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 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 in terms of smaller focus groups or A/B testing.

Tests and focus groups can be costly. Marketers that are a bit savvy can find ways to cut these costs and run more effective and efficient first-run tests. Test selection is crucial.

Read more

The different steps in a social media marketing campaign: an interview

Bart De Waele You probably know that I have been saying that email marketing, social media marketing and every other form of marketing you can imagine should be a part of an encompassing marketing strategy, enabling you to see the big picture (and the overall ROI), instead of focusing on the channels and media themselves.

Recently, I interviewed Bart De Waele. He’s a Belgian social media expert so you might have never heard about him before. However, his social media marketing and online reputation management company (one of his many ventures) is doing quite well.

I asked Bart to talk a bit about his views on social media marketing. 

For starters, I asked Bart what, according to him, the different steps are that should be taken in a social media marketing campaign.

Read more