Tag Archives: Uncategorized

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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How to Simplify Your Martech Stack: 3 Approaches

how-to-simplify-your-martech-stack:-3-approaches

Marketing technology stacks are very complicated. Like credit-card-fine-print complicated or teen-brain complicated. With very few exceptions, the marketers I speak with are eager for greater simplification, says Clint Kaiser, Head of Analytic & Strategic Services at Oracle Marketing Consulting. They want to accomplish their marketing goals without having to navigate a spaghetti-works of tools that don’t always play together as well as advertised. Unfortunately, many…

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Why B2B Brands Face Unique—and Sometimes Self-Inflicted—Email Deliverability Challenges

why-b2b-brands-face-unique—and-sometimes-self-inflicted—email-deliverability-challenges

Email deliverability can feel out of your control. This is perhaps especially true of B2B brands, which have traditionally struggled with the mercurial spam filtering behaviors of corporate email servers and the IT overlords that control them. However, with Google Workspace and Outlook 365 making serious inroads into the corporate email market, B2B email deliverability is behaving more and more like deliverability for B2C brands.…

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Best Days to Send Email Marketing Campaigns This Holiday Season

best-days-to-send-email-marketing-campaigns-this-holiday-season

The big question on the minds of retailers and other B2C companies is: Will this holiday season look like 2020’s or will it resemble pre-pandemic 2019’s? Unfortunately, it’s looking increasingly like retailers will be facing a holiday season with some of the same challenges as last year, which will impact email marketing decisions. In this blog post, Clint Kaiser, Head of Analytics & Strategic Services…

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The Last Word on September 2021

the-last-word-on-september-2021

A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports Email for All report (Action Rocket and Beyond the Envelope) Skinny Santa: Salesforce Expects Higher Costs, Fewer Online Orders This Holiday Season (MediaPost) Insightful & entertaining tweets Copywriting is like a joke: if you have to explain it, it’s probably not good. — Robert Davidson…

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The Fold in the Inbox: Hard Line, Soft Line, or Imaginary Line?

the-fold-in-the-inbox:-hard-line,-soft-line,-or-imaginary-line?

Similar to how you can’t see the content below the fold of a newspaper without opening it, the email fold is that point on a screen where a subscriber can’t see any more content without scrolling. There’s been a long-simmering debate in the industry about how important this line is to email design. Let’s break down the arguments…

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Email Privacy ‘Regulation’ in the Age of Big Tech

email-privacy-‘regulation’-in-the-age-of-big-tech

Imagine if CASL was passed without first having a public comment period so businesses and other organizations could have their voices heard? Imagine if GDPR went into effect 3 months after it was passed instead of after a 2-year transition period? Imagine if CCPA applied to people all over the world and not just people in California? All of that isn’t far off from what…

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Holiday Marketing Quarterly: Fourth Quarter 2021 Checklist

holiday-marketing-quarterly:-fourth-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 fourth quarter is focused on wrapping up your final prep…

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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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Apple’s MPP May Drive Email Design Changes that Actually Hurt Customer Engagement

apple’s-mpp-may-drive-email-design-changes-that-actually-hurt-customer-engagement

Apple’s Mail Privacy Protection will have a broad range of effects on email marketers, impacting email analytics, design, deliverability, personalization, and optimization efforts. Sadly, subscribers who enable MPP will receive less relevant emails and more emails than they would have otherwise gotten if marketers could better measure their engagement through opens. I also fear that Apple’s changes will cause marketers to change their messaging and…

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Dyspatch: Modular Email Design – A System Built for Speed and Scale

dyspatch:-modular-email-design-–-a-system-built-for-speed-and-scale

Modular email design is on the rise. In this post by Terri Reid of Dyspatch, she talks about what modular email design is, what its benefits are, what it looks like in action, and much more. Here at Oracle Marketing Consulting, we’re big fans of modular email architecture, so I was happy to contribute some of our learnings. For instance, our clients who implement it…

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The Last Word on August 2021

the-last-word-on-august-2021

A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports What Are Stores Even Thinking With All These Emails? (The Atlantic) The Conscientious Marketer: Don’t Send Emails to People Who Have Unsubscribed (MediaPost) How the Pandemic Has Changed Marketing (MarketingProfs) Why Does Microsoft Hate You? (Spam Resource) Holiday Email Campaigns: What We Learned In 2020…

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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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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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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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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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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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