How to Build a "Unicorn" Email Program

For years I’ve been searching for a digital marketing "unicorn"—that perfect user experience that goes beyond best-in-class to capture my attention, motivate my loyalty, and liberate my credit card. My search has intensified over the last months, driven by a need to refresh my retail test inbox as well as my closet.  Exploring far and wide in the apparel retail space as both a consultant and... Continue »

The Best Triggered Email I Ever Received

Triggered emails are some of the most profitable, engaging emails that a marketer can send.  By their very nature, they are more relevant and when done well, they have a much higher likelihood of resonating with recipients.   According to Epsilon’s Q2 2014 North American Trends and Benchmark report, triggered messages drove 74.9% higher open rates and 161.9% higher click rates than standard emails... Continue »

6 Reasons to Treat Inactive Subscribers Like Zombies

As consultants for Return Path, we’re occasionally called in when deliverability or ROI has been massacred.  Regularly, the issue can be traced to a high population of inactive subscribers, unknown users and spam traps.  While the zombie thing has just about been run into the ground, it’s truly one of the best ways to describe the issue with inactive subscribers.   In this post, I’ll cover 6 ways... Continue »

Smartwatches and Email: What You Need to Know

Desktop.  Mobile.  Smartwatch?   Roll your eyes if you must, but as a digital marketer you have likely noticed that it’s getting harder to ignore the buzz about wearables.  The market is finally catching up with Dick Tracy and Inspector Gadget's Penny, creating another shift in the landscape for digital marketers.  This post explores some of the available information on smartwatches to put things... Continue »

Transactional Messages – Turning Dust into Dollars

Are you missing out on a major opportunity to engage your best customers and subscribers?  Are you not sure how to optimize your transactional messages? Once established, transactional messages often become the forgotten creatives of an email program, rarely getting much love and attention when it comes to optimization.   With all of the demands placed on the typical email marketer, it’s easy to... Continue »