Relevance. It has been an email marketing buzzword for quite some time, and in the age of big data and an ever-digitizing world, it remains an important, powerful, yet relatively simple concept: connect the right consumer with the right content at the right time. But this concept presents challenges. Customers are connecting with businesses and[...] Read more
Since my last post on responsive email design back in December 2012, I’ve noticed an explosion of its use, especially among U.K. retailers and travel companies. This is great to see, as mobile usage continues to surge and the Apple iPhone is still the most popular email client according to Litmus’ Email Client Leaderboard. I’ve[...] Read more
I am delighted to welcome Roy Camblin as our new CEO. I have had the pleasure of working with Roy over the last year in his capacity as board member, and most recently, chairman. In this time, Roy has played an active advisory role and has delivered great counsel to leaders across the organization. Roy not[...] Read more
One of the most important rules in email marketing, if not the most important, is to send only to those who have explicitly indicated that they want to receive your organization’s emails. People can subscribe to emails directly or indirectly, but each variance comes with its own requirements for maintaining your list for optimal deliverability. [...] Read more
Vine, a mobile app from Twitter that lets users create short looping videos, has only been on the scene for a matter of weeks, but it’s already being used by lots of different brands to inspire and engage. Interestingly, lots of fashion retailers have been early adopters, as well as various other sectors. To date,[...] Read more
My colleague Deb Papp wrote a blog called “Serendipity, Segmentation, and the Softer Side of Big Data” which cleverly summarizes what we all know to be true. While data efficiently delivers real-time insight, human instinct ultimately adds the magic to messaging that connects with the audiences. So while the industry is inundated with articles about[...] Read more
I came across some comments from Lyris customer Ice.com in a Valentine’s Day email round-up last week, and I couldn’t help but wonder how other retailers would be spreading Cupid’s love this year. Now my inbox is filled with Valentine’s Day emails, including the following examples from other Lyris clients. I have to admit they make me feel all[...] Read more
Are you constantly bombarding your subscribers with discounts every week? Are your open and click-through rates declining? Discounts are nice when you’re ready to buy something. The problem is that your subscribers aren’t going to buy from every email, and they’re going to become desensitized to your constant promotions fairly quickly. So you need something[...] Read more
Whew! I can relax now and step down from my soapbox. My concern that big data is supplanting the human element in digital marketing has been alleviated, and I have a Lyris customer to thank for it. Check out this article from MarketingSherpa’s Courtney Eckerle: Email Marketing: Expedia Cruise Ship Centers uses data-triggered human interaction[...] Read more
While I was catching up on my reading, an article from Digiday’s Giselle Abramovich caught my eye. The article, “The Most Underrated Digital Marketing Tactics,” asked leading digital marketers for their thoughts on what digital media opportunities are most underrated. Not surprisingly, email marketing was recognized in the majority of responses as the most underrated.[...] Read more
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