Tag Archives: Email Metrics & Program Success

Multi-Touch Attribution: Moving Beyond Overly Simplistic First- and Last-Click Models

multi-touch-attribution:-moving-beyond-overly-simplistic-first-and-last-click-models

Giving 100% of the credit for a sale to the channel that either attracted the customer by generating the first click of an interaction or closed the deal by producing the last click made sense in the early early ’00s when the average consumer used two touchpoints when buying an item. However, consumers today use an average of almost six touchpoints, according to research by

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4 Ways Your Math May Be Steering Your Email Marketing Program Wrong

4-ways-your-math-may-be-steering-your-email-marketing-program-wrong

As more marketers embark on their personal journeys to become data-driven marketers, most are finding the road to be a rocky one. The central problem they’re encountering is a surprising one: It’s that their data doesn’t always lead them to the best decision. Why is that? Sometimes the wrong lesson is being taken from the data. Other times it’s the data that’s one level deeper

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Customer First Thinking Podcast: Email Still Rules

customer-first-thinking-podcast:-email-still-rules

Email marketing never seems to get the respect it deserves, yet consumers continue to prefer it over every other media channel, says Stephen Shaw, host of the Customer First Thinking Podcast. I could agree more. I recently joined him on his podcast, where we talked about how the future of email marketing is as promising as ever. During our conversation, he asked me: Why doesn’t…

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7 Advanced Digital Marketing Metrics Most Brands Don’t Use, But Should

7-advanced-digital-marketing-metrics-most-brands-don’t-use,-but-should

Brands are increasingly recognizing metrics like email opens, web traffic, and social media likes for what they are—surface metrics that churn wildly and are directionally noisy. While it’s still important to track those high-level metrics, optimizing for them often doesn’t translate into deeper engagement. Indeed, sometimes maximizing those metrics leads marketers to adopt clickbaity headlines and other tactics that erode customer trust and lead to…

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Universal Control Groups: The Path to Digital Marketing Measurement Clarity

universal-control-groups:-the-path-to-digital-marketing-measurement-clarity

If you truly want to know the impact your digital marketing campaigns are having, then compare the actions of people who get them to the actions of people who wanted to get them but didn’t. That’s the logic behind universal control groups, which is a measurement approach where you exclude a small portion of your audience from campaigns to get a baseline for measuring their…

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Litmus: Are You Tracking the Right Email Marketing KPIs?

litmus:-are-you-tracking-the-right-email-marketing-kpis?

Marketing shifts like Apple’s Mail Privacy Protection have changed the meaning of open rates. That’s left many marketers wondering which email marketing KPIs truly offer valuable insights. In this hour-long on-demand webinar hosted by Litmus, I join Dan Oshinsky of Inbox Collective and Bree Rostic of HubSpot to discuss: Whether open rates still matter Which metrics are the most important Reporting cadences How to get…

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Second Quarter 2022 Holiday Marketing Quarterly

second-quarter-2022-holiday-marketing-quarterly

The holiday season doesn’t have an off-season. Having a successful holiday season means executing a successful year-round strategy. Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter plan for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Our second quarter checklist is focused on finishing your review of the 2021 holiday season and then making…

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How to Use Apple’s Auto Opens Safely

how-to-use-apple’s-auto-opens-safely

The most disruptive element of Mail Privacy Protection is that Apple creates a mountain of fake auto-generated open signals to obscure the real opens generated by your subscribers. With MPP adoption heading toward more than 95% by year’s end, that mountain will get pretty big pretty soon. Brands’ email marketing programs will be affected differently depending on how many of their subscribers use Apple Mail…

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The Future of Email Podcast: A Conversation with Chad S. White of Oracle

the-future-of-email-podcast:-a-conversation-with-chad-s.-white-of-oracle

I join Matthew Dunn, the host of The Future of Email Podcast, to talk about major email marketing trends and where the industry is headed over the next 12-24 months. Recorded in the early days of the Russian invasion of Ukraine, our conversation is pretty heavy, getting into cyber- and geopolitics. We talk about: The need for a strategic roadmap, but also the disruptions that…

