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Email and Social: Tactically Different but Strategically Similar

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I wrote previously about how email and social media are both appealing to marketers for the same reasons. Both are inexpensive, scalable, relatively easy to execute in-house, offer immediate results and impressive ROI. But while they share attributes, email and social are very different channels, which require unique approaches in order to use them successfully. [...]

Fast Account Switching For Sub-Accounts

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For those of you with sub-accounts, we know how important it is to switch quickly back and forth between accounts.  In the previous method, to switch to a sub-account, you had to go hunting for it in the tools tab.  With this latest enhancement, you now have fast access to all your sub-accounts from a [...]

Targeting with Content Part 1: Putting the Media Cart before the Message Horse

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Targeting in email usually means sending tailored messages to specific subsets of your list, or segmenting. Usually in digital media the context is the same. Online advertising companies "target" prospects by serving specific ads to certain people based on their browser history or other attributes, and search advertising "targets" people based on search queries. In [...]

Wagging the Dog: Using Email Analytics To Evaluate What Email Promotes

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Marketing isn't all about the message and the audience. For marketing to be effective, the product or service being marketed is also responsible for its results. While it is true that many excellent products never take off due to inadequate marketing, it is equally true that mediocre or unappealing products also fail despite the most [...]

There is Always Room for Respect in a Full Inbox

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For better or for worse, I see email in everything. Even in the line at the self-serve yogurt shop, or the insensitive driving tactics of some of the people in my neighborhood, as you'll see in my column from MediaPost this week. It's about respecting your subscribers, which is not merely the golden rule of [...]

Deliverability Metrics: How Do You Compare To Your Peers?

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For MarketingSherpa's chart of the week they've surveyed organizations on how certain deliverability metrics are performing over the last 12 months - are they improving or worsening?  In the chart below, we see bounce-backs and undeliverable emails improving the most for the organizations surveyed.  Other deliverability metrics are staying static or improving minimally. What deliverability trends are occurring in [...]

Conference Decisions that Email Should Help Make

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How successful an event is hinges on dozens of different decisions, many of which ostensibly have nothing to do with email. Operations, sponsorship programs, programming, pricing, and the show's location all shape a show's personality and appeal, and all commonly fall outside of the marketing department. But they shouldn't. However masterfully a show is created, [...]

3 Emails You Might Not Be Sending, But Should Be

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I don't normally advocate sending email for the sake of sending email. After all, email is not an objective in itself; driving your business forward is the objective. Email just happens to be a powerful engine. For that reason, there are occasions when it makes sense to send email for the sake of email, particularly [...]

Avoiding Spamtrap Disasters

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Nothing can derail an e-mail marketing program so quickly and completely as sending mail to spamtraps. Businesses that are new to e-mail marketing are often unschooled in the hazards of spamtraps, so today we’ll take a crack at explaining what they are and how they work, and what senders can do to avoid spamtrap disasters. [...]

Email+Social Webinar: Wed. at 2 pm ET – Sign up!

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Email and social messaging are powerful communication channels. They’re also highly complementary and when coordinated and deployed strategically the impact can be dramatic. One of the main impediments to gaining that strategic perspective is that sites like Facebook, Twitter, and Real Magnet are disparate platforms that don’t talk to each other. This summer, Real Magnet [...]

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