a Trendline Point of View:
California Consumer Privacy Act of 2018
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Background - Privacy in the US:
In the US, there is no single, comprehensive federal (national) law regulating the collection and use of personal data. Instead, the US has a patchwork system of federal and state laws that sometimes overlap or contradict one another. There are laws such as HIPPA, COPPA, CAN-SPAM and Gramm-Leach-Bliley, all which prohibit unfair and deceptive practices involving the disclosure of and security procedures for protecting personal information yet these apply to particular categories of information.
In recent years, the surge of companies who are collecting, storing, and using personal information for better “customer experiences” and “valuation” is astronomical. A study conducted by Pew Research Center in 2016 revealed that roughly 50%...
Best Email List Growth Practices for AI
List growth and email address acquisition seems to always be a central topic (and sometimes a source of anxiety) amongst marketers. The question most frequently asked on this subject is “how do I grow my email list effectively without compromising the quality of the subscriptions?” Many articles have been written on the subject highlighting such tactics as SEM, sweepstakes, co-registration, affiliate, display advertising, eAppends and even email list buying. While some of these tactics work, opinions vary on each in terms of cost and most importantly, effectiveness. The best advice I can give in terms of email address acquisition is to work with people who have experience from your side of the fence and have them perform an audit of your current email acquisition model. Partnering with an email marketing agency will yield the best results.
That said, there are 5 key principles to apply when looking to acquire new email addresses for marketing purposes.
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Brace yourself...I have seen a lot of email in my days, but I haven't seen too many emails which embody length like this one from oo.com.au. It's long...wicked long. I am not saying this uber-long email doesn't work, because I don't have access to their numbers, but what I am saying is that if you send out emails like this, you better be sure that you are looking at click tracking using some sort of click map. If it works, great..if it doesn't, then find something else that will work.
The key takeaway here is that sometimes brands think it's a good idea to do stuff and rarely test or ensure that something this extreme will work on a consistent basis. Make sure that the changes you make to your email program, whether it be short or long copy or long or short subject lines, can be read and analyzed so you can understand what your subscribers are telling you. The...
As many organizations begin planning for the 2012 year, one topic that is sure to be discussed Ad nauseam is subscriber acquisition. It's no secret that in order to grow and sustain a successful email program, organizations need to have solid plans to acquire and retain subscribers.
I have been a part of many discussions both on the client and agency side talking about ways for companies to grow their list and the discussion always leads back to 2 questions:
Do you know WHY people subscribe to your program?
WHAT are people looking for once they subscribe?
I truly believe that you need to have both of these questions answered before sources are identified, budgets decided on or welcome and on-boarding are even discussed. To me, answering these questions are literally the foundation for your entire program.
There are some out there that will always default to the standard answers of "they want deals" or "stuff that is relevant to them", but I...
All of us that are involved in the email industry know that running an email program is not easy. Email pundits and those at an arms length are always clamoring at the brand side folks about ways to improve their program thru relevancy (for the record, I despise that term) lifecycle email and these other ways to make your program "better". I especially get that since I ran programs for 10 years and always had to read about this sort of stuff and sometimes it drove me nuts. However, no matter how big or small the program I was involved with, I always took the time to take an inventory of all my email and how things worked when certain actions were triggered. Once I figured stuff out, I looked for ways to maximize revenue in anyway I saw fit.
The people who run or who are involved in company email programs consistently talk about 3 things when it comes to...
Nearly every email conference, white paper, blog post and webcast today is focused in some part on the use/leveraging the power of social media. Social CRM scares the heck out of marketers and its especially true when you start talking about the ability to integrate your social strategy with your email marketing efforts.
Flip the coin and enter the email marketers world and a hot topic always discussed is email acquisition. How and what companies are doing to ensure that the quality of the acquired subscriber remains high while trying to maintain the quantity goal set forth by the organization.
Some of the debates that I have been involved in the past have always centered around Co-reg, increased PPC spend, affiliate, append and on and on. However, one topic that seems new to the equation is the ability to leverage social media for acquisition.
There are many ways to use social to acquire email subscribers, but for this post I will only talk...
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