Tag Archives: Targeting & Personalization

Email Marketing in Flux: The Biggest Changes Impacting the Channel

email-marketing-in-flux:-the-biggest-changes-impacting-the-channel

Email marketing is more powerful than ever, but the strategies and tactics needed to succeed are changing because of 3 mega-trends: The sunsetting of third-party cookies driving an increased focus on customer identification and the collection of zero- and first-party data Apple’s Mail Privacy Protection forcing marketers to take a holistic, cross-channel approach to measuring performance and selecting safe mailable audiences The pandemic-driven consumers behavior

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10 Common Email Marketing Mistakes that Are *Fairly* Easy to Fix

10-common-email-marketing-mistakes-that-are-*fairly*-easy-to-fix

Email marketing is a complicated interplay of tactics and strategies, and it’s easy to make mistakes. I recently wrote about 10 common email marketing mistakes that are easy to fix, and now I’d like to share another 10 common mistakes with fixes that are slightly more involved, but still very much worth your attention. Allowing errors to slip through Not setting default values for personalization

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Email Newsletters: The New Best Practices

email-newsletters:-the-new-best-practices

Nothing in email marketing is static, because ESP technology, inbox providers, and—most importantly—consumers are constantly changing. That change extends to the email newsletter, a mainstay of B2B marketing. To get a read on the latest newsletter trends, I spoke with our Creative Services and B2B teams here at Oracle Marketing Consulting about what they were doing when they overhauled our clients’ newsletters. Consider this your

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How to Launch a Successful Holiday Campaign

how-to-launch-a-successful-holiday-campaign

I join Mailmodo CEO Aquibur Rahman on the Growth Chat Podcast to talk about holiday planning, as well as how I got my start in email marketing. I share some of the advice from our Holiday Marketing Quarterly series and discuss a wide range of issues, including: How email marketing amplifies existing demand How planning for the holidays is a year-round effort How consumer behaviors

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Content Planning: Advice from Oracle’s Global Digital Marketing Agency

content-planning:-advice-from-oracle’s-global-digital-marketing-agency

If it’s not in the plan, then it typically doesn’t happen. And if it does happen, then corners have been cut and sacrifices made. That’s a harsh reality, especially with today’s lean digital marketing teams. That’s why, when working with our Oracle Marketing Consulting clients, we take an expansive view of content planning. How expansive? When doing content planning, we think you should be able

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Unlayer: Create Engaging Email Subscriber Journeys

unlayer:-create-engaging-email-subscriber-journeys

Understanding how different subscribers move through the subscriber lifecycle and what their needs are at each stage is critical to getting the right messaging in front of them. In this interview with Unlayer, I talk about the subscriber lifecycle and automated subscriber journeys, answering questions such as: Out of the 5 stages (Acquisition, Consideration, Purchase, Retention, Re-engagement), which one matters the most in the subscriber

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What’s Your Digital Customer Experience Strategy for Out of Stocks?

what’s-your-digital-customer-experience-strategy-for-out-of-stocks?

The pandemic, geopolitics, and war have snarled global supply chains, frustrating customers and causing record levels of brand switching and retailer switching. With problems unlikely to be resolved anytime soon, brands need nimble marketing strategies that maximize customer retention and minimize poor experiences. To accomplish this, brands need a multi-pronged approach that spans web, messaging, infrastructure, and loyalty.

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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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6 Ways to ‘Review and Improve’ Your Automated Emails

6-ways-to-‘review-and-improve’-your-automated-emails

As a slogan to promote automated emails, “set it and forget it” has been disastrously successful. That’s because, while it spurred marketers to create lots of triggered campaigns, it set horrible expectations for how to maximize their effectiveness. The truth is that these are living, breathing campaigns that need ongoing care and nurturing for as long as you’re running them. That’s why I call these…

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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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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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Progressive Profiling: Fuel for Long- & Short-Term Personalization

progressive-profiling:-fuel-for-long-&-short-term-personalization

With the phaseout of third-party cookies on the horizon, brands are focusing more on collecting zero-party data. This is information that’s provided directly to brands by consumers. Often, it’s provided in response to progressive profiling efforts—that is, ongoing efforts to build an evolving picture of a customer or prospect over time through forms, surveys, and other methods. Without progressive profiling, you’re reliant forever and solely…

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Email Marketing Trends for 2022: Competitive Differentiators

email-marketing-trends-for-2022:-competitive-differentiators

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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8 Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection

8-alternatives-to-open-triggered-email-sequences-in-the-age-of-mail-privacy-protection

As more Apple Mail users have enabled Mail Privacy Protection (MPP), opens have become an increasingly unreliable signal of individual-level engagement for email marketers. That is requiring marketers to redefine how they select active audiences for campaigns, how they determine inactivity and make suppression decisions, and how they design journey progressions that were previously driven by opens. That last impact will be particularly hard felt…

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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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Dyspatch: The Email Marketing Trends That’ll Dominate 2022

dyspatch:-the-email-marketing-trends-that’ll-dominate-2022

It’s that time of year again: Prediction time. Since the future is always hazy, Dyspatch’s Liz Willits pulled together 12 experts to share their thoughts on the email marketing trends that will take off in 2022 and help marketers succeed. I was honored to be included, along with: Dave Gerhardt, Chief Brand Officer at Drift & Founder of DGMG Eddie Shleyner, Founder, VeryGoodCopy.com Andy Crestodina,…

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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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Litmus: 2021 State of Email Report

litmus:-2021-state-of-email-report

If you want to keep your finger on the pulse of changes in the email marketing industry, then Litmus’s 2021 State of Email Report is a must-read. The 43-page report is packed full of survey data and insights around 5 trends: Email marketing is increasingly critical to business success. There’s no question: Email has always been important. But now? It’s essential. Personalization and automation are…

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Alchemy Worx: 2021 Consumer Survey on Shopping Sentiment & Email Behavior

alchemy-worx:-2021-consumer-survey-on-shopping-sentiment-&-email-behavior

Alchemy Worx’ latest consumer survey delivers timely insights about consumer purchasing intent this holiday season and the factors that are impacting those purchasing decisions. Those factors include the email and web experiences created by brands, as well as issues like sustainability and inclusivity. In addition to lots of great data, the report includes insights drawn from the findings from Dela Quist, Ada Barlatt, Komal Helyer,…

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