The Power of the Inbox
August 1, 2013

If most of your emails are promotional, please take the time to read further. I want to talk about the power of newsletters to engage your customers. If you already send newsletters, I hope you'll get some new ideas to enhance your program.

Email Marketing: What to Test and How to Test
July 26, 2013

One of the most powerful aspects of email marketing is it can be tested (and, thereby, optimized). Following generic “best practices” or fixed “rules” is not a path to success, because what works for one audience won’t necessarily work for yours. Testing is your biggest ally. You should always "test for the best" in your email campaigns. What to test: Historically, the subject line has been the most popular marketing email element to test, followed closely by the content of the message itself. But, as MarketingSherpa highlights, there are many other elements of your emails that are just as testable.

15 Astounding Marketing Facts
June 26, 2013

Marketing facts and figures help marketers understand where we stand against the averages and norms. They also help us understand consumer trends, business trends, and where the industry has been and where it is going. ... We’ve identified a number of facts that might help you the next time you are trying to determine whether an idea is worth consideration. Or even convince others within your organization to rally around a new tactic or channel. Here are 15 of the most astounding social media, email and other marketing facts and figures

Drip Marketing: 3 Essentials to Increasing Leads and Sales
June 10, 2013

Do you know the Direct Marketing Association says a prospect needs to see/hear your message three times to recognize you and a minimum of nine times to make a purchase from you? Do you also know an estimated 70 percent to 90 percent of leads generated by marketing never receive follow-up from sales, according to MarketingSherpa? It's no surprise, then, that companies are continuing to understand and embrace the importance of drip marketing.

Why Trigger-Based Email Will Increase Your Conversions
May 24, 2013

Internet marketing research firm MarketingSherpa recently asked online businesses what types of automated emails they send. The results show that outside of welcome, thank-you and transactional emails (e.g., receipts), most business aren't fully embracing the power of auto-responders. In fact, based on their data, about 75 percent of businesses are missing out on the email marketing sweet spot.

15 Email Marketing Tests You Should Be Doing
April 3, 2013

I was recently asked to develop a "testing protocol" for a client. The deliverable was a worksheet that would document tests for a particular send, but they wanted it to do more than just that. ... One of my observations, both with this client (who I've been working with for more than two years) and with other clients, is the focus on subject line testing. My personal goal, with this project and in general, is to get email marketers to go beyond just testing subject lines and look at other elements that might improve response

The New Inbox: How Mobile and Social Have Changed Email Marketing
April 1, 2013

So, the new email inbox is now mobile. What does this mean? Connected consumers—the people with smartphones and tablet computers—check their email accounts more often and, in some cases, exclusively from these devices. In a joint presentation between Responsys’ VP of Strategic Services Richard Fleck and BrightWave Marketing’s CEO Simms Jenkins, the two spoke about how the changing email landscape must evolve to consider mobile and social access points. Each speaker touched on different aspects of email’s evolution

How 7 Businesses Improved Their Email Marketing Campaigns
March 19, 2013

Although some marketers and analysts love to declare that “email marketing is dead,” nothing could be further from the truth. Yes, the old-style of top-down, one way email communication is dead, and has been for some time. If you’re still struggling with a low open rate, a dismal click-through rate, or wondering “where did I go wrong?,” these seven businesses might provide some inspiration. Improve deliverability rates: According to a MarketingSherpa case study, TBC, a tire corporation with numerous online brands improved its email deliverability from 60 percent to 99 percent by following a few basic steps

6 Parts of Your Marketing You Should Always Be Optimizing
March 8, 2013

We're huge fans of optimization here at HubSpot. But we also know that optimization can be exhausting. Most marketers have a lot on their plates—it’s enough to try and design a marketing strategy, write an ebook, and hit your monthly lead gen goal without the worry of testing and optimizing everything. So rather than reaching for a gallon of Ben and Jerry’s and hiding until all this bad noise about A/B testing stops, think about how much more efficient optimization can make you in the long run! Because I am an optimization nerd, I think about how to optimize everything—from

Measuring the ROI of Marketing Automation
February 14, 2013

Marketers everywhere are realizing how necessary marketing automation technologies are for their marketing efforts. According to SiriusDecisions, the adoption of marketing automation technology is expected to increase by 50 percent by 2015. While marketers are realizing they need to adopt the technology, there is still some fogginess on the best way to measure its ROI. Marketing automation is a big investment for businesses, but the positive impact organizations see to their bottom lines is significant. Below, I outline three of the many ways marketing departments can measure the ROI of automation. While there are always other areas to analyze, these