Email Strategy

Before you press send, think again! Do your emails build or break customer relationships?

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Is it just me, or does it feel like a hoard of lawyers has invaded the inbox? I can’t even count the number of email messages from CEOs I never heard from telling me how important the wellbeing of their employees and their customers is. Or how they are now taking...
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Is Attribution Broken? Or are we just asking the wrong question?

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The Mandela effect is the name for a collective memory that never happened. It is named after the collective memory that Nelson Mandela died in prison in the 1980’s – he didn’t. Marketing has many of these urban myths but the one also stands out as the most ironic quotes of...
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Job Board: Candidates and Opportunities

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Only Influencers has set up this temporary job board to help email marketing professionals who are looking for work during this difficult time. All email marketing professionals, not just members of the Only Influencers community, are invited to participate.  Special thanks to Ada Barlatt who is helping us manage this!Questions? Reach...
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5 Things You're Probably Doing Wrong with Email Testing and How to Fix Them

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Testing is as essential to your email success as an up-to-date and accurate email address database. It can give you enormous insights into your audience across channels and makes you far more efficient when building campaigns. The increased revenue you will earn from testing will help you create better marketing messages...
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Ethical email marketing

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Automation is here, AI is here, we have more tools than ever to send truly personalised email marketing. We can analyse and get to know our customers better than ever....and it’s getting a bit creepy. In this blog, let’s take a step back and look at how personalisation should make the...
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"Got Mail?" What's the Brand of Email?

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Some of us have enough years (or miles) to fill in the sound-bite “You’ve Got Mail!” mentally. In a galaxy far, far away, that sound was an endorphin-jolt — the click of the digital mail-slot with a message from someone you knew. (I’d embed the sound patch here but OI doesn’t...
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How to use a 'velvet rope' strategy for your email marketing

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In any big awards event there is always a red carpet spread out for the celebrities and VIPs to walk towards the auditorium. There is a big rush of paparazzi and photographers to take the pictures of these celebrities. They pose for pictures and then get inside the place through a...
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Round-up: CoronaVirus and Email Marketing

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  We thought it might be helpful to provide a round-up of resources on email marketing during the Coronavirus pandemic: Upcoming webinarsOn-demand webinarsComplimentary offersSwipe file samplesArticles If your company is planning to send out an email referencing the pandemic, or even just if you're continuing to communicate business-as-usual information to your...
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Thanks to Chrome Changes, Email is Needed More Than Ever

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Nearly all Adtech and Martech platforms have been utilizing third party-cookies for years to track website visitors, collect data to better personalize and help target ads to the right audiences. The digital marketing world thrived on cookies, but things are about to drastically change. Since 2013, Apple’s Intelligent Tracking Prevention (IP)...
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Should you sell advertising in your email newsletters?

I’d suggest by the feedback I’ve gotten over the years, that most email marketers are thinking about this question the wrong way. Maybe a better way to frame that question would be; “What brand could you partner with, that would bring great relevant value to your current email subscribers”  As email...
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Test your way to better Open Rates

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I have been following a recent discussion by the Only Influencers membership around how adopting new technology - or even fully using the existing functionality available to you - can be a challenge. Something I am sure many of you reading this would also testify to. The percentage of users who...
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Email Marketing 2020 -- The Art of Scale

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I had the opportunity to sit in on an executive presentation by Seth Godin. While it was a bit strange to see Seth trying to fit his routine into the email marketing industry, his outlook on solving big and small problems is sound. His way of communicating profound things in small...
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Analytics are the new metrics: Understanding the why

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I’ve spent the last 20 years consulting with marketers, with a significant focus on metrics and benchmarking. In fact, having produced more than a dozen email marketing benchmark reports and surveys on metrics, you could probably say I’ve made a career out of metrics. But like marketing tactics themselves, I believe...
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If great email marketing is a blend of art and science, where has the art gone?

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60% of email marketers believe that their skills are below good 45% of marketers report that half of all emails sent are not relevant 86% of customers report that over half of emails they receive are not useful Source: DMA Marketer & Consumer Email Tracker Reports Given the priority of email...
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The 10 Best Email Messages of 2019

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The team at Email Connect spends our days working with leading brands to help them through the ESP vendor selection process. But when the sun goes down (OK, sometimes even before that) we become consumers and email subscribers like everyone else. Because of the business we are in, individually and collectively...
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Start 2020 right with email strategising

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January is traditionally a month of reflection and aspiration. Which makes it the perfect month for getting your email strategies into shape. Take all of that fresh, shiny, hopeful and analytical New Year’s energy and channel it into making 2020 your best year yet by looking back at your past strategies and putting what you’ve learned into your future strategies.

 

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Email Hot or Not: Holiday Edition

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Hi OI! Thought we would start a blog post about holiday emails. If you get one that strikes you, forward it to me at jeanne@onlyinfluencers.com and I'll add to this post and start a discussion on the list.  I got a lovely one today from BrightWave (and very timely, since my Godchildren...
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Hello OI! Long time member, first time manager!

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Wow, feels like I just wrote one of these!

I am honored and excited to be expanding my business relationship with Matthew Finlay and the team at Rising Media as I become the General Manager of Only Influencers.

I’ve been a member of Only Influencers from its inception in 2010; my relationship with the founder, Bill McCloskey, goes back even further, to when he was running eDataSource. It is a privilege to be entrusted to continue his work with not just the Email Innovations Summit but also Only Influencers.

Only Influencers is unique, just like the email marketing industry.

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Case Study: What is an Email Address Worth and How to Increase Its Value by 176%

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The ability to measure engagement using open rates click rates make email the most measurable digital channel, yet most marketers struggle to prove the value of email an email address to their organization. As a result, email is the most consistently underrated digital marketing channel. Paradoxically the main reason marketers find...
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Tim Watson: Impactful Images

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It’s well said that a picture is worth 1000 words. But what’s an impactful image? Our brains consume visual information very quickly, making images a great way to communicate. In fact MIT found the brain can process images seen for as little as 0.013 of a second. I’ve run a live...
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