Best Practices: Email Strategy

Why I Love Batch and Blast

Bob FradyBatch 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…

Email Vendors: Tools and Buying Guides

Hey ESP's: Give us a Like/Dislike Button

Putting the Preference Center in the Body of the Email 

dislikeNo one goes to Preference Centers, says the common wisdom. But how about putting a preference center in the body of the email? What about implementing a Like/Dislike Button, so that customers can opt out of certain types of content, without unsubscribing from the entire list. Or is this really a matter of "Over-Targeting", and wouldn't the problem be better solved integrating "recency" into your sending algorithm? The Influencers debate both sides of the topic.

This resource is for OI members only. Consider becoming a member of Only Influencers: Only $20 a month, cancel at any time. Learn More Here. 

Email Vendors: Tools and Buying Guides

The Cost of Switching ESP's

What are the REAL costs of switching ESP's? What are the cost benefits? What are the hidden costs and is it worth doing in the first place?

If you are considering switching ESP's don't do anything until you've read this indepth discussion by people who have switched ESP's multiple times. Included is a checklist of things to be aware of before, during, and after the swtich, the true benefits of switching from a revenue standpoint, effects on deliverability of switching, and how to prepare your team for the switch.

This resource is for OI members only. Consider becoming a member of Only Influencers: Only $20 a month, cancel at any time. Learn More Here. 

The Email Profession

The Disconnect between Email Programs and Retargeting Programs


Why are brands re-targeting current customers? Many retailers are dealing with legacy systems, poor IT support, and multiple vendors which is creating a confusing Brand Experience for the customer. What does the Right Hand not know what the Left is doing in Retail Marketing. In this informative discussion, the Influencers discuss the problem and its complexity

This resource is for OI members only. Consider becoming a member of Only Influencers: Only $20 a month, cancel at any time. Learn More Here. 

Welcome to Only Influencers: The World's Leading Community for Email Marketing Professionals


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. Only Influencers is curated by industry veteran, Bill McCloskey.  

Members have found Only Influencers it to be a safe, trusted environment for email marketers to discuss sensitive issues. They openly share and exchange information with their peers, confidentially and privately.

Membership is $20 a month or $200 a year.

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)