5 Common Questions About Hybrid Email Marketing

5 Common Questions about Hybrid Email Marketing

Whether they’ve realized it or not, enterprise marketers have had limited options for years when it comes to email marketing solutions:

  • Option A: Commercial email service providers (ESPs). These essentially come in two flavors — Software-as-a-Service (SaaS) or on-premises. Obviously, SaaS dominates in this industry, with many vendors rebranding in recent years as “marketing clouds.” Traditional on-premises solutions are hard to find nowadays but still exist.
  • Option B: Custom in-house solutions. Many companies, particularly larger senders, have developed their own custom email marketing solution in house for a variety of reasons. These businesses then typically utilize a cloud-based email delivery solution to get messages out the door.
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Email Marketing Growth In 2018 (and Beyond) Begins With 3 Imperatives

Email Marketing Growth in 2018 (and Beyond) Begins with 3 Imperatives

As email volumes rise into the tens of millions each month for many larger brands, new challenges in multi-channel marketing emerge. This is particularly as it relates to the increasing demand for personalized, real-time messaging. Consumers expect relevant communications in real time, but the very infrastructure of email marketing is based on a series of time-consuming tasks, such as data mapping, file transfers, synchronization, and batch delays. Each step introduces another delay, and that can quickly turn a real-time marketing opportunity into a missed opportunity. How can marketers keep up with growth and improve their ROI?

Here are three things major brands will need to start tackling in order to communicate more effectively with their customers.

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How Content Curation Can Fill Out Your Email Marketing Strategy

How Content Curation Can Fill Out Your Email Marketing Strategy

With audience expectations for your emails growing each year, segmenting and targeting in a smart, strategic way has never been more important for your company’s email strategy. We’re way past the days when simply addressing an email to John by name was going to impress him. But now, even emails that are segmented with strategic goals in mind can fall flat if they aren’t relevant to the reader. Content curation can fill that gap.

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How To Micro-Personalize Your Emails In Real Time

How to Micro-Personalize Your Emails in Real Time

Have you ever wondered how some companies consistently send millions of highly targeted, personalized emails in real time? The very nature of email makes sending real-time, personalized messages a challenge for any company. Real-time marketing’s key is speed, but email marketing’s success is based on a series of time-consuming tasks. These include list creation, data syncing and batch delays. Each activity introduces another delay, all of which can quickly turn a real-time marketing opportunity into a missed one. If you want to personalize too, expect more delays. The more you personalize a message, the more time consuming it is to prepare. So, how are some enterprise marketers managing to send relevant, highly personalized emails in real time?

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What Hemingway Can Teach You About Email Marketing

What Hemingway Can Teach You About Email Marketing

It’s fair to say Nobel Prize-winning novelist Ernest Hemingway didn’t do a tremendous amount of email marketing in his time, considering he was born in the 19th century and died in 1961. He wasn’t even a marketer, moving from journalism to author and more or less mastering both during his life.

Still, his instincts for crafting effective emails may have been more honed than anyone would have thought. His “Iceberg Theory” on writing wasn’t always his most popular storytelling philosophy; its critics said it contributed to him seeming distant and uncaring for his own characters through a lack of telling their full story. But there’s a lot that the crafty email marketer can take away from it if they look closely:

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Fundamentals Of A/B Testing In Email Marketing

Fundamentals of A/B Testing in Email Marketing

Most online marketers have been there: a co-worker comes up with a great idea for a marketing campaign, or says “This should be the subject line of the next email,” seemingly without reasoning beyond it being their personal preference. Or, conversely, you could have an idea of your own that you think would be great but would be nervous to implement without testing it on a small group first.

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Marketing Lessons Learned In A Time Of Crisis

Marketing Lessons Learned in a Time of Crisis

When Hurricane Harvey struck southeast Texas, the images coming out of the devastating flooding were heartbreaking to see. The historic rain drove so many people from their homes, their jobs, and their lives, and it seemed at times like it might never stop as the crisis unfolded.

It’s a sad reality that major events like this happen often — hurricanes, earthquakes, violence, terrorism, etc. — and we as marketers can be so involved in our day-to-day operations that we lose sight of the fact that each email we send (even if it’s sent as part of a larger automated program) lands in the inbox of a real person the crisis is impacting. And, even if they’re not directly impacted, they may be sensitive to certain content. It’s not hard to spot when a brand isn’t showing empathy toward those affected, and that can turn anybody off.

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Making Sure Your ESP Is Holiday Ready

Making Sure Your ESP is Holiday Ready

Every good marketer knows that designing a successful holiday email program requires months of planning. Without the proper technology and infrastructure, though, a holiday email program won’t be successful no matter how well you plan everything else. With a little prep (and some conversations with your email service provider throughout the year), you can maximize your holiday success. Here are a few questions to ask yourself and your ESP to ensure you have a smooth season:

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Could Better Email Marketing Save Your CMO?

Could Better Email Marketing Save Your CMO?

Many recent articles have highlighted the plight of the CMO. A recent issue of Harvard Business Review,The Trouble With CMOs,” called it the riskiest job in the C-suite, with an average tenure of four years, half that of the CEO. An article in MediaPost by Maarten Albarda pointed out that while five C-suite members share growth and revenue responsibility, only the CMO was blamed for missed targets.

These articles recommend several solutions. Those include redefining the CMO’s role, matching responsibilities to the job’s scope, and realigning metrics with expectations. However, CMOs may find an easy win by adjusting what is already a top performer – their email marketing. This win could be easy because most CMOs don’t realize how much better their email programs could be performing.

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