Effective email marketing can seem like a never-ending challenge—especially for B2B marketers. How do you balance promoting your product, telling a compelling story, and connecting with your audience? In a recent episode of Email Never Sleeps, we sat down with Kate Arney-Cimino, a content marketer with a sales background, to discuss the nuances of B2B email marketing. Here are some key takeaways. Know Your Audience One of the most critical pieces of advice from Kate is understanding your audience. As someone with a background in sales, Kate has a unique perspective on what makes a prospect tick. "I think that's what made it very successful—knowing exactly who we were talking to," Kate explains. Whether [...]

Email marketers are always on the lookout for tactics that grab attention. One of the most noticeable—and arguably controversial—strategies is using ALL CAPS in emails. In episode 19 of Email Never Sleeps, R.J. Talyor joins Andrew Kordek to explore this polarizing topic: ALL CAPS. Is it an effective way to emphasize your message, or does it come across as yelling in the digital world? Why Use ALL CAPS in Email? Over the years, the advice has been clear—avoid ALL CAPS in emails, primarily in subject lines. It was seen as too aggressive and even detrimental to deliverability. But trends shift. R.J. points out that the use of ALL CAPS in subject lines has doubled [...]

In this episode of "Email Never Sleeps," we dive deep into Customer Data Platforms (CDPs) with Roy Wollen, President of Hanza Marketing Services, a seasoned expert in customer data management. This discussion couldn't be timelier as more brands consider integrating CDPs into their marketing technology stacks to enhance customer experiences and drive data-driven decisions. Understanding Customer Data Platforms Firstly, let's define a CDP. Unlike traditional CRM systems or data management platforms (DMPs), which primarily handle existing customer data and advertising data, CDPs offer a more holistic view of customer data across multiple touchpoints. They allow marketers to create a unified customer profile that various systems can access in real-time. Roy explains that the real [...]

Email marketing mastery is often likened to catching a mythical unicorn. It's elusive, highly sought after, and, as some might argue, impossible to fully achieve. In the latest episode of "Email Never Sleeps," I enjoyed discussing this fascinating analogy with Evan Blittner, a seasoned marketer with a rich background spanning multiple industries, including telecom, finance, and consumer packaged goods. What Makes Email Marketing a Unicorn? The Complexity of Email Marketing Email marketing is not just about sending emails. It involves understanding and orchestrating the customer journey from start to finish—acquiring permissions, engaging effectively, retaining interest, and re-engaging those who have drifted away. Like a unicorn, the perfect execution of these elements in harmony is [...]

The debate continues regarding integrating social media icons in email footers—should they stay, or should they go? In the latest episode of "Email Never Sleeps," host Andrew Kordek and guest Jay Oram from Action Rocket dive deep into social media icons' effectiveness and strategic use in email marketing. Evaluating the Necessity of Social Media Icons Jay, with a robust background in digital marketing and email development, shares a perspective that challenges the status quo. The traditional practice of automatically including social media icons in every email might not be as beneficial as many marketers assume. Instead, Jay advocates for a more thoughtful approach, questioning whether these icons add value or occupy space. Strategic Placement [...]

In email marketing, the term "best practices" often surfaces as a guiding beacon for marketers aiming to optimize their campaigns. But could these so-called best practices stifle innovation and creativity in our strategies? Let’s delve deeper into this topic, drawing from insights shared in a recent Email Never Sleeps podcast with Kath Pay, a seasoned expert in the field. The Trap of Conventional Wisdom "Best practices lead to mediocrity." This bold statement highlights a significant concern in the realm of email marketing. While best practices provide a safety net of proven methods, they also risk boxing us into a corner, preventing exploration and experimentation that could lead to breakthroughs in engaging with our audience. [...]

In email marketing, unlocking the secrets to success and navigating through common failures often hinges on attention to detail—both in the meticulous execution of each campaign and the overarching strategy that guides them. In the latest episode of “Email Never Sleeps,” hosted by Andrew Kordek, industry veteran Tali Hasanov shared her seasoned insights, drawing extensively from her extensive experience in digital marketing and email strategy. Setting the Stage for Success Define Clear Objectives The first step toward successful email marketing is setting clear, actionable goals. Tali emphasizes the importance of defining what success looks like for each campaign. Is it driving sales, increasing engagement, or growing your subscriber list? Each objective demands a different [...]

In the bustling world of business communication, standing out is more crucial than ever. We're inundated with a barrage of emails daily, where many miss the mark, resonating as uninspired or overly formulaic. However, transforming a mundane business email into a compelling, engaging message isn't just a luxury—it's necessary for those looking to capture attention and foster meaningful connections. In a recent episode of "Email Never Sleeps," hosted by Andrew Kordek, digital content manager Kaitlin Harvey shared her insights on elevating business emails using creativity. Here’s a distillation of their conversation, offering actionable tips to bring creativity to the forefront of your email strategy. Embrace Weirdness The first step towards revitalizing your emails is [...]

In the latest episode of Email Never Sleeps, host Andrew Kordek sits down with email development expert Anne Tomlin to discuss the nuances of email coding and design. Anne, the founder of Emails Y'all, brings over a decade of experience and shares insights crucial for anyone looking to perfect their email marketing campaigns. The Importance of Mastery in Email Development Email development isn't just about putting content into a template; it's about creating an experience that captures and keeps the audience's attention from when the email is opened. Anne emphasizes that an email's visual and functional aspects must be flawless, considering factors like image rendering and compatibility with both light and dark modes. This [...]

In this episode of Email Never Sleeps, Andrew Kordek engages with Jakub Olexa, the founder and CEO of Mailkit and Omniv, to discuss the evolving landscape of email marketing. The conversation covers the strategic use of dedicated IPs and the shifting relevance of traditional email metrics like open rates. Rethinking Dedicated IPs Jakub Olexa provides a compelling overview of the email marketing scene, mainly using dedicated IPs. While common in the US due to the availability of large IP blocks and high-volume sending practices, the European scenario is markedly different. European companies often deal with lower volumes, making the management of dedicated IPs more challenging and less common. Jakub explains that focusing on quality [...]

In this episode of Email Never Sleeps, we dive deep into Lessons Learned in ESP Migration and the complexities of Email Service Provider (ESP) migration, guided by the seasoned insights of Anna Levitin, a marketing and email operations leader based in Tel Aviv. With a rich background in cultural anthropology, Anna brings a unique perspective to understanding user behavior and navigating the intricate process of ESP migration. Understanding ESP Migration Anna's journey in the digital marketing landscape has been transformative, transitioning from traditional media to the dynamic world of digital marketing. Over the years, she has faced the challenge of ESP migration not once, but twice, both at her current company and previously. These [...]