As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without proper support from your website—and throughout your organization—email campaigns will produce disappointing results. With that said, Google's recent announcement of impending significant changes affects us as much as our Web developer team. Pay heed
In 2013, Spider Trainers created the "Great Big Book of Things Marketers Say" as an experiment in repurposing and the effectiveness of using social media for promotion—specifically LinkedIn. This week has been a big week for that effort—two years later—and here's why
This morning, I went through my inbox and started unsubscribing from all the publications I've accumulated but no longer read. In the process, I considered all the different approaches and thought it might be good fodder for a discussion.
This week we set up an elaborate A/B test on subject lines. I liked "How 1.75 Billion Mobile Users See Your Website" and my client manager liked "Business Cards are No Longer the First Impression." We learned long ago not to be a focus group of two, but our testing also proves something else I've been saying for years—A/B tests do not stand alone.
As marketers, one of the biggest challenges we face is growing our marketing list at a rate higher than our attrition. On average, companies report an attrition rate of about 20 percent, which means in order to show a growth of just 10 percent per year, we need an actual growth of 30 percent. That's a lot of growth and yet many of us simply have not developed a concrete plan to achieve this goal
With Black Friday now behind me, I ran a quick count and found 131 emails sent by retailers with whom I had unsubscribed. I was more than a little surprised to have received this many emails and wondered: Are these retailers counting on me having forgotten I had unsubscribed? Is this a new trend?
After speaking at a conference on the topic of email automation for your online store, I was approached by more than a dozen people with the same question: "If someone abandons their cart, how can the store stay in touch with the shopper?" It's impossible to contact anonymous visitors—their anonymity means you've not yet collected their email addresses and thus you have no way to reach them
As an agency or service provider, you've likely been faced with the challenge of dealing with a client who wants it done their way—no matter what. When you're sending thousands or millions of emails, this type of stubbornness can have an impact well beyond one campaign. Sometimes agreeing to disagree can be detrimental to not just their business, but also yours.
If you're sending your marketing campaigns without benefit of A/B or multi-variant testing—most companies admit to fewer than five tests per month—you are effectively acting as a focus group of one. You are assuming all of your constituents feel the same way about your campaign as you do. Big mistake.
As an agency, or even a marketing department, you must work with clients of every possible ilk. Oh sure, your client might be your company's CEO or it might be the marketing director of a third-party company, but when you provide marketing services, you're nearly always reporting to someone else. So what happens when that client doesn't have the maturity required to participate at a high level in discussions and project development?
I have been carefully reading the terms and conditions and privacy policies of companies to which I subscribe more often, lately. I am concerned about with whom my data is shared and under what conditions. While I hold my vendors to high standards, have I let our company's standards slip?
Your website provides you with real estate for validating claims and educating customers, and should be a critical part of every marketing campaign. Yet so many marketers toss up a landing page and call it a day. With e-commerce supplanting more and more brick and mortar stores, it may be time for you to re-evaluate your drip and nurture approach
With automation comes risk. In the course of drafting, testing and deploying automated programs, many of us have suffered through the terrible realization our automation didn't work exactly as expected. Do you send yet another email and risk alienating our clients further?
Chatting with a friend about this article, he suggested I write about the most memorable email I've received. And while that would be interesting, I know I find emails memorable for reasons you might not. I'm most enthralled by the development, design or concept, whereas you might be most taken by the message
Back in the day of direct mail, nearly all marketers had seed names on their lists in order to monitor the delivery time of mailed campaigns, as well as how authorized partners were using their list. Today, the only group I consistently hear speak of seed names are list vendors
I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been submitted by a number of attendees. The question? How does a marketer get sales to follow up with leads? I came away feeling I had done a poor job of helping the audience to understand, it's not
As agencies, we often receive and have our clients' credentials for all sorts of sites—email automation applications, FTP servers, hosting accounts, social media accounts and more—but do you provide your client with adequate protection, including how you receive it and how you share it internally? I bet not.
Until now, you've been happy with your email-automation vendor, but lately you feel as though perhaps something is missing ... Email automation is a wondrous thing and I'd be lost without it—as would all of my clients—but like most relationships, both parties must maintain dialogue, work together and compromise when necessary or you may find you'll drift apart. What may have started out as your dream partner, over the months or years has become less ideal