Deliverability: Holiday Smackdown Edition
The holidays are the time of year
when email marketing becomes a contact sport. Retailers are
notorious for cranking up the email volume during the holidays,
especially around Black Friday/Cyber Monday (the weekend after
Thanksgiving). Everyone knows that there's a delicate balance
between pushing a few more emails and burning out your list with
unsubscribes and complaints. So what can we do to accommodate
the extra emails, cut through the clutter that your competitors are
so inconsiderately creating, and keep our lists healthy?
Some common holiday...
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After just a few weeks working on ExactTarget's integrated
marketing platform and sitting in on various product demos for
clients, I noticed a major section of the market that many
companies have yet to explore. Companies are missing the ball by
not doing more with mobile commerce. The playing field in marketing
has become more and more sophisticated as companies strive to reach
their customers with more relevant messages. The digital media age
is growing and companies need to explore mobile marketing further.
The
use of smartphones has increased and opens up a
lot of mobile capabilities for...
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I just returned from the eec Email
Evolution Conference in Scottsdale. Despite the 'email'
tag, there were other types of marketers in the crowd, including
the Compendium team and the
group of marketers who attended the "160 Characters to Say You
Love Them" panel where I co-presented on how email
marketers can use permission-based SMS as a part of their
one-to-one marketing strategies.
After the presentation, I headed to lunch and was stopped
by a marketer who had some follow-up questions for
me. After just 30 seconds into the
conversation, I knew that I was talking to a text
spammer.
Mark...
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In the 1970’s dystopian sci-fi thriller, Soylent Green,
Charlton Heston, upon discovering the secret source of the green
tablets he and his fellow earth inhabitants have ingesting,
declares, “Soylent Green is PEEEEEPLE!” I conjure this
obscure piece of Hollywood’s past to make the point that most email
marketers treat their email lists in a similar way. Most look past
their individual customers and treat their list as a discrete unit,
as if it is an undifferentiated blob. To these marketers I want to
say, “Email lists are PEEEEPLE!”
We’ve found that marketers are most successful, and...
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