Ernan Roman

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

Challenge: Email deliverability is now dependent on a sender’s ability to deliver engaging content to subscribers. Since engagement has become a key ingredient in ISP’s reputation scores, marketers need to up their game to play by the changing rules or risk poor ROI rates on campaigns. As we reported in a previous blog, 70 percent to 75 percent of email subscribers are inactive, marketers need to capture attention and invite engagement due to Gmail, Hotmail, Yahoo! Mail, and AOL now incorporating

Be humble, be where your customers are and deliver high-quality customer service in every channel are just three of the 12 actions for multichannel success that were presented during a session that took place at Integrated Marketing Week 2013 in New York City last week.

The challenge: Per recent guidelines, you will be penalized if your emails do not have adequate levels of deliverability and “engagement.” Consider the following options to optimize your lists to increase open rates and engagement. Per our previous blog, recently most email service providers converted to a new algorithm that calculates deliverability using a combination of the original email delivery rules plus new “engagement” factors: open rates, clicks, unsubscribes and complaints. With these new human behaviors factored into the equation of deliverability, future emails that you send may be considered SPAM

Last month, Ernan Roman, founder of Ernan Roman Direct Marketing, and Carolyn Goodman, president and creative director of Goodman Marketing Partners, showed webinar attendees how to deliver a multichannel experience that nurtures engagement and leads during the live webinar Personalization 2.0. Here, Roman answers some of those questions with his best B-to-B lead generation tip and a three-step plan to implementing voice of the customer techniques in your marketing.

In the interview process for Target Marketing magazine's January cover story, "The Big Qs of 2012," we asked our expert panelists what they foresee being the biggest headaches for direct marketers this year. Several of them declined to answer, but those who did answer offered these warnings:

With the New Year here, Target Marketing spoke with industry experts about a number of issues, from cross-channel communication to consumer privacy, to discover what marketers need to focus on in 2012.

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