As marketers, one of the biggest challenges we face is proving the ROI of our marketing initiatives. Marketing has evolved. More and more, marketing should be viewed as an investment in business growth rather than an expense that is a “cost of doing business.” The data we can collect from our marketing efforts, both online and offline, can help us to provide more and more insight into the ROI of our marketing initiatives.   How do we make that transition from marketing as an expense to marketing as an investment […]

If you have Gmail, then your inbox just got more visual! You may have noticed that Google has made some updates to their Gmail Promotions Tab recently that allow for marketers to display their deals and discounts in a way that may have a better chance at grabbing subscriber’s attention.   Visuals for Your Gmail Promo Tab This update is also geared to adding value in an efficient way to your subscriber’s inbox. Here’s how the update works: Gmail already uses machine learning to identify what it considers to be […]

Your website and email strategies support each other. One of your website tasks is growing your email list – with email signup forms, gated content, etc. – while your targeted email campaigns drive traffic, engagement and transactions back on the website. Without mutual support and close integration, they’re not as successful.   To give you some examples – here are 10 specific ways they can integrate to grow your audience, drive more impact and create efficiency.   Automated Content Distribution If you have regular communications going out with the same […]