Top Tips for Optimizing Email Campaign Performance
By James Glover, CEO, Coherent Path, for MarTech Advisor
Email is great, but email marketers can make it greater by focusing on relevance, variety and quality, James says. Heard it all before? James freshens up this standard advice with tactics that use data to move beyond segmenting, technology to create 1:1 messages and content to persuade customers to act without discounts. Start reading.
Sending Remarkable Email: A SendGrid Interview with Chad White
By Kate Schmeisser, Creative Content Manager, SendGrid, for the SendGrid Blog
Chad is one of the titans of email thought leadership. Here he talks with Scott Heimes, SendGrid's CMO, about the changes he has seen in our industry since he first published his book, Email Marketing Rules (the third edition just came out).
Scott and Chad touch on many issues in this Q&A. Chad's reason for not abandoning best practices stands out: "Best practices grow out of consumer expectations. Anytime you’re thinking about deviating from best practices, you're swimming upstream." Learn more.
Coming to London for EIS? Join Jeanne for her presentation,"Leveraging the GDPR to Make Your Email Marketing Program More Effective and More Profitable."
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Want More Conversions? Tune Up Your Value Exchange!
By Ryan Phelan, VP, Marketing Insights, Adestra, for the Adestra Blog
The value exchange is the heart of your subscriber relationship. As Ryan says, it's "the value of your content against the value of the information you seek from your contacts." Ryan's advice, for both B2B and B2C marketers, will help you evaluate your end of the exchange, understand what kills it and work with your sales team to get it right. Start reading.
Customer Acquisition: Why a Win for Customers is a Win for Brands
By Priscilla De Groot, Customer and Partner Marketing Manager, Mapp Digital, for the Mapp Digital Blog
In a recent contest to introduce the fashion brand Vente-Privee to the UK, 93% of entrants completed a contest survey, and 40% opted in for email. Sounds good, but incentive-based acquisition success needs more than a fancy prize. Priscilla shows you how the brand used data-gathering and offered value beyond the prize to win subscribers. Learn more.
Don’t Make the Mistake of Not Using Your Historical Transactional Data
By Adam Ambrozewicz, Managing Editor, ExpertSender, for the ExpertSender Blog
Transactional data can help you create more relevant email messages, but how do you know you're using the right data? We like how Adam's post uses plain language instead of jargon to explain how to pull data for RFM and propensity models and which data could be most useful. Start reading.
(Note: The post is written for ExpertSender users, but you should be able to translate the instructions for your own email platform.)
Looking to up your team's email marketing game?
In addition to consulting, Jeanne offers private workshop training on email, lifecycle and other digital marketing topics. Contact us today at hello@EmailOpShop.com to learn more!
7 Ways to Boost Engagement in Your Holiday Emails
By Iterable and Movable Ink for the Movable Ink Blog
"Engagement – whether it’s click-through rates, opens, or conversions – is the key to crushing your goals this holiday season," says Movable Ink. We second the motion!
You already should know most of the pointers listed in the attractive infographic that accompanies this post, such as "Send welcome emails." What makes it worth checking out is the data point or best practice that accompanies each tip, giving you a fresh perspective for your holiday planning. Start reading.
Study: Email Will Be the Shining Star This Holiday Season
By Deena M. Amato-McCoy for Chain Store Age
Email will reign over other channels this holiday season, a new j2 Global study finds, but if you don't personalize your email content, you might get left behind competitors who do. That's a major finding in this survey of email marketers: 40% are using the tactic to stand out in the email crowd.
More findings: 66% of marketers say email beats social media, digital and print advertising. Also, holiday email planning is starting earlier. One-third of retailers, up 4% from 2016, began working on holiday campaigns before September.
Q4 2016 Holiday-Themed Emails May Produce Lower Open Rates, But Generate Higher Conversions than Business-as-Usual Emails
By Yes Lifecycle Marketing for Business Insider
Lower open rates but higher conversions? A qualified "yes." This post, a news release from Yes Lifecycle Marketing, details the agency's study of the emails its clients sent in Q4 2016, which uncovered some surprising results that could affect your own holiday email plans.
Here's one: Emails addressing a specific holiday converted better than general holiday emails. "Green Monday" emails are an overlooked possibility. Only 6% of marketers sent them, but they generated nearly three times as many conversions as general holiday emails. (Image via Best Buy.) Learn more.