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All posts by: Mary Byrne

  • Profile:  Mary Byrne, SVP Americas, leads the ividence sales and marketing team in the U.S. ividence is a stand-alone acquisition email ad exchange that uses behavioral targeting to improve campaign performance for advertisers and maximize revenue for publishers. Mary has nearly 15 years of experience in the technology sector, with special emphasis on advertising technology and email deliverability. Previously, she led the sales, marketing, and client services efforts at DoubleClick, Microsoft and Level 3 Communications.
  • Website:  http://www.ividence.com
  • Twitter:   http://www.twitter.com/marybyrne
  • LinkedIn:   http://www.linkedin.com/pub/mary-byrne/0/90/b7a

All contributions by Mary Byrne



How to Deal with Inactive Subscribers: Suppress, Send, or . . . by Mary Byrne @marybyrne

How to Deal with Inactive Subscribers: Suppress, Send, or . . . Solving the riddle of inactive subscribers seems to be mission critical for the email marketers we talk to or hear from every day. Return Path weighed in on how suppression of inactives improves email deliverability, and Dela Quist explained how these best practices may cost email marketers significant revenue . Every conference we attend... [Read more]


Why Acquisition Email Marketing Should be Part of Your Q2 Marketing Plan by Mary Byrne @marybyrne

Why Acquisition Email Marketing Should be Part of Your Q2 Marketing Plan Marketing budgets are limited, and it can be hard to make the case for any new spending. At ividence, we talk a lot about how to do acquisition email marketing right, but if you’re on the fence about whether to try acquisition email (or trying to make the case for it within your organization), these are just a few of the... [Read more]


What Acquisition Email Can Learn from Retention: Be Bold! by Mary Byrne @marybyrne

What Acquisition Email Can Learn from Retention: Be Bold! George Bilbrey of Return Path wrote a thought-provoking piece for MediaPost on how marketing objectives interact with deliverability objectives. The article takes on the question of whether deliverability tactics are at odds with marketing best practices. The response, to paraphrase, was that improved deliverability increases revenue, reduces... [Read more]