- Does my company need abandoned cart/browse campaigns if we’re not an ecommerce or retail marketer?
- Are reactivation campaigns worth it, or should I just cull unresponsive subscribers from our list?
- How much marketing automation do I need? Do I need an ESP or MA platform?
- Do multi-touch campaigns (like a welcome series) outperform single message-campaigns? Is the extra effort to create a series worth it?
- Would my company benefit from reputation management and delivery services? What’s it worth?
- Does dynamic content really pay off?
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 Buy, eBay) restaurants (PF Chang’s, Subway) and even financial institutions (JP Morgan Chase, Bank of America). The verdict is clear: no data protection system is foolproof, and when it comes to data theft there is no sacred ground – hackers will take all the personally identifiable consumer information (PII) they can get.
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 and engagement. Here are three worthy challenges to put in place for the remainder of your marketing and business year that will have you
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 basis. This month we’ll explore various approaches to assigning economic value to every subscriber already on your list. Let’s start with the clearest way first: the Revenue-Per-Subscriber method also known as RPS.
Over the next several posts I’ll be addressing a series of email marketing conundrums. A “conundrum” is defined as a puzzling question or problem, and in email there are a few persistent ones I have been asked about on a regular basis since the channel’s earliest days. In fact, these challenges seem to keep so many people up at night that I believe they’re always worthy of discussion and a fresh perspective. So let’s begin with a classic: How do I prevent or minimize unsubscribes from my email list? First, make no mistake about it: over the course of their life cycle with you a certain percentage of subscribers will choose to leave your email list despite your best attempts to keep them and believe it or not, this is good. It’s the nature of any permission-marketing channel for the ultimate choice and control over receiving messages to rest in the hands of subscribers. Plus, we know from the channel’s nearly 15 years in existence that commercial email works best when it is deeply rooted in permission. So, your first step is to
There’s an ongoing debate over the role of permission in sending marketing email to customers you have a pre-existing business relationship with. Although in recent years opt-in list building practices have clearly been on the rise, there is still no clear legal mandate for opt-in as a standard email marketing practice in the US and many countries.
There’s a heated debate in email marketing over what to do with inactive subscribers and whether or not they can seriously harm a sender’s reputation, deliverability and response enough to justify no longer emailing them. The passion on both sides of this issue – the potential harmful downside of continuing to mail “inactives” juxtaposed with the potential helpful upside of keeping them on your list – makes this argument one worth taking a closer look at.
Get New Blog Posts by EmailAssuming you have interesting - if not remarkable! - content on your blog, your readers will be interested in coming back to read more so make it easy for them. A common method that alerts subscribers when you have new posts is RSS (it stands for Really Simple Syndication). Readers can subscribe to your RSS feed and see in their RSS reader when you have a new post. However, many people still don’t use RSS, so give your readers an option to receive new blog posts via email.