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The Only Influencers Email Marketing Blog

The top thought leaders in email marketing share their insights and thoughts.

Dela Quist: When it comes to subject lines does length matter?

dela_quist

Most of all, differences of opinion are opportunities for learning - Terry Tempest Williams

Background

As some of you may already know, Alchemy Worx the agency I founded in 2001 was recently acquired by SellUp an email marketing agency with offices in NYC and Manila, founded by Allan Levy – whom I have known for many years and respect a great deal. One of the primary reasons for doing so was to free up the time I was spending running the agency full time to spin off the software division of Alchemy Worx into a separate company. The new company, Touchstone Intelligent Marketing exists to help plug 2 significant gaps in the marketing clouds - testing and subscriber level reporting. The 1st of these Touchstone Tests a testing tool that allows you to try out any number of subject lines quickly and without burning out your customer database, is the source of the data I am about to share.

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Email Insights: The Blueprint for Better Performance Testing for New Products and Services

JeanneJenning

In “The Blueprint for Better Performance Testing” I walked you through how I look at an existing email campaign to come up with hypotheses for testing.

But what do you do when you don’t have an existing campaign to look at – what do you do when you’re developing a performance testing plan for a brand-new product or service?

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You Didn’t Hear It from Me…What Every Female Email Marketer Wish You Knew

jenniferlazarus

As the tech industry takes a step forward in actively recruiting more female talent, it often takes two steps back when we hear about Ellen Pao’s lawsuit against Kleiner Perkins or Susan Fowler’s blog post about her very strange year at UBER. While they sympathize and often empathize with these all too common tech stories, women in email marketing often find themselves caught in the middle of this discussion because they straddle the line between marketing and IT. They need to be both technical and creative to effectively do their jobs, and that becomes even more daunting if they have executive management who have little knowledge about their role or who aren’t as supportive as they could be.

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Money on the Table: Lessons Learned From the Leading Subscription Retailers

Money on the Table: Lessons Learned From the Leading Subscription Retailers

By Ryan Brelje, Content Marketing Manager at Iterable

More than 10,000 ambitious companies fiercely compete inside the expanding subscription retail space—with the industry more than validated by the successes of pioneers like Birchbox and Dollar Shave Club, brick and mortar mega stores like Sephora and Walmart have entered the arena and vie for rival market share. In a high-stakes game where customer churn is only one click away, how are these companies keeping their customers engaged while they await their deliveries?

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The Best of the Friday Pitches: August, 2017 Edition

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Every Friday, the OI members get to pitch the Membership on their latest tools and services. This is the August Edition. Dela Quist Says: Many of you will already be familiar with the  Touchstone  testing platform for subject lines and will be interested to hear that we have also developed...
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Not all Email Best Practices are Equal…nor are all of them best practices

Not all Email Best Practices are Equal…nor are all of them best practices

Because email marketers are under resourced, busy people – and often new to the profession or have nobody to show them the ropes – they look to "best practices" as silver bullets that will fix their problems or keep them on the right side the law

Coupled with our history of being associated with spam, it's easy to see why marketers are so focused on following best practices. They use it as a solution to a common problem. The solution becomes a trend, and before you know it, it's promoted to a best practice.

However, I see too many marketers rushing to implement best practices without questioning whether something is truly a best practice, a trend or a bad habit that has evolved into a rule.

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The Evolving Marketing Landscape

The Evolving Marketing Landscape

The concepts of Retention and Predictive Marketing have been around for quite some time; however, at its inception, only the largest stores could afford to invest in this type of data warehouse and management. Over the past few years, solutions have evolved to help retailers gain access to their data and enable retention and predictive marketing, but adoption has been mostly exhibited by innovators and early adopters. Over the past three years, we’ve conducted the Retention and Predictive Marketing survey to better understand trends in the marketplace, adoption of retention and predictive marketing, and barriers and successes retailers, who’ve invested in this technology, are experiencing. This year’s survey was completed by hundreds of retailers, spanning industries and revenue levels. Here’s a breakdown of the results from the 2017 Retention & Predictive Marketing Report.

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Elisabeth Szczokot
Good morning Matthew, and thank you for this article. Do you have any similar information for the Financial industry?
Wednesday, 09 August 2017 14:11
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When the Sh*t Hits the Fan

When the Sh*t Hits the Fan

Anyone who has been in the email marketing industry for any length of time has had this experience: that sinking feeling when you realize that something has gone wrong. Very wrong. Email can be one of the more complicated marketing channels strictly from a technical sense and when your program does something unexpected, or catastrophic, how do you recover? 

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Creepiness Comes in Many Forms. Don't Be Creepy!

Creepiness Comes in Many Forms. Don't Be Creepy!

If you work in B2B, getting spam is a daily occurrence. Not just the typical spam that vanishes into your junk file, but unsolicited one-to-one emails that are just as worthless.  

