Strategy
How to Create Thought Leadership Content When You’re Not the Expert
According to Email on Acid’s report, Building Thought Leadership with Content, only 26% of marketers believe their thought leadership content is “very successful.” And even self-described best-in-class marketers cite “producing the right content” as the biggest challenge. So how do you create thought leadership content that hits the mark? Marketers are hired primarily for their … Continue reading “How to Create Thought Leadership Content When You’re Not the Expert”
Earth Day Email Marketing Ideas: Must-See Examples
Every year, Earth Day inspires hundreds of millions of people from almost every nation on the planet to do something to help the environment. It’s a day of action, of community, and of purpose. Earth Day presents marketers with an opportunity to connect with email subscribers about this day of environmental awareness and volunteering. But … Continue reading “Earth Day Email Marketing Ideas: Must-See Examples”
Splat Chat Episode 02: Set Yourself Up for Marketing Automation Success
What does marketing automation success look like? To find out, we spoke with two women who have plenty of experience developing automated email campaigns. In Episode 02 of Splat Chat, I interviewed Brooke Bartos who is the Senior Marketing Operations Manager at the B2B agency, Walker Sands, and Intuit‘s Marketing Automation Manager, Jessica Schlacter. Among … Continue reading “Splat Chat Episode 02: Set Yourself Up for Marketing Automation Success”
Make Marketing Automation Magic—Not Mayhem
Marketing automation has long promised a sort of magic — using technology to reach the right leads and customers at the right time with the right message, with better reporting and better returns. But in the wrong hands, with the wrong strategy, marketing automation doesn’t lead to magic. It leads to mayhem. Mayhem can show … Continue reading “Make Marketing Automation Magic—Not Mayhem”
Customer Journey Map Examples: What’s Your Style?
When planning any journey, it’s all too easy to focus on your departure and your arrival. However, it’s the things that happen along the way, such as your flights leaving on time, those unexpected upgrades, not forgetting your ID (no, no that’s never happened to me), and painless transfers, that make your travel experience more … Continue reading “Customer Journey Map Examples: What’s Your Style?”
How to Use Buyer Personas in Email Marketing Strategy
Tech-challenged Todd. Penny-pinching Patty. Aging Arnold. Soccer Mom Sally. If these goofy, alliterative (and sort of insulting) names sound familiar, you’ve probably spent time developing personas. Either that or you have a really strange set of Old Maid cards. Persona development is a marketing practice that has the potential to help you understand your organization’s … Continue reading “How to Use Buyer Personas in Email Marketing Strategy”
How to Conduct an Email Marketing Audit
Whether it’s a new year, a new fiscal year, or you’re starting a new job, doing an email marketing audit of your existing campaigns and database is a smart way to begin. These audit numbers can help you establish a baseline for improvement, as well as bragging rights. You can begin an audit in many … Continue reading “How to Conduct an Email Marketing Audit”
2021 Email Marketing Strategy: 5 Reasons to Make Changes
As we look back at the last 12 months, it’s easy to see how our personal, social, and working lives have changed dramatically. The world in January 2021 is much different than it was at the start of 2020. It’s quite likely that your email marketing strategy had to pivot last year as well. While … Continue reading “2021 Email Marketing Strategy: 5 Reasons to Make Changes”
Enduring Insights from Seth Godin’s Permission Marketing
Things change fast in the digital world. You probably wouldn’t expect a book about online marketing written more than two decades ago to maintain its relevance. Seth Godin’s groundbreaking 1999 book, Permission Marketing, is a clear exception. In 1999, I was a senior in high school and still trying to convince my dad we needed dial-up internet. Little did I know that Seth … Continue reading “Enduring Insights from Seth Godin’s Permission Marketing”
5 Email Marketing Initiatives to Invest in Throughout 2021
The New Year is an ideal time to try out exciting ideas and launch new email marketing initiatives. Of course, it takes money to pull that off, and getting approval may be harder than you’d expect. We’ve gathered advice from seven different email industry veterans in our eBook, Maximizing Your Email Marketing Budget. Plus, Email … Continue reading “5 Email Marketing Initiatives to Invest in Throughout 2021”
Outsourcing Email Marketing: When is it the Right Move?
We all know that email marketing is the most direct and efficient touchpoint any organization can have with its audience. Careful list segmentation and, more recently, advanced marketing automation technology, have resulted in email marketing campaigns becoming more personalized, more targeted, and potentially more lucrative than ever. It raises the question: When a communication channel … Continue reading “Outsourcing Email Marketing: When is it the Right Move?”
Why Successful Marketers Always Invest in Email Marketing
In the world of digital marketing, there are plenty of ways to spend your budget. However, deciding exactly where to focus your time, resources, and money isn’t always easy. How much should you spend on PPC, display ads, and social media promotion? What tools should be part of your marketing technology stack? Should you hire … Continue reading “Why Successful Marketers Always Invest in Email Marketing”
Email Marketing Tactics: What are Your 2021 Priorities?
What are your email team’s top priorities for the upcoming year? Which email marketing tactics do you believe will move the needle toward success? Are you striving to create high-quality content that drives traffic to your website and converts email contacts into customers? Are you focusing on engaging email design that stands out from the … Continue reading “Email Marketing Tactics: What are Your 2021 Priorities?”
5 Habits of Highly Successful Email Marketers
Mark Twain once said, “Nothing so needs reforming as other people’s habits.” It’s easy to look at friends, coworkers, or competitors and point out their bad habits. Twain was quick to recognize the hypocrisy in that behavior. We all have room to improve, but what does it really take to find your place among the … Continue reading “5 Habits of Highly Successful Email Marketers”
How COVID-19 Emails Help Brands Stay Top of Mind and In Business
Remember March? When your inbox was flooded with messages beginning with “In these unprecedented times…”? Raise your hand if you saw that about 10 times too many. <raises hand> Five months later, and we’re still facing one of the biggest challenges to hit the globe in decades. The COVID-19 pandemic affects everyone, which was made very … Continue reading “How COVID-19 Emails Help Brands Stay Top of Mind and In Business”
5 Tips for Adapting to Gmail’s Tabbed Inbox
Gmail introduced the ‘tabbed inbox’ in May of this year, sending shockwaves through the email marketing community.
Yes, change is scary, but don’t panic just yet. Going back to marketing fundamentals will help you adjust to these changes.
