Tag Archives: Uncategorized

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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Smart Insights: Email Marketing Trends 2021 – 5 Trends to Watch

smart-insights:-email-marketing-trends-2021-–-5-trends-to-watch

The pandemic upended email marketing plans during 2020 and Smart Insights wondered where our industry is headed in 2021. They asked me and four other email marketing experts for our predictions. Here are the key trends that we identified: Email marketing through the K-shaped COVID-19 recovery Strategy first, solution second Bringing customer experience into email marketing It’s time for real, authentic personalization Rediscovering the value…

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The Future of Travel: Long-Term & Short-Term Recommendations

the-future-of-travel:-long-term-&-short-term-recommendations

No industry has been more heavily impacted by social distancing, government-mandated health and safety restrictions, and regional and countrywide lockdowns than travel and hospitality companies. Even once travel restrictions are completely lifted, marketers within these businesses will have the tricky job of messaging to consumers who are reluctant to take trips for either business or recreation. Because of his reluctance, Goldman Sachs doesn’t expect 2019…

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The Last Word on October 2020

the-last-word-on-october-2020

A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports The Future of the Mall (ClickZ) Building for a more productive inbox with AMP (Google Developers Blog) What I learned by ignoring 24 SaaS Email onboarding campaigns (Ezra Sandzer-Bell) Online Merchants Gain an Extra $107 Billion in 2020 Thanks to Pandemic (Digital Commerce 360) How…

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Email Accessibility: Legal Issues & Audience Expansion

email-accessibility:-legal-issues-&-audience-expansion

US and international laws require companies to make their email messages accessible by people with visual and other disabilities or else face significant legal fees and fines. However, rather than seeing this as purely a compliance issue, we see it as an opportunity to expand the reach and impact of your email marketing program. In this 44-minute webinar, Jason Witt, Lauren Castady, and I talk…

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Inboxroad: How to Build a Strong Email Program in the Years Ahead

inboxroad:-how-to-build-a-strong-email-program-in-the-years-ahead

I recently spoke with Ferry van Hoolwerff for an interview on the Inboxroad blog. While we talked about a range of issues, much of the conversation revolved around how marketers should prepare for the years ahead in order to build stronger email marketing programs. Here are the questions Ferry asked me: How did you end up in this industry, and when did email start playing…

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Do I Need to Send an Apology Email Because of This?

do-i-need-to-send-an-apology-email-because-of-this?

In the world of email marketing, mistakes are inevitable. Learn what to do if you when you make a mistake by watching this short video. During the first 5 minutes or less, you’ll determine whether you need to send a correction or apology email. You’ll also determine whether you need to send it to everyone you emailed or just a portion of them. After you…

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3 Spooky Email Click Bots to Beware Of

3-spooky-email-click-bots-to-beware-of

Bots are a well-known scourge on Twitter and Facebook, but they’re also a problem on email lists. Even bots that aren’t explicitly trying to compromise your systems represent a serious risk, as they can inflate performance numbers, muddy targeting efforts, and lead brands to make tactical or strategic changes that serve bots rather than human subscribers. In this article for SmarterCX, I explore the 3…

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On the Fly: Get a Jump Start on Your Holiday Campaigns

on-the-fly:-get-a-jump-start-on-your-holiday-campaigns

On the Fly is our video series with small bites of marketing and customer experience advice and training from experts, given to you during the current disruption. In this episode of On the Fly, I discuss how this holiday season will look very different from what we’re used to. I point out what parts of the holiday season have the most risk, and what brands…

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Seasonal Adjustment to Make to Your Automated Campaigns to Stay Relevant

seasonal-adjustment-to-make-to-your-automated-campaigns-to-stay-relevant

“Automated campaigns—whether sent via email, SMS, or mobile push—perform so well that they’re often overlooked as not needing attention,” says Jennifer Lancaster Dana, Vice President, Oracle CX Marketing Consulting. “However, it’s because of their high engagement and conversion rates that we should be constantly giving automated campaigns extra attention and trying to make them even better. This is especially true during the holiday season.” With…

