UPDATE: Email Testing Using The Taguchi Method

UPDATE: Email Testing Using The Taguchi Method

DOES THIS SOUND FAMILIAR? Q: What is the best time of  day  to send an email? A: Test it Q: Does lifestyle imagery in emails perform better than other imagery? A: Dunno...test it Q: How does the placement of buttons affect my email click through and subsequent conversion rate? A: We should test that   Almost every email seminar or discussion I have been a part of  has veered to having to test a number of things within a given email marketing program.  In fact, almost every recognized email blogger and speaker alive has uttered the words "test it." There is no escape from the email testing conundrum and you are either in a culture of “test, learn adapt,” or you are not. As a former client-side / brand email marketer, I can  confidently say that email testing is hard. It takes commitment, passion, patience, resources and most of all an openness and willingness for things to change.  Some Email Service Providers (ESPs) make testing so difficult that it's...
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How to Be Successful at Sending Email to Generation Z

How to Be Successful at Sending Email to Generation Z

How to Be Successful at Sending Email to Generation Z Generation Z is the newest generation to enter into the marketing world over the past few years.  Defined as those born between 1996 and 2010, Generation Z matches if not outsizes the over 60 million millennials. Many companies have been gearing up to find ways to connect with this generation and while some have been successful, I thought I would take the time to explain how to market to them via email.  While I am a firm believer that this generation needs to be targeted using multi-channel campaigns, I want to focus on the email part of the equation. First and foremost, let’s get a few main facts out of the way to help formulate the basis for a content play to this army of kids and teens. Video. According to an infographic by Upfront Analytics, Generation Z watches 2x as many videos on mobile as any other demographic. That same infographic also indicates...
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UPDATE: Top 5 Email Marketing Challenges

UPDATE: Top 5 Email Marketing Challenges

Top 5 Email Marketing Challenges Whether it’s an in-house FTE (full-time equivalent) or a digital marketing agency you’re talking to, the general impression people have is that email marketing is easy. Basically, it’s a digital version of direct mail. Well, we have a saying here at Trendline Interactive: "Email marketing is hard." Here’s why: 1) DATA This is the biggest challenge we face with any client.  Whether it’s getting the data you need from internal systems to make sure you can act on it, or ensuring that the automated feeds are clean and don’t have any stray characters, which can throw off imports or break reporting.  We spend a lot of time working with data throughout the lifetime of a client. It is an aspect of the system that requires constant vigilance. 2) QUALITY ASSURANCE When it’s crunch time, and an email HAS to go out the door NOW, the most overlooked thing is quality-assurance (QA). We allow 48 hours for our QA process to be...
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