When done right, testing is a revenue driver for the email channel. Companies should consider it an investment, not an expense. Whenever I meet with a new email marketing team, one of my first questions is “What kind of email testing do you do?” Often, the answer is “We tried that, but it didn’t work… keep reading →
Email is a highly powerful ‘push’ marketing channel. It enables brands and membership organisations to promote their products and services to customers and members in a convenient, timely and cost-effective way. Yet, despite its formidable reach, email was often underestimated as a channel before Covid-19 struck. Email used to be seen as an option of… keep reading →
Last week I attended emailexpert‘s Inbox Expo summit in Valencia, Spain. It was an amazing event set in a beautiful location and brought together some of the greatest email minds from across the globe. The event was a chance for all email marketers to get together to share, discuss and debate not just our successes… 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 →
A re-engagement and reactivation email program are not the same, so don’t send everyone the same ‘We Miss You’ emails. I’m a little irritated right now. A brand sent me an email with this subject line: “Do you still want to hear from us?” I see emails like this one all the time, but this… keep reading →