retail email ROI

How Retailers Can Improve Email ROI

If your retail email ROI isn’t generating the highest return of your marketing budget, you might want to take a second look at your strategies. That’s because across all industries, email ROI can be as high as 3,800% (according to the Direct Marketing Association). For retailers who have limited ways to connect with customers, that rate of return is a good goal to set.   A recent report from market intelligence firm Retail Systems Research suggests that even retailers who are good at email could be doing more to improve […]

email marketing benchmarks 2017

Email Marketing Benchmarks 2017: Part Two

Congratulations, email marketers! We made it through the final two months of 2017, that magic time of year when the average inbox sees a 50% increase in email traffic. Now that our inboxes are cleared of flash sales and holiday cards, it’s time to take a look at our Email Marketing Benchmarks 2017 Report for the second half of the year. (Missed Part One? Revisit it here).   If you’re new to the Email Marketing Benchmarks Report, this is our twice-yearly dive into the email marketing metrics compiled by our […]

6 elements of an effective newsletter

The 6 Elements of an Effective Newsletter

An effective newsletter is an extremely valuable marketing tool that can go a long way in educating and persuading your clients and prospects to work with you. They help keep your brand top-of-mind for consumers, establishing credibility and authority in the space and notifying readers of products and company news that may interest them.   So, maybe you’re new to the idea of sending newsletters, or maybe you’ve been sending newsletters for quite some time and realizing your audience isn’t very engaged. This is why sending out newsletters with the right elements is […]

5 Upcoming, Can’t Miss Holidays for Your Marketing Calendar

I live for random holidays. Not only as a consumer, but also from a marketer standpoint. Who knew there was a National Cotton Candy Day? If you didn’t, it’s today. December 7th – you now have a valid justification to go find that sugary fluff that we classify as candy…you’re welcome.   While we have survived Black Friday, Cyber Monday and Giving Tuesday, the popular shopping days don’t stop there. I’ve found a few more that you may be able to add into your Holiday Marketing Plan: Dec. 15th Free […]

last minute holiday email tips

10 Last-Minute Holiday Email Tips for 2017

Ah, the holidays—the perfect time of year to cuddle up with an inbox full of offers from your favorite brands.   Thanks to email marketers, holiday shopping has become less stressful and the deals are just as good. This year alone, Black Friday online retail sales pulled in $5.03 billion, which is up almost 17% from last year’s online Black Friday sales. Online retail sales for the 2017 holiday shopping season are expected to break $100 billion.   For digital marketers, these numbers are nothing but good news. The only […]

How to Build an Email A/B Testing Plan

No one has perfected email marketing. If they have, I hope they are enjoying retirement on a beach and have the urge to pass along their knowledge to the rest of us. But until that box of secrets shows up at our doors, the burden is on us to stay ahead of the ever-evolving preferences of our audiences.   Email marketing isn’t stationary, and what worked last week may not work this week. In truth, it is nearly impossible for an email marketer to know what always works all the […]

How to Build an Abandoned Cart Email Series

Here’s a surprising statistic for retail marketers to ponder: more than 40% of retailers aren’t implementing an abandoned cart email strategy to entice back would-be customers.   That’s according to a recent study conducted by Kibo and Astound Commerce, which outlined how many retailers were making efforts to entice cart abandoners back to their sites. Something else the study uncovered: online retailers are missing some serious opportunity.   Across all segments and sizes of online retailers, nearly three-quarters of all carts are abandoned, and they’re abandoned for a variety of […]

How DKIM Affects Email Deliverability

Ah, the spam filter: an email marketer’s nemesis. Finding our way through that filter and into the inbox keeps us email marketers on our toes—and away from too many exclamation points. But if you’re following email best practices (like the ones seen here) and still having trouble, you may need to approach the problem through a technical angle.   DKIM’s Role in Deliverability Inbox deliverability is never a guarantee, but understanding how DKIM affects email deliverability can improve your chances of landing in the inbox rather than the spam folder. […]

How to Run Email Deliverability Double Checks

When you sign on to the emfluence Marketing Platform, you not only get the fantastic resources who work in the Kansas City office, but you also get access to industry-leading partnerships that emfluence has built over the years, like ReturnPath.  ReturnPath is the deliverability expert in the email marketing industry, and we value this partnership because it helps get your message delivered to the inboxes you want.   ReturnPath isn’t just a great email deliverability engine—they’re also a content machine. ReturnPath publishes multiple articles throughout the year covering topics ranging […]

