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From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 1

From time to time I’ll pull a message from my inbox and do a walk-through of its pros and cons. These gentle critiques are intended to educate; I hope that the companies mentioned as well as readers will keep that top of mind. I received this email earlier this year from a long-time industry acquaintance we’ll Read More From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 1

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Email Marketing Case Study: a 96% Increase in Revenue with 6 Tips for Preheader Text

Years ago I was obsessed with preheaders, aka snippets or autopreview text, and wrote about them in my ClickZ column. Back then I did a lot of testing of preheader copy and generated some great results for clients. Fast-forward to today. I still consider preheader text when I’m helping clients optimize their email efforts, but am no longer Read More Email Marketing Case Study: a 96% Increase in Revenue with 6 Tips for Preheader Text

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From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 2

Last week I discussed some features and flaws of the below email I had received from an industry acquaintance: This week, it’s time to discuss how this email message might be improved. Use Descriptive Subject Lines. While the subject line “A scintillating start” (above) is intriguing and cute, it doesn’t provide any value to the reader. Read More From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 2

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Online Cart Abandonment: 3 Disturbing Industry Statistics and 7 Tips for Successful Cart Reminder Programs

I had the pleasure of leading not one but two webinars last month on digital marketing for retailers. I always like to round out my case studies and practical advice with industry statistics. And what I learned about online cart abandonment surprised and disturbed me: 70% of online shopping carts are abandoned (Bronto/Magento Study) Shopping Read More Online Cart Abandonment: 3 Disturbing Industry Statistics and 7 Tips for Successful Cart Reminder Programs

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3 Tips for Improving the ROI on Your Email Marketing Efforts

What’s the return-on-investment (ROI) for each of your organization’s marketing channels? According to the Direct Marketing Association, email marketing delivers a higher ROI than any other online or offline channel. And not by a little – by a lot! See the chart below – email marketing is delivering more than four times the ROI of Read More 3 Tips for Improving the ROI on Your Email Marketing Efforts