We talk a lot about how to wake up inactive subscribers and customers, but none of the usual strategies and tactics tackle one of the root causes: Your email's personality doesn't appeal to most of your subscribers.
A lot of the entrepreneurial stories that I read feature the ‘entrepreneur as hero’. A dashing visionary (maybe wearing a mock turtleneck) has a brilliant idea and through near-supernatural effort creates a new product or a new industry. In this narrative, the founder hero is the center of the story - everything starts with the hero. I’m part of the founding team of a ~ $100 million email technology business and my experience couldn’t be further from that narrative. In my experience, the success of a business isn’t about the brilliance of the founder (or founding team).
Email automation is not the panacea for email marketing that many articles seem to suggest.
The story goes “buy a leading edge automation platform” and your email marketing is no longer spam and strategy is improved double quick.
I’ve never seen this to be true and have certainly spoken to too many email marketers who have found out it’s not true - the hard way.
Email strategy is not created by buying some cool tech.
Open rates across industries average somewhere between 20% and 25%, depending on which benchmark you look at. Not everyone is lucky enough to meet or exceed the benchmark though. Every once in a while, I meet a good marketer who has really bad open rates: between 1% and 5%. No, they aren’t spammers, but they’re stuck with the results of years of poor email marketing practices. What do you do if you’re stuck with bad open rates? Here are some ideas to revive your list:
Jessica Best will be presenting "Getting Jiggy with Animation & Video for Email Marketing" at this year's Email Innovations Summit, April 19-21st in Las Vegas.
I’m thrilled to announce the 2017 lineup for the Email Innovations Summit, to be held in Las Vegas on April 19-21st, including a very exciting half day workshop on the final day:
Last week I was honored to be included on a list of ’The 20 Best Email Marketers You Should Follow and Steal From’ published by GetResponse. A colleague asked if that last part, “Steal From,” bothered me at all.
Every Friday the OI membership gets to pitch their latest tools and services:
Last Thursday, people sat down with family and friends to celebrate Thanksgiving and eat their hearts out. Whether the tradition is to eat turkey, tofurkey, or chinese takeout, one things is for certain, most of the people who are busily enjoying a large meal on Thursday are ready to shop on Black Friday and Cyber Monday. In early October, National Retail Federation released their forecasted numbers for 2016. While the 2015 holiday season didn’t perform as well as estimated, increasing 3.2% over the previous year, they’re forecasting in-store sales to increase 3.6% to $655.8 billion. Moreover, NRF is forecasting non-store (online sales) to increase a whopping 7-10% to as much as $117 billion.
The just-concluded Presidential election was – in a word – interesting.
As a marketer, it was fascinating watching two diametrically opposed candidates take each other on. This was not a test where one candidate was just slightly different than the other – it was a case where the candidates could not have been more opposite.
While you may not be thrilled with the results, there were three key things that all marketers - and especially email marketers - can take away from the drama to make each and every one of their programs be more successful.
Last week I had a rare experience of a lifetime: seeing the evolution of an idea I had in my garage 13 years ago fully transformed into a powerful marketing tool used around the world. And for me it was an incredibly humbling experience. Let me explain:
Every Friday, the members of Only Influencers get to pitch their latest tools and services. Below is the best pitches from the last month:
Email marketing is crucial to your holiday success. Online sales reached $89.01 billion in Q4 2015 with email marketing driving 20% of that revenue. Online retailers know that email marketing is big business: email volume increased by 23% in Q4 2015 (compared to Q4 2014). Expect to see a similar increase in email volume during Q4 2016. Do you have a solid plan for the most important time of the year? Here’s our view on exactly what you should do. Let’s go!