Category Archives: Best Practices

Stretch Your Email Marketing Budget in 2015

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Despite predictions of its impending doom, email is here to stay. Not only are companies expanding their transactional email programs to further engage their users, but 61% plan to increase their marketing email spend in 2015. There is a lot of incredible new technology giving you more control over your email marketing than ever before. But is it worth it to pay a premium to have access to all these features, or is it better to go for a no-frills solution to stretch your budget as far as it can go? In my experience, most companies don’t have time to utilize

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Re-thinking the Re-engagement Email

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My New Year’s resolution is to show the email world a better way to manage their recipient engagement. The main focus of my engagement argument is around re-engagement campaigns. These campaigns are traditionally sent to subscribers who do not engage with your email—those you want to “win-back” to being engaged with your product or service. Re-engagement Emails are Broken But, the data tells us that re-engagement campaigns are a broken concept. In fact, we have data that shows reengagement campaigns can send an otherwise good sender directly to the spam folder. Re-engagement campaigns target only the least engaged recipients and then

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Happy New (Email) Year! – Q&A

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Last Tuesday we hosted our original webcast Happy New (Email) Year! and received a plethora of great questions. To share the wealth, and further assist you in keeping those email resolutions you made, our presenters Brian Albers and Bryan Hammerquist took some time to answer your questions below: 1. Are the CAN-SPAM requirements mainly for marketing emails, or do they apply to simple transactional emails? For example, a notification which we send as no-reply? CAN-SPAM covers all commercial electronic messages, which are defined as “any electronic message with the primary purpose of commercial advertisement or promotion of a commercial product or service.”

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Email CTAs: 6 Design Tips To Make Sure Your CTAs Don’t Get Clipped

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We talked a lot about email calls to action (CTAs) last year. This year will be no different. Why? Because CTAs are one of the most powerful tools in your email marketing strategy. An effective CTA determines whether or not your email gets a click. It’s as simple as that. As we’ve discussed, the placement and content of your CTAs is important, but so is the design. What’s the most effective way to visually represent your ask? Should it be an image, text, or html? This is where it can get tricky… Image, Text, or Both? When you’re creating your

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Bring on the New Year: Introducing Our 12 Moment Marketing New Year’s Resolutions

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How well have you been sticking to your New Year’s resolutions? Good? Bad? Didn’t make any? Well, for those of you who haven’t made any New Year’s resolutions, or for those of you who need more of a challenge beyond “healthy eating” and “exercise more,” we have 12 Moment Marketing New Year’s Resolutions to help you take your marketing strategy into the new year. Moment Marketing During this series, we’ll be highlighting resolutions that will help you successfully seize the moment – the marketing moment – in your 2015 marketing strategies. But what do we mean by “moment marketing”? Moment

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Make Your Marketing Meaningful in 2015

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As Lao Tzu, a 6th Century Chinese poet said, “Those who have knowledge don’t predict. Those who predict don’t have knowledge.” As we head into 2015, rather than making outlandish predictions for marketers, I would rather make suggestions on three valuable things I have learned that can improve your marketing program in the new year. Tie together outbound and inbound Traditionally, marketers have separated outbound efforts from inbound. The outbound team works on awareness and bringing visitors to your site and then the inbound team is responsible for nurturing and converting those visitors. Combining these activities, specifically with SEO and

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12 Days of Holiday Sending: It’s a Wrap!

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Alas, we’ve reached the end of our 12 Days of Holiday Sending journey. Thanks for joining us! The holidays are a perfect time to evaluate your email program and make sure your subscribers see value in your emails. After all, their engagement is key to strong email deliverability. To recap, here’s a digest of the holiday email tips we’ve shared over the past few weeks:   #1. Content – What are you saying in those emails? Stay consistent with your brand. Personalize the content. #2. Volume – How many times are you contacting your subscribers? Build up volume while staying relevant. Don’t be

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