It’s important to decide whether a trend presents real opportunity or distraction. As marketers don’t let innovation overcome email common sense, we need to know what should be on our collective radar to plan and optimize our email programs. The annual parade of trends articles for the coming year helps us do just that. However,… keep reading →
First, the good news: For many years, experienced marketers have been preaching the advantages of targeting messages and using advanced segmentation for greater relevance, engagement and conversions, and marketers finally seem to be using these helpful tactics. Hooray! Now, the bad news: Some marketers are taking the advanced segmentation approach a little too much to… keep reading →
The immediate casualty of Apple’s move to allow its Mail app users to disable pixel tracking in its mobile, desktop and iWatch devices will be the open rate as a measure of subscriber engagement. To that prospect, I say “It’s about time!” Because the open rate should never have become a proxy for campaign success.… keep reading →
When your email program doesn’t deliver the results you expect or help you achieve your marketing goals, where do you look first to fix the problem? You probably don’t have a big red warning light on your ESP dashboard alerting you to problems, the way your car warns you about engine trouble or a flat… keep reading →
Try these steps before giving up on disengaged and inactive email recipients. Email marketing is better than ever, but there’s one problem that just won’t go away – inactive customers. If you’re like many of the email marketers I’ve worked with, you try everything: You dig into your analytics to learn when and how customers… keep reading →