Jeff Haws

This author has written 28 articles
Webinar Recap: Two Teams Are Better Than One

Webinar Recap: Two Teams are Better Than One

For many marketers, their conversations with I.T. are mostly limited to times when they have a problem or need something, and they’re hoping I.T. has a solution. That can lead to a largely transactional relationship, where the two are separate teams that only come together when they have no choice, and only for as long as necessary.

That can lead to a lack of understanding — on both sides — of the crucial role the other team plays with respect to the success of the business, and to growing mistrust. The Marketing team thinks I.T. is being too iron-fisted about security and standing in the way of them drumming up new business. At the same time, I.T. thinks Marketing has no appreciation for the risks associated with data exposure, and that it’s I.T.’s responsibility to be the guardians.

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Email Marketing Discussion Series With BrightWave

Email Marketing Discussion Series with BrightWave

No matter how long you’ve been in the industry, successful email marketers know there’s always something new to learn. The evolving nature of email is part of what keeps #emailgeeks coming back, keeping up with new technology and trying to use it to deliver the sorts of messages that excite your subscribers.

Because it’s always changing, sharing knowledge and hearing from others is essential if you want to keep up with where the industry is headed. That’s a big part of what we want to help with, spreading our experience and helping others be better at what they do.

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MessageGears Research: Marketers Tackle Martech Challenges

MessageGears Research: Marketers Tackle Martech Challenges

As marketing technology improves and evolves, it can be challenging for today’s marketer to keep up with all the new tools, and understand which ones best fit their needs. Balancing the level of need with concerns about budget, competitiveness, implementation time is never easy work, and it can even lead to paralysis where a team just treads water with the martech it has because sticking with a mediocre or worse status quo is less daunting a challenge than doing the work necessary to identify and implement the right solution for the future.

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Litmus Live Contest: “Show Us Your Dream Campaign”

Litmus Live Contest: “Show Us Your Dream Campaign”

If you’re an #emailgeek, odds are good there’s a dream campaign you have rattling around in your head. It’s an idea you’ve probably had for awhile, but you just haven’t quite figured out how to execute it — Maybe you don’t have access to the tools you’d need, or you haven’t sold your team on it just yet. But one day, you hope to put it into action.

We wanted to hear those stories, so we put out a call to hear about your dream email campaigns, with a promise that our favorite would win a free ticket to the Litmus Live conference in San Francisco next month. We received many terrific, passionate entries from marketers who love the power of email, and have big ideas about what they can accomplish with it.

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Webinar Recap: What Does The Future Hold For Email?

Webinar Recap: What Does the Future Hold for Email?

Being proactive instead of merely reacting to every new technological advance in the industry is essential if you’re going to stay ahead of the competition and deliver the sorts of email experiences your customers are going to come to expect in the future. It’s always important to remember that you’re not marketing in a vacuum. Your subscribers’ inboxes are being flooded with marketing emails every day, from companies large and small. Some of them are going to take advantage of the latest technology, using machine learning, AI, or other cutting-edge tools in order to create sophisticated, highly personalized email campaigns. And once your customers get those emails, that’s the level of experience they’ll come to expect from everyone. You included.

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Marketing Lessons Learned In A Time Of Crisis

Marketing Lessons Learned in a Time of Crisis

With Hurricane Florence bearing down on the Southeast U.S., it seems everyone is on edge as a looming crisis unfolds. Everyone’s hearts go out to those who are in the path of the storm.

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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Operational Creep And The Email Marketer

Operational Creep and the Email Marketer

How efficient is your email marketing team? For enterprise companies, it’s getting harder and harder to keep operational tasks from becoming overbearing for email marketers. As customer demands ratchet higher for the messages they receive, the struggles for legacy marketing cloud ESPs to keep up with the needs of companies with large databases get more pronounced. And that leads to operational creep — a gradual, pernicious increasing need for various operational tasks that take email marketers away from the work they love, and that they’re good at.

This is the story we hear with increasing frequency among the email marketers we talk to on a daily basis. It’s a problem that’s growing, and it’s not likely to get better. It’s also a problem we wanted to understand a bit better. So, instead of simply drawing our own conclusions, we decided to go to the marketers themselves. We wanted to find out exactly how they felt about this phenomenon. Would the anecdotes we’d been hearing stand up to a bit more scientific scrutiny? And, if so, how was it impacting team efficiency and job satisfaction? Those were the key questions we wanted to get at in our new research report, “The Cost of Inefficiency: How Operational Creep Kills Strategic Thinking in Email Marketing.”

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8 Strategies For Smart Email List Growth

8 Strategies for Smart Email List Growth

Even as email marketing approaches its 30th birthday, it’s still widely recognized as one of the most essential — and effective — channels for digital marketers. However, before you can begin to maximize email’s ROI, you must build an email list.

With more businesses investing in email marketing, the modern consumer is becoming increasingly protective of their inbox. This means that you must continually offer email content that offers value to your subscribers. You also need to optimize your subscriber acquisition strategy to keep your list growing, and stay ahead of the competition. We’ve put together a few ideas that can be implemented quickly and will increase your chances of converting your anonymous prospects into subscribers.

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Webinar Recap: Audience-Focused Storytelling Breeds Email Success

Webinar Recap: Audience-Focused Storytelling Breeds Email Success

Think about the marketing campaigns that have made the biggest impact on you. The ones that stick with you, and you remember months — even years — later.

Odds are they weren’t straightforward product pitches or sales announcements. They had elements of stories and characters that helped you relate to the brand, and feel something meaningful. They incorporated compelling narratives with images that transported you to a different place. Instead of the brand being the star of the campaign, the star of the campaign was — ultimately — you. And what you could accomplish with their product or service.

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Turn Your Email Content Into Stories To Attract Readers

Turn Your Email Content into Stories to Attract Readers

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin, entrepreneur, best-selling author, and speaker

In today’s marketing world, it almost goes without saying that consumers don’t want to hear you beat your chest about how great you are. Especially for B2C marketers, your target audience has endless options for which brands to direct their money and time toward. If you’re going to not only get them to subscribe and open your emails but also buy, you need to connect with them in a meaningful way. You need to deliver content that matters to them. It’s not enough to tell them why you’re great. You need to tell them something great.

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