This strategic approach balances customer and brand goals, considering every email as a service-oriented message, even when the ultimate goal is to sell. Achieving the correct balance between using email as a sales tool and using it as a value-adding information and entertainment tool is the key to success. It is also an important part… keep reading →
We email marketers can argue about everything, from acquisition to frequency, AI to organic content, and even what to call the emails we send. (I will go on record now and forever to maintain that we must never, ever, call email campaigns “blasts.”) But one thing we can all agree on is that our channel… keep reading →
Use these tips to create more effective email surveys and review requests your customers will want to open and complete. Which of the three statements below comes closest to your view when it comes to email surveys and review requests: A. Love ‘em! They’re useful, and we use the return data in our email program,… keep reading →
Persuasion: It’s not just the title of a Jane Austen novel. Persuasion is at the heart of all effective advertising and marketing. I’m not talking about dodgy tactics that trick customers into opening and clicking on emails. Instead, I mean the persuasive principles and tactics that help customers to make decisions and move through the… keep reading →
42% of consumers begin holiday shopping on Black Friday or later, one study found. Here’s what marketers can do to capitalise. Holiday shopping will soon begin — officially — the Friday after Thanksgiving, a.k.a. Black Friday. And despite fears of economic slowdowns and lingering inflation, the holiday season is expected to be a boon for… keep reading →