One Important Deliverability Tip For This Week.

One Important Deliverability Tip For This Week.

I just read "Ensuring Black Friday and Cyber Monday Email Deliverability Guide" that was published from Message Bus and have to say that it was chock full of deliverability goodness for the email marketing geeks as we approach one of the heaviest email marketing weekends of the year.  They made several key points in there and had lots of tips, but there was one that hit close to heart in there that could be the difference between a successful email weekend and a marginal one. The point was around bounce thresholds and the advice was to ensure that you have a one hard bounce and your "out" threshold as well has having a realistic threshold of 2 to 3 attempts for soft bounces.  I could not agree more on this and have a story to share that might put this thinking into a more realistic way to think.  For the sake of the story, lets call this company: Wuhav (courtesy of...
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The Top 10 Things You Shouldn’t Do In Your Email Program This Holiday Season.

The Top 10 Things You Shouldn’t Do In Your Email Program This Holiday Season.

I like lists. I make a lot of them in my life, so I thought I would share a Top 10 list in the spirit of a little humor as we head into the most stressful season for us email marketers. Here goes... Auto opt-in everyone when they check out.  Make it so they can't uncheck the box when they checkout to receive their next 50% off discount tomorrow. Resend the same creative, with the same subject line, with the same discount 5 days in a row, (just in case they didn't see it the last 4 days) because you have seen revenue come in each time. Send out an "oops" email 3 hours after your first email, because your site went down for 5 seconds and you wanted to let everyone know that it was down in hopes of garnering more sales. Send out your Black Friday email to the segment of the database that you have rested since July...
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How To Tell What Type Of Community You Have

How To Tell What Type Of Community You Have

Communities is one of those buzz words that has made its way onto everyone’s webpage.  Are we really talking about the same thing?  The traditional definition of communities doesn’t fit too well in today’s context as the internet has made anonymous and physically separated communities possible. This post won’t deal with all the psychological aspects of communities.  This blog post will deal with the two major ways I group communities.  There are small subgroups of communities beyond these two, but here’s a start. Communities can either be built on a platform OR communities can use platforms to communicate.  You  might be thinking, “What’s the difference? Users are users.  If they are on my Facebook page, they are MY community.”  Not so fast, Brand.  These users don’t necessarily belong to your community.  In fact, many of your Facebook likes might be people who “liked” you to complain on your Facebook Fan page. 1. Communities built on a platform. A common example is (or was) Yelp....
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How The Daily Deals “Fading” Business Model Affects Email Marketing

How The Daily Deals “Fading” Business Model Affects Email Marketing

The daily deals business model is in trouble and many people are claiming that their doomsday predictions of 1 or 2 years ago are now coming true.  Last week Groupon reported another quarter of disappointing earnings and while the other daily deal companies are not disclosing anything, my assumption is that they are dealing with some significant issues as well.  Deal and particularly email fatigue could be settling into their subscriber/customer base and along with the increasing pressures of merchants not wanting to strangle margins might be coming back to bite the daily deals/local commerce space. I left Groupon over 2 years ago and have been silently following the marketplace as it has evolved, especially around how companies are "doing" email.  By in large, most daily deals/local commerce sites are still relying on the promotional push at 5 am to sustain their business while I see no attempts to re-engage me or get me excited about their brand via email.  I...
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A Busy Week Of Speaking On Email Marketing:  #adtechNY and #AAeM2012

A Busy Week Of Speaking On Email Marketing: #adtechNY and #AAeM2012

  This week is packed full of me speaking at 2 large industry events and I invite all you to come and join me as I speak both at adtech and The All About Email Virtual Conference.  I am excited to be speak at both of these great events about a few topics that are hot right now in our space. At adtech, I am speaking at the Email, CRM and Social session on everything from behavioral driven on-boarding to talking about the email and social solar system. It's a can't miss session where I promised my colleague Nicole Delma that I wouldn't drop the F-Bomb.  If you are at adtech and want to meet, reach out to me and let me know what you look like and lets share a coffee/water together. Assuming that I make it back from NYC in one piece on Wednesday, I plan to do the midday keynote at The All About Email Virtual Conference and Expo, where...
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A Simple And Clean Approach To Opt Down

A Simple And Clean Approach To Opt Down

Its been said that a good defensive strategy wins the big games and I could not agree more.  While some companies are spending a ton of money building out preference centers and the backend systems required to support them, a little known secret in the email marketing world is that by simply adding an opt-down page, you can save or at least divert subscribers from totally exiting your email program.  Much has been written in the past about an opt-down page, so I won't go into the pro's and cons of putting one up, other than to say that if you have no one unsubscribing from your program or if you send only 1 email a year, then this opt-down thing is not for you. Truth be told, I believe that just about everyone should have an effective and intuitive opt-down center, especially those that are frequent senders.  Its adds to a positive brand experience and affords your subscribers a level...
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