The Path to Holiday Email Optimization Part I: Checking Your Foundation
August 27, 2015

For just about every consumer marketer, the winter holiday season generates the majority of revenue for the year. It's the season in which most businesses invest the bulk of their time and money in their marketing programs, and rightfully so. As the opportunity approaches email marketers typically concentrate on gaining consumer mindshare and showcasing value, laying the foundation for holiday purchases. The leaders do even more.

Making the Grade: It Takes an A-Level Reputation to Get to the Inbox
December 4, 2014

Most email sent today is junk, at least according to recent research Return Path conducted, which showed that nearly two-thirds of all messages came from the least reputable senders in the world (aka spammers). With that being the case, why are most inboxes relatively spam free? Just like colleges do with applicants' transcripts, mailbox providers consider a sender's reputation to decide whether or not to accept incoming mail. Mailbox providers outright reject 72% of messages sent to their users, at least partly based on sender reputation, keeping the inbox free of undesired email.

2 Tips to Write More Readable Copy
November 26, 2014

When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you could be writing over your prospective customer's ability to understand your message. In the U.S., average reading levels are at about the eighth grade level. But 1-in-5 U.S. adults read below a fifth grade level. And surprisingly, 14 percent of U.S. adults can't read

10 Website Creative Tips for Conversion Optimization
June 30, 2014

Beyond the fundamentals of creative design and messaging, optimization is the most significant service to help brands increase engagement and drive measurable improvements. I define creative optimization as the use of customized strategy, technology and best practices that deliver outstanding performance for your campaigns and websites. Here are 10 best practices for creative optimization:

What You Need to Know About AdWords Quality Score From a Former Googler
June 11, 2014

This is my first blog post for Search Engine Journal. I plan to blog once a month on the topic of pay per click, a field I've been involved in since 1998, when I was selling VHS cassettes of popular movies out of my dorm room. I started working for Google's AdWords division in 2002, where I first translated and launched AdWords in Belgium and the Netherlands, was then involved in product development and eventually became their lone AdWords Evangelist. One of

Dunkin’ Donuts Finds Mobile Offers and Sports Play Well Together
June 4, 2014

Dunkin' Donuts is no stranger to activating sport and athlete promotions as part of its marketing strategy, and continues along these lines with a new Major League Baseball mobile promotion. The "NY Wins, You Score!" baseball initiative runs throughout June and rewards Dunkin' mobile app users in the Metro New York area with a coupon offer for a 99 cent large hot coffee following a win by either the New York Mets or New York Yankees. The promotion makes a lot sense because of the value inherent in accessing a fan base and the positive association consumers have with sports.

Emma Introduces Email Results App, Industry's First Email Performance Measurement
May 23, 2014

Company: Emma, an email marketing platform
Metric, the company's latest iOS app
What it Does:
Metric delivers real-time access to results from email marketing campaigns including opens, clicks and shares. In addition, the app provides email marketers with the Mailing Score, an analysis of a single mailing's performance in context with the millions of emails sent through Emma each day.

How Marketing and Sales Can Bridge the Gap
March 31, 2014

History is littered with love-hate relationships: England and France, Scarlet O'Hara and Rhett Butler, Nicole Richie and Paris Hilton, to name a few. I'd like to add sales and marketing to the list of friend-enemies. The sales-marketing "frenemy" relationship is ingrained in many organizations

Tips on How to Raise Your Google Quality Score
March 24, 2014

how do you raise your Quality Score? Let's start by understanding how Google determines Quality Score. Quality Score is the algorithm Google uses to estimate how relevant your ads, keywords and landing pages are to a person seeing your ads. A high Quality Score means Google's systems consider your ads, keywords and landing pages relevant and useful to users searching a particular topic. Google is protective of its algorithms, so we can't say exactly how it's done, but we can reveal the five most important factors:

CPG Brands Score on Mobile's Hypertargeted Marketing Promise
January 27, 2014

As more consumer packaged goods (CPG)marketers build up their mobile know-how, big brands are ditching traditional mass marketing approaches for smaller scale efforts that single out specific groups of consumers. CPG brands have historically relied on mass marketing tactics with big budgets akin to TV and print advertising that hit the majority of consumers. However, the appeal with mobile is significantly different for CPG marketers around influencing purchases at the point of sale, which is causing some to scout out specific demographics of consumers who are increasingly spending more time within mobile applications and sites.