Carolyn Nye - Practical Ecommerce

Articles by: Carolyn Nye

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Carolyn Nye

Carolyn Nye is an international email marketing authority and senior sales support manager for Acxiom, a provider of consulting, data, and technology solutions. She has written for Practical Ecommerce since 2010 and has been in the email marketing industry since 2006, advising large and small companies on the execution of successful campaigns.

She is also a speaker and contributor at industry conferences.

Carolyn holds a B.S. in Marketing from the University of Massachusetts Dartmouth and an M.B.A. from the University of New Haven.

Email Marketing
7 Reasons Why Marketing Emails Fail

May 24, 2022 • Carolyn Nye

A high-performing email marketing program requires nonstop management. Many factors can cause poor performance. Here are seven of the most common.
Email Marketing
Tips for Selling Ads in an Email List

April 18, 2022 • Carolyn Nye

Merchants can sometimes earn extra revenue from selling email ads that target their subscribers. Here are a few quick tips.
Email Marketing
Mastering Email Deliverability in 2022

March 21, 2022 • Carolyn Nye

The first step in a successful email marketing campaign is getting the message to recipients' inboxes. But that's often harder than it appears. Email guru Carolyn Nye explains in the terrific piece.
Email Marketing
How to Integrate SMS into Email Marketing

February 21, 2022 • Carolyn Nye

Many ecommerce brands drive engagement and conversions via text messages But implementing the channel requires caution and sensitivity. We explain in this helpful post.
Email Marketing
iOS 15: Impact on Email Marketing to Date

January 30, 2022 • Carolyn Nye

Apple's iOS 15 operating system launched in September 2021. Its new "Mail Privacy Protection" inflates the reported open rates of commercial emails. This piece analyzes the impact thus far.
Email Marketing
Holiday Email Marketing Trends, Examples for 2021

November 21, 2021 • Carolyn Nye

It's the busiest time for email marketing. Retailers are preparing and sending their holiday campaigns. Most use proven, tried-and-true email tactics. In this post, I'll review a few email marketing examples in this 2021 season from leading retailers.
Email Marketing
Navigating Email Marketing without Open Rates

October 19, 2021 • Carolyn Nye

Apple rolled out iOS 15 on Sept. 20, 2021. The release provides users of iOS devices — iPhone, iPad, iPod Touch — the ability to load remote content privately, blocking the sender's ability to track opens. I've addressed iOS 15 twice.
Email Marketing
A Perfect Storm for 2021 Holiday Email Marketing

September 19, 2021 • Carolyn Nye

Labor shortages, pent-up consumer demand, and supply chain disruptions could dramatically impact retailers this holiday season. Those developments, coupled with privacy changes on Apple's new iOS 15, mean email marketers face a perfect storm of uncertainty.
Email Marketing
The Essentials of High-performing Emails

August 19, 2021 • Carolyn Nye

Creative content is the cornerstone of a successful email campaign, driving opens, clicks, and purchases. In this post, I'll review the essential creative components of high-performing campaigns.
Email Marketing
6 Steps to Prepare Email Marketing for iOS 15

July 19, 2021 • Carolyn Nye

Apple's iOS 15 release this fall will likely change email marketing. Among the updates is the ability for Apple Mail users to load external images privately, thereby blocking email marketing platforms from tracking opens. I addressed the release last month.
Email Marketing
Apple’s iOS 15 Will Change Email Marketing

June 15, 2021 • Carolyn Nye

Apple recently unveiled its iOS 15 software, which rolls out this fall. Most of the new features focus on privacy, data tracking, and user security. Two features, "Mail Privacy Protection" and "Hide My Email," will dramatically impact email marketing.
Email Marketing
Need More First-party Leads? Grow Your Email List

May 19, 2021 • Carolyn Nye

The elimination of third-party cookies and the removal of auto-tracking on Apple iOS devices has marketers scrambling. So-called "first party" data, where a company has a direct relationship with prospects and customers, is now paramount. There is no better type of first-party data than a robust email list.
Email Marketing
Email Conversion Guide, Part 3: Retargeting

April 20, 2021 • Carolyn Nye

Retargeting with email can encompass several tactics. All include a follow-up to a previous message or action. Retargeting can produce among the highest conversions from email marketing. This is the final installment of my three-part email conversion guide.
Email Marketing
Email Conversion Guide, Part 2: Creating the Template

March 18, 2021 • Carolyn Nye

An ecommerce email template consists of multiple elements that impact clicks and purchases. This is the second installment of a 3-part series on factors that influence conversions from email marketing. "Part 1: Database Cleanup," we published last month.
Email Marketing
Email Conversion Guide, Part 1: Database Cleanup

