Tag Archives: Email Metrics & Program Success

Understanding Email Open Rates

understanding-email-open-rates

Marketing metrics are just numbers. Without the proper understanding and context, you can’t turn these numbers into the valuable insights you need to make better tactical and strategic decisions. In this series of posts, we’ll look at a variety of marketing metrics, discussing how to measure each one, how to use each one, and how to benchmark your performance. In this post, we’re examining email…

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Watch Out for These 5 Trouble-Making Marketing Outliers

watch-out-for-these-5-trouble-making-marketing-outliers

The chances are high that hiding among your audiences are small groups whose behaviors are so extreme that they skew the overall behavior of your marketing channels in ways that are detrimental. These groups are called outliers and they can: Cloud overall performance data, making it appear that you’re doing much better or much worse than you actually are. Obscure how your core audience is…

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On-Demand Webinar: The Hierarchy of Subscriber Needs

on-demand-webinar:-the-hierarchy-of-subscriber-needs

The key to modern email marketing success is creating relevance for your subscribers. However, this cure-all is often discussed in vague, mystical terms within the narrow context of company-specific examples. Although relevance is indeed in the eye of the beholder, achieving it is both describable and measurable. The Hierarchy of Subscriber Needs is your roadmap for understanding the various components that create relevance and also…

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EmailTalk Podcast: The Impact of Coronavirus on Email Marketing with Chad White

emailtalk-podcast:-the-impact-of-coronavirus-on-email-marketing-with-chad-white

I join Taxi for Email Founder Elliot Ross on episode 2 of his new EmailTalk Podcast to discuss how the coronavirus has affected email behavior. But along the way, we discuss a wide range of other topics. In the podcast, I share: Two truths and lie about my book-writing career My email origin story of how I fell into the email marketing industry How email…

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On-Demand Webinar: The Questions to Ask Instead about Email Marketing ROI

on-demand-webinar:-the-questions-to-ask-instead-about-email-marketing-roi

Not achieving your email marketing goals is frustrating, but achieving your goals and then not achieving success is devastating. This happens when marketers and executives ask the wrong questions. When that happens, the answer almost doesn’t matter, because it’s likely to cause you to put the wrong strategies in place regardless. A solid email marketing strategy starts by asking the right questions. In this series…

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UNSPAM Conference: Work & Industry Trends

unspam-conference:-work-&-industry-trends

I had the honor of presenting at Really Good Emails’ UNSPAM conference in March. It was special in part because the RGE team asked me to present the results of their annual industry survey. More than 1,500 email marketers completed the survey, which asked them about their time and experiences in the industry, how their companies do email marketing, and much more. The findings paint…

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Keep Optimising Podcast: Chad S. White, Author of ‘Email Marketing Rules’

keep-optimising-podcast:-chad-s.-white,-author-of-‘email-marketing-rules’

I am excited to be the first guest on Chloe Thomas’ new podcast series, Keep Optimizing. The series will look at a different marketing channel each month, starting with email marketing. During the 51-minute episode, we discuss a wide range of issues, including: How I got my start in email marketing Why email marketing is a good long-term career, and how it teaches you the…

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Holiday Marketing Quarterly: Third Quarter 2020 Checklist

holiday-marketing-quarterly:-third-quarter-2020-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 CX Marketing Consulting’s more than 500 digital marketing experts. The third quarter is focused on the final prep for the…

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Common Marketing Outliers: Identifying & Managing Them

common-marketing-outliers:-identifying-&-managing-them

The chances are high that your audience across your various channels is diverse—made up of people with different needs, different values, different constraints, and more. That’s why smart marketers develop marketing personas to help them better cater to the various groups of people that their brand attracts. However, sometimes one or more small groups is so extreme in their behavior that they skew the overall…

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On-Demand Webinar: The Questions to Ask Instead about Email Performance Measurement

on-demand-webinar:-the-questions-to-ask-instead-about-email-performance-measurement

