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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 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 ...
Email Marketing
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 ...
Email Marketing
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,
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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 ...
Email Marketing
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,
Email Marketing
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 ...
Email Marketing
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...
Email Marketing
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 ...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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....
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...

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