How to apply the 6 principles of persuasion to email marketing

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Back in 1984, Robert Cialdini published a book called “Influence: The Psychology of Persuasion”. Today, the book is famous for its exploration of factors that affect the decisions that people make, notably when it comes to sales, marketing, and purchasing. These factors can also be incredibly powerful when utilised within email....
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5 tips for holiday email marketing in our crazy new world

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Here we are in the middle of October. It's hard to believe how fast this year has gone. It seemed as if 2020 was like riding the slow boat to China, and now we're in the thick of holiday email planning again. I dug out an Only Influencers post I wrote...
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Lazy Marketers Ruin Everything

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Gary Vaynerchuk was quoted as saying “marketers ruin everything”, however, I don’t agree with that broad definition. I’m a glass-half-full guy. Let’s preface that with “Lazy”. Lazy Marketers Ruin Everything! Integrity, truth in advertising, authentic brands, and great products are everywhere.  However, so are the lazy marketers who cut corners, hack...
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8 Tips to Turn Subscribers into Loyalists

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I've been thinking about the provocative questions Chris Marriott raised in his recent Only Influencers post, Email Marketing’s Next Secret Weapon: Loyalty Programs to spur more email marketers and loyalty program managers to share data.  Two questions in particular keep coming back to mind: How can an email team turn subscribers...
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Don’t guess. Ask. Survey what readers really think of your emails?

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How do you know what the majority of your readers think about your emails after receiving them for a while? Given that the majority of your audience won’t click on an email (a classic success measure) and open rate is diminishing as a measure of engagement, why not simply ask your...
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AMP for Email: Nope

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Will AMP for Email survive the Privacy Wave — consumer awareness, public scrutiny, regulatory action, and changes in the technical landscape around data and control? I think not. Being in email is a bit like driving an old car. You love the thing — admit it — but the big screens...
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Overcome the 3 Challenges to Successful Journey Mapping

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Customer journey mapping helps you understand how your customers interact with your brand and website. But it has another use as well – setting up useful and relevant automated messages. Journey mapping has also proved to be one of the biggest challenges many of my clients face. The whole process needs...
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The future of email engagement measurement; where do we go from here?

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With the drop of iOS about a week away at the time of this writing, we’re in the final stretch of understanding exactly what the effect will be on opens. Assuming that the change plays out as the majority of the industry believes it will, opens will become unreliable for almost...
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Apple’s MPP May Drive Email Design Changes that Actually Hurt Customer Engagement

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Apple’s Mail Privacy Protection will have a broad range of effects on email marketers, impacting email analytics, design, deliverability, personalization, and optimization efforts. Sadly, subscribers who enable MPP will receive less relevant emails and more emails than they would have otherwise gotten if marketers could better measure their engagement through opens....
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One Tip and One Free Resource to Overcome Email Metrics Overwhelm

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If you’ve ever wondered what email metrics to report or how to interpret your campaign’s metrics -- this is for you! As I am sure you are aware, one of the great aspects of email marketing is the data! There is a ton of data generated with every email sent. And...
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How Email will Thrive in a More Privacy Centric World

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Privacy. Consumers want it (or at least say they do) and in many cases they feel that companies know too much about them and their activities. Admittedly, you can create surveys that will demonstrate how much consumers value their privacy and others that show how much consumers enjoy marketing that is...
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Holiday Email Campaigns: What We Learned In 2020 & How to Prepare for 2021

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Join me in a look at the Past (predictions from this time last year on Holiday 2020), Present (what we learned from Holiday 2020), and Future (how to apply what we learned in Holiday 2020 to Holiday 2021) of Holiday email marketing, along with 8 tips for making Holiday 2021 a...
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Email Marketing’s Next Secret Weapon:  Loyalty Programs

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10 years ago, a former boss of mine, who I greatly respect to this day, and I were discussing in which direction I should take my career.  He was strongly of the opinion that the brightest future lay in adtech, and that martech, and email marketing specifically, was becoming passe.  In...
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The 2 Social Contracts Being Broken by Apple’s New Privacy Protections

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Apple’s Mail Privacy Protection will have broad implications for how brands operate their email marketing program. These changes are most disturbing because they disrupt norms that have been in place for more than a decade—norms that have served consumers well and kept marketers honest. I would go so far as to...
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6 B2C Marketing Automation Best Practices

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B2C is one of the most exciting types of marketing. But also one of the most changeable. Advances in technology. Increasing consumer demands. And changing buying habits certainly keep B2C marketers on their toes. Keeping up and implementing the latest trends can be time-consuming. Fortunately, marketing automation can ensure audiences receive...
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Marketing Channels Strategy

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While there are many emerging marketing channels strategies you/we/me can choose, we may best be advised to start with the assets we have, before chasing the newest shiny object. Lets face it, if we have a solid email subscriber list one could argue that you/we have prospects and clients that use...
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Artificial intelligence solutions for Email Marketing: Do you understand what you are buying?

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Back in the 2000s everyone used to ask ESPs what their email delivery rate was. It was a meaningless number but one ESP would quote 98% delivery rates, the next would just claim 99%. Now you get the same questions around 'is your platform AI driven?' and ESPs have added AI...
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Moving: the life event marketers are overlooking

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If you follow me on Instagram or Facebook, you'll know that I moved into a new house recently. Thanks to the hot housing market, moving is a life event that many of you likely are sharing with me this year. If you, too, relocated recently, you don't need me to expound...
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List Hygiene Matters Even More Today

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Managing ISP inbox filters continues to be a leading issue for marketers, and it seems to get tougher everyday as ISPs add more and more factors to their screening algorithms.  Whether it’s your content, sending practices, user engagement factors, or improper data hygiene, sometimes it can seem almost impossible to navigate...
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How Apple, and zero party data, will promote the rise of the more responsible marketer

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Email remains one of the most effective and versatile channels available to marketers. As a result, email constantly evolves; email always finds a way. I'm sure you've heard that all before, and if you're reading this blog, you have an interest in email, and I'm sure you heard plenty of those...
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