Search Results: 66
By: MarketingSherpa Growing your email list has benefits beyond the obvious increase in size. For example, new subscribers are often more active than older ones. They just signed up for your emails and want to click and open them. For this reason (and many others) you should always strive to grow your email list. Doing so will help keep your engagement numbers healthy and ensure your brand is connecting... [Read more]
By: MarketingSherpa Looking over the dozens of case studies and how-to articles we published in our Email Marketing newsletter this year, many of the most popular focused on improving more than just response. Many teams also improved efficiency. “Value” was the name of the game this year, and email marketers worked day and night to prove their programs were ROI powerhouses. Whether you’re... [Read more]
By: MarketingSherpa s a native New Englander, I’m accustomed to swings in climate conditions. However, this past month’s weather pattern offered something different. More than 16 inches of snow fell in late October, causing my children to trick or treat in their snow boots. A week later, the temperature reached the low 70s, as if Mother Nature gave homeowners one last chance to clean up their... [Read more]
By: MarketingSherpa At B2B Summit in Boston, I was having dinner with MarketingSherpa Research Analyst Jeff Rice, and I asked him, “What question did you receive most often on the LEAPS Certification Email Workshop tour?” I was expecting it would be about relevance or deliverability, list building or list segmentation. What he said really caught me off guard. … “Our biggest question is from... [Read more]
By: MarketingSherpa You have likely experimented with social sharing buttons in your emails. You know, they’re the buttons readers click to share your emails on Facebook, Twitter or another social network. And how’s that working for you? All kidding aside, many email marketers struggle to get the audience to use these buttons. As you can see in the chart below from the MarketingSherpa 2011... [Read more]
By: MarketingSherpa Whether you’re an experienced marketer or just getting started, chances are that you’ve probably heard the phrase “Content is King” more than a few times. And for good reason, engaging content plays a vital role in driving site traffic, creating buzz online and improving search engine rankings. However, I would add that people aren’t just looking for content, they’re... [Read more]
By: MarketingSherpa SUMMARY: Your audience is not a single group. There are many categories within your database, and until you identify them, you cannot send targeted content to improve results. Check out the six steps we outline to start segmenting. The tactics are pulled from interviews with four experts as well as two MarketingSherpa research charts. There’s advice on everything from convincing... [Read more]
By: MarketingSherpa Internal challenges are among the hardest to overcome when trying to improve your email marketing. You can know everything about improving results, but if your leaders are unwilling to commit the resources, or have a fundamental misunderstanding about email, then you have some convincing to do. One of the most common misunderstandings I have heard at our Email Marketing Workshops... [Read more]
By: MarketingSherpa The current global economy has been a tough place for quite some time, and this week’s events on Wall Street aren’t providing any reassurance that things will pick up any time soon. Throw in a bleak forecast from the federal government, and it’s enough to make a marketer wonder which way to turn. Jen Doyle, Senior Research Manager, MarketingSherpa, and I had a recent chat... [Read more]
By: MarketingSherpa Yahoo! Mail, Gmail, AOL and similar providers track senders’ reputations by IP address. This is partly why sending emails from dedicated IPs (instead of IPs you share with others) is the most effective tactic for improving deliverability, according to the MarketingSherpa 2011 Email Marketing Benchmark Report. Many smaller companies, though, cannot manage a dedicated IP well... [Read more]
By: MarketingSherpa Teleprospecting, email campaigns, drip marketing, lead nurturing — all of these marketing tactics have one very important element in common. Each one begins with a list, and the quality of the data in that list has a direct influence on the success of each tactic. Looking at the top of the funnel “Data is so top of the funnel, yet it is so undervalued,” says Brandon Stamschror,... [Read more]
By: MarketingSherpa Think about how many emails you sent yesterday. Now think about how many your company sent yesterday — to customers and coworkers. Probably thousands of unique emails, right? That is a mountain of content, but little of it gets used for marketing. I spoke last week with Chris Baggott, CEO and Co-Founder of Compendium (also co-founder of ExactTarget). During our discussion, Baggott... [Read more]
MarketingSherpa’s one-day social marketing training is coming to Toronto on Tuesday, April 19, 2011 MarketingSherpa’s one-day training teaches a practical methodology for marketing with the new social technologies. Proven practices, hands-on exercises, and real success stories assist you to develop your optimum social marketing road-map in one day. Sergio Balegno and Jen Doyle of MarketingSherpa... [Read more]
By: MarketingSherpa There is a staggering amount of information available on how to improve your email marketing. It can be a challenge to know which tactics will give you the best results. Some sources offer opinions, while others offer research. Check out the LEAPS methodology with five research-based fundamentals to improve your program, created by Jeffrey Rice, Research Analyst at MarketingSherpa. Email... [Read more]
By: MarketingSherpa Email deliverability is best managed proactively. You cannot respond to bounces and spam complaints if you’re not aware of them. Performance should be monitored. Problems should be fixed. Deliverability is a primary concern for a company like Zozi. The deals website offers discounts on local activities such as kayaking and wine tasting. Well over half of its transactions are... [Read more]
By: MarketingSherpa SUMMARY: Email marketing often requires you to work with several areas of your company to keep everything synchronized. When you have more than one region or line of business, the list of variables can be staggering — but not insurmountable. Check out these key tactics that a FedEx marketer used to centralize the company’s email programs. See which tactic he says is... [Read more]
As I picked the brains of one Ninja after another, these great tips for email Ninjas took form. Ninjas are eager to share what their vast experience has taught them, and NewBees can learn from their insights too. Most of the tips focus on refining the processes that are essential to ensure optimum efficacy in each campaign. Building segmentation feedback, refining data collection and use, engaging... [Read more]
By: Marketingsherpa One way to look at the Business Buying Cycle is to break it down into stages. There are lots of potential stages and we can talk about those stages later but let’s keep it simple for now and just use these five: Connect Stage: for generating demand by helping a prospect connect a business problem or goal with the possibility of a solution Validation Stage: for validating the... [Read more]
When I asked marketing Ninjas at the Sherpa Summit 2011 to share a tip for email NewBees, they had practical advice for those new to the industry. The consensus among these seasoned professionals is that it is essential to reach out and use the many human resources that are readily available to assist in your growth. Question and get to know some mentors, follow recommendations and guidelines,... [Read more]
Just letting you know that I will be heading to the Sherpa Summit in Las Vegas from Sunday to Thursday, January 23-27. Don’t forget to find me there! You can’t miss me, because I’m wearing a shirt with a huge billboard on the back. We’ll be giving away stickers that push the limits of SPAM-no-SPAM decency. Get them while they last! Remember to listen to us at 1pmEST on Tuesday, January... [Read more]