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The Biggest Shifts in Email Marketing Trends for 2022

the-biggest-shifts-in-email-marketing-trends-for-2022

The turbulence of the past two years has heavily influenced recent email marketing priorities and is shaping the trends that will dominate 2022. We can see those shifts in the results of our third-annual Email Marketing Trends Survey, where we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts about the adoption and impact of 26 email marketing tactics and technologies. For a detailed…

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How Mail Privacy Protection Is Changing How Email Marketing Performance Is Measured

how-mail-privacy-protection-is-changing-how-email-marketing-performance-is-measured

Apple’s Mail Privacy Protection (MPP) is upending how email marketers measure email marketing performance. In addition to hiding IP addresses, blocking forward tracking, and obscuring open times, MPP pre-fetches email content to create a haystack of fake opens in which to hide the needles of real opens by their users. With upwards of 95% of Apple Mail app users likely to enable MPP and Apple…

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Email Marketing Trends for 2022: Proven Essentials

email-marketing-trends-for-2022:-proven-essentials

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting rapidly. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate…

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e-shot: Email Engagement Is on the Up, and 7 More Trends for 2022

e-shot:-email-engagement-is-on-the-up,-and-7-more-trends-for-2022

The pandemic has put an increased focus on email marketing as a way for consumers to stay in touch with their favorite brands. Engagement is up, but e-shot wonders what marketers should focus on in 2022 to keep growing their email marketing programs growing. Along with Kath Pay, Jordie van Rijn, Dela Quist, Jenna Tiffany, Dave Chaffey, and Dan Hare, I help illuminate 7 trends…

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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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Creating Internal Digital Marketing Benchmarks that Work

creating-internal-digital-marketing-benchmarks-that-work

Modern brands today are trying to benchmark their digital marketing campaigns to determine which ones are successful and inform improvements. But we find that many brands are often using their internal marketing benchmarks in an overly broad way. Correcting this problem requires a more granular approach to digital marketing benchmarks, one that groups campaigns by various characteristics to attain the apples-to-apples comparison you’re looking for:…

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Only Influencers’ Email Metrics Project: Ask the Right Email Questions

only-influencers’-email-metrics-project:-ask-the-right-email-questions

Email metrics are confusing and can be easily misunderstood and misused. To help marketers avoid mistakes, Only Influencers has launched The Email Metrics Project at oimetrics.com. This website is home to definitions, articles, and videos to educate marketers on how to calculate and appropriately use email marketing metrics. I’m honored to have contributed several of my articles about email metrics, as well as recorded a…

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LiveIntent’s Real Time Banter Podcast: Apple’s Mail Privacy Protection

liveintent’s-real-time-banter-podcast:-apple’s-mail-privacy-protection

I talk about all things MPP with LiveIntent’s Kerel Cooper and Jessica Muñoz. We discuss: What exactly is Mail Privacy Protection? How will Mail Privacy Protection affect testing within email? What metrics should marketers hone in on during this time? How should marketers approach data hygiene with these changes? What do these changes mean for consumers? Will the industry be ready in time for Mail…

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How Many of My Subscribers Will Be Affected by Apple’s Mail Privacy Protection?

how-many-of-my-subscribers-will-be-affected-by-apple’s-mail-privacy-protection?

Marketers now realize that Apple’s Mail Privacy Protection will impact a wide range of email marketing functions. By generating false opens, distorting open times, and obscuring IP addresses and device information, Apple’s changes will affect everything from email analytics and deliverability to email strategy and design in a significant way. However, some marketers are unclear exactly how big the impact will be on those aspects…

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Webbula: If You Could Only Use 2 Email Metrics

webbula:-if-you-could-only-use-2-email-metrics

As part of their Ask the Experts series of video interviews, Webbula asked: “If you could only use two email metrics, which two would you use?” I was happy to be among eight email experts selected to answer. I said return on investment (ROI) to help prove business justification, and subscriber lifetime value to help align email marketing with those that are being served. I…

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Holiday Marketing Quarterly: Third Quarter 2021 Checklist

holiday-marketing-quarterly:-third-quarter-2021-checklist

Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle Marketing Consulting’s more than 500 digital marketing experts. The third quarter is focused on the final prep for the…

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