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tactics New Inbox Insight feature 'Browse Campaigns' from Return Path

The email search engine includes background information on every message. Marketers can see the full email creative, examine details on the email sender, and access campaign performance metrics like read rate and inbox placement rate. Return Path customers can also save and download favorite campaigns to access at a later time. Marketers can also choose to search emails by date range, which could prove very helpful to email marketers that are eager to investigate -- and mimic -- the top-performing [...] [more]
returnpath.com    Intelligence, Tool

tactics Weekend bias in send time optimisation

Own the assumptions of your algorithm and measurement process as real life will always be different from the lab and you want to measure your results, even if you know your model oversimplifies the reality. Think about alternatives of A/B testing, not only for making decisions but for measuring your existing algorithms as well. You might have problems either with your machine learning algorithm or with your measurement process: watch out for both! [...] [more]
craftlab.hu    Intelligence, Test, Sendtime

 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

tactics Martech sales prospecting with Notablist

Finding Brands That Use Techology X. Finding what you need in Notablist is as easy to typing what you’re looking for. Search suggesters guide you to the result. For instance, lets say you’re looking to find brands that use MailChimp to send their campaigns. Begin by typing mailchi and you’ll see search suggestions like the following: [...] [more]
notablist.com    Intelligence, Tool

strategy A Guide to Predictive Analytics [PDF]

Of course, if you wish to deliver this to customers at scale, there simply aren’t enough bartenders or clerks for these personal interactions. Instead, we direct our inquiries at search bars or hunt web page categories. By its very nature, online shopping removes the human element we commonly associate with a personal customer experience. But that doesn’t mean it can’t. Through proper data management and relevant technologies, marketers can develop a system of predictive analytics to emulate the [...] [more] 
hubspot.net    Intelligence

tactics Improving Subject Lines: An endless quest using Machine Learning (Series)

In part 1 of this series, we went over the importance of sender performance history. We’ll be using this feature in this model implementation, too. We must also consider the number of recipients of a campaign because it’s the denominator of the open rate. After subject line pre-processing, we create our wordlist and score each word. To complete the scoring process, we establish 2 measurements for each word: word score and position score. [...] [more]
medium.com    Subjectline, Intelligence

stats The State of Marketing Attribution 2017 [PDF]

Marketing attribution is an effective tool. But it may be slowing down email growth. As a result of attribution, only 28% of marketers are increasing their email budget this year compared with 41% in 2016, according to “The State of Marketing Attribution 2017,” a new study by AdRoll for Econsultancy. Worse, 32% are decreasing their email budgets, versus 24% last year. And attribution is again to blame. However, this seems to be part of a general flattening. [...] [more] 
adroll.com    Intelligence, Multichannel, Study

discussion The Machine On Your Team: Study Shows How Marketers Are Adapting In The Age Of AI [PDF]

As for email, 39% plan to allow AI to determine which content is served to customers, and 30% will allow AI to generate content, according to the team at Amplero. “While email marketing innovators are no stranger to utilizing vendor algorithms and rules to automatically determine send times or run multivariate tests, core AIM platforms are enabling large brands such as Sprint and DoubleDown Interactive to draw on the entire customer data ecosystem to run thousands of simultaneous experiments to [...] [more] 
amplero.com    Intelligence, Marketing, Trend

discussion Interview: Optimizing Email Marketing Techniques by Parry Malm, CEO, Phrasee

Ahead of the upcoming Martech Festival, we sat down with Parry Malm for an exclusive on his session at the event. Parry talks about the optimization of (email) open models, AI and its relevance to [...] [more]
medium.com    Subjectline, Intelligence

discussion How fashion brand Thread is delivering hyper-personalized emails at scale

Where will email be in 5 or 10 years? “I’m not sure. It’s had a resurgence in recent years – I think in part because it’s gone from being very generic to feeling very personal (if you can do it properly). Other channels like social have become so swamped with advertising and marketing, as a user you can feel like you’re just being blasted at. “Whereas a channel like email – if you can get through the noise – you can create something that someone feels engaged with. What we’re trying to do is to [...] [more]
clickz.com    Customization, Intelligence, Marketing

tactics Humana Offers Insight into the Role of Language in Driving Customer Engagement

Humana ran an email campaign with the objective of increasing one-click prescription refill engagement. The high rate at which prescriptions go unfilled, even among those with full coverage, is a public health concern with potentially injurious outcomes. In order to both empower members to lead their healthiest lives and improve efficiencies, Humana partnered with Persado to craft the subject line, email body copy, and call to action of their one-click prescription refill campaigns. [...] [more]
persado.com    Subjectline, Intelligence, Test

stats Retail Personalization Index

See what sets them apart. Storied brands, household names, and rising upstarts are featured in the Sailthru 100 based on their personalized customer experiences across email, web, mobile, and more. [...] [more]
sailthru.com    Customization, Intelligence, Multichannel, Study

discussion Google Postmaster bad IP reputation

There are widespread reports this morning (9/11/17) that Google postmaster tools is showing bad IP reputation for IPs starting on 9/9. This issue is affecting just about everyone. Looking through my client’s postmaster pages, I’m seeing red for IP reputation on every client. Even my clients with generally good reputation are seeing bad reputation since 9/9. [...] [more]
wordtothewise.com    Intelligence, Deliverability

discussion Exploring the Subject Line Series: Non-linguistic approach

oday’s article picks up on email open rate prediction. Which emails do you open? What influences your decision? Is it the subject line? Is it the timing? Is it a lot more? I’m setting out on a quest to discover what influences open rate prediction. I will be sharing what this road map brings back with you. I’d love to hear your comments, love to reply to questions, love to help out. I’m the outgoing type of data scientist, yes. [...] [more]
medium.com    Subjectline, Intelligence

tactics Female, Male, or Neutral? Filtering Based on Gender

Our gender-match filter requires that we first tag users, with our best guess at their gender preference, and items, with our best guess at their gender-specificity. [more]
retentionscience.com    Intelligence, Segmentation
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