. Mark...
"While CASL seems well intended (What? You like spam so much that you won’t try to stop it? You must be a spammer!!!!) it’s a lousy piece of legislati...
For many of us in the email marketing profession, customer interaction equals B2C. Tens of billions of marketing emails are sent every day – to consum...
"When it comes to B2B email strategies, here’s 9 things that B2B marketers need to consider when preparing content for their campaigns." ...
"While mailing subscribers is indisputably important, there are several reasons why the importance of capturing email addresses has nothing to do with...

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