Start Planning for Black Friday and Cyber Monday Now

Start Planning for Black Friday and Cyber Monday Now


That’s right, you read the title of this… it’s time to start planning for Black Friday and Cyber Monday (referred to as BF/CM in this blog). Believe it or not, we have indeed reached that point of the year where BF/CM marketing campaign plans should be getting finalized. However, if you haven’t started on your strategy or don’t know where to start, you’ve come to the right place. Here is a guide on what you should be thinking about in order to get you setup for success this 2019 BF/CM […]

Take Email Content to the Next Level with Engaging Visuals

Take Email Content to the Next Level with Engaging Visuals


Still using standard, static header images in your emails? You’re allowed to have more fun than that.   In email marketing, personalization is one of the keys to a successful engagement strategy. Often when we talk about personalization, we’re talking about: Content personalization—variables that insert text based on the recipient’s profile (think “first name” or “company.”) Timing personalization—you could think of this as segmentation as well. In short, the recipient receives an email based on an action (or inaction) they have taken. Preference personalization—this could be referred to as your […]

6 Ways to Integrate Search Engine Marketing and Email Marketing

6 Ways to Integrate Search Engine Marketing and Email Marketing


Email marketing and search engine marketing are the top channels for driving highly qualified traffic to your website, and they are excellent ways for prospects to easily engage with and consume your content. Both SEO and email marketing are highly dependent upon a content strategy that focuses on relevance and quality. If you are not offering highly relevant and high-quality content, email subscribers will lose interest and search engines will stop giving you the credit you deserve.   There are a lot of synergies between your email marketing strategy and […]

How to Integrate Your Email Marketing and Social Media Strategy

How to Integrate Your Email Marketing and Social Media Strategy


Email isn’t dead and it’s far from being dethroned as the most effective tactic for marketers. Despite social media being the newer, shinier tool for marketing, which may seem like the best way to build your brand awareness and capture new leads, convincing your social media followers to volunteer their email addresses is still the best way to own your audience.   How powerful would it be if both tools were integrated to work towards your overall marketing strategy? With both channels using different tactics, you can extend the reach […]

Questions to Ask When Choosing a Marketing Automation Platform

Questions to Ask When Choosing a Marketing Automation Platform


When considering an email marketing or marketing automation platform, it’s easy to get analysis paralysis comparing features, promises and pricing tiers. With so many options, where do you start?   Whether you’re shopping for an alternative marketing automation platform, preparing an email or marketing automation platform RFP, or just starting to consider which platform might be right for the next level of your marketing efforts, the following questions can help you choose the right marketing automation platform for your digital marketing needs:   Be Selfish for a Minute You are, […]

Email Design for the Non-Designer

Email Design for the Non-Designer


Imagine being part of a team that includes a designer, copywriter, developer, and marketer. They are all working together harmoniously on an email campaign, each contributing to it from their area of expertise, resulting in a perfectly crafted email that is great looking, well written, and renders correctly in every inbox. You are all together when the send button is pressed, and you look on as your beautiful emails are released like doves into the sky.   The unfortunate reality is that’s almost never the case. It’s you, the marketer […]

What You Can—and Can’t—Do with Transactional Email

What You Can—and Can’t—Do with Transactional Email


Featuring an average open rate that can be eight times higher and an audience that requires a broad opt-in policy, it’s no wonder that transactional emails have sparked your curiosity. You’re probably here because you’re looking for transactional email best practices—the rules on what you can—and can’t—do in a transactional email, and you’ve come to the right place.   Let’s dig in:   What Is a Transactional Email? Let’s start with the groundwork. If you haven’t read Dave Cacioppo’s post on The Art of the Transactional Email yet, click on […]

Mastering KPIs in B2B Email Marketing

Mastering KPIs in B2B Email Marketing


“If we have data, let’s look at data. If all we have are opinions, let’s use mine,” former Netscape CEO Jim Barksdale emfluence partners with our customers on a breadth of digital marketing initiatives, from website development and SEO to email strategy and delivery. In every engagement, we encourage customers to establish Key Performance Indicators (KPIs). In Business to Business marketing, with longer, complex sales cycles, the right KPIs provide early indications of success and can raise early alerts that it’s time to recalibrate the marketing if a campaign appears […]

Four Ways to Engage Your Audience with Email Animation

Four Ways to Engage Your Audience with Email Animation


GIF usage continues to flood every corner of the Internet, and while their popularity can be attributed to the fact that they inject more fun into our content, marketers can also utilize them to better engage their readers.

