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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 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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
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...
Email Marketing
Email Case Study: Toys“R”Us Gears Up for Cyber Monday

November 15, 2011 • Carolyn Nye

For online retailers, the days before and after Thanksgiving can determine a successful holiday season. Toys“R”Us, the large U.S.-based toy retailer, uses email marketing extensively during the holidays. I'll analyze Toys“R”Us's email strategies in this article — to help other merchants...
Email Marketing
Email Case Study: Allrecipes.com Makes Daily Frequency Work

October 17, 2011 • Carolyn Nye

For many ecommerce sites, sending marketing emails every day may be scary, fearing that recipients will unsubscribe based on the number of emails they are receiving. However, sending daily emails ...
Email Marketing
Email Case Study: Travelzoo’s Value and Simplicity

September 14, 2011 • Carolyn Nye

Email campaigns can be extraordinarily complex. There are dozens of elements within any campaign that may affect overall results. These elements include subject lines, creative text, calls to action, product offers, timing, frequency, and audience considerations. Email marketers try to ...
Email Marketing
How to Calculate the Value of an Email Subscriber

August 19, 2011 • Carolyn Nye

Many merchants rely on email marketing to drive sales. Increasing the number email subscribers can drive sales even more. By establishing and understanding the value of an email subscriber, merchants can decide how much money and effort to spend growing their lists. This article will...
Email Marketing
Email Case Study: Analyzing J.C. Penney’s Frequency, Subject Lines

August 8, 2011 • Carolyn Nye

Online retailers often face decisions regarding their email programs. These include issues like determining ideal frequencies and crafting compelling subject lines. To help address these questions, I’ll be writing a ...
Email Marketing
Using Surveys to Grow Sales; 4 Tips

July 19, 2011 • Carolyn Nye

Ecommerce merchants frequently reach out to new and existing customers. Whether they use methods such as email, paid search, search engine optimization or banner ads, the goal is always the same: to drive qualified traffic back to their sites. Unlike brick and mortar stores, however, th...
Email Marketing
4 Tips for Improving Your Email Conversion Rate

June 9, 2011 • Carolyn Nye

Sending timely and relevant communications to your email file is a necessity in driving qualified traffic to your site. Simply increasing your traffic numbers may be the first step, but ...
Email Marketing
Email Versus Social Media: 3 Key Points

April 29, 2011 • Carolyn Nye

With increased use of social media, many marketing professionals wonder if email will remain relevant. The question for ecommerce retailers then becomes where should they focus their efforts, and should they abandon email for social media? comScore, the tracking and analysis firm, publ...
Email Marketing
Segment Your Emails to Increase Effectiveness; 4 Potential Segments

April 8, 2011 • Carolyn Nye

For email marketing, the practice of "batch and blast" is dated. Companies should move beyond this strategy, into a segmented email approach that is more relevant to each individual subscriber and increases the overall effectiveness of an email-marketing program. But where do you start ...
Email Marketing
Using Email for Customer Acquisition

February 24, 2011 • Carolyn Nye

Email is a proven marketing channel for many online retailers. It's relatively easy to implement, and inexpensive. Return on investment tends to be high when marketing to your opt-in subscriber file or to visitors on your website. But can email be used to prospect and acquire new custom...
Email Marketing
7 Tips to Grow Your Email Subscriber List

February 14, 2011 • Carolyn Nye

Email is a unique marketing channel because it is permission based. That's one reason email has a high return on investment: If consumers raise their hands and say, “Please market to me;” they are likely to purchase in the future. But building a large opt-in subscriber base takes dedi...
Email Marketing
7 Email-Marketing Tactics for 2011

January 11, 2011 • Carolyn Nye

Email marketing is vital for many ecommerce merchants. What does 2011 hold for email marketing? Below are seven key email marketing tactics businesses should be planning for the upcoming year. Relevancy Craft email messages with increased personalization, through segmentation and tar...
Email Marketing
The Power of Triggered Emails; 6 Examples

December 7, 2010 • Carolyn Nye

In the natural progression of most email programs, there comes a time when an ecommerce site is ready to tackle the power of triggered emails. Although a challenge to set up, they can be a crucial element in your overall marketing communications strategy, and for good reason. Triggered ...
Email Marketing
Optimizing Your Email Frequency: A 5-Step Plan

November 3, 2010 • Carolyn Nye

Frequency is always an important topic for email marketing. As marketers, we are afraid to overload our customers. We often forget that email is a channel that requires consumers' permission before communicating with them. As consumers, we don’t opt in to viewing Staples television com...
Email Marketing
5 Keys to Transactional Emails; The Yankee Candle Example

October 7, 2010 • Carolyn Nye

Transactional emails, by definition, are sent automatically after a customer places an order. Every transactional email is an opportunity to connect with your customer at a point where he or she is fully engaged. But how can you optimize transactional emails to encourage customer inte...
Email Marketing
Email Marketing: 3 ‘Best Practices’ to Ignore

September 8, 2010 • Carolyn Nye

I am the email marketing manager for S&S Worldwide, a large retailer of crafts and school supplies. Over the years, I have encountered many "email best practices." But like Snap Bracelets, Cabbage Patch Kids and Atari, trends change. And email best practices, I've learned, do not ap...
Email Marketing
Email Marketing: The Three-Part Plan

August 16, 2010 • Carolyn Nye

Editor's Note: We welcome as our new email-marketing contributor. She's marketing manager with S&S Worldwide, a direct marketer of arts and crafts, sporting goods and educational supplies. She is responsible for the planning and implementation of S&S's email marketing programs,...

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