As an email expert, we push using triggered emails for several reasons: high open rates, opportunities to cross- and up-sell, relevant and targeted messaging among them. Here are three more reasons to make triggered emails part of your email marketing program: content marketing, SEO and social sharing. Content marketing is the new wave, and it touches every marketing channel, from video to social to email. And email is easily adapted to a content marketing strategy because […]

If you want to see a jump in open rates, consider putting more emphasis on these two types of emails: Triggered emails Editorial emails A recent MarketingProfs article highlighted findings from a combined Epsilon and DMA Email Experience Council study. The article provides plenty of snapshots and numbers from the report, and I highly recommend taking a look. However, the biggest takeaway for us as email marketing vendors was the higher open rates enjoyed by triggered […]

If you’re familiar with Jim Collins’ groundbreaking business book, “Good to Great”, you’re probably familiar with the phrase, “good is the enemy of great.” Collins argues that we have plenty of good businesses because they are good enough. Good enough is something you settle for, and it’s definitely not great. Ditto for schools, marriages, and on and on. When something is good, it’s really good enough, and we settle for that rather than strive for great. […]

Lately our email consultant clients have been expressing some frustration with how the industry works, with all the constant flux and change that makes it so hard to keep up. Oftentimes email marketers feel like they are at the mercy of factors they can’t control, from the ISPs to the government to corporate email filters to changes in technology. As email consultants, we are keenly aware that email marketing is a constantly changing landscape, and keeping […]

When eTail announced the Best-In-Class Awards for 2012, we were delighted to see two of our clients among the winners. That’s quite a win/win for an email consultant! First place goes to… Partnering with Smarter Remarketer, we were part of the team behind Footwear Etc., the First Place winner of the email marketing category. Footwear Etc. is a multi-channel retailer of fashion and comfort footwear. They wanted to understand the value of behavioral marketing as a […]

Where does your email marketing fit into your subscriber’s busy day? Any email expert will tell you it’s probably not at the top of their to-do list or priorities. For a reality check on where email does into people’s attention spans, see this wonderful map of the Bermuda Triangle of Productivity by Fuchsia Macaree. If work (i.e. productivity) falls into the void of this legendary triangle of social media distractions, where does your email marketing fit? […]