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“It’s Just Not Pony Enough”: 6 Tips for Improving Communication Between Marketers and Creatives

 

jennings pony"It’s just not pony enough.”

Marketing Manager
My Little Pony

The quote above was the full extent of creative feedback to an email my creative team and I developed for Hasbro’s My Little Pony group back in the early aughts.

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Exclusive First Look: Unboxing eDataSource's Delivery Index

Exclusive First Look: Unboxing eDataSource's Delivery Index

Today we are excited to give you an Only Influencers EXCLUSIVE: the first look at eDataSource’s Delivery Index tool which is launching this week. Delivery Index is similar to products such as Return Path’s excellent Sender Score tool, which has been an industry standard for many years. I sat down this week with eDataSource CEO, G.B. Heidarsson who gave me a pre-launch walkthrough of the product.

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Ezepo

Ezepo
Ezepo : Collect opt-outs. Stay compliant. Protect your brand.   Ezepo provides email/phone opt-out and suppression list management for dozens of networks and advertisers. Built with advanced technology and 20+ years of marketing experience, the platform is as powerful as it is straightforward. Smart tech that’s simple to use? Imagine...
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Jessica Best: Email List Growth 2.0: Why You Should Be-Friend the Media Team

Jessica Best: Email List Growth 2.0: Why You Should Be-Friend the Media Team
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We know that email is a money-printing machine. (Flash to the hundreds of articles that quote the outrageous and unbeatable Return on Marketing Investment.) As I often say with clients and at conferences, “Why wouldn’t you stand in front of the email marketing machine and just put in all your...
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Elisabeth Szczokot
Great article Jessica. Thanks!
Wednesday, 28 June 2017 14:26
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Horvath: To Suppress or Not? Segment!

Horvath: To Suppress or Not? Segment!

List size is a metric that is ridiculous on its own. As every Email Marketer knows, it’s not about the size of the list, but the quality.

The battle over when to suppress users is age old, commonly fought between those who are focused on the size of the list, and those on the email side who understand that inactives hurt deliverability.

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Chuck Davis
Bravo Jody. This is right on and well said. Great Job. Readers - About Jody. Jody is one of the most aggressive in pursuit of ... Read More
Wednesday, 21 June 2017 14:43
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Kath Pay: 5 Ecommerce Customer Segments to Automate and Engage with Email

Kath Pay: 5 Ecommerce Customer Segments to Automate and Engage with Email

Your customer data is a goldmine of information just waiting to be discovered. You know that emails which reflect a customer's data are more relevant and likely to be acted on, but too many marketers stop at basics like name, gender or location.  

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The Best of the Friday Pitches: June Edition

The Best of the Friday Pitches: June Edition

Each week, the Only Influencers members get to pitch the membership on their latest and greatest tools, services, and studies. Here is the June edition of the Best of the Friday Pitches:

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Frady: An Honest Look at Your Career in Email Marketing

Frady: An Honest Look at Your Career in Email Marketing

Being an email marketer is a wonderful career choice. Email marketers are usually key drivers of a company’s revenue and – even more importantly - marginal profit. Being part of a team that continually captures the sentiment and actions of the consumer is a fun space to occupy. Plus, there are enough new technologies in play that make email marketing invigorating.

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Recent Comments
Peter Duffy
Hi Bob, This is a really excellent article - thank you Many B2C brands are keen to explore Machine Learning, and Email marketin... Read More
Wednesday, 07 June 2017 15:57
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Jennings: The Blueprint for Better Email Performance Testing

Jennings: The Blueprint for Better Email Performance Testing

“The most important work in the vocabulary of advertising is TEST. Never stop testing and your advertising will never stop improving.”

David Ogilvy
Founder, Ogilvy and Mather
Considered the Father of Advertising

Sending an email marketing message is easy. But boosting bottom line performance from send-to-send -- that’s a little more difficult. The key to success here is testing.

If you’re not doing any performance testing, now’s the time to start. If you are already doing regular testing, commit to upping your game. Either way, here’s a quick walk through the process my team and I follow to help guide you.

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Are Chatbots the Future of Email? Unboxing Personic

Are Chatbots the Future of Email? Unboxing Personic

What if you could guarantee that you would have 100% deliverability and 3x the open rate for your email marketing programs? That is the promise of some new technology being developed to help marketers deliver the content of their emails in the format preferred by a large segment of the population: chatbots. 

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Why Are Top E-Retailers Still Struggling With Email?

Why Are Top E-Retailers Still Struggling With Email?
Shown to be 40 times more effective at acquiring customers than Facebook and Twitter combined , email remains a top priority for marketers across industries. Engaging users with relevant, personalized messaging is more important than ever when it comes to this essential channel. However, recent research shows that even the...
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