The Value of Unopened Email
Unopened Emails Don't Suck. Email Marketers live for open rates. They make us feel good and provide a directional metric on the performance of the campaign. While we all want every single email opened and engaged with, the reality is that it will never happen. However, an unopened email does provide a fair amount of value to the programs we run. Embrace The Unopened Emails in Your Email Campaigns Part 1: Deleted Unopened Emails in Email Campaigns Subscribers who delete an unopened email are exposed to your brand via the From line. Exposure like this can keep your company tangentially top of mind and might even prompt them to engage with you in offline or other [...]
Introducing a New Email Campaign Type: Re-Welcome Email
THE NEW DORMANTS: I would like to introduce you to Sara and Bob, the new dormants. They are email subscribers you acquired several months ago via an aggressive and expensive digital marketing campaign. We have several points of valuable data on Sara and Bob that were captured during the sign-up process and have been sending them 3 emails a week for months. The problem is that they have not converted. In fact, they haven't engaged with your email program for 9 weeks despite our amazing creative and offers. The new dormants are subscribers who have signed up in the last 3-9 months to email marketing campaigns and have not converted, and their email engagement has gradually [...]
Making Email Fun: V.P. of Customer Engagement Andrew Kordek
I am not afraid to admit it, I love email marketing. I love email so much that the picture of the license plate above is mine. I have spent the last 20 years of my career in email marketing, making email fun for brands that I have worked with and for. The Fun - Highest Grossing Groupon Email "It was August 19th, 2010, at 4:30 am when I arrived at the Groupon offices on the Near North Side of Chicago that I knew something big was going to happen. That day was when Groupon offered the $25 for $50 for the Gap, and the email sends were set to start at around 5:00 am local for [...]
Email Marketing Expert Andrew Kordek joins iPost as VP, Customer Engagement
SAN MATEO, CALIF., August 19, 2020 iPost, an enterprise email marketing and automation provider, announced today the appointment of Andrew Kordek as VP, Customer Engagement. In his new role, Andrew will be responsible for taking iPost’s Services and industry leading Customer Support to a new level. With over two decades of experience including growing a services organization to over 200 employees, Andrew comes with a unique mix of ‘off the charts’ enthusiasm and experience. Andrew has been in the digital marketing space for over 20 years and is also a well-revered blogger. A data-driven and innovative marketer, Andrew advocates for the subscriber and provides valuable insight for long-term success in email marketing. He started his digital marketing career on [...]
Enterprise Email Marketing Tools Can Lead to Excess – Beware!
It's August 2020 and our scales are showing the effects of the extra food and alcohol consumed while staying home. People now refer to their pandemic pounds and the quarantine 15. We have fattened our curves while flattening the curve. The extra calories are understandable. We’ve been stressed out, seeking comfort and baking bread. We’ve found solace in the kitchen, but our waistlines have paid a price. And that’s the nice thing about weight gain, right? You can see the direct correlation between calories in and pounds on—or alternatively calories avoided and pounds lost. As someone using enterprise email marketing tools, you can use a similar direct correlation to find out if you’re over messaging your [...]
Enterprise Email Marketing Software & Good Strategy = Email ROI
If you’ve invested in an enterprise email marketing software solution as a better fit for your increasingly complex email marketing needs, you’re probably taking advantage of many of the email marketing tools now available to you. Hopefully, your email service provider is also providing helpful email marketing tips. But that software alone is not enough to generate the higher email ROI you seek. You must still develop your email marketing strategy and work your way through the stages required for each individual customer to get your emails delivered, opened, and acted upon. Beyond the enterprise ESP, you still need: Content Relevance Engagement Deliverability Inbox placement Finally... Email ROI Targeted Emails Start with Good Content If your [...]
Restaurant Email Marketing – Restaurant Email Segmentation
Email marketing for restaurants—it’s a numbers game. But they have to be the right numbers in the right sequence. Improving email ROI for your restaurant isn’t about simply upping customer email numbers, meaning getting more names on your email list so you can send more email campaigns and therefore drive more customers to your business. How do you improve the ROI of email marketing for restaurant owners? Start by increasing the restaurant email segmentation. Do this, by increasing the segments you send to, not the total number of emails on your list. Instead of increasing your list by 1,000 names per month, segmenting means increasing the number of segments you send to. Segment your email list [...]
Migrating to a New Enterprise ESP? 7 Tips for a Painless ESP Switch
If you’re an email marketer switching to a new enterprise ESP, you might think the hardest part was choosing that new ESP. Yes, that was a challenge, I’m sure, because you had several qualified email service providers to choose from. But the work isn’t done yet. Because now you face the migration from the old to the new ESP. That migration doesn’t have to be a painful experience, however. Here are 7 tips to help make the switch to your new enterprise ESP painless. Tip 1: Gather your data before you go. By data, we mean your actual data (email and more), your content, your automations/logic and your past performance data. Your actual data is probably [...]
Effective Restaurant Marketing: Your Restaurant Email Deliverability Isn’t Good (Yet)
Effective Restaurant Marketing: Your Restaurant Email Deliverability Isn't Good (Yet) On a scale of 1 to 10, with 10 being the highest, how would you rank the deliverability rate of your restaurant email marketing? Deliverability often doesn’t get a 10—either in importance or performance—because many digital marketing gurus often think deliverability ends with clicking the send button. Yet there is much more to it than that, and business owners have much to be gained by both learning more about deliverability and taking steps to continuously improve it in order to improve your restaurant email marketing. The Difference Between Emails Sent and Emails Delivered Let’s start with a common misconception: the difference between emails sent [...]
Segment Your Audience Based on Behavioral Data
As an email marketer, you’re probably segmenting your audiences, but are you segmenting based on online behavioral data? If not, you are missing out on lost revenue. And you’re spending more money than you need to with your enterprise ESP. Behavioral segmentation can help you improve opens and click through open rates (CTORs) as well as enhance the overall customer journey and increase your inbox placement rate. It can lead to additional subscriber engagement and loyalty. Use your enterprise ESP to Capture Behavioral Data Points Behavioral data is data that tells you more. And when you identify which of your subscribers go beyond just opening and clicking, you can take the next step to send that [...]
How an ESP with Relational Data Lets You Put All Your Customer Info to Use
As you know, the amount of ESP data gathered now is staggering and grows at a rate that speeds up daily. For marketers, this stored data can be a goldmine…if they can put that data to use. Sadly, many can’t because they don’t use an ESP with relational data. That means precious information about their customers which uniquely identifies countless marketing opportunities sits unused and their email marketing falls short as a result. Data has made possible actual personalization, but making it possible and making it real are two different things. The evolution of Personalization Personalization used to mean using a recipient’s name in the email subject line or starting an email with Dear _______. Email [...]
How to Be a Trusted Partner
In business school, aspiring marketers are taught to focus on customer acquisition and customer retention, meaning loyalty. But without establishing trust, there is little chance of loyalty or repeat customers. Trust is the most overlooked—and possibly most important—factor when it comes to customer retention. Trust is not something to be gained from a single marketing technique or data point. Trust is earned! Trust between organizations or people comes from a relationship and it builds over time, with every interaction and touchpoint. Your goal is to become that trusted partner. You want your business to be more than just another vendor. What makes someone a trusted partner? A trusted partner is someone you can bounce ideas off, [...]
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