What Marketers Need to Know About Collecting Personal Data

As a marketer, you want to know as much as possible about a customer or prospect so that you can develop strategies to better target them and to generate more revenue. As an individual, you want to protect your personal information from misuse or mishandling. Finding a happy place for everyone is complicated. It requires respect and diligence from marketers and trust and understanding from individuals.   This is part one of a series of posts to help promote a general understanding of the current state of Information Privacy in […]

Email Marketing Benchmarks 2017: Part One

If you can’t measure it, you can’t improve it. Measuring is the mantra of the digital marketer—it’s the determiner of a campaign’s success or failure and an influencer in where we put our dollars.   If you’re routinely reviewing your own email metrics, you’re off to a great start—and even better if you’re comparing your data year over year. But measuring your own data is just the first step. Without benchmarks to compare your numbers to, how do you know if what you’re doing is truly successful?   That’s why […]

How to Build a Customizable Email Reporting Template

If you’re using email strategy as part of your marketing efforts, then this blog post is for you. That’s because reporting on what you’re sending is a crucial step in a successful email marketing strategy. If you’re not already building email reports, you could be missing out on opportunities for the optimization of your campaigns.   With that said, the first step you’ll have to take is to build a template for your email reports. These reporting templates should be based on your marketing goals—whether that be clicks, opens, forwards, […]

5 Life-Hacks to Adjust Your Spam Score…and a Puppy

You’ve perfected the spacing, the images are just the right size, and now you’re ready to test and run pre-flight (which we always suggest before hitting send). The results are in. The email renderings look fantastic across the various inboxes; however, the Spam Filter check is not passing with flying colors. We’ve all been in this position – there isn’t enough time to send the email back to be rewritten, but we send with the risk of ending up in the dreaded spam folder. Luckily, we have a few MacGyver-style […]

7 Reasons to Attend the Marketing Platform Conference

It's that special time of year when email and digital marketing enthusiasts gather in Kansas City for smart strategy and new features in the emfluence Marketing Platform: the emfluence Digital Marketing Conference! We're back at the snazzy Gallery event space for another year of best practices, feature announcements and of course, user feedback. We invite all marketers (users or not) to attend the emfluence Marketing Platform Conference… and we have some pretty sweet reasons why you should!  1. Email Marketing Insights: Creating the Perfect User Experience The “Trends in Email […]

Just Landed: 5 “Other” Ways to Use Landing Pages

When we talk about landing pages in digital marketing, it’s usually from an SEO perspective – which page did people land on first when they arrived at your website? Ideally this is the page that most closely matches what the consumer is looking for, so that their path to conversion is as short as possible. If you’re a retailer, you want consumers to land on the product order page within one or a few clicks. If you’re a thought leader in your industry, you’re probably sending out links to your […]

Best in Class: Award-Winning Work in 2015

It’s been quite a year for emfluence in the award category! We won a total of 15 awards this year, 13 of them were from the KCDMA AMBIT awards, and 2 were SMCKC AMPS awards. The AMBIT awards are judged on measurable goals and results with the AMPS awards being judged by social media professionals.  2015 Awards: Ambit: Email: New Member Onboarding: Community America Credit Union The Goal:  Community America Credit Union has over 25+ locations in the Kansas City area and continues to grow with new customers. It became […]

The Future of Branch Banking: Start Collecting Info Now

Over the last year, I’ve attended a few banking conferences and a hot topic that’s often brought up is the future of the bank branch. In a recent survey performed by Javelin Strategy and Research, 23% of consumers said they prefer to bank online over the in-branch experience. 40% of millennials would consider banking without a branch, according to Accenture. While banks have responded to the growing demand for online banking preferences, such as mobile deposit, the big question is what is to become of branch banking? Source: Accenture Last […]

Marketing Resources for Startup Companies

With Techweek concluding recently, here is a run-down on some cool tools you can use for your business with helpful advice from Techweek speakers. So, you are in the process of creating your own business. You’ve spent countless hours brainstorming ideas, building the website, designing and re-designing, and getting the final product out of the window.  You’ve made it this far, but you could use a little help on some internal aspects: organization, SEO, content creation, possibly building tools for your site, or even email marketing. Seems like a lot […]


Using Email to Drive Social Interactions

Brands too often forget the importance of using their email audience to drive social interactions. Just putting share buttons on your blog, or promoting individual blog posts via social media isn’t enough. By sending targeted email campaigns that feature content from your website, you’re more likely to see a spike in shares, especially if you include share options within the email itself. For example, this is a graph of social shares from a client’s website. Can you guess which day the email was sent? Social Shares Post Email Send Cross-promoting […]

How Often Should You Send Email Marketing Campaigns?

