The Integrated Email

Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.

Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.

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?

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