Jenna Tiffany: The top 3 things to watch out for when using Marketing Automation

Jenna_profile2_headshot_colour

Marketing automation is wonderful. It’s taken so much of the hard work away from marketing departments that it’s tempting to sit back, relax, and let the software run the show.

But let’s not forget that marketing automation isn’t there to replace human marketers. It’s there to enable them. The software can only work with what you give it, and it can only do what you tell it to. So it’s easy to make mistakes!

Here are three of the most common issues to watch out for when using marketing automation:

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Must Read: Even GDPR Can't Kill Email

kath_pay

On rare occasions Only Influencers publishes an article so important to the future of email marketing and its stakeholders that we label it "Must Read". Todays rebuttal, written by Kath Pay and Tim Watson, of a recent CNBC article is one of those rare occasions.

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Recent Comments
Andrew Kordek
Kath....amazing article and super helpful to everyone in the industry.
Wednesday, 11 July 2018 14:36
Kath Pay
Thanks Andrew! I really appreciate you letting me know.
Wednesday, 18 July 2018 09:34
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Kordek: Get the Attention and Investment Your Email Program Deserves

kodek

I spend a lot of time speaking at conferences and events, which gives me the opportunity to talk with email marketers across the country. While the cities may change, I often hear a similar refrain: I’m understaffed and undervalued. People in my organization give very little attention to the email program .Every year I am continually tasked with growing lists and the program while budgets remain flat and patience amongst stakeholders wears thin.

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A/B Testing That Lifts ROI: Not All Testing is Created Equal

JBest

It’s so prevalent in the industry that it’s become a running joke. When someone asks what the best, highest, fastest, most impactful tactic or strategy is? We say, “Let’s test it!” Not sure how to show your team that your brilliant idea is the right way to go? Better test it.

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4 Common but Serious Email RFP Mistakes

chris_marriott

RFPs have real consequences for your company, and possibly for your job. Here’s a list of 4 of the most common mistakes we’ve encountered when being be hired to salvage an email RFP.

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No Email Gloom & Doom – We're Getting Smarter

ryan_phelan

<Pick up microphone>

In my February blog post for Only Influencers, I asked you, "How strong is the state of our union?" My own answer was ambivalent.

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6 Critical New Email Engagement Metrics To Track

kodek

For close to 20 years, the tracking of email marketing engagement metrics has not changed very much. Apart from the standard open and click metrics with variants, marketers rely on engagement metrics that only scratch the surface of what it takes to propel growth within a program. In fact many industry benchmark reports, still use metrics that have been been around for a long time.

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Email Innovation Summit - straight from the stage

david-baker

(Industry Veteran David Baker delivered one of the three keynote addresses at this years Email Innovations Summit. David had been away from the conference stage for a few years as a result of losing his ability to speak. Using text-to-speech technology, we were honored to invite David back to the stage. Needless to say, he hit it out of the park.I asked him to discuss his experiences in presenting. Thanks, David!)

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The New Rules of Email Subscriber Acquisition

chris_marriott

For as long as marketers have been using email, email subscriber acquisition has been an important element of successful programs. The larger an email list, the greater the revenue opportunity. The more addresses a marketer acquires, the better chance he or she has of bringing on some great new customers.

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Email Marketing and the Real World

rory_carlyle

“My grill station just went down, my bartender is drunker than his patrons, and my hostess just quit mid-shift. Can I call you back tomorrow?”

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Omnichannel 101: Integrating SMS with an Existing Email Program

Scott-Burdsall__Director-of-Strategy_Trendline-Interactive.-

Many companies now ask for a customer’s phone number as well as the email address at point of sale, shipping, or entry. They use online forms or capture it in person through a pin pad or mobile credit card reader.

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Mitchell: GDPR: EU’s New Privacy Law – Does It Affect You?

Kimberly-Mitchell-photo

If your business collects personal data from people residing in the European Union, regardless of where in the world your business is based, then it’s most likely in progress with an implementation plan to comply with the GDPR (General Data Protection Regulation) that comes into effect on May 25, 2018. If your business falls into the first bucket but hasn’t started yet, then it’s as late as being a 50-mile drive away from its best friend’s wedding that starts in 4 minutes.

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Kordek: What Email Marketing Books won’t Teach You

kodek

Email marketing books are only as good as the authors who write them and for those who implement their recommendations.

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Christopher Donald
Andrew offers some very good advice here. Email marketers have many hurdles to deal with from strategy, creative and testing to t... Read More
Thursday, 12 April 2018 20:31
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Jennings: 3 Mini Case Studies: Email Segmentation, Automation and Personalization/Customization

JeanneJenning

How smart are your email segmentation, automation and personalization/customization strategies? Work on these 3 mini case studies, based on projects I’ve done with my clients, to find out.

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Systems Check: Looking at Email Health

Rory.Carlyle

In light of my last post for the Influencers blog, I thought it good karma to write a systems check post in order to show a fundamental, systematic process for improving the customer experience from hard data - in turn, making email marketing more fun, and definitely more rewarding. Email marketing is a craft; an art form, melding technical precision and emotively-artistic talents. The reward for appreciating this craft is a profitable, interactive email channel. The customer experience is ultimately relational, data or no data, trigger or no trigger - every email needs to relate to the recipient.

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Do You Acquire Email Subscribers Like Top UK Brands? Check Yourself Here

kathpay

After nearly 20 years in the industry, it still astonishes me to find how many email marketers aren't doing everything they can – legally! – to acquire high-quality subscribers.

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Bullock: What it Takes to do Meaningful Personalization

TreadlineHeadshots_Chester-Cropped

I’ve been in email marketing for 9 years now, the latest iteration of a digital marketing career that I have had going for over 20 years. During this time, I have seen interesting new technologies emerge—from Send Time Optimization, to Machine Learning, to AI being leveraged for content and subject line suggestions. And yet, I look in my own inbox and am forced to ask, “What the hell is going on?”

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Unboxing: Ongage

In today’s Unboxing article we look at Ongage, a seven year old profitable email marketing technology company based in Israel with corporate offices in New York City. Ongage has carved out a very unique niche for themselves in the email technology universe as an independent front end for ESP’s and SMTP’s with their sweet spot being the SMTP/MTA world which often lacks a front end of their own. It also allows you to integrate multiple SMTP’s into a single common interface. Let’s open it up and look under the hood, starting with the list of recommended vendors that Ongage has integrated with: 

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Jacobi: Email and Social Need To Work Together

elizabethJacobi

Email Marketing continues to prove its value on a regular basis. When a brand sends an Email they know who opened, clicked, purchased, even down to what they purchased. This data helps in developing targeted Email segmentation plans.   Does this mean Email Marketing is easy? If you are doing batch and blast it can appear easy but Email is complex when done right. However, the payoff is worth the effort. Some people believe that Social is easier since in real time you can post content and get instant likes.   But is this really the same thing?

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Kordek: The Most Overhyped Trends in Email Marketing Today

TreadlineHeadshots_Andrew-Cropped

"Interactive email" and "AI” (artificial intelligence) are all the rage in email these days because they offer lots of promise to keep email's future bright. But, they're tops on my list of overhyped trends. So let’s step back for a moment and look at where we are now and where we should go with them in the future.

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