The latest round of tech layoffs hit home recently. In a call with a marketing team, I discovered half the team had been quietly laid off the week before. It seems every week brings news that a past colleague or fellow member of the email community is looking for new opportunities, as the saying goes.… keep reading →
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 →
“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.” In the second article of my four-part ClickZ series, I listed four common mistakes email marketers make that hold them back from… keep reading →
Marketers use data to interpret test results, but sometimes you need to look beyond the numbers to understand how your tests fit into the overall customer experience. Our recent work with a client that provides background screenings for landlords and property managers generated some fascinating data. It also helped illuminate 5 tips you can use… 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 →