Yes, I meant what I said in the title. And I say it with confidence, not arrogance, after 25 years of email marketing and witnessing company after company, vertical after vertical, fall somewhere along the email investment spectrum. Companies put substantial time and money in email, while others stumbled into it without making the same effort. However, I am seeing a shift in spending away from digital marketing, which has historically been the most successful option. The foundation of that solution is email marketing. This isn’t a widespread trend yet, but I’m......
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People who work in email and CRM are having a hard time with Gmail’s new spam rules. To stay below spam limits, responsible list management means that the number of subscribers will probably go down over time. It’s already hard enough that iOS 15 keeps throwing wrenches into the works. Marketers who use open rates to figure out how engaged their customers are are trying to make sense of a cloudy picture. To deal with these new situations, here are some good ways to handle your email lists, get new subscribers, and......
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As a senior marketing leader, you’re all too aware with the bottlenecks and train wrecks produced by silos and a lack of alignment among various teams and departments in the marketing ecosystem. CMOs frequently cite this as one of the most significant impediments to smooth marketing operations and attaining desired outcomes. However, the solution does not just involve improved communication or coordination among discrete teams and roles. The most effective marketing organizations (MEMOs) understand that meaningful cross-functional collaboration to bridge organizational barriers necessitates a fundamental adjustment in marketing structure and work flow.......
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According to Gartner, martech utilization fell to 33% in 2023, down from 42% in 2022 and 58% in 2020. Underutilization of martech results in unforeseen consequences. For example, it may result in future budget cuts depending on previous platform utilization. Inadequate use of martech might also impede the advancement of marketing processes. There are several reasons why martech is underutilized. As the landscape moves rapidly, CMOs and other leaders may wish to investigate new technology. Many martech users may not profit from utilizing a specific platform. Users may also not be properly......
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5 effective email list-building strategies Email marketing is a tried-and-true method of growing an audience and, eventually, a brand. It is not only inexpensive and simple to operate, but studies have shown that average conversion rates for opened emails hover around 15%, making it an extremely powerful marketing approach. To realize the benefits of email marketing, you must first build a large list. Use these five methods to begin fleshing out your list! 1. Use enticing deals to attract subscribers. Offering appealing incentives (such as special discounts, limited-time deals, or bespoke promo......
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