Three MORE Email Marketing Improvement Challenges for 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 these program-level objectives on for size instead:

1)     Increase Subscriber Engagement

Truly increasing subscriber engagement with your email campaigns means much more than merely boosting open and click-through rates, although both are important measures of engagement. It means analyzing open and click-through reach – that is, the proportion of your subscriber base, among all subscribers, who have opened or clicked at least one message over a period of time.

True subscriber engagement analysis measures [click to continue…]

photo by: Celestine Chua

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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 nothing at all?

This recorded broadcast of Synchronicity Marketing’s Google+ Hangout on Air explores these questions and more with email marketing expert Austin Bliss, President and co-founder of FreshAddress (the leading experts in email deliverability, address hygiene and validation). Austin and I cover the gamut when it comes to email address verification, validation, correction and enhancement.

Learn why the care and feeding of your email list needs to become an ongoing priority, pitfalls to avoid, and resources for doing it right. If your company relies on email marketing as a major revenue channel and you want to avoid blacklisting, deliverability blocks and spam traps, this is MUST SEE VIDEO!

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Three Email Marketing Improvement Challenges for 2014

April 8, 2014

With the first quarter of the year behind us already, what will you do to maximize email marketing’s contribution to your bottom line from here on out? Although raising email open and click-through rates seems to be forever on the agenda, there’s a lot more to creating a successful program than focusing on boosting response [...]

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4 Content Marketing Approaches for Email Fun and Profit

February 12, 2014

This month I thought I’d share a webinar I recently presented for BrightTALK: 4 Content Marketing Approaches Every Email Program Can Profit From. If you haven’t yet embraced Content Marketing, you’re missing a huge opportunity to create powerful, continuous inbound lead generation and ongoing, lasting customer engagement. Content Marketing isn’t a channel, it’s an approach [...]

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A Blueprint for Email Messaging Strategy Success

January 31, 2014

As a marketing channel, email is coming off a banner year! 2013 boasts some of the most significant investment and acquisition activity in the industry’s 20-year history (Salesforce.com acquired ExactTarget for almost $3 billion, Oracle offered $1.58 billion for Responsys). Despite the occasional sensational headline to the contrary, email marketing’s use and popularity continues to [...]

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Determining Subscriber Value: What’s a List Member Worth? (Part 2)

December 20, 2013

Last month we explored the first of two important digital marketing list subscriber metrics: CPA, the cost to acquire a new list member (see Part 1 here). I also presented a process for determining your maximum allowable CPA – that is, how much it’s worth paying or investing to acquire new subscribers on a name-by-name [...]

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Determining Subscriber Value: What’s A New List Member Worth? (Part 1)

November 30, 2013

I was just paid $16.56 for my email address. You read that right: CVS, the drug and pharmacy chain, paid upwards of $15 to acquire my email address. There I was in my local store buying about $40 worth of health and personal care items when they offered me an instant 20% savings on my [...]

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Is Email The Cinderella of Your Marketing?

October 31, 2013

This faithful servant deserves to be treated like royalty instead. Here’s why . . . After over a decade in successful use there is abundant proof that email is not only the connective tissue of all data-driven marketing but also the revenue-producing juggernaut of digital efforts. Yet despite claiming the highest ROI of all direct [...]

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Three Big Mistakes to Avoid When Hiring Help

September 10, 2013

After focusing on specific email marketing conundrums over the past several months, the Enlightened eMarketing blog is taking a breather to  focus on a major business conundrum we all face: hiring effective help. This month’s guest post on the topic is courtesy of small business optimizer Melanie Benson Strick (pictured here). Melanie’s advice isn’t just [...]

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Help! My Email Open Rates Are Falling and Can’t Get Up

August 28, 2013

In my ongoing series of email marketing conundrums, I couldn’t possibly overlook this one: declining email marketing open rates. Although much has been written on the subject, my goal is to provide you with not just a diagnostic checklist for investigating why open rates are falling nor to hand you a “best practices” list of [...]

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