Increasing both the size and quality of a brand’s email list is often a top priority for marketers, and with good reason.  Not only does the email channel typically show a high ROI when compared to other direct marketing channels, it offers marketers a means to further engage and inform their subscribers.  Additionally, email can be integrated with other channels to augment outreach efforts and enhance overall campaign performance.  

The following recommendations can help increase the number...

In my last posting, I outlined several customer-centric, best practice themes that can improve the user experience during the email opt-in process, in turn, increasing the overall subscriber acquisition rate. For many marketers, the opt-in path comes to an abrupt end when the subscriber either opts-in or abandons the page.  While this seems like a natural termination point, there are still opportunities to contribute to a positive user experience.  By mapping out an intuitive and strategic...

Are you missing one of your biggest opportunities to connect with subscribers, customers and donors at a time when they’re most engaged?  What about you, President Obama and Governor Romney?   

There’s no shortage of articles, posts and best practice commentary available on why marketers should focus their sights on transactional messaging.  It has been well documented that these emails trounce standard emails when it comes to open and click rates.  They contain relevant and valuable information...

A site user visits a landing page, enters an email address, and becomes a part of a marketer’s subscriber list.  With its seemingly simple objective, the importance of the email opt-in is easy to overlook.   While the primary goal for the brand is to build their subscriber base, this first step in the process represents a critical turning point between a brand and a consumer.  By providing their email and granting permission to be contacted, this new subscriber has chosen to initiate...