Big Data vs. Actionable Data: 2 Steps for Capturing the Information You Need
February 20, 2013

We've all heard the phrase "Big Data" and, as marketers, you may be struggling to incorporate a solution for managing it. But are you trying to solve the right problem? Is big data really what you need, or is it a catchy phrase better used by those who think they need to capture every keystroke for day-to-day business activities? My advice to marketers is this: "Don't try to boil the ocean." Think about the data you need to drive your marketing programs and make yourself relevant and timely

Despite Social Frenzy, Marketers’ Love Affair With Email Isn't Waning, Study Finds
November 14, 2012

A recent study from ClickSquared, a global provider of SaaS cross-channel campaign management software and email services, and The Relevancy Group indicates that while email remains marketing's workhorse, lack of relevancy contributes to deletions, fuels unsubscribe requests and pushes consumers to mark messages as spam. To improve results, marketers must embrace strategies to heighten email relevancy and improve timing. By doing so, they'll increase customer engagement and conversions.

Why Email Must Be a Part of Your Marketing Mix
September 20, 2012

If email is the least expensive and easiest way to understand consumers, then why aren't businesses embracing it more fully? In a recent survey from ClickSquared, conducted with The Relevancy Group, we learned over a six-month period that marketers segmented audiences based on email clickthrough only 42 percent of the time. Email open rates were evaluated even less, at 35 percent.

How Cross-Channel and Multichannel Marketing Differ
April 16, 2012

In an informative podcast recently from ClickSquared, Suresh Vittal, vice president, practice leader for customer intelligence at Forrester Research, addressed the distinctions between multichannel and cross-channel marketing. This compelling dialog highlighted the key capabilities marketers should seek in a marketing platform, and also underscored the importance of working with a vendor that can effectively manage your marketing database.

6 Levels of Permission-Based Email: Marketers Find More Than Six Degrees of Separation Between Double Opt-in and Opt-out Lists
March 5, 2012

Asked not once, not twice, but three times if they genuinely want to learn more about Lenny Clarke's comedy and other events coming to the Palace Theatre in Manchester, N.H., more than 28,000 patrons say yes, they really do. Peter Ramsey, president and CEO of the theater, says during the past seven years, the Palace has been collecting email addresses from ticket holders then verifying their opt-ins twice, "so we'd get it right."

When to Remove Hard and Soft Bounces from Your File
December 21, 2011

This month we asked several email industry experts to provide their tips and advice on a topic that is sure to be top of mind with the increased email marketing activity this holiday season: what to do about hard and soft bounces.

Pats' Pact: Fans Are Family
December 1, 2011

In early 2010, a looming National Football League lockout coincided with the New England Patriots' lowest season ticket renewal rate in a decade. But Pats owner Kraft Sports Group (KSG) of Foxborough, Mass thought analytics might solve one of those problems.