Email First Impression is So Important – Don’t blow it!
You don’t get a second chance to make the first impression a good impression. That’s why it’s so important for your email programs to start the customer relationship out on the right track. A welcome email series helps to begin building that relationship. When considering how to put together the strategy for a welcome series, think about short and useful information that will actually benefit the customer. There will be judgments based on that first email. Do you have a niche product? Or maybe your company has a great story to tell? Sometimes it’s difficult to communicate that story in a single welcome email. In that case, a welcome series can help. A welcome series is [...]
Defining—and Engaging—the Unengaged Subscriber
How are you treating the unengaged subscribers on your email list? These inactive subscribers are still on your list so potentially have value. But they obviously aren’t responding to your email marketing the way you’d like. What can you do? First off, let’s define an unengaged subscriber, otherwise known as email non-responders. What is an email non-responder? In short, it a recipient who is not opening your email, or someone who is not clicking any of the links inside the email. Couple that with the factor of time. Over what period of time are they not opening or clicking? For some brands, 12-18 months is the appropriate window of time to measure this. To me, to [...]
Realize the Value of Relevance to Get More Email Opens
Think of the last time you didn't read your email for a day or so. When you did check, your inbox was probably filled with both opt-in messages as well as some junk email. Let's focus on those emails you opted in to receive, the ones from brands you had explicitly given permission to send you content. From the email marketer's perspective, when trying to get more email opens, there are multiple things you need to consider. The First & Second Things in Your Email Box Affects Email Opens: When you look at your inbox, the first thing you see is who sent the email message and next is the email subject line. Based on those two [...]
Industry veteran Skip O’Neill joins iPost as Vice President of Sales
O’Neill has extensive experience in the email service provider (ESP) space and will make a significant impact on iPost’s already impressive traction. SAN MATEO, CA (PRWEB) JULY 22, 2019 Industry veteran Skip O’Neill has joined iPost as Vice President of Sales. Skip has extensive experience in the email service provider (ESP) space and will make a significant impact on iPost’s already impressive traction. “I am pleased to announce that Skip O’Neill has joined us as VP of Sales,” says Cameron Kane, CEO of iPost. “He has a long history of success in our industry. I expect his contribution to iPost will be significant. Not only does he come to us with a great history of success, he is humble, [...]
The Importance of the Welcome Email
As an email marketer, you need to pay close attention when sending a welcome email. Remember, the welcome series is the first email content your email subscribers will have with your business. Making sure that interaction is relevant and meaningful is critical to the lifetime value of that subscriber. Pro Tip: To make sure your welcome email is effective, ask yourself: Does the first email come right away? Does it say thank you for subscribing? Does it use the subscriber’s first name? Does it look nice? Does it render properly across browsers and/or mobile devices? Do you believe the message builds trust? Does it make your new subscriber feel good about your organization and validate their [...]
Switching ESP Doesn’t Have to Hurt with a Guide by Your Side
As many of you know, a couple of years ago I was in Nepal with my daughter to trek to Mt. Everest Base Camp (EBC). Along the way, there were many trekkers who were going it alone without the help of a guide or Sherpa. But the Sherpas are there for a reason. They know which routes to avoid and which ones offer the easiest path. Our Sherpa, Nima, was making his 85th trek to EBC so we felt very confident that whatever obstacle we found ourselves faced with, he would help us to successfully navigate it. When it comes to making the transition from one email service provider (ESP) to another, you should ensure that [...]
What Makes a SOC 2 Audit Successful?
What happens after you receive your SOC 2 audit report? You’ve just used many resources – maybe even some that you were strapped to allocate – to go through a gap analysis, remediate the findings, and then begin the Type I and/or Type 2 audit. It’s a massive project that you should be proud to finish…but what now? What makes a SOC 2 audit successful? How do you make the most out of your compliance for service organizations? Let’s look at four ways to prove that your SOC 2 audit was successful using one of our client’s SOC 2 audit journeys as an example. iPost’s SOC 2 Compliance Journey iPost is a flexible and dynamic marketing [...]
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Expert Level Email Marketing Execution [Like You’re in a Spy Novel]
Spending a few weeks on vacation and reading my fill of spy novels makes me reflect on my years in the online business. Spy novels and movies feature cool gadgets that work exactly when you need them, with the ability to adapt to any situation. Sounds like a perfect metaphor for online advertising/marketing. After poring through eight of Vince Flynn’s books in two weeks, I found a few themes that I think are really important for effective email marketing campaigns and online advertising in general. Every aspect of a successful spy operation has three key traits. There is an amazing amount of intelligence informing every decision. The speed at which decisions are made is near real-time. [...]
Big Data: New Analytics or New Decisioning
There is a lot of talk about big data technology these days: Data Management...How do you possibly store, manage and derive intelligence from the flood of transient data and sources, online, offline, and market-level data? Analyzing volumes of data and types of data can be daunting for those not proclaimed as high-level data scientists. Big data is a new way of exposing flaws in how marketers make campaign, program, brand, market, and financial decisions. We are a product of our own success. The industry has masked scale problems and hidden behind terms like “attribution” or “optimization.” The challenge is, we have the same amount of resources we had last year, and while data science technology has [...]
Managing Data: Making sense of features that help
iPost wrote a Whitepaper “Email Marketing Maturity Model: From Bait Shop to Revolutionary” recently striving to help marketers think about the relative stages of maturity for an email marketer. One of the most important considerations when looking at your maturity is how you look at creating actionable segments and ultimately how you operate within those data sets. Below are a few not so often talked about segmentation types that can help your email marketing program: Active Segments include: Master and Control Segments: Creating a master record is critical for understanding the underlying growth and churn tactics, yet it's critical that when creating these master accounts, you create a series of control segments within your core audience [...]
From Automation to Journeys — 5 Key Tips
Most every digital marketing professional has basic automated email journeys in place, usually a welcome series. But the time has come for these email marketing automation programs to grow in maturity, to evolve from email automation to well-thought-out email journeys. Why? One reason: customer experience. Customer experience is the new competitive advantage We’re entering a new age, one in which customer experience will be the key competitive differentiator for those who send emails. And brands have some work to do to master the customer experience because they are falling short. According to an article at Forbes.com, almost all companies (89%) say they are competing based on customer experience. But are they really when 80% think they [...]
Black Friday and Cyber Monday Post-Promotion Email Marketing
For months now, you’ve been hearing all the hype leading up to the big shopping spree that now envelops the Thanksgiving weekend, like a fog rolling in off the bay to surround the buildings of San Francisco. And you might think your work here is through because your Black Friday and Cyber Monday emails were done and sent out in a timely fashion, generating some serious revenue as a result. But just as the feasting of Thanksgiving can stay with you as leftovers that need to be cleverly concocted into new meals, so too should your Black Friday and Cyber Mondays have some follow-up. You can build on and even sustain that holiday weekend momentum with [...]
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