Email tactics are easy. An email marketing strategy is hard. Maybe that’s why 55% of email marketers in a 2018 study by Holistic Email Marketing for Tripolis said they don’t follow a definitive written strategy for their marketing programs. I have to admit I was not surprised by that finding. Coming up with a game plan… keep reading →
True or false: Christmas is the No. 1 shopping holiday in both the United States and the UK. Answer: False! Well, sort of. Did you get it wrong? It would be easy to understand why, especially this time of year as marketers work on their holiday plans and the pressure builds to meet or exceed… keep reading →
Your customers are not “one size fits all.” Your email marketing shouldn’t assume they are, but that’s what happens when you send only broadcast (“one to everybody”). Segmentation is one way to make your messages more relevant. But, tying your email messages to different experiences in your customer’s journey with your brand helps you go… keep reading →
Once you master the basics of email personalization, you can use your data to dive deeper into your database. One of the best ways to put your data to work is to identify customers who frequently get overlooked in standard segmentation models and then create emails or programs to appeal to them. This more sophisticated… keep reading →
In the 18 months since we added “COVID-19” and “pandemic” to our marketing lexicon, marketers like me have been thinking about how to revise our email programs, what our customers are experiencing and how much everything could change before we move into our next version of “normal.” Now we’ve gone through an entire marketing year… keep reading →