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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
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...



Creative Caffeine

Dani Cantor
Flash (Sale) AAAHHH!!
Apr 20, 2015

Part of me feels like, since I revealed my obsession with song lyrics in my first entry, I can't keep...



Making Social Sell

Jeff Molander
Drive Leads on Facebook by Getting Customers to Gab
Apr 17, 2015

What can a regional supplier of HVAC products and services teach you about Facebook? Plenty. I've already explained how Steelmaster...



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...



Reinventing Direct

Gary Hennerberg
Stimulating Awe, Goosebumps and Chills in Copy
Apr 15, 2015

When your copy stimulates awe, your customer should experience a physiological reaction like goosebumps or chills. A physical reaction comes...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: Data Makes All the Difference
Apr 14, 2015

The draw of the latest marketing trends pulls at us all. Many companies have integrated their direct mail with technologies...



Marketing Sustainably

Chet Dalzell
Premium Employment: Half the U.S. Workplace Relies on Data
Apr 13, 2015

Last month, the U.S. Department of Commerce issued a report titled "The Importance of Data Occupations in the U.S. Economy."...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Marketing and IT; Cats and Dogs
Apr 9, 2015

Cats and dogs do not get along unless they grew up together since birth. That is because cats and dogs...



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...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google Finally Shuts the Door on Doorway Pages
Mar 31, 2015

Google seldom gives search engine marketers advance warning of algorithmic changes; however, in a rare move recently Google announced plans...



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...



'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 >>

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 >>

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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