Email Marketing Tips Archive

Email Marketing Tips

“Please, Don’t Go” – Expert Tips to Minimize Unsubscribe Rates

The Metric We Love to Hate Of course, we all dread “This is spam” clicks but there’s one other “click through” you hope your customers never click: the unsubscribe link. While any email marketer would agree that minimizing unsubscribes is in their best interest, it’s probably the last metric you check. There are so many […]

Email Marketing Tips

New Year’s Resolutions for Email Marketers

We want to wish all of our FreshPerspectives readers a happy, healthy, and prosperous 2012! As we close out 2011, it’s a great opportunity to set priorities for the coming twelve months. Whether you’re new to email marketing or an industry veteran, consider these New Year’s Resolutions to help ring in a banner year in […]

Email Marketing Tips

Partner Insights: When to Remove Hard and Soft Bounces from Your File

This month we asked several email industry experts to provide their tips and advice on a topic that is sure to be top of mind with the increased email marketing activity this holiday season: what to do about hard and soft bounces. Without further ado, let’s introduce this month’s panelists: Michael Thompson, VP, e-Services – […]

Email Marketing Tips

Determining Your Optimal Email Frequency

By Bill Kaplan – CEO

A question we get asked time and time again by our clients – “How often should we email our subscribers?” – seems so simple on its face. So why is it that the simplest questions often require the most sophisticated answers? Not Too Hot and Not Too Cold One obvious and desirable approach is to […]

Email Marketing Tips

Silos are Made to be Broken

More than ever before, businesses are flooded with information. Purchase histories, demographics, credit data, direct mail info, behavioral characteristics, and a plethora of other customer information are being amassed in different silos throughout every business organization. The problem, however, is that the data is not only being collected from various sources and channels, but is […]

Email Marketing Tips

Not Everything Needs to be Complicated

By Bill Kaplan – CEO

Meryl Streep, Alec Baldwin, and Steve Martin recently starred in the romantic comedy, “It’s Complicated,” about the love lives and relationships among divorced couples and other love interests. In the email marketing world, complication also seems to be the order of the day as personalization, relevance, deliverability, and maintaining loyal customers are ever more difficult […]

Email Marketing Tips

“Mother May I?” The Secrets of Re-Permissioning

Scott Geiser of Yum! Brands, Inc., Pilar Bower of Red Door Interactive, Chris Frasier of BlueHornet Networks, and Suzanne Shaughnessy of FreshAddress, Inc., first met to put together their ideas for a panel discussion for email marketers on “re-permissioning your former customers” for the Digital River Globalocity conference in San Diego, Calif., which was held […]

Email Marketing Tips

Customer Acquisition vs. Customer Retention: And the Winner Is….

Many moons ago, a retailer knew all his customers by name. He — it was almost always a “he” — knew their preferences, where they lived, and whether they could pay their bills promptly or not. Problems were resolved on the spot and customers could express their complaints directly, knowing they had the owner’s full […]

Email Marketing Tips

The Mistake of Assuming

By Austin Bliss – Co-Founder & Strategic Advisor

Every now and then someone says, “I assumed [insert fellow employee’s name] was going to take care of this…” And as soon as he says that, we all know exactly what the problem was: he assumed. Because more often than we like, our assumptions are incorrect. To prevent falling victim to any more of our […]

Email Marketing Tips

Re-engaging Your Inactive Customers

Inactive customers might just be the most misunderstood and neglected segment of your customer database. According to email industry experts, 50% or more of a typical B2C (business-to-consumer) file can be inactive. Given the significant cost to acquire these customers and email addresses coupled with the substantial missed revenue opportunities due to inactivity, it is […]

Email Marketing Tips

What Emailers Could Learn from “Desperate Housewives”

Our ingrained social skills guide us well when we want to befriend a new neighbor. If you’re particularly charming like Bree of “Desperate Housewives”, you know that a polite introduction, a smile, and a basket of muffins can be a wonderful way to get your relationship off on the right foot. On the other hand, […]