Automation is changing the way marketers do business. Sadly, it's also affecting customer experiences for the worse. Autoresponders - email campaigns that are triggered by a customer event - are a perfect example. Marketers use them to automate what used to be a manual process. The problem with most autoresponders, however, is that they're sent on a schedule regardless of what the user does in ...
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Data-Driven Ways to Personalize Product and Marketing Emails
Data-driven marketing can be sophisticated, but that doesn't mean it has to be complex. Email is a medium that tends to get overcomplicated. It's understandable - most marketers are managing more than one email tool, dozens of lists of thousands of users. But there is some good news about email personalization - it's more straightforward than you think. In fact, there are really only three ways ...
Email Is Not a Channel
I've never understood why anyone is surprised that email is still thriving. It's direct, personal, habitual, universal, etc. - it's easy for people to interact with. What does surprise me is how often poorly executed campaigns still garner 20 percent open rates. Compare that with an above-average Facebook ad, which might have a click-through rate of 0.01%. That's one-tenth of one percent. Truly ...
Beyond Event Tracking: How to Insert Dynamic Content in Your Emails
For all the talk of personalization in email marketing, there's little discussion about dynamic content. Marketers have been inserting basic customer metadata - names, ages, cities, etc. - for years, but that's personalization 101. It's time to turn it up a notch. We've spent the last three years building tools to help you insert new kinds of dynamic data into your emails. Tracking on-site and ...
Prioritize Every Customer with Better Time Zone Management
Don't make the mistake of prioritizing one time zone over another. Most marketers approach email timing this way and it's far less than ideal. They test send times, then choose the single time that delivers the most opens and clicks. That only works if you customers are all in the same time zone. Otherwise, there's a better way. We've said before that there is no best day to send emails. ...