It’s easy to focus on the negatives that 2020 has brought us, like the economic, political, and social disruption from the COVID-19 pandemic and all the uncertainty that has created in our marketing programs. But I’ve observed a major positive development this year as well: Marketers have paused doing business as usual, and they’re re-evaluating,… keep reading →
What kind of email marketer are you? This question sounds like a sketchy Facebook quiz. But I’m asking for a legitimate reason. Here’s the set-up: An email marketer—sometimes a novice but not always—asks whether double opt-in is the only way to add subscribers to a mailing list that complies with data privacy laws and email… keep reading →
Last month’s opportunity to deliver the opening keynote address at the fourth annual Email Innovation Summit helped me bring together many of the principles that have guided me in my own marketing journey. What I’ve learned is that it’s not enough just to focus on innovation. We also must help marketers make the dream come… keep reading →
Email marketing attribution is a problem as old as email, and it’s a huge topic – much too big to fully address in a simple blog article. And, sadly, I don’t have all the answers. In fact, I’m not sure that anyone does. But it is a topic that deserves much more attention. The more… keep reading →
Around this time last year, I asked you all to think differently about email marketing, to envision “marketing as helpful customer service, not a means to an end.” In other words, to build your email marketing around creating a better customer experience – Customer Experience Email Marketing. CX Email Marketing is a major force in… keep reading →