Carolyn Nye is Director, Digital Interactive Group for Acxiom, which provides businesses with consulting, data, and technology solutions. She has developed a wide variety of highly successful marketing campaigns — including triggered and transactional email campaigns — designed to engage customers, drive sales, improve service and overall customer satisfaction. In additional to writing articles, she is a speaker and contributor at industry conferences. Email Carolyn.
The upcoming holiday season offers tremendous revenue potential for many ecommerce merchants. Instead of procrastinating through the back-to-school rush, make preparations now to improve your ... Read More »
I am frequently asked by ecommerce merchants, "How often should I be sending emails?" I nearly always give the same response, "It depends." In fact, mostRead More »
For many ecommerce businesses, summer can be a challenging time for sales. Consumers are preoccupied with vacation plans and traveling, which can decrease online purchasing.
In ... Read More »
Abandoned cart emails are typically among the most effective marketing programs for ecommerce merchants. If you currently do not have an automated cart-abandonment email series, strongly consider launching one.
With ... Read More »
The dramatic shift to mobile devices affects how consumers interact with brands and websites. The shift presents challenges for email marketing by ecommerce companies.
In this article, I’ll review three ... Read More »
In “Email Marketing Metrics, Part 1: The Basics,” my article last month, I addressed the primary measurements for email marketing: delivery rate, open rate, and ... Read More »
Email marketing is cost effective and typically has a high return on investment. But over the years, email marketing has changed. Measuring the performance of email and its impact on incremental revenue can ... Read More »
Lead nurturing is a business-to-business marketing process to optimize a series of communications with a lead or prospect, to increase sales. The strategy for a ... Read More »
Once Thanksgiving arrives, the volume of emails increases dramatically. Retailers race to get offers out to eager shoppers. Typically companies that send infrequent emails will increase ... Read More »
Cyber Monday is the traditional kickoff for the ecommerce holiday-selling season. In this article, I’ll review five pointers for your holiday ecommerce email-marketing program.
Facilitate Ordering ... Read More »
Many ecommerce merchants use email service providers to deploy outgoing messages and manage subscribers’ email addresses. But there are other companies that offer useful, email-related ... Read More »
The holiday season is gearing up. For ecommerce merchants, it’s important that their triggered and transactional emails are functioning correctly. The objective of these emails ... Read More »
Ecommerce merchants rely on email marketing for new customers and for recurring sales. Many of these customers, however, receive many emails per day; grabbing their ... Read More »
On July 1, Canadian Anti-Spam Legislation (CASL) came into effect. The law is vastly different from the U.S. CAN-SPAM Act, with stricter provisions and heavier ... Read More »
Not every email message you send to your subscribers generates immediate sales. In fact, most do not. Running a successful email program requires fresh content ... Read More »
Relevancy is everything in marketing. The more relevant a message is to consumers, the more likely they will respond positively. For email, this is especially ... Read More »
Webmail providers like Gmail, Hotmail, and Yahoo use, essentially, two checks to determine whether to deliver an email to its intended recipients. One check is ... Read More »
Emails are effective only if they reach the intended recipients. In this article, which is the first of a two-part series, I’ll offer six tips ... Read More »
For years, email marketing has been the workhorse in the web marketing toolbox. It is relatively inexpensive. And it’s typically very effective for getting subscribers ... Read More »
Email marketing remains crucial to most ecommerce merchants. But email is changing. Consumers increasingly access email from their smartphones. Gmail’s influence on email marketing is ... Read More »
Since Gmail’s new tabbed format launched a few months ago, the response has been both positive and negative — from users as well as email ... Read More »
It’s finally here, the busiest shopping week of the year. In this article, I’ll review some last minute email marketing reminders and tips to make ... Read More »
Email is holding strong as the marketing vehicle that often produces the highest return for ecommerce merchants. Email can help to not only increase sales, ... Read More »
Editor’s Note: This is “Part 2″ of a two-part series on email marketing for the upcoming holiday selling season. “Part 1: Preparation” we published earlier.
In ... Read More »
Editor’s Note: This is “Part 1″ of a two-part series on using email for holiday marketing. “Part 2: Implementation” we published subsequently.
Ecommerce merchants are increasingly ... Read More »
When I managed email marketing for a leading ecommerce site, I would receive calls from our IT department almost every Tuesday, asking if I had sent a large email campaign. The trouble was that we were sending too much traffic to the site at once. This was a good problem to have, but we...
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Consumers have many options for email services. The top three providers are Gmail, Yahoo!, and Hotmail, which recently changed to Outlook. Occasionally these services make changes that can impact ecommerce email programs. The changes are often dynamic — changing algorithms, rules, and ...
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Email design has changed over the years. It has evolved from basic text, to beautiful design with great images, to hybrids that balance images and text. With the majority of shoppers previewing or reading emails on their smartphones, many ecommerce merchants wonder what the best practic...
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With so much information available about your customers and prospects, how do you apply that information to your email communications? In this article, I'll address steps to apply the right data to improve your email-marketing program.
What Data Do You Have?
This question is not alwa...
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For email marketers, there are several key tests that will improve a campaign, and an ongoing program. Here are five basic testing strategies to optimize your email marketing efforts.
Subject Line Testing
Many marketers believe that a subject line’s purpose is simply to get people to...
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