“Helpful Marketing is like the helpful salesperson. Instead of basing the customer relationship on transactions alone, it frames every email you send as a customer-service-oriented message, even when the goal is to sell.” 30-second summary: Staying up to date with email means more than just adopting the latest technology. Teams need to prioritize an objective-driven… 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 →
As email marketers, we know we need to personalize the messages we send our subscribers and customers. I can’t think of a single statistic, case study or survey that claims an email program made up of one-to-everyone campaigns outperforms personalization. Instead, you’ll find statistics like these: 72% of customers will engage only with personalized messages… keep reading →
In a previous post (When “One to Everyone” Email Messages Make Sense), I urged you to send “catch-all” campaigns to scoop up customers and subscribers who do not fit your segmentation criteria or triggered touchpoints. I am by no means saying that you should scrap your highly personalised campaigns for the customers you know well.… keep reading →