Stripo: Why email marketing? What about this industry attracted you? Kath: Like most email marketers, I kind of fell into it. In 1996, I had a web design agency and developed an ESP for one of my clients. Before too long, all of my clients were using it, so in 1998, I created Ezemail, an Aussie… keep reading →
Here’s what email marketers should and shouldn’t do to manage inactive subscribers and rebuild engagement. I thought I could get through 2023 without having to address a perennial problem for email marketers: how to manage seemingly unengaged subscribers without cutting them off. I was wrong. On Dec. 1, Google removed accounts people created over two years ago… keep reading →
AI can help draft cold emails, but it shouldn’t run the show. Learn the right way to blend automation and personalization when prospecting. A successful cold email program — or “prospecting,” if you prefer — takes careful handling. You’re reaching out to strangers one-on-one to persuade them to initiate a business relationship with you. It’s… 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 →
How much time and money does your email marketing team invest in trying to reconnect with customers who have seemingly gone silent? In doing so, you might miss your focus to increase customer lifetime value by not engaging with loyal customers who contribute more significantly to your revenue. Naturally, you can’t ignore customers who might… keep reading →