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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
5 Email Marketing Errors to Avoid This Holiday Season

November 21, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
4 Ways to Beef Up an Email Subscriber List

October 18, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
5 Email Pre-header Tips that Boost Open Rates

September 20, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
4 Email Marketing Tips for the Holidays

August 18, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
4 Ways Email Can Drive Other Marketing Channels

July 20, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
Using Email to Acquire New Customers

June 19, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
Email Marketing: Tips for Preheaders, Emojis

May 13, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
4 Email-marketing Tips to Drive (More) Sales

April 18, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
Pros, Cons of Email Preference Centers

March 15, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
3 Email Marketing Metrics for Mobile, Multi-device Consumers

February 17, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
4 Ways to Invest in Email Marketing, for 2016

January 18, 2016 • Carolyn Nye

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 ...
Marketing & Advertising
3 Ways to Increase Email Clicks, for Ecommerce

December 16, 2015 • Carolyn Nye

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 ...
Marketing & Advertising
Email-marketing Tips for Cyber Monday 2015

November 17, 2015 • Carolyn Nye

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 ...
Marketing & Advertising
Email Marketing: 3 Examples, Good and Bad

October 20, 2015 • Carolyn Nye

Sometimes the success of an email marketing campaign can boil down to how much it grabbed the attention of recipients. In this post, I’ll review three examples of attention-grabbing emails. Event-driven Email:
Marketing & Advertising
Holiday Email Marketing: 3 Ways to Save Time

September 24, 2015 • Carolyn Nye

The busy holiday season is heating up. With it come increased marketing duties, such as creating and executing email campaigns, which take time. In this post, I’ll suggest three ways ...
Marketing & Advertising
4 Ways to Prepare for Holiday Email Marketing Now

August 18, 2015 • Carolyn Nye

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 email marketing program so that ...
Marketing & Advertising
How to Determine Email Frequency, for Maximum Revenue

July 17, 2015 • Carolyn Nye

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, most
Marketing & Advertising
4 Summertime Email-marketing Tactics, to Spur Sales

June 18, 2015 • Carolyn Nye

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 this post, I’ll explore four ...
Marketing & Advertising
5 Ways to Improve Abandoned Cart Emails

May 20, 2015 • Carolyn Nye

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 mobile playing a larger role ...
Marketing & Advertising
Email Marketing to Smartphone Users Challenging, Doable

April 15, 2015 • Carolyn Nye

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 new mobile email metrics faced by ...
Marketing & Advertising
Email Marketing Metrics, Part 2: Advanced Topics

March 17, 2015 • Carolyn Nye

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 click rate. In this “Part 2”
Marketing & Advertising
Email Marketing Metrics, Part 1: The Basics

February 22, 2015 • Carolyn Nye

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 be difficult. In this 2-part series,
Marketing & Advertising
4 Email Tactics to Nurture Ecommerce Prospects

January 16, 2015 • Carolyn Nye

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 successful B2B lead nurturing program ...
Marketing & Advertising
4 Compelling Holiday Email Campaigns, from Retailers

December 17, 2014 • Carolyn Nye

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 their volume this time of ...
Marketing & Advertising
Email Marketing Pointers for Cyber Monday 2014

November 17, 2014 • Carolyn Nye

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 Directly from an Email People have ...
Marketing & Advertising
4 Email-marketing Tools to Improve Performance

October 23, 2014 • Carolyn Nye

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 products and services. In this article,
Marketing & Advertising
5 Tips to Improve Email Order Confirmations

September 16, 2014 • Carolyn Nye

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 should be to help customers ...
Marketing & Advertising
How to Personalize Ecommerce Emails, or Not

August 21, 2014 • Carolyn Nye

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 attention via an email is ...
Marketing & Advertising
Email Marketing: Understanding the New Canadian Anti-Spam Law

July 18, 2014 • Carolyn Nye

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 fines. CASL was enacted to ...
Marketing & Advertising
4 Catchy Emails from Ecommerce Companies

June 18, 2014 • Carolyn Nye

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 and ideas, to keep your ...

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