When done right, testing is a revenue driver for the email channel. Companies should consider it an investment, not an expense. Whenever I meet with a new email marketing team, one of my first questions is “What kind of email testing do you do?” Often, the answer is “We tried that, but it didn’t work… keep reading →
“Helpful Marketing is like the helpful salesperson. Instead of basing the customer relationship on transactions alone, it frames every email you send as a customer-service-oriented message, even when the goal is to sell.” In the second article of my four-part ClickZ series, I listed four common mistakes email marketers make that hold them back from… keep reading →
Marketers use data to interpret test results, but sometimes you need to look beyond the numbers to understand how your tests fit into the overall customer experience. Our recent work with a client that provides background screenings for landlords and property managers generated some fascinating data. It also helped illuminate 5 tips you can use… keep reading →
What you learn about your customers from their activity on your email campaigns can inform your keyword search strategy. Likewise, you can fold your best keywords into your email copy to make it more resonant and relevant to your email audience. It might be cheeky for me to introduce myself to the ClickZ audience by… keep reading →
An email automation targeting browsers who don’t buy can be an effective tool to bring busy shoppers back for a second look. It seems as if we have been thinking about Holiday 2022 since we put the decorations away last year. But now it’s time to get serious. By now, you likely have either locked… keep reading →