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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.

 

Marketing Nuggets

Michael Lowenstein
McKinsey Thinks Bland, Generic Loyalty Programs Are Killing Business – And They May Be Right!
Apr 23, 2014

A recent Forbes article by McKinsey, "Making Loyalty Pay: Six Lessons From the Innovators," showed loyalty program participation has steadily...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Chicken or the Egg? Data or Analytics?
Apr 23, 2014

I just saw an online discussion about the role of a chief data officer, whether it should be more about...



The Power Punch

Carolyn Goodman
I Am the Judge of You
Apr 11, 2014

Pointing the finger has never been so easy ... and so anonymous. I suppose it's human nature to feel (and...



Reinventing Direct

Gary Hennerberg
Are Autoresponders Killing Email Marketing?
Apr 16, 2014

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my...



Making Social Sell

Jeff Molander
LinkedIn Profile Makeover for Sellers
Apr 18, 2014

Are you appealing to emotional and tangible desires of buyers on your LinkedIn profile—in ways they cannot resist acting on?...



Here's What Counts

Chuck McLeester
What Are You Measuring and Why?
Apr 9, 2014

An account manager working on a pharmaceutical brand once asked me, "How should we code the various opt-in vehicles to...



Marketing Sustainably

Chet Dalzell
Beyond Data: Why 'Grit' May Matter More
Apr 14, 2014

This past month, I was reminded how vital it is to have grit to achieve success, that is "true grit."...



Brand Matters

Andrea Syverson
Verbify! Verbify! Verbify!
Apr 9, 2014

What's your brand verb? Yes, you read that right ... verb. Each and every day great brands are energized by...



Ruthless B-to-B Marketing

Ruth P.  Stevens
How Many Leads Do You Need?
Apr 4, 2014

One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide...



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)...



Muscle Marketing

Wendy Montes de Oca
7 Magic Ways to Maximize Otherwise Boring Fulfillment and Collateral Pieces for Profit
Aug 7, 2013

Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring...



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...



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...



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...



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...



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...



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....



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 >>

Companies Mentioned:

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 >>

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Surviving Email Errors: It's About the Perception

Let me start this article with an admission: I hate typos. Further: I make typos. Yet, in this day of electronic, casual-communication devices used for texting and chatting, the boundary between business and personal communications has been blurred. As this casual style edges into our business correspondence, and marketing messaging, we run the risk of causing harm to both our and our brand's image.  Read More >>

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Email Segementation: Make Your List More Than the Sum of Its Parts

Segmentation is also one of the most powerful and often under-utilized features of email automation applications. Though automation makes the process simpler, many marketers are put off by overhead in the form of upfront work required to develop and deploy rules and testing scenarios that result in more effective targeting and conversion. Should they bother?  Read More >>

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Riding Coattails

Situated neatly between Black Friday and Cyber Monday is a lesser known, but growing, shopping holiday called Small Business Saturday. (with the apropos tagline of Shop Small). Founded by AMEX in 2010, and officially recognized by the U.S. Senate in 2011, Small Business Saturday has quickly become a noteworthy event. Posting numbers of more than $5.5 billion in additional revenue to small businesses across America last year alone, this date presents a unique opportunity for marketers to...  Read More >>

Creating an Integrated Email Marketing Strategy

Keeping email in the sales tool box limits the benefits and keeps it from helping your company grow. Electronic mail is well known as a marketing tool that generates immediate cash flow. It works so well that many companies send daily updates that contribute a significant amount to their annual revenue. Some might say that this is the primary purpose for email marketing. Maybe they're right but I think it is a shame to waste opportunities  Read More >>

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6 Ways to Use Email Partnerships to Increase Sales

Email marketing campaigns are typically limited to the people who subscribed to the company's messages. Partnering with non-competitive organizations increases exposure to offers and helps grow your email address database faster. Finding potential partners is easier than one might think. The need to provide fresh content on a regular basis opens the door for partnership development. The key to doing it well is to find organizations that cater to people who match your customer ...  Read More >>

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Gmail's Tabbed Inbox: What Is Your Risk?

Marketers are vacillating between "no big deal" and "panic mode" when they think of Gmail's interface that automatically sorts incoming emails. There are two questions that every emailer needs to ask: "What's our risk?" and "How do we prepare?"  Read More >>

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Are Your Emails Helping Your Company Grow or Maintaining the Status Quo?

It is 2013. Do you know where your emails are? Or, more importantly, do you know what they are doing? Take this mini quiz. If you don't have the right answers, then you need to revise your email marketing program  Read More >>

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How to Create Win-Back Emails That Actually Win Customers Back

Effective win-back programs are the simplest way to increase revenue and profitability. Once the acquisition costs have been reclaimed, retained customers are the most profitable segment in a company's database. I often wonder why every business doesn't have an aggressive campaign in place  Read More >>

When Mistakes Happen

Mistakes are a part of the learning process. Every company will experience them at one time or another. Ideally, with good planning, they will be minor and won't happen often. With better planning, there is an action plan in place to quickly right the wrong. Knowing what to do before it needs to be done simplifies fixing the problem.  Read More >>