COVID-19: 10 Things You Can Work On Right Now

COVID-19: 10 Things You Can Work On Right Now

As we continue to learn more about COVID-19, email marketers must quickly adjust to the new normal. Current market conditions are demanding marketers shift priorities and make last-minute strategic changes. We must now reflect on our current programs and decide whether or not we should send that COVID-19 email at all. We are embarking on a time where there are no playbooks, no easy answers, and no crystal balls that can say exactly when and how the COVID-19 crisis will play out. As marketing leaders, we're obligated to rethink our value proposition and how we engage with customers to ensure our businesses' long-term stability. This an opportunity to maximize your productivity and position yourself for future success – accelerating your digital transformation. What processes can you optimize or update to make these campaigns run more smoothly in the future? How does your product evolve for the foreseeable future? Where can you drive growth through testing and innovation? Embrace whatever downtime you may...
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What High ROI Tactics Should I be Using in Email Marketing?

What High ROI Tactics Should I be Using in Email Marketing?

The pressure for email programs to perform at an even higher level year over year has never been greater. Shareholders and C-suite executives continue to put pressure on their organizations to deliver, and in turn, email marketers are constantly looking for smarter solutions, better results and a higher ROI on their email programs   First and foremost, there are no silver bullets in email marketing. Marketers cannot maintain ROI growth by implementing just a few tactics. Solid and sustainable growth in an email program requires patience, planning, commitment and continual testing.  Beyond standard best practices, like basic segmentation and A/B testing, there are a number of other tactical options organizations should explore to see if the return is worthy of additional investment. Caveat: Some of the ideas presented here are for specific types of organizations and mileage may vary. Audit your most engaged emails Typically the most engaged emails of a program would include the Welcome, COI, Password Reset, Transactional, and Cart...
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The Most Widely Known Email Stat Is Also The One We Should Forget About

The Most Widely Known Email Stat Is Also The One We Should Forget About

Let’s put to rest something that cheapens our industry by making what we do look easy. I have been in email marketing for over 16 years, and the one stat that has consistently been brought up on blogs, conferences, and webcast to show the value of email is that of DMA’s figure of 4,300% ROI for the channel. But who cares? When someone uses or believes in that stat, dollar signs tend to appear in their eyes, and they declare themselves email-marketing consultants (or agencies, even). Problems arise when inexperienced or rogue marketers (e.g., spammers) don’t understand or ignore the long-term consequences for a brand. Conversely, established brands sometimes see this stat and believe, because they already have a “name,” they can cash in without backlash, even when sending sub-par content. The problem with both situations is that the true value of email is marginalized, and thus some people tend to have a negative perception of just how awesome email can and should be. We are...
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How to ask for a bigger email marketing budget

How to ask for a bigger email marketing budget

As companies are winding down their fiscal year by blasting out deals and trying to drive consumers to shop with them, there is this strange thing going on behind the scenes in email marketing departments: 2012 budgeting. As someone who has gone through quite a few budgeting exercises in his career, I can safely say that I have survived most of them with little bloodshed. There were some years where the email budget was not increased due to "other priorities", but there were other years where I simply did not do the best job I could at convincing others of the importance of getting more money to do what I wanted to do. Here are a few simple, yet often overlooked ways for my email marketing brethren to get more budget for 2012: Back up everything you want to do with realistic numbers.  CMO's and executive types love numbers. If you want to implement a lifecycle strategy which you know will bring...
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