Tag Archives: List Building & Profiling

On-Demand Webinar: How to Transform Your Customer Experience with a CDP

on-demand-webinar:-how-to-transform-your-customer-experience-with-a-cdp

Brands are struggling with a myriad of forces, including disjointed omnichannel experiences, rapid consumer behavior changes, the sunsetting of third-party cookies, and Apple’s Mail Privacy Protection. Increasingly, they’re realizing that a big part of dealing with each of those challenges is to bring all their customer data together in one place—a customer data platform (CDP). However, the CDP landscape is confusing and many are not…

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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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5 Ways to Generate More Loyalty & Email Signups

5-ways-to-generate-more-loyalty-&-email-signups

The sunsetting of third-party cookies is putting added pressure on marketers to grow their email subscriber and loyalty member audiences. In addition to needing to collect more email addresses as identifiers, they need the zero- and first-party data these programs generate to improve targeting and personalization across all their advertising and marketing efforts. Here are five ways to boost your loyalty and email signups: Sell…

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Inboxing Podcast: Special Guest Chad White

inboxing-podcast:-special-guest-chad-white

I join host Hillel Berg for the second season of the Inboxing Podcast. During the hour-long conversation, we talk about: Mobile-friendliness Inclusive design and email accessibility Email marketing’s unique advantages The need to continue desiloing the email marketing channel List building Why I wrote “Email Marketing Rules” My top 5 email marketing tips for 2022 And much more

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Hide My Email Elevates Risks of Temporary Email Addresses

hide-my-email-elevates-risks-of-temporary-email-addresses

Email marketing is a great way to build long-term relationships, but marketers have always wrestled with accepting low-value email addresses from would-be subscribers. B2C brands wonder if a subscriber has provided their primary email account or a secondary address they check far less frequently. And B2B marketers debate accepting freemail addresses or only corporate email addresses, which make lead scoring easier. While businesses can make…

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Email Marketing’s Increasing Role as Third-Party Cookies Disappear

email-marketing’s-increasing-role-as-third-party-cookies-disappear

While some think that Google giving marketers two more years to prepare for the depreciation of third-party cookies will lead to complacency, I hope that brands maintain the momentum of recent months. Without a doubt, this change across the entire online advertising industry is causing a major shift in digital advertising targeting and identity management. Every marketer would be wise to use this extra time…

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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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Audience Acquisition Source Ideas to Explore: An Oracle Consulting Checklist

audience-acquisition-source-ideas-to-explore:-an-oracle-consulting-checklist

Checklists can inspire you, help you identify gaps, allow you to take inventory, and provide an easy-to-follow action plan. At Oracle Marketing Consulting, we use checklists all the time with our clients. In fact, we love them so much that we wanted to share some of our most useful checklists, including this one about audience acquisition source ideas. Whether you’re building your audience in email,…

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Hide My Email: A New Reason to Only Accept Corporate Email Addresses

hide-my-email:-a-new-reason-to-only-accept-corporate-email-addresses

Lead-generation forms and promotional email signups are a value exchange between B2B marketers and their intended audiences. In exchange for research and other content, B2B brands hope to: Improve how form-completers think of their brand, hopefully nudging them toward an eventual conversion Identify the form-completer and the company they represent, and then connect this form completion to other actions to understand their level of interest…

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How to Optimize Web Modals and Boost Visitor Engagement

how-to-optimize-web-modals-and-boost-visitor-engagement

Popups, popovers, slide-ins, lightboxes, and other web modals are powerful because they demand attention. However, when they demand too much attention too loudly or especially too often, they can be incredibly annoying. That can lead to an increase in site abandonment, and even keep consumers from returning if they anticipate being harassed by modals every time they visit, says Oracle Maxymiser’s Chris De Marinis, Head…

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Pandemic Email Audience Changes: Managing the Risks and Opportunities

pandemic-email-audience-changes:-managing-the-risks-and-opportunities

List building has been challenging over the past 18 months, which has now made managing subscribers a challenge. Before talking about the issues that are pressing now, let’s look at how we got here… When coronavirus lockdowns started in March last year, consumer behaviors started to rapidly evolve. Many stores were closed and many people didn’t want to go to the stores that were open,…

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Subscriber Needs Your Preference Center Should Address

subscriber-needs-your-preference-center-should-address

Despite having lots of tools to optimize contact frequencies based on changing subscriber behaviors, the reliance of most companies on last-click attribution strategies and a focus on short-term campaign-centric goals has created a strong bias toward ever-increasing frequencies across all channels. Inevitably, this will leave many of your customers feeling overmessaged and overwhelmed. The clearest measure of this frustration can be seen in your active…

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4 Ways to Maximize Double Opt-In Email Confirmations

4-ways-to-maximize-double-opt-in-email-confirmations

A double opt-in confirmation process is a valuable tool for protecting your sender reputation and email deliverability, especially when used for offline sign-ups, open sign-up forms, highly incentivized sign-ups, co-registrations, and other instances that tend to generate high bounce and complaint rates. However, many brands hesitate to use it because they feel requiring people to confirm their subscription by clicking a link in their sign-up…

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Holiday Marketing Quarterly: Second Quarter 2021 Checklist

holiday-marketing-quarterly:-second-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. Our second quarter checklist is focused on finishing your review of…

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Email Marketing Trends for 2021: Competitive Differentiators

email-marketing-trends-for-2021:-competitive-differentiators

In the ever-changing world of email marketing, it can be difficult to know where to invest your time and energy. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting. 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 the current adoption of…

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Welcome Email Best Practices

welcome-email-best-practices

When someone signs up to receive your promotional emails, it marks the start of what is hopefully a long and mutually beneficial relationship. Start it off right by sending the most effective welcome email possible. Here are seven best practices to follow: Send welcomes immediately. Ask new subscribers to do something high-value. Keep your copy and design focused. Use a welcome email series. Send different…

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8 Ways to Reduce Email List Churn

8-ways-to-reduce-email-list-churn

Growing your email list is a challenge. Email list churn makes that challenge even harder. That’s because you have to replace every subscriber who unsubscribes, reports your emails as spam, or becomes chronically inactive just to keep your list size steady, much less grow it. It’s like walking up a down escalator. The more your list churns, the faster you have to go to avoid…

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Double Opt-In Best Practices

double-opt-in-best-practices

Double opt-in (DOI) permission practices are often seen as unnecessary and harmful to list growth. However, when used correctly, they can improve your email program’s results by protecting your sender reputation, which keeps you from having deliverability problems. In this post, we answer key questions about double opt-in, including: How does a DOI process work? What are the advantages of DOI? What are the disadvantages…

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On-Demand Webinar: The Email Subscriber Lifecycle

on-demand-webinar:-the-email-subscriber-lifecycle

To nourish and grow an email relationship, you need to cater to your subscribers’ needs and wants throughout the entire subscriber lifecycle. That means developing tactics to address the major subscriber moments from beginning to end. During this free 44-minute on-demand webinar, I discuss: The six stages of the subscriber lifecycle, from when a visitor or customer signs up for your promotional emails through when…

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On-Demand Webinar: Keep Optimizing Email Marketing Webinar

on-demand-webinar:-keep-optimizing-email-marketing-webinar

As a follow-up to my appearance on the Keep Optimizing Podcast, I join host Chloe Thomas and her podcast’s other email marketing expert guests to talk about a wide range of email marketing issues, including: How can marketers best prepare themselves for Black Friday, Cyber Monday, and the rest of the holiday season? What do watch out for when running sweepstakes to grow your email…

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