Happy Throwback Thursday! It was about a year ago that I wrote this column; I was preparing to speak at ClickZ Live Chicago. I taught a half-day workshop on Advanced Email Marketing Strategies and Tactics there, one of my very favorite topics. Here’s that article again, a year later but still 100% relevant. Enjoy!
Today I wanted to write about 2 of my favorite advanced email marketing metrics: Click Reach and the Value of an Email Address.
1. Click Reach
You’re likely familiar with click-through rate (CTR) and click-to-open rate (CTOR), but click reach is a different animal. CTR and CTOR are measured for a single email message; click reach is measured over a series of messages or, more accurately, over a span of time.
Here’s a simple example. Read More →
Well this was fun!
I was poking around online and I found a video of my presentation at the Specialized Information Publishers Association in June, 2015.
In this presentation I talk about data, technology and testing — it’s one of my favorite decks to present. Here’s the session description and take-aways: Read More →
I’m not a junkie (anymore), but I am definitely interested in the political process. One of my undergraduate majors was Political Science and I spent a few years working in marketing at Congressional Quarterly back in the 1990s. While in college I also volunteered on a few campaigns, including the 1986 Scranton for Governor bid which is a bit infamous for the “Guru Ad” brainstormed by James Carville that most agree won it for the other side.
So I was interested to read that the Democratic National Committee (DNC) was being given carte blanche with regard to the Obama campaign’s email list. From the article:
“DNC officials declined to discuss the size of the list, but DNC digital director Matt Compton’s excitement at owning the list that helped Obama raise “more than $500 million” last cycle according to the Wall Street Journal was palpable in an interview at the DNC’s Summer Meeting. DNC officials said the list was the “largest political email list in the world.””
This appears to be the same list that was rented to a political nonprofit for a cool $1.2 million a year. I don’t know how many sends were included in that rental agreement or if the DNC will be renting the list to third-parties, but it’s certainly an asset that could have a positive impact on the DNC’s bottom line in more than ways than one. Notice I said “could” — not “will.” Read More →
Note: Happy Throwback Thursday! Most of what I do with clients is strategy, but I do often roll-up my sleeves and dive into creative direction and that’s what this post focuses on. It’s from last year (published by ClickZ in October 2014) and it was a very popular article back then, I think because there’s something here just about everyone can test to see if it will improve performance.
I never did hear back from this restaurant even thought I sent the critique to them with a friendly note. But I hope they are still in business — and I hope their email marketing is generating revenue for them (whether or not they ended up taking any of my advice). Enjoy!
I love email marketing. It makes me really sad when I see a small business trying to leverage the power of the channel making small mistakes which could be the difference between success and failure.
Case in point: an email I received earlier this month. It appears below; I’ve redacted the details to protect the organization. To set the scene: I attended a business networking event at this restaurant and dropped my business card in a bowl to win a gift certificate. This is the first communication I received from them.
Take a quick look with your best email marketing eye and make a note of what you’d suggest they change in their next go round. My thoughts on 11 things they could have done better follow. Read More →
In a statement, Crocs said it believed it was “acting consistently with social media marketing best practices.”
— Source: On Instagram and Other Social Media, Redefining ‘User Engagement’ by Sydney Ember and Rachel Abrams, The New York Times, September 20, 2015
It’s things like this that give marketers and marketing a bad name.
In case you missed the story, here’s a synopsis.
A mother took a picture of her 4-year-old daughter and posted it on Instagram. The daughter was wearing a pair of Crocs sandals and the mother included #Crocs in the description. Crocs scraped the photo from Instagram and included it in a gallery of user-generated content on its website. Read More →
Note: Happy Throwback Thursday! This item was originally published on July 21, 2014 in my ClickZ Column. Jut about every list has inactive email addresses — and there are many different opinions on how to handle them. Here’s a pragmatic approach. Enjoy!
Inactive email addresses are people on your email list who haven’t opened, clicked, or shown any sign of life in a while. Depending on your send frequency, “a while” could be a few months or a few weeks. It’s basically the point where you go, “Oh my, why aren’t they interested in my email anymore?”
What to do about it? Reactivation campaigns are a good idea. I wrote about reactivation campaigns in 2011 and I did a part one and part two on them back in 2008 (Note: Yes, even though the columns are old, the information is still accurate and useful).
But today I’m here to talk about the post-reactivation campaign issue: what to do with inactives that remain staunchly inactive. They didn’t respond to your reactivation campaign and you have to decide what to do with them. Read More →
I was surprised to see this headline (“Clinton’s apology won’t make e-mail scandal disappear”) in my Washington Post app this morning. Not because of anything having to do with Hillary Clinton, but because of the spelling of the word ‘e-mail.’
My standard is ’email.’ This happened back in 2006 when I was writing my book for SitePoint — their standard was ’email’ and after about three chapters I decided that I needed to change what was then my spelling (‘e-mail’) to match theirs.
Looking back, I think I was just lazy. ‘Email’ was one less character to type; switching would also make it easier on my editors, who were forever having to fix one of the most common words in my manuscript. Right around the same time the Email Experience Council (EEC) took a stand for ’email’ over ‘e-mail’ which also swayed me, I’m sure.
So when I saw this headline it made me wonder — how many media organizations are still using the hyphen? Read More →
Note: It was just over a year ago that Vocus (now Cision) published the list referenced below. Even if you missed it then it’s not too late to check out who made it and start following them — as well as the 3 people listed below who were omitted. This article was first published as one of my ClickZ columns back in July 2014. Enjoy!
My last column on industry organizations every email marketer should join was very popular, so I thought I would follow it up with some of the industry thought leaders every email marketer should be following on Twitter.
Actually, Vocus beat me to the punch with their list of “The World’s Top 50 Email Marketing Influencers” that they published last week. I am so honored to be included on the list – and while I’d like to write about everyone on it, I have limited space so I decided to feature three of my personal favorites from the list as well as three other great minds that also deserve to be there (so hard to pick just 50!). Read More →