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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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 →

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 →

Years ago I was obsessed with preheaders, aka snippets or autopreview, and wrote about them in my ClickZ column. Back then I did a lot of testing of preheader copy and generated some great results for clients.

Fast-forward to today. I still consider preheader text when I’m helping clients optimize their email efforts, but am no longer obsessed. But maybe I should be…

A recent test generated a 96% increase in revenue-per-email — nearly double the control — and all we did was change the copy in the preheader. It was an A/B split test — everything else about the creative was exactly the same; we randomly split the list in two and sent the messages at the same day and time.  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. 

I received this email on January 3 from a long-time industry acquaintance we’ll call “Fred.” Fred is one of those people you see once or twice a year at conferences. You know what I mean, someone you’re friendly with but you’re not necessarily friends. The first thing about this email that struck me is that I haven’t received anything from him in a long time. I opened the email to find out it’s been at least FIVE YEARS…

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