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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
4 Tips to Personalize Email Marketing, for Better Results

May 20, 2014 • Carolyn Nye

Relevancy is everything in marketing. The more relevant a message is to consumers, the more likely they will respond positively. For email, this is especially true, given the need to ...
Design & Development
Email Exec on Authentication, DMARC

April 25, 2014 • Carolyn Nye

Webmail providers like Gmail, Hotmail, and Yahoo use, essentially, two checks to determine whether to deliver an email to its intended recipients. One check is to review an email’s content ...
Marketing & Advertising
Email Marketing in 2014: How to Avoid Spam Folders

March 24, 2014 • Carolyn Nye

Emails are effective only if they reach the intended recipients. In this article, which is the first of a two-part series, I’ll offer six tips for improving deliverability, to avoid ...
Conversion
Using Email Marketing to Generate New Customers; 6 Pointers

February 19, 2014 • Carolyn Nye

For years, email marketing has been the workhorse in the web marketing toolbox. It is relatively inexpensive. And it’s typically very effective for getting subscribers to your site, to shop ...
Marketing & Advertising
7 Email Tips for Ecommerce Merchants in 2014

January 21, 2014 • Carolyn Nye

Email marketing remains crucial to most ecommerce merchants. But email is changing. Consumers increasingly access email from their smartphones. Gmail’s influence on email marketing is growing. And the technology for ...
Marketing & Advertising
Gmail to Download Images by Default; Effect on Ecommerce

December 19, 2013 • Carolyn Nye

Since Gmail’s new tabbed format launched a few months ago, the response has been both positive and negative — from users as well as email marketers. Last week, Gmail announced ...
Marketing & Advertising
Last-minute Email Checklist for Thanksgiving Week

November 25, 2013 • Carolyn Nye

It’s finally here, the busiest shopping week of the year. In this article, I’ll review some last minute email marketing reminders and tips to make this season successful. Manual Abandoned-cart Reminders If ...
Marketing & Advertising
4 Things Not to Do in Email Marketing

October 18, 2013 • Carolyn Nye

Email is holding strong as the marketing vehicle that often produces the highest return for ecommerce merchants. Email can help to not only increase sales, but also make everyday administration ...
Marketing & Advertising
Email Marketing for the Holidays, Part 2: Implementation

September 17, 2013 • Carolyn Nye

Editor’s Note: This is “Part 2” of a two-part series on email marketing for the upcoming holiday selling season. “Part 1: Preparation” we published earlier. In “Email Marketing for the Holidays,
Marketing & Advertising
Email Marketing for the Holidays, Part 1: Preparation

August 26, 2013 • Carolyn Nye

Editor’s Note: This is “Part 1” of a two-part series on using email for holiday marketing. “Part 2: Implementation” we published subsequently. Ecommerce merchants are increasingly promoting holiday-specific products earlier, to ...
Marketing & Advertising
Using Email to Maintain and Build Site Traffic

July 18, 2013 • Carolyn Nye

When I managed email marketing for a leading ecommerce site, I would receive calls from our IT department almost every Tuesday, asking if I had sent a large email campaign. The trouble was that we were sending too much traffic to the site at once. This was a good problem to have, but we...
Management & Finance
Will Gmail’s New Tab Layout Affect Ecommerce Merchants?

June 17, 2013 • Carolyn Nye

Consumers have many options for email services. The top three providers are Gmail, Yahoo!, and Hotmail, which recently changed to Outlook. Occasionally these services make changes that can impact ecommerce email programs. The changes are often dynamic — changing algorithms, rules, and ...
Design & Development
Good, Bad Email Design for Ecommerce Merchants

May 20, 2013 • Carolyn Nye

Email design has changed over the years. It has evolved from basic text, to beautiful design with great images, to hybrids that balance images and text. With the majority of shoppers previewing or reading emails on their smartphones, many ecommerce merchants wonder what the best practic...
Marketing & Advertising
Applying Data to Improve your Email Communications

April 19, 2013 • Carolyn Nye

With so much information available about your customers and prospects, how do you apply that information to your email communications? In this article, I'll address steps to apply the right data to improve your email-marketing program. What Data Do You Have? This question is not alwa...
Conversion
5 Tests to Improve your Email Marketing

March 18, 2013 • Carolyn Nye

For email marketers, there are several key tests that will improve a campaign, and an ongoing program. Here are five basic testing strategies to optimize your email marketing efforts. Subject Line Testing Many marketers believe that a subject line’s purpose is simply to get people to...
Conversion
Email Marketing: 5 Ways to Generate Immediate Sales

February 14, 2013 • Carolyn Nye

Email serves many functions for ecommerce businesses. It's a method of sending order confirmations and shipping notifications. It also delivers valuable content via newsletters. The goal of each function differs widely, depending on your site and the average sales cycle and order value....
Conversion
Email Marketing: 4 Tips for Sending to Hotmail, Gmail and Yahoo!