Email Marketing Benchmarks 2018: Part Two

Email Marketing Benchmarks 2018: Part Two


Email Marketing Benchmarks 2018: Part Two With peak email season behind us and a fresh year of metrics on the horizon, it’s time to take a look at how email marketing campaigns performed for the second half of 2018.   If this is your first Email Marketing Benchmarks Report, welcome to the emfluence Marketing Platform’s twice-yearly review of email marketing metrics compile by our users across the globe. In each report, you can evaluate email marketing benchmarks by industries, audience types, and messaging styles. Use these numbers to benchmark your […]

Gmail’s Promotions Tab Gets a Visual Lift

Gmail’s Promotions Tab Gets a Visual Lift


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 […]

10 Ways to Integrate Your Website and Email Strategies

10 Ways to Integrate Your Website and Email Strategies


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 […]

Email Design by the Numbers

Email Design by the Numbers


We’re all about easy—this running list is designed to be your go-to cheat sheet for the latest email designs by the numbers. Bookmark this page as you plan out your next email campaigns.   What’s the Best Width for an Email? If you want a safe bet, shoot for 600 pixels. 600 pixels is the standard width for email, and while there are exceptions (including options that allow for up to 960 pixels), 600px will keep you well within the bounds of the majority of inboxes. If you want to […]

How to Expand Your Email Strategy Beyond the Newsletter

How to Expand Your Email Strategy Beyond the Newsletter


By now you’ve mastered the art of sending a weekly newsletter to your entire subscriber list. Your newsletter is an easy to read email that has established and maintained customer-brand relationships directing traffic to your website ­­– each section of the email dedicated to a particular topic (read more about the elements of a successful newsletter here).   But what happens when your newsletter’s open rate starts to decline and you realize that your audience isn’t all the same, therefore should not be targeted the same? How do you use email […]

How to Build a Welcome Email Series

How to Build a Welcome Email Series


First impressions are everything. That first point of contact is your chance as a brand to really shine and impress current and/or future customers. That’s why a welcome email series is so important to have in place! In this blog post, I’m going to cover some of the best practices and most compelling (if not obvious) reasons why you should be incorporating a welcome email series into your new customer or lead acquisition strategy.   Be Prompt with Your Welcome Email Don’t keep people waiting. I recommend sending your welcome […]

Email Personalization with a Purpose

Email Personalization with a Purpose


Email personalization continues to be a top email design trend. And with more marketers putting an emphasis on data quality, there are many opportunities for maximizing the impact of personalized messaging. Beyond incorporating first name variables into the subject line or body to boost engagement, brands can use personalization to serve the subscriber. If the data is accurate, timely, and serves a purpose, it’s likely to benefit the subscriber in ways that are advantageous for the brand. Here are a few examples from my inbox of ways brands used personalization […]

5 Customer Retention Emails That Belong in Your Toolbox

5 Customer Retention Emails That Belong in Your Toolbox


Let’s talk retention! So, you’ve put in all the groundwork to attract your “ideal” customer base – these are the customers who will get the most value from the product or service you’re selling. So now what? Retention efforts begin with activation and follow-up, ensuring these customers become active users and continue to do business with you. I’m going to share the 5 best email marketing strategies that will help you increase your retention rates and bring in more revenue:   Customer Retention Email Strategy #1: The Activation or Welcome […]

