delaDela Quist, is CIO of Alchemy Worx, the largest email marketing agency. He is a highly experienced expert email marketer with a strong background in digital media and advertising.

Services include: email marketing strategy, email marketing best practice, email campaign planning, email design, email copywriting, HTML email production, email...

delaDela Quist, is CIO of Alchemy Worx, the largest email marketing agency. He is a highly experienced expert email marketer with a strong background in digital media and advertising.

Services include: email marketing strategy, email marketing best practice, email campaign planning, email design, email copywriting, HTML email production, email campaign deployment, email delivery and reputation, spam filter avoidance, reporting, and analysis.

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How Subject Line Tests Can Drive Long-Term Engagement & Loyalty

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In my last contribution to the OI Blog I wrote about Alchemy Worx’ Audience Management methodology. Which requires a move away from just pulling segments, which is a reactive process, to a more proactive approach which takes behavior from all channels into account. In it I showed how subscriber engagement does...

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Forget Segmentation - Audience Management is the New Normal

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80/20 rule - Engaging with the engaged The Pareto Principle or 80/20 rule states that in very many situations 80% of your results will come from 20% of your effort. This principle is very widely accepted and holds true in many cases, for example in IT, 80% of system crashes are...

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What constitutes good multi-channel messaging & why isn't everyone doing it?

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During a panel discussion I took part in recently, an audience member asked which companies did the panel think are doing a good job of multi-channel messaging. I thought it was an interesting question because unless you are armed with a knowledge of what data is being used and how it...

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COVID-19 or Coronavirus -- which performs better in subject lines?

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As the current crises began to unfold, I was interested to note that while we started out by calling the disease Coronavirus, the name COVID-19 began to emerge as the favorite among email marketers for use in Subject Lines (SL). So, a couple of days ago I decided to dig into...

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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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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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Quist: The word Halloween in Subject Lines is Bad for Open Rates – Spooky

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Everyone loves Halloween! Well perhaps not everyone but, judging by the number of Halloween themed offers and Subject Lines to be found at this time of year, marketers certainly seem to. There seems to be consensus that incorporating the Halloween theme in a Subject Line is a good thing. But what...

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Quist: Powerful Email Reactivation Hack Anyone Can Use

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Current Best Practice When it comes to your inactive subscribers, best practitioners have always advocated that you stop mailing them. Following this advice will have the immediate effect of improving your open rates without you having to do anything difficult like write better subject lines or improve your content and/or creative....

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Dela Quist: Why so many CMO’s underestimate Email Marketing

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“Numbers have an important story to tell. They rely on you to give them a voice.” Stephen Few This is an article that wrote itself. It started out as a rant about the relentless negativity surrounding the email channel and how everyone under estimates its importance to the digital ecosystem. As...

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OI Discussion: Forget Batch & Blast, it’s Fire & Forget Damaging Your Campaign Performance

Dela Quist: This week’s I’d like to open up a discussion around Batch & Blast something I wrote about last week for the OI bog titled: Forget Batch & Blast, it’s Fire & Forget Damaging Your Campaign Performance - Here’s Why Most of you will have heard me point out that...

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Dela Quist: Forget Batch & Blast, it’s Fire & Forget Damaging Your Campaign Performance - Here’s Why

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“It is not worth-while to try to keep history from repeating itself, for man's character will always make the preventing of the repetitions impossible” – Mark Twain Back in 2013 Alchemy Worx published a thought piece on the impact of send volume, send frequency on open rates – almost always negative....

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

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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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Dela Quist: Segmentation broke A/B testing but personalization will kill it!

Dela Quist: Segmentation broke A/B testing but personalization will kill it!

The way we test today only works with batch and blast

In the last few years digital marketing has been transformed. Marketers have moved from sending the same message to everybody on the list – batch and blast, to segmentation, where messages are specific to particular customer segments or persona’s. According to the 2016 Econsultancy Email Industry Census the majority of respondents claim to be doing basic segmentation while around 1/3 claim to be doing advanced segmentation.

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Dela Quist: What the Clinton and Trump Campaigns Teach Us About Deliverability

Dela Quist: What the Clinton and Trump Campaigns Teach Us About Deliverability

It’s been just over a year since EEC 2015 and the panel on deliverability during which some of the largest inbox providers gave the audience some valuable insights into their definitions of engagement and how that relates to inbox placement. For those of you who missed that panel and are new to this debate Massimo Arrigoni wrote a very good summary on the Mail Up blog. What excited me most about the information the inbox providers shared was, for the first time since I got involved in email marketing we had valuable information direct from the horse’s mouth on what mail service providers really look at.

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