Is there a marketing medium in history as routinely underutilized as email? Not in terms of volume – few folks outside prison are clamoring for more messages in their inbox. But in terms of using the full capabilities of the medium, the vast majority of email marketers are just scratching the surface, and I don’t [...]
Sloths Die. Why I Want My Guacamole NOW
Is your email list acquisition program too slow? If you’re going to ask consumers to divulge personal information in exchange for a special offer, the chances that your customers will participate go up dramatically if you fulfill your end of the bargain with haste. If I sign up to download a Webinar, I get access [...]
Cross-Pollinate Search and Email
Email marketing and search marketing have often been looked at as being at opposite ends of the digital marketing spectrum. Email used as a loyalty and retention tool, with search used as an acquisition tactic. But that thinking prevents the results from those marketing efforts informing and improving one another, and the opportunities in that [...]
Is Email Killing Your Company?
Are you looking at your email program as a long-term investor, or as a day-trader? A lot of marketing tactics aren’t succeeding. It’s a combination of fundamental shifts in how audiences congregate and where they can be reached, and consumers that are too scared about an uncertain future to buy anything other than potatoes and [...]
Mobile Opt-in Flies at US Airways
A recent study by ExactTarget and Ball State University showed that consumers 24 years old and younger prefer text messages to email. For consumers 25+, email still reigns supreme. Does that put text/mobile/SMS out of reach for most brands? Not at all. In fact, using mobile to drive email subscriptions is an emerging best practice. [...]
