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Cyndie Shaffstall

The Integrated Email

By Cyndie Shaffstall

About Cyndie

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.

 

The Power Punch

Carolyn Goodman
Mistake or Clever Test?
Aug 29, 2014

As marketers, we know that consumers are accustomed to providing personal information in exchange for something free. As business-to-business marketers,...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Mobile-First Marketing

Greg Hoy
Why Contextual Advertising Is Still Hard
Aug 27, 2014

Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of...



Marketing Sustainably

Chet Dalzell
Should USPS Retrofit Facilities for E-commerce Fulfillment?
Aug 18, 2014

Three trends make me wonder if there's money to be found in U.S. Postal Service real estate. First, the Postal...



Reinventing Direct

Gary Hennerberg
10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



Making Social Sell

Jeff Molander
Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Aug 22, 2014

Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
Aug 21, 2014

Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....



Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
Aug 5, 2014

Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



When All Hell Breaks Loose

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?  Read More >>

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Wasted Personalization

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 

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Sowing Seeds

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
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Collaborating With Sales for Sales

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  Read More >>

Security Is Your Responsibility Too

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.  Read More >>

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It's Time to Move On

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  Read More >>

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'Thanks for Subscribing!' 10 Tips for Great Welcome Emails

"Welcome (to our list)" email performance has increased 253 percent since 2011, putting these critical messages in the lead for reader engagement—yet many marketers still don't send them. Here are a few suggestions for making great strides with your campaign's baby steps
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Gosh, I've Missed You!

Are you giving up on your subscribers too soon? A new study shows how win-back campaigns are re-engaging subscribers long after many of us have given up hope. Also known as re-engagement, lapsed-customer or reactivation campaigns, this staple of your automated drip campaign is designed to nudge dormant subscribers back into the buying funnel  Read More >>

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When a Customer Is Not Worthy

As business owners and employees of businesses, we all work diligently to acquire prospects, qualify leads and convert customers, but sometimes we need to stop and consider whether a particular person or company is worthy of our efforts. It makes our constituents feel appreciated and empowered when we treat them well and expend effort to develop the relationship, but
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The Terms of Your Terms of Service

Most of us have a terms of service document on our websites, even if they're mostly contained within our privacy policies. We reference these documents in much of our correspondence, including our business and marketing emails. Your privacy policy or terms of service sets the expectations for what your customers will receive from you as a company  Read More >>

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Email Marketing: To Open or Not To Open ...

For many of us, choosing the from name is a simple task. We send it from the person to whom we want the recipient to respond or connect, but hold on ... did you test that?  Read More >>

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Privacy - More or Less

As marketers, we should be gravely concerned about the questions of privacy and the ethics surrounding collection and use of what many email recipients consider private information. Please bear with me as I continue my commentary on the topic  Read More >>

Are We Too Nosy?

With today's technology, we are able to collect more information about individual users than we could possibly process and certainly more than we could find useful—but that in itself isn't irresponsible; it's when we're not careful with or careful to protect this data to the extent we should. Yes, the big data bandwagon is here and many marketers are eager to jump on, but we also have an ethical responsibility to our constituents  Read More >>

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The Demotion of the Open Rate

For years, marketers have been tracking open rates and using this stat for everything from choosing the best time to send to validating the deliverability of a particular email-automation vendor; and well, everything in between. With more and more email being opened on mobile devices, Gmail caching images, and fewer recipients choosing to download images (perhaps accounting for as much as 40 percent of your audience), the open rate simply isn't what it used to be—not that it was ever...  Read More >>

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Automated Marketing: Drip vs. Nurture

Yes, Virginia, there is a difference. Earlier this week, I was interviewed by a reporter doing an article on nurture campaigns and was surprised that she did not differentiate between drip and nurture marketing. In fact, I know many seasoned marketers who also do not follow separate protocols for these two disparate approaches to marketing. So, while you may well disagree with me, here's how I see it and how we develop campaigns for our clients  Read More >>

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5 Important Email Tips for Converting Prospects to Customers

The harder you make it for your prospects to become customers, the fewer will. Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least  Read More >>

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Mail-to-Email Conversions

Most studies agree that your email list will suffer an annual 30 percent attrition rate. If you hope to grow your list by, say, 20 percent a year, added with attrition, you now need a lead generation program that will net you 50 percent new names per year. We are all looking for innovative and creative paths to growing our lists, and our best efforts have consistently included direct mail  Read More >>

When to Squeeze

A marketing email should not ever be an isolated interaction between you and the recipient—it should be a player in a concert designed to delight, woo and convert. Other players in this concert include forms, links, content, assets, and, importantly, landing pages or squeeze pages. For your recipients, these pages should  Read More >>