Email Logistics in Crisis Management

Email Logistics in Crisis Management

From COVID-19 to social justice movements to Cybersecurity attacks, 2020 has been nothing short of a whirlwind. How are you preparing for when these issues begin to infiltrate your company’s operations? Your Crisis Management Plan To determine how the process will operate, your crisis management plan must include the logistics of any email notifications you are planning to send. Last time, I wrote about the importance of understanding the risks and rewards of hosting data at third parties and why it is critical to understand how your organization’s requirements and limitations will impact your overall security situation. Today, I want to look at the importance of email logistics in your crisis management communication plan. Whether or not the incident is related to third-party data hosting or your email service provider (ESP), it will frequently include using email to notify people and notify them quickly. On the surface, this sounds pretty straightforward. There shouldn’t be any significant problems with contacting your customers and prospects via...
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Data-Driven Before It Was A Thing

Data-Driven Before It Was A Thing

Data-Driven Strategies Are Integral Recently, Rob Banner cited the confluence of marketing technology and advertising technology, aka MadTech, as possibly the most important space in business today as it has the potential to disrupt whole markets via the successful deployment of the right tools and strategies — tools and strategies driven by data. As email marketers, data-driven strategies are integral to everything we do. So much, in fact, that the term can ring as a bit of cliché. Email has always been a technology-enabled medium and a data-enabled medium. One could argue that, historically, that was the distinction between marketing and advertising; marketing was behavior or data-driven, and advertising was not. Increasingly, we see these worlds merging around data as customer experience, and customer perception, shape sales. Brand loyalty becomes determined by a company’s ability to truly understand their customers’ wants and needs, and act on those insights. In this new reality, everything is data driven and the distinction and division...
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Why Was My Email Blocked?

Why Was My Email Blocked?

Oftentimes, absolutely no one knows why your email got blocked or bulked, but that isn’t necessarily a problem.  The answer to the question, “Why was my email blocked?” has changed in the last 10 years. I’ve heard this question many times. It’s the first question anyone asks when they find out they have a deliverability issue. A decade ago, the answer was usually pretty straightforward. Blocklists, spamtraps, complaints, bounces, spam keywords—whichever the specific cause—it was generally fairly easy to figure out. Today, though, the honest answer in many cases is, “I don’t know.” This isn’t a popular answer. It’s not one that most deliverability people are comfortable giving, and it’s certainly not one clients want to hear, so it’s not usually the answer you’ll be given. Instead, possible, plausible, and likely causes are given. The truth is that not even the ISP’s own staff actually knows for sure why a given email was blocked. A little while back, I had the pleasure of attending...
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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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5 Things Every Email Marketer Should Know

5 Things Every Email Marketer Should Know

5 Things Every Email Marketer Should Know Some years ago, OK many years ago, I joined a custom publishing agency. My first week was one of deep orientation. During that week I was taken through the details of the publishing process. I was taught about the print process: the different types of printers, paper, and printing techniques; color processes, CMYK and spot color; collation, distribution, and the postal system. I was taught about copy writing, editing, layout and proofing, and all the other steps that go into creating the final product. In short, I got a five-day backgrounder on how the underlying technologies and processes of the industry worked and how they impacted our work. What I’ve come to realize is that in today’s digital marketing world, it’s very rare that an email marketer gets this kind of background. I commonly come across email marketers who don’t know how the channel that is the basis of our livelihood works. Here then are...
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Why Address Validation is Not Enough for Email Marketers

Why Address Validation is Not Enough for Email Marketers

Why Address Validation is Not Enough for Email Marketers Address validation confirms an email will go to a valid address, but not whether it’s the right person and that makes a big difference. There’s been a long debate about single versus double opt-in with, let’s be honest, the single opt-in approach winning out in most cases. We all understand why. Double opt-ins add friction and inconvenience to the signup process. The harder it is to subscribe, the fewer customers and potential customers will do so. As marketers, we want to minimize barriers and make the customer experience as simple and easy as possible. The problem with simple and easy is that it’s prone to simple and easy mistakes. Single opt-in, especially when implemented indirectly (for example, by a clerk at point of sale) is prone to typos. While often benign, these can lead to list hygiene problems. To reduce these issues, many companies have turned to address validation. Ideally performed in real time at point...
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