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Start of Canadian Anti Spam Legislation Looms: Are You Ready?
“The Canadians are coming! The Canadians are coming!” Compliance is about to get a lot stricter for email marketers worldwide, as Canada’s law is ready to be implemented July 1, 2014. Canada’s not dinking around with this law. It’s stricter than the U.S. version and covers much more than just email. Marketers, take note. What does CASL mean for you? Canada’s Anti Spam Legislation (CASL) has been a long time coming. (We first wrote about it […]
Get It Right: How to Do Right Message, Right Time Email Marketing
When it comes to email marketing, relevance is the key. And delivering the right message at the right time is the key to being relevant, which makes it the goal of many email marketers. It doesn’t sound so hard, does it? The right message at the right time? It’s not like it’s rocket science, after all. Actually, with a smart use of your email analysis, right message is fairly easy to do. However, right time can […]
Add These 6 Tactics to Your Email Marketing Strategy for Increased ROI
Almost anything can drive the need for a bigger return on your email investment. Is the C suite asking for more proof of the success of your email program? Perhaps you want a bigger budget but management wants a bigger payback. Or maybe it’s simply your job to improve the email marketing program at your organization. Whatever the reason for the focus on email marketing ROI, your email strategy is key to increasing it. Whether you […]
The CTO Rate: Why It’s a Critical Email Reporting Metric
The click-to-open rate, or CTO: What is it and why should you care? In short, it’s a sometimes used email reporting metric. Other metrics like open rate and click-through rate (CTR) are more common…but perhaps not as valuable. Although email marketers are used to seeing it mentioned, maybe even in their own email reporting, that doesn’t necessarily mean everyone knows what it is or why it matters. And we should, because this one piece of information […]
Numbers Don’t Lie: Why Email Tracking Is Essential
Numbers don’t lie but they can mislead, which is one more reason for making sure your email tracking is on track. If you’re not paying attention and digging deeper when something looks odd, you could be assuming your email marketing is going much better than it is…or much worse. Here’s a story to illustrate our point… We did a very small segmented mailing for a client (27 subscribers). Immediately upon pulling the email reporting, we noticed […]
When Business Gets More Complex, Email Should Too
Has your business changed, yet you’re doing the same old, same old with email? Did your hot dog stand grow into a restaurant? Did you go from being a breakfast place to serving three meals a day? Maybe your product line used to consist of five gadgets, but now you sell 500. This is what a business is built to do: It is supposed to grow. That’s the point. But with growth often comes change and […]
Make Big Data Small Again: Use Data Driven Content to Deepen Customer Relationships
Many organizations these days collect customer data left and right. Gathering the data is not a challenge. Deriving meaning from that data and putting it to use, now that’s a challenge for many, but it’s one email marketers must overcome. In a thought-provoking article on data published in Chief Content Officer magazine, Robert Rose points out that Big Data can be a big problem if you can’t put it to the use for which its intended, […]
Don’t Automate Away: Why Hard Bounces Need a Personal Touch
Although automation is a kind of Holy Grail for those of us in email marketing, total automation is not always the best answer…or the best practice. Some things still need some degree of personal attention, like hard bounces. Email best practices say to remove hard bounces from your in-house email list for proper list hygiene. Often it is your email service provider (ESP) who does that on your behalf, automatically without any regard to the significance […]
Responsive Email Design: How to Do Mobile Marketing Now
Times are changing, and sending your subscribers a basic HTML email is no longer the best way to reach them. Back when most people were viewing your emails on a desktop computer, HTML was the way to go. But now, with more and more emails being opened on a mobile device instead, sending mobile-compatible email has become mission critical in order to stay relevant to your subscribers, drive click-throughs, and get sales. Below we offer a […]