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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.

 

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...



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."...



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...



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...



Making Social Sell

Jeff Molander
Why Most LinkedIn Lead Generation Tactics Fail
Apr 4, 2014

Sharing relevant content on LinkedIn likely will not get customers talking with you about what you're selling. Nor will commenting...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Why Model?
Mar 26, 2014

Why model? Uh, because someone is ridiculously good looking, like Derek Zoolander? No, seriously, why model when we have so...



Marketing Nuggets

Michael Lowenstein
Too Big to Fail - But Not Too Big to Suck
Mar 26, 2014

On a recent "Real Time With Bill Maher" show, Maher responded to the announcement that Time Warner Cable would merge...



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....



Email Marketing: 5 Steps to Better Results

The biggest challenge with email marketing is that it is so easy to be successful marketers don't reach for the next level. After all, when something isn't broken, why invest time and energy in making it better? Most marketers don't make the effort to optimize their strategy because "good enough" serves them well enough. For those who want more, optimizing emails delivers more than additional sales—it turns casual shoppers into long-term loyal customers by creating a better shopping ...  Read More >>

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7 Shopping Experience Tips to Make Holiday 2013 Your Best Ever

The holiday season is known as the time that makes or breaks companies dependent on seasonal sales. Competition is fierce. Already short attention spans are overstimulated with marketing messages, family demands and increased workloads. Breaking through the chaos requires more than super discounts and great copy. People expect a great shopping experience  Read More >>

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Why Is Customer Loyalty So Hard to Get? And How Can You Get It Now?

Companies like Apple, Coca-Cola and Harley Davidson must have a secret formula. Customer loyalty for them goes beyond the norm. Calling the people who buy their products "customers" doesn't do justice. "Raving fans" is a much better description. Billions of dollars are spent every year on customer relationship management in an effort to inspire loyalty. Reward programs are implemented and abandoned when the cost to maintain exceeds the return. Loyalty is hard to get and easy to lose.
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5 Things to Do Now to Prepare for the Next Stage of Email Marketing

The email channel is well known for being a low cost high performance marketing machine. Generating revenue requires little more than the ability to acquire opt-in permission and change content in a template. It's so easy that someone with no experience could create a successful email program. But the email marketing world is changing. Evolution has already begun. Companies have to adapt or lose the effectiveness of a channel that has served well as a cash flow king  Read More >>

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What Is the Best Day to Send Emails?

Somewhere, in the world just on the other side of the rainbow, there is a magical day for sending emails. The messages sent to customers and prospects on that day get more responses and generate more revenue than any other email. There is only one problem for marketers—catching a leprechaun is easier than identifying that day  Read More >>

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11 Best Practices for Email Acquisition and Engagement

The income generated by your email marketing is directly related to the quality of your email address list. A list filled with highly targeted prospects and customers delivers solid response rates, clickthrough and revenue. Acquiring addresses for the people most likely to respond to your email marketing and sending relevant content should be top priorities for every company.  Read More >>

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How to Make Subject Lines Work Overtime

Emails are a series of components working together to motivate recipients to act. The subject line has always been a front-line player. Its ability to capture attention in a flash is critical to getting people to open the email for more information. The best subject lines are the ones that stop people before they can move along to the next message. This isn't an easy task because today's hectic lifestyles are filled with distractions. The only messages that get through are the ones that hit...  Read More >>

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How Much Is Your Email List Worth?

Every good direct marketer knows the top company asset is the customer database. Almost anyone with marketing experience can turn that data into revenue. I say "almost" because there is still a social media movement trying to prove that direct mail and email marketing is dying. It's doubtful that anyone in that group could create and execute an effective plan that delivers sales and profitability. But, for the rest of us, the people who understand that customer relationships are about ...  Read More >>

Landing Pages: This Worked, That Didn't

Nothing derails an email conversion faster than the wrong landing page. Good emails tell a story to the recipient. It may be the story of a sale, how things work or what's going on. Whatever the story, it needs to flow continuously from beginning to end. Any break introduces distractions that can divert the participant from the preferred action. Today we are reviewing emails and their landing pages from two companies that offer home improvement items for this edition of "This Worked, That...  Read More >>

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Learning From the Best (and Worst) Email Marketers

Following best practices is one of the quickest ways to get a high quality marketing program started and to improve one that is in place. The things that consistently motivate people to act in one channel or industry will work in others. Watching what competitors and non-competitors alike do provides insight and inspiration for connecting with your customers  Read More >>

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Email Marketing Redefined: Service With a Side of Sales

The multichannel marketplace has blurred the line between service and sales. People expect to get answers to their questions while they are shopping and on-demand after an order is placed. Redirecting them to another channel or platform for pre-sale and post-order information has a negative effect on the buying experience and long-term loyalty  Read More >>

Email Marketing Redefined: The 3 Keys to Customer Retention

Memorable experiences make people more likely to return when they need your products or services again. Memories are made by both good and bad experiences. You expect customers to place another order after a good experience. Yet, surprisingly, they are more likely to return after a bad experience when the issues are resolved than after an uneventful good experience. Solving the problems that contribute to a bad experience creates trust, and the more people trust your company, the more

...  Read More >>

Email Marketing Redefined: Driving Sales

Increasing sales is the primary objective for most email campaigns. Email marketing works so well for driving revenue that people forget it is a multifaceted tool. There is a tendency to create a template and then delegate its population to a lower level team member. Doing this provides consistent revenue generation without requiring allocating additional resources. Since it works so well, why invest in making it better. The argument against the status quo in email marketing is simple....  Read More >>

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Get Ready for 2013: Customer Acquisition Emails

Acquiring long-term platinum customers is much harder today than it was even a decade ago. The globalization of the marketplace created an environment where people have access to multiple choices for every product or service they want to buy. This availability has created an environment where long-term customer loyalty has been replaced by hit-and-run shoppers. The only way to offset this to create a relationship with your customers that makes them want to stay with your company even when...  Read More >>

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Get Ready for 2013: Email Marketing Redefined

How much time do you spend thinking about your email marketing strategy? Would you make the time if you knew that changing your email marketing strategy could make your job easier, increase revenue, and improve customer acquisition and retention? Email campaigns can do it all, but they have to be carefully planned and orchestrated to make the good things happen.
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Getting Your Email Heard Above the Roar of the Holiday Crowd

Getting your message heard above the roar of the holiday crowd requires a different approach. Instead of being the loudest voice, you have to be the voice your customers and prospects want to hear. This requires a marketing shift from one-off deals to providing the service that people want when they need it. The better the relationship between company and customers, the easier it is to connect with them in crowded channels.  Read More >>

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Use Social Media and Email to Get More Customers and Keep Them Coming Back

Apathy kills more customers than bad service and poor quality products combined. Loyalty is inspired when people are interested, engaged and valued. The top priority of every business that wants long-term growth and profitability is acquiring customers and keeping them coming back. Focusing on one without the other is a recipe for disaster.  Read More >>

7 Email Marketing Mistakes Even Seasoned Marketers Make

Email marketing is so easy that it is tempting to use it as a set-and-forget marketing tool. Failure to optimize email marketing strategy and execution affects customer loyalty, sales and costs. Email provides a personal, one-to-one connection between customer and company. It's a shame to lose opportunities to build relationships, increase revenue and reduce expenses by not committing the time and effort required to maximize email effectiveness.

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