Not achieving your email marketing goals is frustrating, but achieving your goals and then not achieving success is devastating. This happens when marketers and executives ask the wrong questions. When that happens, the answer almost doesn’t matter, because it’s likely to cause you to put the wrong strategies in place regardless. A solid email marketing strategy starts by asking the right questions. In this series…

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8 Email Marketing Improvements to Make During Slow Periods

8-email-marketing-improvements-to-make-during-slow-periods

When your business’s promotional email frequency is high during its peak season, chances are that your email program is almost exclusively focused on getting that next email out the door. However, you generally have more time to think about your strategy and invest in lasting improvements during your off-season—as well as during slow periods like the one that some businesses are experiencing now because of…

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Email Behavior Changes in the Age of Coronavirus

email-behavior-changes-in-the-age-of-coronavirus

The coronavirus has disrupted most people’s lives, changing how they work, socialize, eat, and educate their children. It has also changed email behavior in profound and sometimes surprising ways. Let’s look at some of the changes in email behavior that we’ve seen in aggregated data from some of our Oracle CX Marketing clients: Open times have shifted. Email volume has dipped overall. Email engagement is…

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Holiday Marketing Quarterly: Second Quarter 2020 Checklist

holiday-marketing-quarterly:-second-quarter-2020-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 CX Marketing Consulting’s more than 500 digital marketing experts. Our second quarter guide contains a 19-point checklist and is…

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Email Marketing Trends for 2020: Competitive Differentiators

email-marketing-trends-for-2020:-competitive-differentiators

In the ever-changing world of email marketing, it can be difficult to know where to invest your time and energy. To help you prioritize your email marketing efforts this year, we surveyed Oracle CX Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics as well as their predicted impact during…

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Design Analytic: Identify and Solve Actual Problems

design-analytic:-identify-and-solve-actual-problems

Marketers have access to innovative technologies and massive amounts of data to enable connected customer experiences, but time and time again we see our clients struggling to activate it all. Marketers are defining their strategies, selecting key performance indicators, and determining the customer experiences they need to drive those KPIs. Then they’re working with their data scientists and analytics experts to get the reports and…

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Doing an Email Marketing Holiday Post-Mortem

doing-an-email-marketing-holiday-post-mortem

With the New Year shining brightly and full of promise ahead of us, most B2C marketers would love nothing more than to put the holiday season behind them and look ahead to Valentine’s Day and the spring season. We urge you to resist the temptation. Ensure that you learn the lessons of your Christmas Past so your Christmas Future is even better. Here are several…

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Properly Diagnosing Email Performance Problems

properly-diagnosing-email-performance-problems

When faced with a problem, it’s easy to get sidetracked into focusing on superficial metrics or jump to conclusions, especially when it involves what appears to be a quick fix. Instead, marketers need to look beyond the obvious and easy, and ask deeper questions about email performance like: What’s the core driver of the issue? Are there multiple issues at work here? What levers can…

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How to Prevent Affiliate Marketing from Cannibalizing Your Email Channel

how-to-prevent-affiliate-marketing-from-cannibalizing-your-email-channel

Have you ever taken a step back and looked at your own shopping habits and tried to understand how they impact the way you evaluate digital marketing performance at your company? I know I’ve developed a tendency to stop at checkout—no matter what website I am on—and search the internet for any available coupons, says Peter Briggs, Director of Strategic Services at Oracle Marketing Cloud…

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‘Let’s Be Good’: Lessons in Servant Marketing

‘let’s-be-good’:-lessons-in-servant-marketing

“Let’s be good at what we do, but let’s be good, too,” said Lisa Harmon Stephens, Oracle Marketing Cloud Consulting’s Head of Creative Services, to conclude her locknote presentation at Litmus Live Boston earlier this month. Her presentation was about Servant Marketing, which is marketing that puts customers’ needs first, rather than the needs of your business. One way to gauge whether you’re practicing Servant…

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