January 17, 2013 • Carolyn Nye

An email is effective only if it is successfully delivered to the recipient. Moreover, getting the email to the inbox, versus the spam or junk folder, increases the chances of the message being read. Deliverability is a crucial element in the overall success of an email program. It ca...
Conversion
3 Common Email Marketing Mistakes

December 18, 2012 • Carolyn Nye

There were some fantastic email campaigns in 2012. And there were some ineffective ones, too. In this article, I'll address three of the top email marketing mistakes from 2012. Sending Emails Too Frequently As an email marketing professional, I subscribe to hundreds of ecommerce em...
Conversion
Automated Email Marketing Drives Ecommerce Sales; 4 Tips

November 20, 2012 • Carolyn Nye

Email marketing is becoming increasingly automated. Recent acquisitions by ExactTarget, a leading email service provider, of iGoDigital and Pardot, for $21 million and $95 million respectively, illustrate this trend. iGoDigital is a platform that helps online retailers offer product re...
Conversion
Email Marketing: Analyzing J.C. Penney’s New Approach

October 22, 2012 • Carolyn Nye

J.C. Penney has received a lot of press for the many changes made by its new CEO, Ron Johnson, who came from Apple. As a J.C. Penney email subscriber, I have noticed its email program has become more engaging. The subject lines are more compelling. The emails contain unique and interest...
Conversion
5 Holiday Email Marketing Tips

September 20, 2012 • Carolyn Nye

For ecommerce businesses, September is crucial for planning a successful holiday-sales season. For email marketing, starting the planning now will allow more time for last minute changes and time-sensitive promotions. Below, I'll offer five tips to make the most from your holiday email...
Conversion
Email Case Study: Moosejaw Adds Personality to Email Messages

August 2, 2012 • Carolyn Nye

The challenge with an ongoing email program is that people are busy. Unless they have a need for your product or service, they aren’t necessarily going to open your email and purchase from you immediately. To stay relevant and keep email recipients engaged, some retailers are turning to...
Conversion
4 Ways to Improve Email Deliverability

July 18, 2012 • Carolyn Nye

For an email-marketing program to be successful, the message must be delivered. In this article, I'll explain email deliverability basics, and offer four tips to make sure your emails hit the inbox of your recipients. 1. Know Your IP Address An IP address is a numerical number for th...
Conversion
5 Ways to Freshen Your Email List

June 18, 2012 • Carolyn Nye

Your email-marketing program depends on a quality list. It's easy for a list to stagnate over time. An email database that is left alone, without refreshing, combined with an email marketing program that is not stimulating, will lead to lower open and click rates. In this article, I'l...
Design & Development
How to Choose an Email Service Provider

May 10, 2012 • Carolyn Nye

Selecting an email service provider can be a daunting task. With so many potential providers — and a vast range of pricing options and levels of service — how do you know which providers are the best match for your ecommerce business? In this article, I'll address five keys to help yo...
Conversion
5 Unique and Effective Email Offers

April 16, 2012 • Carolyn Nye

The offer in an ecommerce email campaign is key. Coming up with offers that stand out from the competition and get your subscribers' attention, however, can be difficult. A straight dollar-off discount gets boring over time, and email recipients will eventually ignore the same types o...
Conversion
Using Email to Promote Holiday Sales; Pros and Cons

March 15, 2012 • Carolyn Nye

With St. Patrick’s Day near, companies are scrambling to deliver emails to promote green-themed products, or events around the holiday. With all the buzz, it brings up a interesting question: When does it make sense for ecommerce merchants to embrace a holiday or event and incorporate i...
Conversion
5 Steps to Effective Email Calls to Action

February 17, 2012 • Carolyn Nye

In email marketing, subject lines get recipients to open the email. The "from" line gives credibility and builds brand awareness. The creative message invokes the desire to know more, buy a product, or sign up for a webinar. But one of the most important and overlooked elements to email...
Conversion
Email Marketing: 3 Ways to Increase Relevancy

January 19, 2012 • Carolyn Nye

An email marketing message needs to be relevant to its recipients to achieve maximum results. Relevancy can be a simple as inserting the recipient's name in the subject line or salutation. But it can be much more dynamic than that, too. It can include recommendations based on past pur...
Design & Development
4 Mobile Email-Marketing Tips

December 20, 2011 • Carolyn Nye

There are many mobile devices that consumers can choose from: basic feature phones, smartphones, tablets, e-readers and more. Consumers have their own preferences as to what combination of devices to use and whether to use them on cellular connections, Wi-Fi networks, or both. For ecomm...

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