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5 A/B Testing Pitfalls Marketers Often Fall Into

5-a/b-testing-pitfalls-marketers-often-fall-into

A/B testing allows marketers to determine whether their audience prefers version A of something or version B, and thankfully, it’s easy to do. However, it seems so easy that marketers sometimes don’t realize they’ve invalidated their results, missed out on golden opportunities, or—worst of all—confidently come to the wrong conclusions. The truth is that A/B testing is only powerful if done right, and that means…

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How to Improve All 5 Steps of a Curbside Pickup

how-to-improve-all-5-steps-of-a-curbside-pickup

Driven by health concerns and health regulations restricting store capacities, curbside pickup has become a significant new fulfillment channel for retailers, restaurants, and other B2C brands. However, because of the sudden need for this channel, it was implemented and ramped up hastily, often with manual processes and temporary fixes that have led to some poor customer experiences. For example, I recently placed an order online…

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Webinar on Oct. 27: Email Accessibility

webinar-on-oct.-27:-email-accessibility

The law requires companies to make their email messages accessible by people with visual and other disabilities or else face significant fines. However, rather than seeing this as purely a compliance issue, we see it as an opportunity to expand the reach and impact of your email marketing program, especially going into the holiday season. During this webinar, we’ll explain: What’s required by the Americans…

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5 Tips for Making Your Migration to a New MAP or ESP as Painless as Possible

5-tips-for-making-your-migration-to-a-new-map-or-esp-as-painless-as-possible

You’ve done your research, vetted the solutions, decided on your vendor of choice and signed the contract. Now you have a new marketing automation platform (MAP) or email service provider (ESP) at your disposal. But here comes the difficult part: migrating to your new platform. Not to scare you, but anyone who’s gone through this once thinks twice before changing vendors. It takes time, effort, and…

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5 Tips for Making Your Migration to a New MAP or ESP as Painless as Possible

5-tips-for-making-your-migration-to-a-new-map-or-esp-as-painless-as-possible

You’ve done your research, vetted the solutions, decided on your vendor of choice and signed the contract. Now you have a new marketing automation platform (MAP) or email service provider (ESP) at your disposal. But here comes the difficult part: migrating to your new platform. Not to scare you, but anyone who’s gone through this once thinks twice before changing vendors. It takes time, effort, and…

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Holiday Marketing Quarterly: Fourth Quarter 2020 Checklist

holiday-marketing-quarterly:-fourth-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 fourth quarter guide contains a 21-point checklist that helps…

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Email Deliverability Quarterly: Gmail Launches BIMI Pilot, DigiCert-Valimail Partnership, and More

email-deliverability-quarterly:-gmail-launches-bimi-pilot,-digicert-valimail-partnership,-and-more

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes. To help you avoid trouble, the Email Deliverability Services team at Oracle CX Marketing Consulting shares the latest news and tips for what to watch out for in our…

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The Last Word on September 2020

the-last-word-on-september-2020

A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports Developer preview of AMP for email in Outlook.com – no longer supported (Microsoft) Email Comes in Third in Driving Online Purchases, Study Finds (MediaPost) Your Face Here: Creating illustration guidelines for a more inclusive visual identity (Airbnb Design) 3 Ways to Get What You Want…

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Email Volume is Up, But Are Opens?

email-volume-is-up,-but-are-opens?

OK, I don’t want to scare you or anything, even though it is October, the spookiest month of the year. But, in our most recent State of Email Live webinar, Greg Kimball shared a pretty alarming data set. As we approach the holiday season, he thought it would be prudent to look at year-over-year volume to see if we’re tracking on pace with 2019. Friends,…

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The Honeymoon Effect: New Subscribers Click at a Rate 116% Greater than Existing Subscribers

the-honeymoon-effect:-new-subscribers-click-at-a-rate-116%-greater-than-existing-subscribers

For most organizations, older names on your list will perform less well than people that recently opted in to receive email from you. It’s something I call the honeymoon effect – newer people on your list are typically more excited to receive your email – and more likely to read and take action on it. Here’s a case study showing that new subscribers open at…

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