A timely email promotion is an easy and cost-efficient way to kick-start sales. But in the haste of a tight turnaround or deadline, it’s easy to make email composing mistakes,... Read More »
Email is the workhorse of direct marketing. The basics have remained consistent for years. Best practices from 10 years ago are still relevant.
But email marketing is evolving. Segmentation, personalization, mobile:... Read More »
Google just introduced "AMP for Email" and announced plans to include it Gmail later this year. In this post, I will explain AMP for Email and its potential impact on email... Read More »
Personalizing an email marketing program can greatly increase opens and clicks. But a quick look at my inbox reveals that very few retailers are doing it effectively. Much of the... Read More »
As consumers progress through life stages, their shopping priorities change. A recent college graduate is likely concerned with price. A seasoned corporate executive may focus on quality. The visitors to... Read More »
Converting a prospect into a customer is a process. It can take time and multiple touch points. Prospects that are email subscribers are at various stages in their lifecycle with... Read More »
Email subscribers are valuable. They are difficult to obtain and worth a great deal to ecommerce businesses. Losing one because of a misstep in an otherwise well executed marketing plan... Read More »
It’s September, which means now is the time to start thinking about your upcoming holiday email marketing. In this article, I’ll share four tips to maximize email effectiveness for the... Read More »
Emails to customers and prospects from ecommerce merchants can serve many purposes. Sometimes the emails contain much content, such as shopping tips or blog posts. Other times, they convey transactional... Read More »
Adding email subscribers usually translates into more sales. But soliciting email signups is often a tradeoff in quality versus quantity. In this article, I’ll explore the pros and cons of... Read More »
The landscape of email service providers is continually evolving, with advances in technology and changing needs of brands and merchants. In this article, I’ll address factors to consider, in 2017,... Read More »
Featuring the correct mix of products in your marketing emails can create interest from subscribers, and drive revenue. Depending on the strategy, the products to feature in the emails will differ... Read More »
Although the technology has evolved over the past 10 years, the fundamentals that make email marketing effective have not really changed. As an author and email-marketing practitioner, I’m often asked... Read More »
Years ago, the rise of social media and smartphone usage prompted many marketing professionals to believe email was dying, as consumers’ use of email was uncertain. But fast forward to 2017 and... Read More »
One of the best things about email marketing is the ability to test elements in a campaign and quickly receive actionable data. Moreover, the results of email tests can apply... Read More »
Marketing professionals often ask me about email and data appends. Both can help grow new email subscribers and improve the information about existing ones. In this article, I’ll describe how... Read More »
The new year brings much-needed breathing time to address email marketing strategies. In this post, I’ll explore email marketing trends and offer four suggestions for email strategy for 2017.
1. Nurture New Subscribers
During... Read More »
Email marketing is crucial for most ecommerce retailers during the all-important holiday shopping season. But misuse of email can irritate subscribers. It can spur unsubscribes and greatly reduce the overall... Read More »
One of the largest assets of an ecommerce company is its email subscriber file. In that database is likely a mix of past and current customers, brand advocates, and prospects.
An... Read More »
The sender name and subject line are primary drivers of email open rates. Almost as important — if not more important — is the pre-header, the text that appears just... Read More »
The holidays start early for ecommerce retailers. Planning for a successful holiday season typically starts in the summer. In this article, I’ll explore four tips for ecommerce merchants to help... Read More »
For ecommerce merchants, email has been a cost-effective marketing vehicle for years. Merchants typically consider email as a standalone marketing tool. But email can improve other marketing channels, as well.
In... Read More »
Finding new prospects for an ecommerce business and getting them to convert into actual customers can be difficult. A steady stream of new customers is critical, typically, to grow a... Read More »
Email subject lines are key to capturing a reader’s attention and standing out from inbox clutter. But email preheaders may be just as important, since most recipients now open emails... Read More »
There are many ways to increase the effectiveness of email marketing, from testing subject lines and creative to increasing frequency and discounts. In this article, I will review four ways to... Read More »
Years ago, email preference centers popped up on all kinds of websites. Preference centers were an effort to curb email unsubscribes and to protect a core digital asset: the email... Read More »
Email metrics provide critical, quick feedback for a campaign. This is key because most opens and clicks occur within 72 hours after a send.
But measuring opens and clicks is often... Read More »
Marketers have heard for years that email is dead. However, just the opposite is true. The importance of email has never been greater, and there is still no better way... Read More »
A marketing email from an ecommerce merchant will often result in a sale if the recipient clicks to the merchant’s website. But behavior patterns of email recipients are changing dramatically due... Read More »
Thanksgiving Day is around the corner and most holiday shopping will soon begin. In this article, I’ll share tips for making your email programs a success for 2015 Cyber Monday.
Address Customers... Read More »