Back to the Basics: Email Infrequency

Back to the Basics: Email Infrequency

  Email has had a big year; The Los Angeles Times reported that Cyber Monday was the largest in history - more than $6 billion in online sales - and email played an important role. This late in December, most of us have received a virtual onslaught of email from our favorite retailers attempting to get us to participate in the holiday fun. Consumers have come to expect it, but during the rest of the year, marketers wonder whether they’re sending the right amount of emails. In recent years much has been written about email frequency and the ideal number of emails that organizations should send.  In a perfect world, the real answer is that you should send as often as your subscribers allow you to send to them.   In reality, though, we have no evidence or best practice for how much email a particular subscriber is willing to accept. That’s because so many variables are involved. How did subscribers opt-in?...
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Make 1 Monumental Change to Transform Your Email Program

Make 1 Monumental Change to Transform Your Email Program

Dear Email Marketers, First and foremost, congratulations on surviving another year in email marketing. By now you should be mid-way thru the holiday madness and in the planning/budgeting stages for your 2018 email program.   No doubt you have read trend predictions for 2018 by some of the smartest minds in our industry. Rather than regurgitate the same stuff, I felt it might be better for me to ask you for a big favor in 2018.   It’s a frank and honest ask. I would like you to commit to adding ONE new thing to your email program next year.   I don’t mean doing something small, like making an interactive email or doing subject-line testing in Q2. Instead, I am asking you to commit to something monumental that could deliver a big impact.   Let me unpack what I mean by “monumental.” I am not talking about pie-in-the-sky stuff like integrating a super-dee-duper AI-driven neural-network decision-making engine which will integrate easily with your ESP...
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A Beginning of Year Email Audit Checklist

A Beginning of Year Email Audit Checklist

To start the year on a good note, catch errors and identify opportunities for optimization via a thorough audit of your email marketing program. It's common to use the beginning of the year to look back at what you've achieved in the past year or to plan for what you wish to accomplish in the next 12 months. But one shouldn’t forget the present, either. Taking a look at how things are running right now is also worthwhile. In the hustle and bustle of campaign planning, creation, and execution, it’s easy to lose track of all the moving parts of your email program – particularly those parts that can go awry if they are not carefully monitored. To avoid such issues, here is an email audit checklist to help you start the year off right: 1. Infrastructure Your infrastructure is bulletproof and unchanging, in theory. In the real world, mistakes happen and errors can creep into any setup. New campaigns, new platforms, and system...
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The 6 Pillars of Effective Email Acquisition

The 6 Pillars of Effective Email Acquisition

In this guide, you won't find 10 easy tactics to grow your list 10% in a quarter. Instead, you’ll discover a winning strategy that relies on preparation, analysis and continuous improvement to create an effective and sustainable email acquisition program. This strategy rests on six pillars of effective email acquisition. This guide explains why each pillar must be a part of your acquisition program and how they work together to drive long-term growth for your email program. This is a must-read white paper for any marketer focused on email acquisition....
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Artificial Intelligence & Email Marketing – Part 2

Artificial Intelligence & Email Marketing – Part 2

In a recent blog post on practical applications of artificial intelligence for email marketers, we tried to define what AI means for email marketing. Although some AI claims are more hype than reality, we believe it offers some great practical applications for the future. We work on some of the most complex and advanced email programs in the world. We’re always looking for ways to innovate and improve our customers’ programs. After working with OneSpot for years, we believe the personalization technology company is changing the game with machine learning and its practical application for email programs.   I recently sat down with several members of the OneSpot team to get their perspective on the AI landscape and what their technology offers the modern marketer. 1. It seems as if the email industry has talked about delivering a 1:1 experience for over 10 years. What is OneSpot’s unique differentiator? “Personalization” is used to describe different things in the email space, from adding someone’s name...
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