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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
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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:
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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”
Email Marketing
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,
Email Marketing
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 ...
Email Marketing
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 ...

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