Don’t let bad data poison your email relationship with your clients. Learn how to avoid personalization failures in your email program. In the space of three days recently, I received three individual emails that showed me brands are beginning to take the concept of “helpful marketing” seriously. That’s good news because I believe helpful marketing… keep reading →
Need to send an “Oops!” email? It’s crucial to follow up your error with the right message. Learn from these examples. Breathes there the email marketer who never had to send an “Oops!” email? So you say your marketing team never had to send an “Oops!” email? Don’t be too smug. Maybe your turn just… keep reading →
How to start an email A/B testing campaign? Start email A/B testing by creating a hypothesis that sets the foundation for a successful testing strategy. If your hypothesis is incorrect, the statistical significance of the test result will be impacted. One reason A/B testing suffers is that many marketers are hesitant while developing hypotheses.… keep reading →
The Holistic team and I discovered something unexpected recently while analysing activity in a client’s customer database. This surprising information shed new light on how we segment customers and how we message them based on what our data is telling us. Although our programme is still a work in progress, I’m sharing my thinking with… keep reading →
They aren’t the same, and if you get it wrong, you’ll leave money on the table. What’s the one thing you would do to make more money from your email program? Your first thought might be to add an automation platform, invest in new email designs, maybe even switch ESPs. But all of those cost… keep reading →