Email Segmentation: How Much is too little? Not enough?You probably know by now that segmentation improves email marketing performance significantly, so if you’re still operating primarily in “batch and blast” mode it’s time to start slicing and dicing your subscriber file.

Marketers who practice list segmentation see better open and click-through rates, fewer unsubscribes and better deliverability. The reasons are obvious: segmentation creates discreet audiences we can laser-target with offers, creative, and information crafted specifically for them, at just the right time. This in turn improves relevancy and response, while decreasing complaints or blocking. Who among us doesn’t want to see more of this kind of email in our inbox: messages that speak to us as if we’re the center of attention, and show up at the perfect moment (or not at all?)

Too Little?

Let me begin by addressing the easy part of the question: how much email list segmentation is not enough? [click to continue…]

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Email Marketing IconYou’ve probably heard the saying “The devil is in the details” and never is it truer than in email marketing, where small changes or omissions can make big differences in response, revenue, or even which side of the law you’re on.

Starting next month email marketers will be able to tap into a new resource for getting their burning email questions answered, avoiding rookie mistakes, and enjoying free strategic advice. The Email Experience Council (eec) launches Email Coaching Clinics on [click to continue…]


Career in Email? Here’s How to Excel

February 17, 2015

After fifteen years in email marketing, I recently joined the board of the Email Experience Council (EEC) – the industry association for legitimate email marketing and the nexus of entrepreneurs, executives and experts leading the email marketing world itself. Shortly before the EEC’s annual Email Evolution Conference earlier this month, the organization sat down with […]

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Your Email Subscribers Deserve Better! Protecting Them From Hackers and Data Theft

November 11, 2014

Email Address Guardianship: Whose Responsibility Is It Anyway? Last week’s headlines about the massive theft of 53 million email addresses from Home Depot seems the straw that broke the camel’s back when it comes to 2014’s barrage of data breaches. The year has seen a veritable flood of hacks and breaches at retailers (Target, Best […]

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10 Emotionally-Provocative Email Subject Lines (and what you should learn from them)

September 30, 2014

One of the best ways to engage email subscribers is to connect with them emotionally, although this is often easier said than done. I have spoken and written many times about the importance of creating emotional resonance – either positive or negative – between your message and your audience. It’s essential because without some sort […]

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Email Marketing Automation Strategies, Secrets and Lies

August 25, 2014

Email automation, the ability to program email campaigns based on behavioral, date or other triggers, is a known revenue-producing powerhouse often generating three to ten-times the ROI of broadcast email. However, it’s almost always easier imagined than done. In the following interview, I share several thoughts on email automation with Skip Fidura, Client Services Director […]

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Six Ways to Fastrack Your Email List Growth (Part 1)

August 8, 2014

If you take them aside in confidence and buy them a drink or two, most people working in email marketing will eventually admit there’s a hungry beast they have to deal with that is never full and always has an appetite for more. No matter how much or how often they feed it, it’s a […]

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Three MORE Email Marketing Improvement Challenges for 2014

May 9, 2014

Last month we looked at three email marketing improvement challenges for 2014. This month I want to give you three more that can maximize email’s contribution to your bottom line. Although improving email open and click-through rates seems an ever-present task, I encourage you to expand your focus beyond mere campaign-by-campaign process metrics and try […]

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VIDEO: Email Marketing List Hygiene and Deliverability Essentials for Success (and Pitfalls to Avoid)

April 21, 2014

Chances are you’ve invested a significant amount of time and money building your email marketing list, but are you taking care of it? What exactly should you be doing to ensure email address integrity and maintain list deliverability, and how often?  And what’s the downside of not doing enough – or worse yet – doing […]

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