A few days ago, I posted a link on my Facebook page to a blog post I'd written about an American Airlines year-end recap email. I praised AA for going above and beyond the call of email duty because it used my own data to hyper-personalize the message.

Then, a friend commented on that post, saying, "Does it ever bother you that we've been preaching the same things for the last 10 years?"

For our first Unboxing article of 2018, we are going to examine dynamically generated content creation in email developed by Movable Ink. Look for a new Unboxing article each month. 

Email marketing is a game, or at least it should be. The sentiment is captured in the now-aged movie, “Moneyball.” The movie, focused on a sub-par baseball team that used strategy to improve their winning percentage. It is a great classic for marketers everywhere. In the movie, the A’s manager, Billy Bene, applied Marketing principles to baseball and moved the team from a projected worst place finish to making the playoffs and changing the way the game is played forever.

It’s lovely to see more organizations consistently testing to boost performance! But it’s sad to see marketers doing tests which are returning inconclusive or just plain useless results. Here are three of the most common testing mistakes my team and I run across working with clients, along with tips for how you and your team can avoid making them in the future!

This year I asked the members of Only Influencers to brag about their accomplishments for 2017. The response was outstanding and we will be making this an annual event. So, here is what the members of email marketing community accomplished this year: 

I remember when CSS was barely usable in HTML email and plain-text versions were our attempt to be ‘mobile-friendly’. Table-based, inline-styled emails were all the rage way back in 2007. Seems like ages have passed since, although Outlook will always remind us of the good-old-days. Now, emails are mobile responsive, contain kinetic elements, and even contextual content by using real-time information gathered from the recipient - dilly, dilly!

Wpromote helps clients to Think Like A Challenger. With a digital-first approach, we push our clients to go against convention and transform results. From CRM & Email to Content Marketing, Paid Search to SEO, Social to Digital Intelligence, our 400+ strong team works to drive your success and bottom line.

Ongage is a complete solution to manage sophisticated email marketing operations. With separation of the platform “front end” from the delivery vendor “back end”, Ongage provides an advanced feature set, and the flexibility to select the email delivery vendor of choice. Easily connect with over 35 integrated vendors including Sparkpost, Mailgun,...

Change is hard! With email, change can even be more overwhelming because what you are doing now is likely something with which you are comfortable. However, isn’t it time to leave that comfort zone? We tend to lose sight over the impact that small changes to our email program can have. We test subject lines and day of week, the length of the email, text vs. image, and the frequency in which a subscriber should be mailed, etc. The list of what you can test goes on and on. Testing is great because it provides us good insight into how we should be engaging with our subscribers. However, one of the things I don’t see happening often is a change in the creative template. Both with my clients and what I see as a consumer (and yes, I get tons of emails) I see the same template time and time again.

Holiday season feels like a series of tactical maneuvers as marketers try to push customers and clients to commit and convert before year-end. There’s no more time for strategy or thinking, just a lot of putting out fires as you get the details done right. Of course, all this frenetic activity...

     Activate all of your data to personalize email content at the moment-of-open. Movable Ink’s Intelligent Content Platform enables you to generate engaging on-brand experiences to grow revenues with every customer interaction, and improve campaign efficiency by automating and accelerating content production.

  The General Data Protection Regulation (GDPR) becomes the law of the land in the European Union on May 25, 2018. I’ve read a lot of ‘glass half empty’ commentary about current marketing practices that will be difficult or prohibited under the new regulations. But the more I read the more...

Restaurants utilizing email to increase loyalty Ho...

To respond or not to respond is always the question. Some marketing automation platforms have taken the position that they will not respond to RFPs during the sales process because it is not the best use of their time. However, I believe that RFPs can be highly informative and useful during the procurement process as long as they are written with intention. As RFP season begins to wrap up, I took stock in the different RFPs that crossed my desk. I reviewed countless RFPs this quarter, some good, some bad, some 125 pages long and I realized that many brands have no idea how to write an RFP for a marketing automation platform, so a generic procurement RFP template is wordsmithed to reflect marketing automation language. Below are some surefire tips to make sure that a salesperson does not fall asleep reading your RFP.

Everybody talks about being "customer-centric" in their marketing plans. "Putting the customer first" is a popular session at email conferences. "Aligning marketing with the customer journey," "improving the customer experience through email" and "adding value for our customers" are three goals people say they're trying to achieve with their marketing. Given...

MochaBear Marketing MochaBear Marketing, is an email marketing consulting company that develops data driven marketing strategies with the end goal being to entice your customers to be better customers. Their focus is on email program optimization strategy, program planning and implementation and platform migration management. The company was founded by Elizabeth...

A few months back, I wrote about using data to determine the timing, content, and impact of your email marketing campaigns (See: 6 Steps to Putting Data to Work in Email). In the last few months, the element I find myself discussing most with colleagues and clients is the latter: What data can we use to attribute the impact of our hard working email marketing campaigns?

When it comes to challenges in attribution, I’ve heard it all:

It never fails that a few months before a brand marketer is due to renew their marketing automation contract, they reach out to tell me that they are secretly looking to switch to a new platform and want my opinion. After we have spent a little time talking about their current state, what they want out of their future state and the business goals they are looking to accomplish, we usually determine that their current platform meets their needs. However, one thing always stands out, they typically need what I refer to as a “Marketing Automation Tune-Up,” which, simply put, is just recalibration and adjustment to what they are currently doing.

A few weeks ago I launched my latest Community, OnlyFounders.com. They say entrepreneurs want to change the world. That is a debatable statement. But one thing is clear, in my 20 years of being an entrepreneur the things that I have done that have literally changed the world all involved the communities I was involved with. Facilitating communication is one of the most powerful things you can do in your career as a digital marketer. So in honor of my 4th (most likely my last) community building effort, I thought I’d share what Ive learned over the last 20 years of the importance of community, the impact it can have, what makes a good community, and how to build one that engages and inspires people around the world. And perhaps even more importantly, how it changes you as not only a digital marketer, but as a human being. 

Person-first personalization is a hot topic at the moment. Forrester Research, The Relevancy Group, and other thought leaders are writing extensively on the subject. Why? Because consumers have raised their expectations. When consumers have personalized experiences with Spotify, Netflix or any other similar brand, they subsequently expect all other brands to deliver the same 'surprise and delight’ experience.