Tag: "subscribers"
How to reach that network: make it shareworthy
If you want to make something shareworthy, make sure the content reaches its full potential towards that shareworthiness.
View PostKevin Mabley (SVP Epsilon): capturing preferences is the key to relevance
In this post by Epsilon‘s Kevin Mabley, customer and recipient preferences are the center of the (email marketing) relationship. We publish it with many thanks to The Email Institute. The days of batch-and-blast marketing are over. Today’s savvy consumers want—and expect—the commercial communications they receive to be timely, relevant and based on their previous interactions [...]
View PostDigitally starting your day: email and Facebook for breakfast
ExactTarget released a study that looked at the digital channels Americans check first. According to the survey, the first thing 58% of the online “consumers” do when “connecting” is checking their email or as ExactTarget puts it: “interacting with companies on email”. I’m not an American but if I was, I would be [...]
Email and social media: stay in touch!
Imagine you having a neighbour you haven’t seen for a while, let’s say two months. You work, they work, you go to sports, they go to their hobby club, you have your own lives. You haven’t seen or heard from them in a while yet they’re your neighbour: how do you feel about your relationship [...]
Email messaging : worthy of a higher sense of purpose
Whether there are dozens or hundreds, the email messages that arrive daily in your inbox vie for a share of your time and attention. Because of persistent issues with spam, messages face continued scrutiny. In order to appeal to subscribers, messages must be authentic, carefully crafted with a specific purpose in mind. The question is, [...]
Email marketing: key concepts in email testing
Last month, Stefan Pollard, a senior strategic consultant for marketing solutions provider Responsys, wrote an article about the three vital elements of email to test for Directmag.com. It inspired me to write this post. Email allows marketers to keep a record of subscriber’s actions and track them. These data allow for so much more testing [...]
Email marketing: some less conventional ways to build and grow an email list
There is a common saying among email marketers: “the money is in the list.” I liked to add: the list is composed of real people, not email addresses. When it comes to building a list, most marketers think well within the box. They create websites or blogs, fill them with content, and slap an opt-in [...]
Email marketing: socialized subject lines will reduce spam complaints
As outlined in my previous post, “Why Email must Reverse Engineer Social Now”, future engagement metrics and delivery patterns will be based on how subscribers’ social networks interact with a given brand. Disclaimer: The strategies outlined below are congruent and/or complementary with advanced “opt-in” best practices. It is safe to say that behavioral targeted messaging [...]
Email deliverability: don’t always blame the ESP, here’s what you can do!
Email campaign management programs and ESPs are not all created equal, and not all actually do what they say they can regarding results, deliverability etc. However, email service providers are far from solely responsible for deliverability, although many marketers still seem to think so. Actually, email marketers themselves play an important role in protecting their [...]
Email marketing: deliver what you promised
What do your subscribers want from you? Usually, when they signed up with you they had some expectations: you promised something. You need subscribers who can expect high end material from you. That’s what you want, but many companies choose to ignore expectations.
Email marketing: the mailing frequency challenge
You either mail too frequently and annoy subscribers or you mail too little and don’t capitalize on your chance to interact with them. Not all email programs fall into these categories, but many do. The problem is email marketing is still a bit a separate discipline, where “more” is annoying and a “little” is forgettable.
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