Debra Ellis

Heather Fletcher is senior content editor with Target Marketing.

For some marketers, "Big Data" is a scary concept. That may mean they don't bother with data at all. Information on buyers, though, can be a marketer's friend, says Debra Ellis, founder of Wilson & Ellis Consulting. "Seasonal and discount shoppers are relatively easy to recognize, because they have very specific buying patterns," Ellis writes in a piece published on Aug. 1 on LinkedIn Today. "Creating customized marketing for them increases their response and reduces costs. The dual benefits make this a logical place to begin."

Automated, triggered, sequential email campaigns tailored to known steps on your customers' journey, or even special occasions in your customers' lives, can significantly increase the response and ROI of your email marketing. And they're a lot easier than you think! Join us on this educational webinar to learn how you can leverage triggered emails in your marketing.

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

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 demographics. Conduct extensive research before reaching out to potential partners.

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?"

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