neon vs. sign

Purists vs Pragmatists: What kind of email marketer are you?

What kind of email marketer are you? This question sounds like a sketchy Facebook quiz. But I’m asking for a legitimate reason. Here’s the set-up: An email marketer – often a novice but not always – asks whether double opt-in is the only way to add subscribers to a mailing list that complies with data… keep reading →

Holistic Email Marketing Approach

9 Must-Have Lifecycle Email Marketing Programs for Retailers

Your customers are not “one size fits all.” Your email marketing shouldn’t assume they are, but that’s what happens when you send only broadcast (“one to everybody”). Segmentation is one way to make your messages more relevant. But, tying your email messages to different experiences in your customer’s journey with your brand helps you go… keep reading →

number 3

3 Email Urban Legends, Busted!

In the 20+ years since email proved itself as a worthy channel for messaging and marketing, we still don’t have a single set of guidelines that’s accessible for all, for the best way to conduct business with it. For many of us, “best practices” fill that knowledge gap. So, we latch onto these concepts when… keep reading →

4 Reasons Why You Don’t (Necessarily) Need Double Opt-In

We’ll be the first to admit that many email marketing “best practices” are basically BS, but is double opt-in one of them? We’re about to open Pandora’s inbox on this controversial topic, but first: a refresher. What Is Double Opt-In? Double opt-in (DOI), as defined succinctly by Litmus, is the subscription process where a new… keep reading →

Email Urban Myths

4 Email Urban Myths, Busted!

In the 20+ years since email proved itself as a worthy channel for messaging and marketing, we still don’t have a single set of guidelines that’s accessible for all, for the best way to conduct business with it. For many of us, “best practices” fill that knowledge gap. So, we latch onto these concepts when… keep reading →