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tactics How to Write an Effective Marketing Automation RFP

To respond or not to respond is always the question. Some marketing automation platforms have taken the position that they will not respond to RFPs during the sales process because it is not the best use of their time. However, I believe that RFPs can be highly informative and useful during the procurement process as long as they are written with intention. As RFP season begins to wrap up, I took stock in the different RFPs that crossed my desk. I reviewed countless RFPs this quarter, some good, some [...] [more]
onlyinfluencers.com    ESP

 tactics Getting Email Marketing Credit Where Due: Attribution Ideas for Every Business

A few months back, I wrote about using data to determine the timing, content, and impact of your email marketing campaigns (See: 6 Steps to Putting Data to Work in Email). In the last few months, the element I find myself discussing most with colleagues and clients is the latter: What data can we use to attribute the impact of our hard working email marketing campaigns? When it comes to challenges in attribution, I’ve heard it all: [...] [more]
onlyinfluencers.com    Intelligence, Marketing, Multichannel

discussion When it comes to subject lines does length matter?

Length Does Matter – and longer is (almost) always better. While it is true that this is a complicated question with no simple answers what we see in the data leads us to the conclusion that longer tends to be better than shorter if you take meaning into account and there IS a causal relationship between SL length and performance. The only way to come to the conclusion that length has no impact on SL’s is to approach it like a machine or someone looking at a language using an alphabet they had never [...] [more]
onlyinfluencers.com    Subjectline, Study

discussion Exclusive First Look: Unboxing eDataSource's Delivery Index

Today we are excited to give you an Only Influencers EXCLUSIVE: the first look at eDataSource’s Delivery Index tool which is launching this week. Delivery Index is similar to products such as Return Path’s excellent Sender Score tool, which has been an industry standard for many years. I sat down this week with eDataSource CEO, G.B. Heidarsson who gave me a pre-launch walkthrough of the product. [...] [more]
onlyinfluencers.com    Tool, Deliverability

strategy 5 Ecommerce Customer Segments to Automate & Engage

Your customer data is a goldmine of information just waiting to be discovered. You know that emails which reflect a customer's data are more relevant and likely to be acted on, but too many marketers stop at basics like name, gender or location. Deeper data-mining can unlock insights about your buyers that help solve business problems like these: [...] [more]
onlyinfluencers.com    Automation, Segmentation

tactics Attribution: Busting the ROI Myth

In this day and age, digital marketers have the ability to be pickier than ever when it comes to new software. For every marketing problem, there are at least a handful of solutions to choose from; however, they all come with a price attached. One of the most painstaking jobs that marketers are tasked with is accurately measuring ROI from all of their channels and tools. Every tool comes with promises of dramatically increasing ROI, but how do you, as a marketer fully realize whether or not the [...] [more]
onlyinfluencers.com    Intelligence, Multichannel

 discussion 7 Inspiring Automation Emails [GFX]

Email automation is not the panacea for email marketing that many articles seem to suggest. The story goes “buy a leading edge automation platform” and your email marketing is no longer spam and strategy is improved double quick. I’ve never seen this to be true and have certainly spoken to too many email marketers who have found out it’s not true - the hard way. Email strategy is not created by buying some cool tech. But more about email automation strategy later. Let’s start with 7 examples of [...] [more]
onlyinfluencers.com    Automation, Gallery

discussion Unboxing eDataSource: The Tool that Started it All

Last week I had a rare experience of a lifetime: seeing the evolution of an idea I had in my garage 13 years ago fully transformed into a powerful marketing tool used around the world. And for me it was an incredibly humbling experience. Let me explain: In 2003, one of the leading Advertising Agencies asked for my help in finding a vendor that provided competitive intelligence tool for email. What I discovered was, back then, there were no vendors who were monitoring competitive email campaigns. In [...] [more]
onlyinfluencers.com    Frequency, Intelligence, Tool, Sendtime

tactics Amy Mullen: Best Practices for Abandoned Cart Emails

68% of online shoppers abandon their carts. Sad, right? All those lonely, forgotten products… not to mention all that potential revenue your business is missing out on. For retailers, that comes out to $18 billion annually. Ouch. Abandoned cart emails are hands-down the most effective way to re-market to your online shoppers, with a 30% conversion rate versus a 5% conversion rate of regular emails - but not all businesses are using them, or even using them effectively. Adding one to your email roster [...] [more]
onlyinfluencers.com    Automation, Conversionrate

strategy How 5 Simple Ideas Created a Campaign that Generated $0.75 in Revenue per Email Sent

Some of the most effective email marketing campaigns are actually based on very simple ideas. Here’s a campaign that took very little effort but generated nearly $0.75 per email – along with the 5 simple ideas behind the program. [...] [more]
onlyinfluencers.com    B2B, Test

discussion Segmentation broke A/B testing but personalization will kill it!

The way we test today only works with batch and blast In the last few years digital marketing has been transformed. Marketers have moved from sending the same message to everybody on the list – batch and blast, to segmentation, where messages are specific to particular customer segments or persona’s. According to the 2016 Econsultancy Email Industry Census the majority of respondents claim to be doing basic segmentation while around 1/3 claim to be doing advanced segmentation. [...] [more]
onlyinfluencers.com    Subjectline, Customization, Test, Tool

discussion The Nitty Gritty of Email Segmentation

You probably know by now that segmentation improves email marketing performance significantly, so if you’re still operating primarily in “batch and blast” mode it’s time to start slicing and dicing your subscriber file. Marketers that practice list segmentation see better open and click-through rates, fewer unsubscribes and better deliverability. The reasons are obvious: segmentation creates discreet audiences we can laser-target with offers, creative, and information crafted specifically for them, a [...] [more]
onlyinfluencers.com    Segmentation

discussion Brexit and Email Marketing

The impact on email marketing for the general consumer will, I believe, be little to none. The UK’s position on privacy is broadly in line with that of Europe so the rules for email marketing are unlikely to change as a result of this. For brands in the UK I also see little change for the same reasons. They will continue to operate much the same as they have until now. Where I do see a challenge is for European brands working with UK email providers. The EU is in the process of implementing the [...] [more]
onlyinfluencers.com    Law

discussion How Machine Learning Takes Email Marketing to New Heights

The possibilities and potential for machine learning never fail to amaze me, whether they could make my personal life easier (now my kitchen appliances can talk to each other, but do I want to know what they're saying about me?) or open up new vistas for email marketers. In case you're wondering whether machine learning (alternatively called "cognitive computing," "deep simulation" or "artificial intelligence") is real or just the latest distracting shiny toy, no less an expert than Steven Sinofsky, [...] [more]
onlyinfluencers.com    Customization, Intelligence, Tool

antispam Understanding the technical: Authentication

How many times have you faced a technical challenge only to solve it by following someone’s tutorial? I’m sure many of us have done it. I know I have. That’s all well and good when you’re trying to figure out how to do something personal. But how do you know if the instructions are right? I’ll tell you a secret, not all of them are correct and others are mostly correct but have some suggestions that can cause problems. Understanding technology means not having to blindly follow technical [...] [more]
onlyinfluencers.com    Spam, Deliverability
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