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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.

 

Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Creative Caffeine

Dani Cantor
Email Creative That Demands an "I Do"
May 4, 2015

So my big sister is getting married in July! I'm the maid of honor, which means somewhere along the way...



Making Social Sell

Jeff Molander
Why an “Hour a Day” Doesn't Work on Social Media
May 1, 2015

You're consistent. Diligent. You spend your hour a day on LinkedIn, Facebook, Google+ or Twitter. And then you get back...



Direct Mail for the Modern Marketer

Summer Gould
Fall in Love With Direct Mail All Over Again
Apr 30, 2015

I will admit to doing a lot of reading. What can I say, I love it. I especially like to...



Reinventing Direct

Gary Hennerberg
Emoji: Digital Shorthand for Direct Marketers
Apr 29, 2015

Our culture is gravitating to visual displays of shorthand, and we're relying less and less on words. For certain age...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Any Time Is Search Time for Consumers
Apr 28, 2015

At a baseball game the other day, I couldn't help but notice how many people in my seating area were...



Marketing Sustainably

Chet Dalzell
A-Plus: Marketing Students Try Their Hand at Technology
Apr 27, 2015

It's nearly graduation time with a new legion of graduates about to enter the marketplace. In my previous post, I...



The Power Punch

Carolyn Goodman
Best Practices Exist for a Reason, Part 2: Landing Pages
Apr 23, 2015

In my last post, I gave some specific and proven best practices for the creation of successful emails. In this...



Here's What Counts

Chuck McLeester
How to Tell If Your Marketing Works
Apr 23, 2015

My live Target Marketing Group Webinar yesterday, "How to Tell if Your Marketing Works," deals with my favorite topic: measuring...



Search Made Simple

Phil Frost
Google's Mobile Algorithm Update: What You Need to Know
Apr 22, 2015

Google announced some very big news about a major algorithm update that landed on April 21, 2015—yesterday. Due to the...



Psychology-Based Marketing

Jeanette McMurtry
The Purpose-Driven Brand
Apr 16, 2015

Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we...



IMM-Possible ROI

Stephanie Miller
An Inside-Out View of the Customer Funnel
Apr 7, 2015

No one in business ever profited by change for change's sake. However, no one ever stayed in business long without...



The Data Athlete

Mike Ferranti
Channel Collaboration or Web Cannibalization?
Mar 24, 2015

Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Mar 20, 2015

B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



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...



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...



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....



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...



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...



Google Announces Significant Changes

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  Read More >>

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LinkedIn as a Marketing Vehicle

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  Read More >>

A Parting Shot: What to Say to Unsubscribers

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.  Read More >>

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The Problem With A/B Testing

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.

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5 Shades of Pop-Up Email Acquisition

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  Read More >>

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'Forgotten' Unsubscribes - Is This a New Trend?

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?  Read More >>

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Moving Upstream on Cart Abandonment

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  Read More >>

Spam Fallout: Let's Not Agree to Disagree

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.  Read More >>

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Focus Group of One

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.

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Client Maturity

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?  Read More >>

Are We Hypocrites on Privacy?

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?  Read More >>

Companies Mentioned:

Email to Support Your Shopping Cart

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  Read More >>

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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 >>

Companies Mentioned:

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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 >>

Companies Mentioned:

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 >>

Companies Mentioned: