Monthly Archives: November 2021

How to Build Your SPF Record in 5 Simple Steps

how-to-build-your-spf-record-in-5-simple-steps

Did you know more than 90 percent of all cyberattacks start with email? In the evolving email landscape, danger lurks everywhere. Phishing attempts and domain spoofing attacks skyrocketed during COVID-19, increasing by 220 percent during the peak of the pandemic.  Even the most experienced marketing teams can mistakenly expose their email programs to harm. To protect yourself, your brand, and your customers from phishing and spoofing attacks,…

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Creative strategies to increase subscriber engagement

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If we learned anything last season, it was that open rates are no longer the magic email metric. Changes to Apple’s privacy settings dethroned an already shaky measurement tool, albeit one many marketers loved to tout. While staying laser-focused on one metric is a surefire way to derail your email strategy (and fill your subscribers’ inboxes with spam-friendly subject lines), is there a new golden…

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The Evolving Use of the Email Snooze

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The email snooze began humbly as a way to reduce unsubscribes during brands’ highest volume times of the year. Positioned before “unsubscribe” on the unsubscribe page, the snooze option would let a subscriber pause their subscription for, say, 30 days or until the end of the selling season, such as the holiday season for retailers. Then, when the peak season was over and the risk…

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Why musicians should think of themselves as entrepreneurs

why-musicians-should-think-of-themselves-as-entrepreneurs

If you watch Shark Tank, you’ve probably seen main “shark” Kevin O’Leary tell guests that if you’re three years into a business and you haven’t made any money, “It’s a hobby, not a business.” Music isn’t much different: for most musicians, it’s a hobby but not a business. Thus the joke about a musician being someone who loads $5,000 of gear into a $500 car…

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Self-publishing checklist for indie authors: self publish your book with confidence

self-publishing-checklist-for-indie-authors:-self-publish-your-book-with-confidence

You’ve spent the past several months writing your book. Now it’s time to switch gears and go from writer to publisher/marketer. You’re eager to get your manuscript into the hands of your future readers, but you just don’t know how to do it. And while the thought of self-publishing a book used to be exciting, it now feels overwhelming. Luckily, it’s easier than you think…

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Apple MPP: How to Defy Email Gravity on Black Friday and Beyond

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As we highlighted in our previous post, Apple MPP is already creating unexpected changes in email subscriber behavior. After losing such an important guiding signal for list hygiene and recency management, senders should move quickly to minimize the negative impact on their programs. There’s already a wealth of generic advice on dealing with MPP—advising senders to focus on alternative data points, lean into zero-party data,…

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Behind the Scenes: How the Holiday Season Impacts Mailbox Providers & You

behind-the-scenes:-how-the-holiday-season-impacts-mailbox-providers-&-you

It’s here! Holiday is here. Are you stretched and ready to run a marathon in a full sprint? As shoppers begin scrambling for deals and hitting the buy button faster than Jeopardy contestants, senders are reacting to sales, performance, and dishing out more and more emails. Even with all of the prep work done and ready, and even with backup plans and testing schedules ready…

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Today’s retail customer expects seamless, customized experiences. Here’s how to do that.

today’s-retail-customer-expects-seamless,-customized-experiences-here’s-how-to-do-that.

Roughly one year ago, I discovered the holy grail of holiday shopping experiences: Buy online, pick up outside store. For those who didn’t experience this brilliant innovation, let me take you back to November 2020. During last year’s holiday season, I remember I wanted to interact with as few humans as possible (as was the case for many). So, I took advantage of a process…

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APAC Webinar: It’s Not Too Late to Prepare for Peak Sales Season Performance

apac-webinar:-it’s-not-too-late-to-prepare-for-peak-sales-season-performance

Email marketers face mounting challenges during peak sales season. During this time, their workloads multiply as they ramp up their marketing campaigns. Further complicating matters, the peak selling season is getting longer. Peak sales season used to start on Thanksgiving and end with New Year’s sales. However, Black Friday now extends into Black November, Cyber Monday is more like Cyber Week, and New Year’s sales now run…

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4 Surprising Data Points Email Marketers Should See Before Black Friday

4-surprising-data-points-email-marketers-should-see-before-black-friday

As marketing teams prepare for the holiday season, it’s important to consider the lasting impacts of your peak season email sending. Seven years ago, “Black Friday” was a US-specific holiday. Now, we’re seeing several other events take place in the last few months of the year that generate spikes in email volume. These spikes affect senders long after they’ve packed up the decorations—and most don’t…

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How to Define Active Email Audiences as Opens Depreciate + Priorities for a Mail Privacy Protection World On-Demand Webinar

how-to-define-active-email-audiences-as-opens-depreciate-+-priorities-for-a-mail-privacy-protection-world-on-demand-webinar

Apple’s Mail Privacy Protection (MPP) will likely only be the first mailbox provider to flood marketers’ systems with fake opens, obscuring real ones. Welcome to the Age of Email Open Depreciation. Although far from perfect, opens were email marketers’ most frequent signal of engagement, generally clocking in at about eight times the number of clicks. As such, marketers relied on the metric to drive a…

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How Pinterest coach Cara Chace uses opt-ins and evergreen automations to grow her audience

how-pinterest-coach-cara-chace-uses-opt-ins-and-evergreen-automations-to-grow-her-audience

Many creators build a business because it feels like a better fit for their lifestyle than any other job out there. This was the case for Cara Chace, who left her career as a Special Agent to build a digital marketing agency. She then narrowed her focus to Pinterest and created the Pin Power Method, a 12-month marketing program she teaches to busy entrepreneurs. Cara…

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The Appliance of Email Science: Consumer Appliances Poised for a Strong Peak Sales Season

the-appliance-of-email-science:-consumer-appliances-poised-for-a-strong-peak-sales-season

Brands in the consumer appliances sector weathered the COVID-19 pandemic relatively well—especially those with a strong online presence. For example, UK online retailer AO World saw sales increase by over 60 percent in 2020, and is now pouring those profits into improving their brand awareness and conversion rates. Research suggests that brands like AO will encounter a receptive audience this holiday season as the world sputters…

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Omnichannel Marketing: Email’s Place at the Table

omnichannel-marketing:-email’s-place-at-the-table

No Bullsh*t Advice From Email Experts It's almost 2022. If you haven't adapted your marketing strategy to include multiple channels—beyond email—you're missing opportunities to connect with your consumers and drive brand loyalty. Omnichannel marketing takes multi-channel marketing a step further by integrating multiple channels (email, ads, social, site, SMS, app, etc.) with customer data to deliver unified and personalized messages across various channels to create…

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