Email Marketing Benchmarks 2018: Part One

Email Marketing Benchmarks 2018: Part One


Summer is in full effect, which means it’s time to take a breather from those out-of-office replies and take a look at email marketing benchmarks for the first half of 2018.   If this is your first Email Marketing Benchmarks Report, this is our twice-yearly dive into the email marketing metrics compiled by the global users of the emfluence Marketing Platform. These email marketing benchmarks are designed to give you a starting point for comparing your own email marketing metrics. You’ll be able to scroll through comparison metrics based on industries, […]

The Art of the Transactional Email

The Art of the Transactional Email


When you think about transactional messages you are probably thinking about the email receipt you get after a purchase or possibly a password reset email. But transactional messages really represent a much broader range of messaging. For marketers, there are a couple of great things about transactional messages. First, they are expected. Recipients often know they are coming and depend on them for important information. That means they often have a significantly higher open rate than marketing messages. Second, transactional messages take some of the chains off as they are […]

How to Run a Million Dollar Sweepstakes

How to Run a Million Dollar Sweepstakes


A Dirty Word? Let’s start with a bit of education on the topic. When I hear the word sweepstakes the first image is the memorable moment when an unknowing winner opens their front door to be greeted with a life-changing check. For those of you younger than me… you can google it.   Per Wikipedia, Sweepstakes are “a type of contest where a prize or prizes may be awarded to a winner or winners.” Who doesn’t want a prize, right?! Well when sweepstakes began, they started as a lottery related […]

Increase Revenue with a Bounce-Back Email Campaign

Increase Revenue with a Bounce-Back Email Campaign


Attention all e-commerce businesses…if you’re not running a bounce-back email campaign to your buyers, you’re missing out on some major additional revenue.   What is a bounce-back offer? Let’s first review…what exactly is a “bounce-back” offer? Think of something like this: We’re not talking email delivery failures here. Plain and simple, a bounce-back offer is created to entice the client to “bounce back,” or return and buy more from you in the future. Brick and mortar retailers invented the bounce-back with return offer mailers, and with good reason: the cost […]

The Art of the Milestone Email

The Art of the Milestone Email


I’ll be the first to admit that the amount of data available to marketers can be a little overwhelming. Consumers want their online experiences to be personalized, but if it’s too personalized, they get a little creeped out. How do we use the data that is readily available tastefully? And before that, how do we get started with sending personalized messaging to our customers? Here’s where a milestone email can come in handy.   What’s a Milestone Email? A milestone email is a type of behavior-based email you might send […]

8 Tips on Email Accessibility

8 Tips on Email Accessibility


With an increasing amount of attention and commitment to accessibility in recent years, you’ve probably given thought to optimizing your website for individuals with disabilities, but what about email accessibility? Natalie offers some considerations in a recent post on what you need to know about website ADA compliance, but it’s important to think beyond your website and consider how you can make all content you offer to your users online easily accessible. Among that list is your email content, which is an extension of your website user experience in many […]

Learning from Your Email Mistakes

Learning from Your Email Mistakes


How to evaluate your email mistakes so that you can use that information to become a better email marketer. At some point, everyone sends a bad email, whether that’s an email with clunky design or mistakes or image issues, and some of these email mistakes can be embarrassing at the least. But look at the bright side: there’s good that can come from carefully examining email mistakes. What doesn’t kill you makes you stronger, right? Same goes for making mistakes. By learning from the email marketing mistakes you make, you’re […]

How to Grow Newsletter Subscriptions in an Opt-In World

How to Grow Newsletter Subscriptions in an Opt-In World


Quality over quantity is usually a solid life motto to live by, and your newsletter email list shouldn’t be any different. If you want to grow newsletter subscriptions, start by placing emphasis on opt ins (i.e., people who signed up for your content). Quality users that have chosen to opt-in want to see your name in their inbox, look forward to receiving your content, and are typically your highest engaged customers that are likely to convert. However, getting opt-ins for that healthy list can sometimes seem more like a marathon […]

How Retailers Can Improve 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: Part Two

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 […]

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