Email is the lowest cost channel for marketers to reach customers, so there’s good reason that marketers want to understand how customers interact with emails...
Email is the lowest cost channel for marketers to reach customers, so there’s good reason that marketers want to understand how customers interact with emails and what drives whether or not they convert. Using an incremental revenue model, there are several ways to measure the success of email, each answering a different question about customer behavior. There are four general measurement models to consider for email ROI: Last channel clicked Last email clicked Last email...
Email is the lowest cost channel for marketers to reach customers, so there’s good reason that marketers want to understand how customers interact with emails and what drives whether or not...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that are clever,...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that are clever, forward-thinking, or just plain awesome. Last week my esteemed colleague Alissa Kline filled in for me while I was on vacation and did a phenomenal job. You rock Alissa! I am back and here's some emails that caught my eye this past week. Close encounters of the Harley kind I readily admit this email below from...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that are clever, forward-thinking, or just plain awesome. Last...
Most retailers are stuck in a rut of measuring a channel’s success based on last-click attribution, even though the model ignores the many other touchpoints...
Most retailers are stuck in a rut of measuring a channel’s success based on last-click attribution, even though the model ignores the many other touchpoints customers may hit before converting. Marketers should instead steer toward an incremental revenue model that factors in the multi-channel marketing landscape. Why the last-click attribution model fails The last-click attribution model, while widely adopted and implemented by default by many website analytics tools, is the...
Most retailers are stuck in a rut of measuring a channel’s success based on last-click attribution, even though the model ignores the many other touchpoints customers may hit before converting....
Back in January of this year I penned a piece for Forbes entitled The Nine Letter Word Every Marketer Needs To Remember At All Times. The word in question is in...
Back in January of this year I penned a piece for Forbes entitled The Nine Letter Word Every Marketer Needs To Remember At All Times. The word in question is in the title of this article. Can you guess what it is? Sure you can. It's relevance. Such a simple word yet so taken for granted as it relates to marketers and their customers. In the aforementioned Forbes piece I made reference to an article on MarketingCharts.com which contained this ominous headline: Consumers...
Back in January of this year I penned a piece for Forbes entitled The Nine Letter Word Every Marketer Needs To Remember At All Times. The word in question is in the title of this article. Can you...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that are clever, forward-thinking, or just plain awesome. Welcome to the next installment of The Weekly Inbox. Steve’s on vacation this week, so I’m bringing you my picks for volume 43. Here are some emails that caught my eye this past week. FREE X 5 Everybody loves free stuff. And messaging that sticks to the “free” aspect is going to work...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that are clever, forward-thinking, or just plain awesome....
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that caught my eye for...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that caught my eye for being clever, forward thinking, creative or just plain awesome. Welcome back to the next installment of The Weekly Inbox. Here’s some emails that caught my eye this past week. Masterpiece theater The email below from Verizon Wireless caught my eye for sure as I loved the image and the way the word 'POWERHOUSE" is...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that caught my eye for being clever, forward...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that caught my eye for being clever, forward thinking, creative or just plain awesome. Welcome back to the next installment of The Weekly Inbox. Here’s some emails that caught my eye this past week. Sweet on me My thoughts exactly when I read the email below from Virgin America with the subject line: "Find your sweet spot this summer with...
Let’s start with the obvious questions. Why bother email testing? Won’t testing cost so much more in money, time and resources to perform? “Email testing almost...
Let’s start with the obvious questions. Why bother email testing? Won’t testing cost so much more in money, time and resources to perform? “Email testing almost always gives a good return for the amount of effort required,” said Howie Konopko, Senior Strategic Consultant at Oracle Responsys. “The amount of effort required is often very small compared to the value from the learnings gained.” Then, the inevitable follow-up question: How do I even execute a test? Here are 5...
Let’s start with the obvious questions. Why bother email testing? Won’t testing cost so much more in money, time and resources to perform? “Email testing almost always gives a good return for...
The Weekly Inbox is a collection of email marketing messages from across the retail, travel/hospitality and financial services industries that caught my eye for being clever, forward thinking, creative or just plain awesome. Welcome back to the next installment of The Weekly Inbox. Normally The Weekly Inbox is published every Friday however, tomorrow of course is the official holiday AKA the Fourth of July and as such we will be home celebrating the holiday with our family...
