Hidden Opportunities in an Email Subscriber List
I often write about the value of email data. Email marketing continues to be an effective way to drive sales for ecommerce merchants. And every email database has hidden opportunities, in my...
View Article5 Email Marketing Tips during the Pandemic
Most ecommerce companies rely on email marketing. But the Covid-19 shutdown requires an evaluation of email frequency and tone, among other tactics. In this post, I'll address how to manage email...
View ArticleThe Best Time to Send a Marketing Email
I'm often asked about the best time to send a marketing email. The answer typically depends on several factors. In this post, I'll address how to determine the best send times for your email program....
View Article6 Ways to Convert New Visitors to Email Subscribers
Many online merchants have experienced traffic surges due to the pandemic. Converting the new traffic to immediate purchases can be challenging. The next best option is enticing visitors to subscribe...
View Article4 High-converting Email Segments for Ecommerce
Ecommerce has experienced incredible changes in the past few months. Consumers who had not embraced online retail are now forced to adopt it. Email segmentation can marketers reach these new buyers by...
View Article2020 Holiday Email Marketing Starts Early
With the fluid retail environment surrounding Covid-19, protocols and expectations change daily. According to Coresight Research, a consulting firm, 23 percent of U.S. consumers plan to start 2020...
View ArticleEmail Marketing: Optimizing ‘From’ Lines, Subject Lines, Pre-headers
Email marketing remains a cornerstone of most ecommerce companies. But optimizing "from" lines, subject lines, and pre-headers is challenging for even the savviest marketers. I'll offer tips in this...
View ArticleDesigning Emails to Drive Clicks and Conversions
Email design has evolved to reflect changes in technology and consumer behavior. The goal is to elicit the desired action from the recipient, such as a click or conversion. In this post, I'll address...
View ArticleAnalyzing Unsubscribes Can Save an Email Marketing Program
Email marketers do not typically monitor why recipients unsubscribe. But the more we understand the reasons, the better we can reduce the number. In this post, I'll explore how to analyze unsubscribes...
View ArticleAttributing Sales to Email Marketing Is Not Always Easy
Attributing sales to email marketing can be difficult. A typical customer journey involves multiple touchpoints, such as email, organic search, and social media. The better we understand the impact of...
View ArticleQuick Refresher of U.S. CAN-SPAM Requirements
New consumer privacy laws in the U.S. and elsewhere apply to many forms of digital promotion, including email marketing. Thus it's worth reviewing the requirements of the CAN-SPAM Act of 2003, which...
View ArticleEmail Conversion Guide, Part 1: Database Cleanup
This post is the first in a 3-part series on improving conversions from an email marketing program. Parts 2 and 3 will address templates and retargeting, respectively. In this part 1 installment, I'll...
View ArticleEmail Conversion Guide, Part 2: Creating the Template
An ecommerce email template consists of multiple elements that impact clicks and purchases. This is the second installment of a 3-part series on factors that influence conversions from email marketing....
View ArticleEmail Conversion Guide, Part 3: Retargeting
Retargeting with email can encompass several tactics. All include a follow-up to a previous message or action. Retargeting can produce among the highest conversions from email marketing. This is the...
View ArticleNeed More First-party Leads? Grow Your Email List
The elimination of third-party cookies and the removal of auto-tracking on Apple iOS devices has marketers scrambling. So-called "first party" data, where a company has a direct relationship with...
View ArticleApple’s iOS 15 Will Change Email Marketing
Apple recently unveiled its iOS 15 software, which rolls out this fall. Most of the new features focus on privacy, data tracking, and user security. Two features, "Mail Privacy Protection" and "Hide My...
View Article6 Steps to Prepare Email Marketing for iOS 15
Apple's iOS 15 release this fall will likely change email marketing. Among the updates is the ability for Apple Mail users to load external images privately, thereby blocking email marketing platforms...
View ArticleThe Essentials of High-performing Emails
Creative content is the cornerstone of a successful email campaign, driving opens, clicks, and purchases. In this post, I'll review the essential creative components of high-performing campaigns. The...
View ArticleA Perfect Storm for 2021 Holiday Email Marketing
Labor shortages, pent-up consumer demand, and supply chain disruptions could dramatically impact retailers this holiday season. Those developments, coupled with privacy changes on Apple's new iOS 15,...
View ArticleNavigating Email Marketing without Open Rates
Apple rolled out iOS 15 on Sept. 20, 2021. The release provides users of iOS devices — iPhone, iPad, iPod Touch — the ability to load remote content privately, blocking the sender's ability to track...
View ArticleHoliday Email Marketing Trends, Examples for 2021
It's the busiest time for email marketing. Retailers are preparing and sending their holiday campaigns. Most use proven, tried-and-true email tactics. In this post, I'll review a few email marketing...
View ArticleiOS 15: Impact on Email Marketing to Date
Apple's iOS 15 operating system launched in September 2021. Its new "Mail Privacy Protection" inflates the reported open rates of commercial emails. This piece analyzes the impact thus far. The post...
View ArticleHow to Integrate SMS into Email Marketing
Many ecommerce brands drive engagement and conversions via text messages But implementing the channel requires caution and sensitivity. We explain in this helpful post. The post How to Integrate SMS...
View ArticleMastering Email Deliverability in 2022
The first step in a successful email marketing campaign is getting the message to recipients' inboxes. But that's often harder than it appears. Email guru Carolyn Nye explains in the terrific piece....
View ArticleTips for Selling Ads in an Email List
Merchants can sometimes earn extra revenue from selling email ads that target their subscribers. Here are a few quick tips. The post Tips for Selling Ads in an Email List appeared first on Practical...
View Article7 Reasons Why Marketing Emails Fail
A high-performing email marketing program requires nonstop management. Many factors can cause poor performance. Here are seven of the most common. The post 7 Reasons Why Marketing Emails Fail appeared...
View ArticleEmail Marketing: Tips for Getting Started
Looking to launch an email marketing program? Here's a quick rundown of the basics from longtime contributor Carolyn Nye, addressing subscriber growth, vendor selection, frequency, and more. The post...
View ArticleUnderstanding Email Marketing Metrics in 2022
Getting the most from email marketing requires close monitoring of key performance metrics. In this post, we offer a primer on opens, clicks, bounces, deliveries, and more. The post Understanding Email...
View Article5 Keys to Better Transactional Emails
Transactional emails are opportunities for merchants to engage shoppers and drive sales. Here are tactics to increase both. The post 5 Keys to Better Transactional Emails appeared first on Practical...
View ArticleEmail Marketing Drives Conversions in Other Channels
Email marketing is highly effective. But it's even better when combined with other marketing vehicles. Here's how email drives sales across the entire purchase journey. The post Email Marketing Drives...
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