What you learn about your customers from their activity on your email campaigns can inform your keyword search strategy. Likewise, you can fold your best keywords into your email copy to make it more resonant and relevant to your email audience. It might be cheeky for me to introduce myself to the ClickZ audience by… keep reading →
It’s time to move past ineffective practices that keep your email program from achieving your goals. I wish I could say my cheerful outlook is shared among most email marketers. One glance at my inbox shows me too many brands are still emailing like it’s 1999. They cling to what worked in the past, such… keep reading →
Goodbye doesn’t have to mean “get lost.” Here’s how to make your email unsubscribe process more user-friendly. What do you spend more time on in your email program — how to acquire subscribers or how to let them go? Judging by the results of a quick study I conducted over the last few weeks, retail… keep reading →
Everyone talks about lifecycle marketing – but is it still a useful strategy for email marketers? This is a controversial topic, especially because we know how well email aligns with points in the customer lifecycle. A blue-ribbon panel of email experts debated this concept fearlessly during Holistic Email Marketing’s recent discussion, Email & More …… keep reading →
The Holistic team and I discovered something unexpected recently while analysing activity in a client’s customer database. This surprising information shed new light on how we segment customers and how we message them based on what our data is telling us. Although our programme is still a work in progress, I’m sharing my thinking with… keep reading →