Historically, ISPs have kept the way that they operate a closely guarded secret. Sure, we could make a few educated guesses drawing on what we've learned from testing, but could any of us say for sure why (for example) Gmail sends some emails to 'Promotions' and others straight to the inbox?...

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...

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.

 

Email has undergone a lot of changes over the last few years - but it’s likely that the changes we’ve already weathered have simply been laying the foundations for what’s to come. For email marketing, these are interesting times. The most important people in any consideration about the future are, of...

Jenna Tiffany:  I’m excited to hear everyone’s thoughts on this week’s discussion topic: Is it time to shift our focus from email open rates?  Interested to hear everyone’s experience and the challenge in moving away from relying heavily on email open rates when defining email marketing success.  If you missed my...

Performance analysis is an absolutely vital aspect of any strategy. I may even go so far as to say that it’s the most important aspect. It’s what keeps you attuned to the pulse of your market, tells you what’s going down well and what’s less appealing. It’s how you weed out...

Jenna Tiffany:  It's a pleasure to host another OI discussion with a topic that I’m sure all of you will have thoughts on as well as experiences to share.  Artificial Intelligence in email marketing So let's start with, have you used AI in your email marketing activities? What did you learn...

2017 was probably AI’s breakout year in email marketing. It's from then on that I started to witness the results that AI can bring to the channel primarily when used in combination with Machine Learning and Automation. Change has been rapid and ongoing since then, and it doesn’t look like slowing...

The Following Email Marketing Round Table Discussion is based on Jenna Tiffany's article: Verbalising Email – How Will Voice Tech Change Email Marketing?  Jenna Tiffany: So let's start with, do we think it will change email marketing? And if yes, how?  Maybe you use voice tech already to read your emails...

Across the pond, the GDPR has presented the world of digital marketing with a unique opportunity to take stock, reflect on our methods, and start afresh with a clean sheet. It’s given us a fantastic insight into the mindset of our audiences, and empowered us to build positive, lasting relationships with...

If there’s one thing that brands are likely to embrace in 2019, it’s voice technology. Instinctive, intuitive, pervasive, and accessible, voice technology is set to interweave into our lives more than we ever thought possible.  Through voice assistants like Alexa and Siri we can engage with cyberspace without ever having to...

This month, I am loving the latest piece of email marketing from the LA Galaxy soccer team. Utilising the uncompromisingly confident personality of Galaxy player Zlatan Ibrahimovic. Check it out:

Marketers are reeling in a post-GDPR world. Use of our most vital tool – data – has been restricted. At the same time, 62% of consumers are demanding personalised experiences as standard. Something that’s impossible to produce without customer data. These two opposing pressures are making some marketers very worried. This doesn’t only affect the UK either, it affects every business. If you only have a single customer that is based in Europe, GDPR rules apply.

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: