A Simple Segmentation Strategy to Boost Revenue [Case Study with Data]
Segmentation. Targeting. Relevance. We all know these are the keys to success with email marketing. But how to do it? Here’s a simple, practical way we did it for a client – which can be a roadmap for you. Background The client was a B2B specialty retailer. Their website divided their products into a dozen […]
A Tale of Two Purchased Lists (A Case Study)
Which segments of your list are most profitable? Are purchased lists always low performers? This client case study provides answers to both of these questions – as well as providing a framework for you to use to answer them for your own list segments. As always, don’t just take these test results as gospel – […]
Case Study: Strategic Resend, 25% More Revenue
I was thrilled on a recent Only-Influencers-Members-Only discussion (you should join! Reach out to me to learn more) when another member said that she had tried my ‘strategic resend’ tactic. It worked so well, she said, that it’s now standard operating procedure for her email program. I’ve written about it before in general terms, but […]
From My Inbox: Gentle Critique with Simple Fixes
Most of my consulting work is with large organizations, but I really love when I see smaller companies doing big things with the channel. And it also makes me sad when I see smaller companies trying, but not quite hitting the mark. This post is about the latter, with constructive advice for this company (I […]
EIS Interactive Case Study: 101 Ways to Boost Email
Will you be joining me at the Email Innovations Summit, June 18-19, 2019 in Las Vegas? I hope so! My session there is a live case study. It’s titled: Interactive Case Study: Frameworks for Analyzing and Optimizing Email Marketing Performance You’ll walk away with: Frameworks for analyzing real life email marketing situations in a strategic […]
Improve Your Results by Improving Your Creative Brief
Creative is an important part of any email campaign. Creative refers to the copy and design of your email — in other words, what it says and how it looks. While the copywriter and designer are responsible for these, the ultimate responsibility lies with the marketing manager or other person in charge of the campaign. […]
4 Tips for Growing Your Email List with Opt-in
Earlier this month, I led a webinar for the Specialized Information Publishers Association (SIPA). One of topics we discussed was boosting opt-in email list growth. Here are some tips that you can use to acquire new subscribers, no matter what industry you’re in. The key metric we focused on is acquisition conversion rate.
11 tips to document and improve your email marketing program
How well have you documented your email marketing program? Improve its functionality by using these 11 tips for capturing qualitative information to accurately assess how things work.
Why Touchpoint Data is Invaluable to Your CRM and Driving Sales
What can marketers gain from collecting and integrating touchpoint data into the CRM system? Back in 2015 Gartner reported that organizations worldwide spent $27.5 billion on customer relationship management (CRM). This was expected to increase to $37 billion in 2017. But are companies getting a decent return on this large investment? And more importantly, is your organization using […]
Email Marketing Append: A Primer
Email marketing append is often sold as a quick way to grow your email list. But it’s important to look at the pros and cons before you move forward. Here’s a primer along with some tips.