Blog

Jun 2
Jun 2

How Email Works, Part One: The Story of “Send”

Following a column about five things every email marketer should know, this columnist goes into detail about the specifics of what exactly happens when you press “send.” Last year, I wrote an article listing five things every email marketer should know. A common response was “ok, so where can we learn this?” Here then is […]

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May 7
May 7

Should Email Marketers Worry About IBM Verse?

In November of last year IBM announced Verse. In their words, “a new freemium social collaboration offering that uses built-in analytics to give individuals a new way to converse, find the right people and information fast, and get work done.” This week my invitation arrived to try out Verse, to see if it lives up […]

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Mar 4
Mar 4

Engagement Matters

Regardless of what has been said throughout the industry, engagement still matters when it comes to email marketing. Here’s a look at why. The deliverability debate has been heating up in recent weeks with acrimony on both sides. Some marketers are claiming they’ve been misled and deliverability experts are claiming they’ve been misunderstood. The claims […]

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Feb 6
Feb 6

ISPs Live in the Age of the Customer, Do You?

The final session of the Email Evolution Conference has generated a lot of discussion. For deliverability experts in the room there wasn’t much that hadn’t been said before though it was a great opportunity for those who aren’t members of M3AAWG or who don’t live and breathe deliverability to hear directly from the horses’ mouths. […]

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Feb 0
Feb 0

Why Was My Email Blocked?

Oftentimes absolutely no one knows why your email got blocked or bulked, but that isn’t necessarily a problem. The answer to the question “Why was my email blocked?” has changed in the last 10 years. I’ve heard this question many times. It’s the first question anyone asks when they find out they have a deliverability […]

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Jan 6
Jan 6

2015: The Year Email Goes Mobile-Only?

Is this the year that we should start designing not only our individual emails but our entire email marketing programs for mobile? Last month I wrote an article about how it’s time to drop the text version of multipart HTML emails. It created a fair amount of interest and some (not unexpected) disagreement. This time […]

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Dec 2
Dec 2

It’s Time to Drop the Text Version

That text-only version of your email is causing more harm than good and it’s time to get rid of it once and for all. If you’re looking for a New Year’s resolution for your email program I have a suggestion: drop the text version. It’s a hangover habit that you just don’t need anymore. First […]

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Nov 0
Nov 0

Could a Company See a 15 Percent Drop in Stock Value Due to Email?

Major brands can see stock values fall if their email programs aren’t delivering the way they should. What can marketers do to prevent this from happening? Last week Zulily’s share price dropped 15 percent. The reason, according to their chairman Mark Vadon, was email delivery issues. And this week, Return Path released a study showing […]

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Oct 0
Oct 0

How the Key Trends in Marketing Play Out in Practice

The consolidation of the email ecosystem mirrors the trends in digital marketing as a whole, as seen in these five examples. As I come off a round of conferences, I’ve been thinking about the consolidation in email and messaging and how that reflects the changes and trends in marketing as a whole. Sixteen months ago, […]

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Sep 0
Sep 0

Unsubscribe Best Practices and Beyond

Many marketers are still struggling to adopt unsubscribe best practices in their email programs. Here is a look at three of the most important things you can do to deal with unsubscribe issues. I haven’t written about unsubscription since shortly after CAN-SPAM came into effect in the United States. In the interim, although I’d heard […]

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