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Posted by on in The Email Profession

I’ve admired many people in this industry for many years, some with more public backgrounds and contributions than others. But you always wonder what drives these people to be so vocal, what is it that they want to leave an imprint on for our industry and what big things not necessarily tied to the industry that they aspire to do to improve our world. 

I believe it’s more than professional success, or recognition or being on stage.  So, I thought I’d ask some of my favorite insiders; What is your legacy?  What is your Oprah Moment? and Why are you so vocal in the industry?

Here’s a transcript from those conversations with some well known people with far different backgrounds:  Jeanne Jennings, Derek Harding, Bob Frady, Jaffer Ali, Loren McDonald, and Ryan Phelan.

Jeanne Jennings:

Quick Bio

I’m Managing Director of Digital Marketing for Digital Prism Advisors and a recognized thought leader on email marketing strategy. I began my career in the late 1980s with CompuServe, moved into the publishing industry with the advent of the World Wide Web and spent 12 years as an independent consultant serving clients that included Hasbro, the National Education Association (NEA), Scholastic, Verizon and Weight Watchers International.

Why are you so vocal in the industry?

I feel so blessed that I am invited to speak and write about my work. It’s not about my ego. Don’t we all want and need to feel that we have something of value to contribute? My email marketing knowledge is one of the things I have. It’s nothing near curing cancer (I started college pre-med but graduated with degrees in economics and political science) but it’s something. 

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Tagged in: Email Profession

If your company is in a very price-competitive industry segment, you are probably stuck on the promotion treadmill. On the promotion treadmill, every day is another set of promotions, you are forced to send emails more and more often to help make sales goals, and every email screams a discount. You're probably tired of hearing all the best-practice advocates telling you to jump off the treadmill and send lifecycle emails for engagement. Even if you think they have a point, that's not your decision to make. Your job is to move the needle on sales while still sending out the constant hail of promotions.

 Here are five things to try when you have no choice about sending whole-house promotions, and you need to improve your results:

Last modified on
Tagged in: Email Strategy

Email Strategy: How Much Segmentation is Too Much or Not Enough?

You probably know by now that segmentation improves email marketing performance significantly, so if you’re still operating primarily in “batch and blast” mode it’s time to start slicing and dicing your subscriber file. Marketers that practice list segmentation see better open and click-through rates, fewer unsubscribes and better deliverability. The reasons are obvious: segmentation creates discreet audiences we can laser-target with offers, creative, and information crafted specifically for them, at just the right time. This in turn improves relevancy and response, while decreasing complaints or blocking. Who among us doesn’t want to see more of this kind of email in our inbox: messages that speak to us as if we’re the center of attention, and show up at the perfect moment (or not at all?)

So let me begin by addressing the easy part of the above question: how much email list segmentation is not enough? Zero segmentation for one – so get on with it already! I’d also suggest if you’re not segmenting by at least these key attributes, you’re leaving opportunity on the table:

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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 advanced personalization in email, India is leaving no stone unturned to win the email game.

A decade back, when internet penetration was low and e-commerce wasn’t so fierce, things were different. However, things have changed drastically over the years.

Internet Penetration is booming

Internet penetration in India is as low as 19%, but given the large population; even 19% amounts to a huge user base that can’t be neglected. In 2001, there were about seven million Internet users in India. That number is estimated to cross 550 million in 2018!. Mobile internet is really the game changer in India. One of the recent reports by the Internet & Mobile Association of India (IAMAI) and IMRB International expects mobile internet to cross 350 million by June 2015.

Talking about email, 33% India Marketers think that over 50% of emails are viewed on mobile devices, seeing a YoY growth of 25%. BFSI (Banking and Financial Services) sector is on the forefront with 39% BFSI Marketers’ reporting the same.

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Tagged in: International Email

Posted by on in Email Strategy

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 popular, yet now almost comically reviled. You can’t pick up an entertainment magazine without a little Cruise-hate. You can’t pick up a marketing publication that doesn’t attempt to eviscerate BB and basically tell you that you’re a moron if you use it.

Guess what. I like BB. In fact, I don’t just like it. I LOVE it.

I love BB so much that I’m convinced that if you’re not using it, you’re taking money…out of your own pocket.

Why do I love BB? Here’s a few reasons…

1. It works

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Last modified on
Tagged in: Email Strategy

Insights from Todays Leading Email Marketing Experts and Thoughtleaders