If a tree falls in the forest and no one is there to hear it, does it make a sound? That old philosophy thought experiment has been running through my mind lately, as I think about a situation I recently encountered.

The company has a robust email marketing program and a sophisticated algorithm that dynamically segments the list based on a number of factors, primarily the frequency with which the recipient has visited the website and the pages they viewed. Read More →

I know I’m a bit biased, but I believe that marketing is a big part of most people’s lives. Even if they aren’t marketers and even if they themselves don’t realize it.

There’s a doctor I know, a good friend, who doesn’t like marketing and tells me so. But she relies heavily on her existing clients to refer their friends to her. That’s word-of-mouth marketing.

I have a lawyer friend who is starting to blog. She tells me that it isn’t marketing, that she’s blogging to generate client leads. But in reality she’s practicing content marketing. Read More →

Creative is an important part of any email campaign. Creative refers to the copy and design of your email — in other words, what it says and how it looks. While the copywriter and designer are responsible for these, the ultimate responsibility lies with the marketing manager or other person in charge of the campaign.

You can’t expect the copywriter and designer to develop great creative unless the marketing manager has provided a clear blueprint outlining business goals, supporting documentation, and his or her “vision” for the email message. Too many companies don’t understand this. The old garbage-in, garbage-out adage applies here. Read More →

Crowd-sourcing creative reviews. The act of getting so much input from so many different people on each round of review for a marketing piece that the project goes on-and-on, in circles, resulting in excessive time, money and resources being spent for a sub-par end product.

Round 1: My boss suggested making the green button bigger.

Round 2: Let’s make the button red, my colleague thought that would look nice.

Round 3: I think it’s too much red and my wife agrees; let’s make the button gray. Read More →

A former client of mine, who is awesome to work with, has moved to a start-up and is looking to hire a full-time digital marketer — title and salary commensurate with experience.

The opportunity is in the Wilmington, Delaware area and they are really hoping to hire someone who can be onsite; right now they are not looking for remote candidates.

Full job description below – if you are interested feel free to email your resume and cover letter to me (hello@emailopshop.com) and I’ll get them into the hands of the hiring manager. Read More →

I love that more and more companies are leveraging email automation — setting up email campaigns, triggered by an action (or a non-action) that deliver highly relevant messages to customers and prospects.

I’ve developed strategies for and helped implement numerous automated email marketing strategies for a lot of different clients, so I understand most of the pitfalls companies face.

But it’s still a bummer when I get an email from a brand I love that hasn’t overcome the (easily addressed) challenges, like the one that landed in my inbox this morning from Marriott… Read More →

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 →