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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.

Marketing & Advertising
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 ...
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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 ...
Marketing & Advertising
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 ...
Marketing & Advertising
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 ...
Marketing & Advertising
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.
Marketing & Advertising
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:
Marketing & Advertising
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.
Marketing & Advertising
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.
Marketing & Advertising
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 ...
Marketing & Advertising
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 ...
Marketing & Advertising
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 ...
Marketing & Advertising
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 ...
Marketing & Advertising
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 ...
Marketing & Advertising
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 ...
Marketing & Advertising
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,
Marketing & Advertising
Merchandising for Email Marketing

May 16, 2017 • Carolyn Nye

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 ...
Marketing & Advertising
Email Marketing Q&A: Top 4 Questions

April 19, 2017 • Carolyn Nye

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 ...
Marketing & Advertising
Study: Email Marketers to Focus on 4 Key Areas in 2017

March 20, 2017 • Carolyn Nye

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 ...
Marketing & Advertising
To Optimize Email Marketing, Test These 3 Elements

February 16, 2017 • Carolyn Nye

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 ...
Marketing & Advertising
Understanding Email and Data Appends, for Marketing

January 18, 2017 • Carolyn Nye

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 ...
Marketing & Advertising
4 Ways to Jumpstart Email Marketing for 2017

December 18, 2016 • Carolyn Nye

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 ...

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