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3 ways to avoid email automation breakdowns
Your marketing automations must build in exclusions for people who don't receive a follow-up message. Back in February, I used a vacation-rental site to book a beautiful house on the water for my wife and me and a group of friends. We read the reviews, scrutinized...
10 questions to ask when auditing your email program
It's time to rethink the email marketing audit. Here's your blueprint for the coming year. Back in January 2018, I wrote a MarTech column with advice I give clients when the fiscal year is young. I suggested you take some time off to plan your marketing...
5 steps to mastering the modern Martech landscape
Walk through a step-by-step process to identify the technology vendors that best fit your company's needs. Choosing a technology partner used to be easy. I can remember looking at Scott Brinker’s first map of the marketing technology landscape in 2011 and thinking,...
Your abandoned-cart email program is valuable to your bottom line, don’t neglect it
To optimize your abandoned-cart program, the voice and tone needs to be consistent with your brand voice across every other touchpoint. While auditing a client’s email program recently, I noticed that the company had not updated its abandoned-cart program for a few...
The best unsubscribe email is the one you don’t send
If you're still sending unsubscribe confirmations, you're likely just annoying people. Here are some better options for staying in touch. While going through my Gmail inbox the other day, I spied an email from a brand that I was tired of hearing from. I hadn’t opened...
The business stats you must have on instant recall
Managing Director Ryan Phelan shares tips on how to further your job performance and career through growing intimately familiar with certain KPIs. When I re-entered the job market in the past, updating my resume was one of the first things I did. I am a numbers guy,...
4 questions to launch your data-driven email strategy
Pondering bringing in additional data sources to enhance your email program? Here's some advice on getting started. I was at the grocery store getting supplies for my weekly steak night ritual. As I walked to the checkout, the teenager at the cash register looked at...
5 tips for successfully switching email service providers
Moving to a new vendor can be complex. But with some help, you can make a smoother migration. Back in July, I packed up my house and moved everything to my new place. Moving is always a slog, but I’ve done it so often that I can do it on autopilot: Throw this out,...
Brand equity: Does your email build it up or tear it down?
Here are three questions to ask yourself before you send your next campaign. In my work with marketers, I emphasize strategy over tactics in managing email programs. It’s important to understand the “why” before the “how.” The “how” question is easy. It’s the tactical...
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