I am a big fan of performance testing – in fact, I have a successful consulting business built on helping clients test to make their email marketing efforts more effective and more profitable.

But if you don’t choose the right Key Performance Indicator (KPI), your efforts could be a waste of time.

Here’s a ‘don’t make this mistake’ case study from an organization with the best intentions whose performance testing efforts were for naught.

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I get a lot of email messages from recruiters who find my profile on LinkedIn.

I’m not looking for a job myself, but I often peruse the job descriptions to see if I know anyone to recommend.

And sometimes I read these job descriptions and wonder if the client realizes that they are literally looking for “Wonder Woman” — although I’m not even sure Wonder Woman could do everything in this particular job description well. Read More →

Note: Oops! We got updated conversion information, this campaign had a longer tail than we anticipated, so I’ve updated this blog post accordingly. The results were even better than we initially thought!

Sometimes you can get a big boost from small but thoughtful changes to your creative. Here’s a case study from a recent project we did for a household-name client that resulted in a 95% boost in conversion rate. Read More →

Earlier this month, I led a webinar for the Specialized Information Publishers Association (SIPA). One of topics we discussed was boosting opt-in email list growth. Here are some tips that you can use to acquire new subscribers, no matter what industry you’re in. The key metric we focused on is acquisition conversion rate. Read More →

Email marketing automation is all the rage right now. Being able to set up a multi-email or multi-channel campaign and have it triggered automatically based on an action, a prospect, or customer offers real efficiency.

But a lot of companies try to jump into marketing automation without laying the groundwork for a successful campaign. Here’s a quick primer on how to start. Read More →

Optimize your email marketing program by testing its functionality with these strategies.

Test, test, test – it’s a mantra within the email marketing industry. But often marketers find themselves at a loss for what to test. Here are some tips for developing strategic tests that will boost your bottom-line performance.

I was cleaning out my desk and found some swag I got at a trade show years ago: Read More →

What can marketers gain from collecting and integrating touchpoint data into the CRM system?

Back in 2015 Gartner reported that organizations worldwide spent $27.5 billion on customer relationship management (CRM). This was expected to increase to $37 billion in 2017. But are companies getting a decent return on this large investment?

And more importantly, is your organization using its CRM system to optimize bottom line revenue? Read More →

From time to time I’ll pull a message from my inbox and do a walk-through of its pros and cons. These gentle critiques are intended to educate; I hope that the companies mentioned as well as readers will keep that top of mind. 

Email marketing automation is a wonderful thing. It allows marketers to be more relevant while increasing the efficiency of the marketing team. But here’s a cautionary tale delivered as a Public Service Announcement (PSA) to everyone using triggered email programs — and especially to IBM Security, who has been sending me the same email message every day for more than 2 weeks now.  Read More →