Mktg Consultant 5

Marketing Sends? Check. So…what’s next?

By Lisa Trifone
Wednesday, May 16, 2012

As an email marketer, the primary promotional messaging you do for your business is a no-brainer. Sale coming up? Send the email. Event to RSVP for? Send the email! It’s a marching order of sorts, one that keeps you busy week in and week out, planning for what email is next and which subject line to use and which buttons will drive the most clicks and...

In the mix of it all, are you missing the clear opportunities to build out your programming to make the most of your audience and their engagement? Use the check list below to earn a gold star on your message strategy, or identify the programs...

Put the ♥ back in your subject lines

By Lisa Trifone
Thursday, May 3, 2012

There’s been a new trend cropping up lately in inboxes – maybe you’ve seen it? It’s full of love. Sometimes it points you in the right direction. Other times, it’s simply breaking up the information overload.

What’s the trend? It’s icons in subject lines, and marketers in every vertical are finding ways to use this eye-catching new tool to snag more opens on their emails.

It’s actually not that new. Since a fourteen year old first learned to text her friends, they’ve been putting the < together with a number 3 to create a heart. (It looks like this: <3 See it?)

What IS new is that all kinds of...

Postcards: They're not just for vacations anymore

By Lisa Trifone
Thursday, February 3, 2011

You've heard over and over the importance of setting your email marketing calendar. By now, your sending plans for the year are probably well settled into place. Re-engagement sending, monthly updates, holiday and sale specials: they're all on the books.

But what about the flexibility to send a single, dedicated message as part of your bigger email marketing strategy? There's value of a send like this - often referred to as a Postcard - that can drive home a specific message that might otherwise get lost in your broader sending.

More importantly, the Postcard puts a laser focus on a call...Read More »

Post-Holiday Opportunity: Don't let it pass you by

By Lisa Trifone
Wednesday, December 29, 2010

The holidays are handily behind us, with all the gifts unwrapped and 2010 one for the history books. With the bustle and anticipation of the season behind us, we're left with nothing but a post-festivity glow.

It may be tempting to move on from that glow the minute it starts to fade. But there's opportunity in that glow – an opportunity to ensure your customers are as happy with you as they are with what Santa left them under the tree. And it’s the email marketers who take advantage of that opportunity who’ll see that holiday glow last all year long.

Don’t think of post-holiday email messaging...

Mission Critical Sending – Helping to Define It for Your Business

By Lisa Trifone
Thursday, September 23, 2010

The email marketing question of the day isn’t "Should we be sending email?" anymore. Instead, what you’ve got to answer for your business today is “What emails should we be sending?” That is, what emails are directly essential to the success of the business, and just how important to that business are they?

If you can answer that, you’ve defined your Mission Critical sends.

In some industries, it’s simple to define what’s Mission Critical. Financial services have a pretty clear directive on this - it’s account alerts and updates – the email alerting a customer they’ve reached their credit limit...

Get Your Travel Email to Take Off - 3 Ways to Add Relevance

By Lisa Trifone
Monday, August 23, 2010

If there’s one word successful email marketers live by, it’s relevance. And there’s perhaps no industry more closely tied to relevance than travel and tourism email marketing. When you’re the vehicle a subscriber chooses to use to plan their getaway, it’s not just about knowing who they are - it’s about using that knowledge to ensure each communication speaks directly to the subscriber.

Travel Email Marketing If you’re in the hospitality and tourism email marketing space and are looking to get started (or revamp) your programs, here are a few quick steps you can take to make it happen:

Practice an Open Boarding Policy ...

Avoid Missed Opportunity - Ask the Simple Questions

By Lisa Trifone
Monday, August 2, 2010

In working with a client recently on his email marketing programs, he explained that they send all their news on a weekly basis. On Monday morning, his subscribers get what amounts to a laundry list of updates and need-to-know information for the coming week.

email questions As it’s my job to optimize our clients’ programs and drive their success to the next level, I asked some basic questions, including Why? Why do you send emails every Monday?

After a pause, the client sheepishly admitted that they send weekly because, frankly, it’s what their resources can support from a design, build and deployment...

How Not to Manage Engagement Filtering

By Lisa Trifone
Wednesday, June 23, 2010

Last week, the good folks at Mediapost shared the story of Boris Mizhen, a guy who's being sued by Microsoft for "allegedly gaming Hotmail's spam filters and sending unwanted emails to consumers."

What's that, you say?

In email marketing, there's no denying that success hinges on reaching the inbox. Every day, I work with clients who are looking for ways to improve their messaging so that their emails land where subscribers are most likely to see them. When the larger ISPs announced they'd start using engagement metrics to determine inbox delivery, cheers erupted from subscribers while email...Read More »

What IS a Marketing Consultant?

By Lisa Trifone
Friday, June 11, 2010

At ExactTarget, we do a lot. We host more data than the Library of Congress (many times over). We make it possible to send millions of versions of a single email (hello, relevancy!). With CoTweet on board, we are an industry leader in integrating email and social media.

What, then, can an ExactTarget Marketing Consultant add to the mix? A lot.

A part of the ET Services department, we work in tandem with our fellow Services teams and the 1:1 marketers on our clients' teams to evaluate, optimize and evolve their interactive marketing efforts. We help you get the most out of your email and...Read More »

Marketing Sends? Check. So…what’s next?

Put the ♥ back in your subject lines

Postcards: They're not just for vacations anymore

Post-Holiday Opportunity: Don't let it pass you by

Mission Critical Sending – Helping to Define It for Your Business

Get Your Travel Email to Take Off - 3 Ways to Add Relevance

Avoid Missed Opportunity - Ask the Simple Questions

How Not to Manage Engagement Filtering

What IS a Marketing Consultant?

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