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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
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.
Email Marketing
Email Marketing: How to Stand Out on Black Friday, Cyber Monday

October 22, 2019 • Carolyn Nye

The upcoming Black Friday to Cyber Monday weekend will likely generate record amounts of revenue for ecommerce retailers. It will also produce a record number of marketing emails. In this post, I'll offer tips to help your holiday emails stand out from the crowd to drive meaningful revenue.
Email Marketing
8 Conversion Boosters for Holiday Email Marketing

September 17, 2019 • Carolyn Nye

Now is the time to plan holiday email marketing. For most ecommerce merchants, email is crucial for generating traffic and sales. What follows are eight tips to get the most from your holiday email marketing efforts.
Email Marketing
Overlooked Email Tools to Streamline Production, Drive Conversions

August 21, 2019 • Carolyn Nye

Email service providers are increasingly sophisticated. Every provider serves the same basic need — sending emails — but often in different ways. The following nine tools are common in modern ESP platforms but are frequently overlooked or underused by ecommerce merchants.
Email Marketing
5 Ways Artificial Intelligence Improves Email Marketing

July 18, 2019 • Carolyn Nye

Artificial intelligence is not new for email service providers. Email platforms have long recognized that AI can optimize opens and clicks while saving time and money. Here are five ways that AI can improve an email program.
Email Marketing
Email Case Study: Wayfair’s Triggered, Personalized Campaigns

June 18, 2019 • Carolyn Nye

Some of the most successful marketing emails are triggered by a shopper's behavior. This was the case with Wayfair. Its series of emails to me is a good example of a personalized, browse-recovery campaign. In this post, I'll analyze the elements of the Wayfair series.
Email Marketing
Minor Tweaks to Marketing Emails Can Greatly Boost Conversions

May 17, 2019 • Carolyn Nye

The purpose of email marketing is to generate revenue. Opens and clicks are meaningful only if they produce, at some point, orders. In my experience, tweaking just a few areas ...
Email Marketing
Top 5 Email Marketing Questions in 2019

April 18, 2019 • Carolyn Nye

I consult with companies — B2B and B2C — on optimizing their email marketing efforts. Those clients and other businesses frequently have concerns about delivery, or spam, or other email matters. What follows are the five most common questions.
Email Marketing
6 Ways to Track Revenue from Email Marketing

March 20, 2019 • Carolyn Nye

Ecommerce merchants know the value of email marketing. It typically provides the highest return on investment of any marketing channel. In a 2016 Econsultancy survey, 76 percent of companies reported that email offers either "excellent" or "good" ROI.
Email Marketing
How to Make Triggered Emails More Effective

February 18, 2019 • Carolyn Nye

Triggered emails are automated messages in response to the actions of website visitors. Done correctly, triggered emails can be more effective than promotional ones because they are timely and relevant to recipients. They often have higher-than-average open, click, and conversion rates.
Email Marketing
17 Free Email Marketing Tools

January 20, 2019 • Carolyn Nye

There is no free lunch, supposedly, but there are plenty of free email marketing tools. In this post, I'll list 17 free tools to accelerate your email marketing program.
Email Marketing
Email Marketing: 2018 Developments

December 18, 2018 • Carolyn Nye

The power of email marketing has endured over the years with few major changes. But 2018 produced important email developments that affect online retailers. I'll address those developments in this post.
Email Marketing
Top 10 Email Marketing Metrics for Ecommerce

November 18, 2018 • Carolyn Nye

Key email metrics have changed over the years. Many subscribers now receive and respond to email on their smartphones. It has altered multiple aspects of email marketing — content, subject lines, pre-headers, and more. In this post, I'll rank the top 10 metrics to evaluate email performance.
Email Marketing
Email Segmentation Tips to Drive Opens, Clicks, Sales

October 18, 2018 • Carolyn Nye

There are multiple ways to improve the effectiveness of email marketing. The best way is to ensure the message is relevant to the recipient. Segmenting your list to the likes and desires of individual subscribers can improve opens, clicks, and sales.
Email Marketing
6 Ways to Re-engage Dormant Email Subscribers

September 19, 2018 • Carolyn Nye

Email subscribers come and go. Some are active. They open, read, and click every email. But few stay active indefinitely. Many eventually become dormant and no longer open. In this post, I'll review six tips to re-engage these dormant subscribers.
Email Marketing
4 Key Factors That Impact Email Deliverability

August 16, 2018 • Carolyn Nye

Getting an email to an inbox is not always easy. Many factors determine whether an email is delivered, blocked, or even filtered into a subfolder. In this post, I'll explore four key factors that determine email deliverability.
Email Marketing
3 Tools for Cleaning Email Addresses, to Improve Deliverability

July 18, 2018 • Carolyn Nye

Email marketers understand the importance of deliverable addresses. Deliverability is critical for conversions, and it impacts a sender’s reputation with ISPs, among other effects. But a clean subscription file requires ...
Email Marketing
What to Include in Ecommerce Emails to Drive Performance

June 18, 2018 • Carolyn Nye

The biggest challenge in email marketing is getting recipients to open the message in the first place. Once they do that, the content will determine whether they click. In this ...
Email Marketing
5 Ways to Make a Good Email Great

May 18, 2018 • Carolyn Nye

Consumers are inundated with marketing emails. The challenge for ecommerce merchants is to craft subject lines and body content that are relevant to recipients, who typically scan their inboxes to ...
Email Marketing
15 Essential Elements of Every Marketing Email

April 13, 2018 • Carolyn Nye

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, to miss crucial elements or even errors and typos. In this post, I'll offer a checklist of 15 items that every marketing email should have. Print it and use it for your email deployments.
Email Marketing
How Does Your Email Marketing Program Stack Up?

March 20, 2018 • Carolyn Nye

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:
Email Marketing
Does ‘AMP for Email’ Impact Ecommerce?

February 20, 2018 • Carolyn Nye

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 marketing for merchants. "Accelerated Mobile Pages" is an open-source initiative to improve load times for mobile pages. AMP's popularity has increased considerably during the past few years.
Email Marketing
4 Common Methods to Personalize Email Marketing

January 18, 2018 • Carolyn Nye

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 success of any marketing effort can be boiled down to making the message relevant to individuals. In this post, I'll review four common methods to personalize email, to encourage conversions.
Email Marketing
3 Email Tactics to Make Life Easier for Shoppers

December 19, 2017 • Carolyn Nye

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 ...
Email Marketing
Nurture Email Subscribers to Drive Downstream Conversions

November 17, 2017 • Carolyn Nye

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 ...
Email Marketing
4 Ways to Irritate Ecommerce Email Subscribers

October 18, 2017 • Carolyn Nye

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 ...
Email Marketing
4 Pointers for Holiday Email Marketing in 2017

September 18, 2017 • Carolyn Nye

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 ...
Email Marketing
4 Tactics to Produce Sales from Email Recipients

August 15, 2017 • Carolyn Nye

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 ...
Email Marketing
For Email Signups, Better to Use Double Opt-in or Single?

July 19, 2017 • Carolyn Nye

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 ...
Email Marketing
Tips on Choosing an Email Service Provider, in 2017

June 15, 2017 • Carolyn Nye

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,

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