February 16, 2021 • Carolyn Nye

This post is the first in a 3-part series on improving conversions from an email marketing program. Parts 2 and 3 will address templates and retargeting, respectively. In this part 1 installment, I'll review the importance of a clean subscriber database, including tips for ongoing maintenance.
Email Marketing
Quick Refresher of U.S. CAN-SPAM Requirements

January 18, 2021 • Carolyn Nye

New consumer privacy laws in the U.S. and elsewhere apply to many forms of digital promotion, including email marketing. Thus it's worth reviewing the requirements of the CAN-SPAM Act of 2003, which sets rules for the use of commercial email to U.S.-based recipients.
Email Marketing
Attributing Sales to Email Marketing Is Not Always Easy

December 27, 2020 • Carolyn Nye

Attributing sales to email marketing can be difficult. A typical customer journey involves multiple touchpoints, such as email, organic search, and social media. The better we understand the impact of each channel on conversions, the better we can optimize that channel for growth.
Email Marketing
Analyzing Unsubscribes Can Save an Email Marketing Program

November 17, 2020 • Carolyn Nye

Email marketers do not typically monitor why recipients unsubscribe. But the more we understand the reasons, the better we can reduce the number. In this post, I'll explore how to analyze unsubscribes to improve email performance.
Email Marketing
Designing Emails to Drive Clicks and Conversions

October 22, 2020 • Carolyn Nye

Email design has evolved to reflect changes in technology and consumer behavior. The goal is to elicit the desired action from the recipient, such as a click or conversion. In this post, I'll address tips on designing high-performing emails for ecommerce.
Email Marketing
Email Marketing: Optimizing ‘From’ Lines, Subject Lines, Pre-headers

September 20, 2020 • Carolyn Nye

Email marketing remains a cornerstone of most ecommerce companies. But optimizing "from" lines, subject lines, and pre-headers is challenging for even the savviest marketers. I'll offer tips in this post.
Email Marketing
2020 Holiday Email Marketing Starts Early

August 18, 2020 • Carolyn Nye

With the fluid retail environment surrounding Covid-19, protocols and expectations change daily. According to Coresight Research, a consulting firm, 23 percent of U.S. consumers plan to start 2020 holiday shopping earlier than in prior years. Ecommerce merchants should plan holiday marketing now.
Email Marketing
4 High-converting Email Segments for Ecommerce

July 16, 2020 • Carolyn Nye

Ecommerce has experienced incredible changes in the past few months. Consumers who had not embraced online retail are now forced to adopt it. Email segmentation can marketers reach these new buyers by improving relevancy. In this post, I'll describe the most effective ways to segment an email list for ecommerce.
Email Marketing
6 Ways to Convert New Visitors to Email Subscribers

June 17, 2020 • Carolyn Nye

Many online merchants have experienced traffic surges due to the pandemic. Converting the new traffic to immediate purchases can be challenging. The next best option is enticing visitors to subscribe to your email communications. In this post, I'll offer tips for converting new visitors into email subscribers.
Email Marketing
The Best Time to Send a Marketing Email

May 18, 2020 • Carolyn Nye

I'm often asked about the best time to send a marketing email. The answer depends on several factors. In this post, I'll address how to determine the best send times for your email program.
Email Marketing
5 Email Marketing Tips during the Pandemic

April 21, 2020 • Carolyn Nye

Most ecommerce companies rely on email marketing. But the Covid-19 shutdown requires an evaluation of email frequency and tone, among other tactics. In this post, I'll address how to manage email marketing during the pandemic.
Email Marketing
Hidden Opportunities in an Email Subscriber List

March 17, 2020 • Carolyn Nye

I often write about the value of email data. Email marketing continues to be an effective way to drive sales for ecommerce merchants. And every email database has hidden opportunities, in my experience.
Email Marketing
Rewards Programs Drive Email Marketing Success

February 14, 2020 • Carolyn Nye

A top priority of ecommerce companies is to attract high-converting traffic. Email marketing is a critical bridge to entice prospects to browse and shop. However, increased email competition makes it increasingly difficult to stand out. A rewards program can help.
Email Marketing
Essential Email Marketing Features for Ecommerce in 2020

January 20, 2020 • Carolyn Nye

The email marketing needs of ecommerce merchants are increasingly sophisticated due to improvements in technology and the demands of consumers. In the post, I'll address the essential email-marketing features for ecommerce merchants in 2020.
Email Marketing
5 Clever Email Marketing Tactics for Holiday Conversions

December 16, 2019 • Carolyn Nye

I've received many holiday email marketing messages since the busy Black Friday to Cyber Monday weekend. In this post, I'll share five that are especially clever.
Email Marketing
Email Marketing: 2019 Trends and Innovations

November 20, 2019 • Carolyn Nye

Every year I review trends, changes, and innovations that impact email marketing. What follows are my observations for 2019.

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