In my eight years in email marketing, there are a few questions I hear about once a week: 1. What works in email subject lines? 2. What is the best day of week or time of day to send? (Short answer: test it!) 3. How often should I be sending? Monthly vs. weekly? In fact, just last week, a marketing pal reached out and ask the email frequency questions, saying that everything she'd found says it depends on the organization and audience, more so than a concrete number of times […]

Central Florida email version

How Huttig Takes Email Personalization to the Next Level

You're using first name personalization and maybe even location in your email marketing campaigns, but are you wondering how far you can take personalization? One of my favorite examples is from Huttig. Thanks to the smart team at ER Marketing (and the variable content block functionality in the emfluence Marketing Platform), Huttig's emails take personalization to a whole new level. The red boxes in the examples below are all of the pieces that change based on a customer's location. From using a variable "From Name" to inserting the regional rep's […]

Hands on experience using the emfluence platform API with Javascript

Over the last few months, something very exciting has been happening at emfluence. For years, our Marketing Platform developers have been slaving away at improving our online Marketing Platform. Recently, they’ve unveiled a feature that promises to multiply their efforts and rapidly increase the potential of the platform.  What is this awe-inspiringly powerful feature, you ask? It’s an Application Programming Interface, or API! An API is like a lever: It allows people (mostly developers) everywhere to apply a small amount of code to a big tool so that they can […]

Trends in Email Marketing in 2014

At the 2014 emfluence Marketing Platform User Conference — dubbed "RE:one-to-one" — I shared the big trends I see in my day-to-day work in email marketing. (Check out the full Prezi "Trends Email Marketing in 2014" to see all 17 trends!) First, I revisited some of the trends I called in 2013 that are still growing or finally hitting. For example: 1. Mobile Email Accessibility – Upgraded in 2014 – Templated, re-usable responsive email designs have taken over… but only for brands that can prove that they have a high […]

Using Technology to Grow Your Banking Customer Base

At the Bank Director Conference in April, I sat down to chat about growing customer relationships. Check out my 4-minute intro to how automated email messaging can cultivate your new banking customer relationships. (Click below to be taken to for the interview.)

Try, Try Again: Re-Marketing via Email

As a data-driven marketer, I cringe at the idea of sending emails out into space and not taking advantage of the engagement data I get back. Knowledge is power, people! You can use what you know about how your subscribers engage with your emails to follow up with them – called re-marketing – and get the best return on investment from your emails possible. You can re-market to both engaged and unengaged subscribers in different ways. Here’s a few of my favorite re-marketing campaigns to get you started: Re-marketing to […]

Using Cool Automation to Give New Customers a Warm Welcome

Banks and Credit Unions call it “onboarding:” A series of communications that cultivates the relationship with a new customer and provides an opportunity to (eventually) talk about other services that they could provide for the customer. The rest of us may know this process as a “welcome series,” “lead nurture campaign,” and “customer loyalty campaign.” It’s all the same – and it’s great marketing automation! At the 2014 emfluence Marketing Platform User Conference, Jenny Nichols from CommunityAmerica Credit Union and I shared their 5-part, 90 day “honeymoon” onboarding email campaign, […]

5 Things You Should Know About CASL

At the 2014 emfluence Marketing Platform User Conference, Kristin Kenney with Polsinelli gave us some straight talk about what marketers need to know about Canada's new Anti-Spam Legislation (CASL). Here are the 5 things you should know right now about Canada's Anti-Spam Leglislation: #1. CASL applies to more than just email. Unlike the U.S. laws, CASL applies to most forms of electronic messaging, like instant messages, SMS/text messages, direct messages via social media, and similar messages in addition to email. This means you need to figure out whether CASL applies […]

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