As an Email Intelligence company, data is the backbone of our business.  And, as a consultant working for an Email Intelligence company, I spend a lot of time with clients helping them know the data that is available to them, understand what the various data points may indicate, and educate them how they can use that data to proactively manage the health of their email program.   While every... Continue »

Halloween is quickly approaching and, like most parents, I’ve spent the last few weeks preparing costumes for my children.  The goal this year was straightforward: choose a unique and fun disguise that we could be creative in making, to stand apart from the many super heroes and fairies on the big night, and maybe even score some extra candy for all our efforts.  When you think about it, that same... Continue »

We talk a lot about the importance of gleaning subscriber feedback, providing various choices with your mailstream, and essentially giving the subscriber control over the communications they receive in their inbox.  But, sometimes, it’s helpful to see how others are successfully gathering this information.  Let’s take a look at some recent campaigns focused on gathering preferences from... Continue »

Recently, I wrote about using data to guide your email strategy, and specifically your segmentation plan.  The 6 steps I outlined were the foundation for understanding your data, implementing a consistent mailing approach, and defining the lifecycle for your email subscribers.  Now that you have those key lifecycle definitions for your email program, the next step is to use them to inform your... Continue »

What kind of information do you consider when analyzing your email program performance?  Perhaps you look at the creative template, cadence and frequency, or types of coupon offers to determine what tactics are most successful.  Or, maybe you consider geography and seasonality as factors contributing to your campaign performance.  All of these elements are important parts of the success equation,... Continue »