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Articles by Scott Heimes
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Scott Heimes Analysis Four Trends That Will Inform Email Marketing For SMBs In 2018 "Hyper-personalization, a common theme in 2017 will likely go into overdrive in 2018" with email and content marketing at the center, writes SendGrid CMO Scott Heimes. Thank You! Something went wrong!
SMS Marketing Tips for Retailers in the New Digital World
COVID-19 has forced us into a new mobile and contactless world, with a recent report finding that 56 percent of respondents use their mobile devices more than before the pandemic, and 38 percent of respondents are getting more news and alerts via text. Additionally, 96 percent of consumers say phone calls can be disruptive, and have over 100 unread emails in their inbox — which is pressuring marketers to find new ways to encourage shoppers to buy additional products or switch brands.
How To Create Customized And Contextual Email Campaigns
The email segment of one: otherwise known as hyper-personalization (or an email marketer’s holy grail). You reach it when you know so much about a recipient–what motivates them, what schedules they keep, why/when they spend–that every single communication you send is custom tailored to a particular individual. Although aspirational, marketing–and especially email marketing–has been evolving towards the segment of one for many years.
Using marketing automation to create successful email programs in 2017
Marketing automation technology is designed to automate portions of the marketing process and provide data that helps marketers and brands determine who to target across multiple outreach methods. But it’s not just a tool; marketers use automation technology to strategize and implement business decisions. When using marketing automation platforms to maximize email efforts, marketers need to choose the correct tool with the proper features and use the data produced to its greatest potential.
email marketing Archives -
email marketing Analysis How Plus-Size Fashion Retailer Eloquii Uses Its ‘Digital Black Book’ To Personalize Store Visits The Eloquii "Curated Campaigns" are designed to delight customers with "a visually curated, personalized experience" that encourages the customer to come in-store and shop, says Snap+Style's Anna Jensen.
10 Things To Know About Online-To-Offline Marketing This Week |
While more people prefer to host or attend Super Bowl parties at home, local businesses in Minneapolis, Philadelphia, and the Greater Boston area are all set to win this Sunday, Foursquare stats suggest. In the ‘age of assistance,’ consumers are turning to their mobile devices for help more often — via both text and voice.
How The Super Bowl Impacts Host City Business From Food To Financial Services |
In our third look at the gravitational marketing force that is the Super Bowl, data from Digital Knowledge Management company Yext shows just how local business in the big game’s host city is impacted by the intense focus of media and fans from across the country. Super Bowl organizers estimate 1 million people will flock to the Twin Cities for the game and the 10 days leading up to it, reports Minneapolis’ local CBS TV station, WCCO.
Four Trends That Will Inform Email Marketing For SMBs In 2018
By Scott Heimes Feb 1, 2018 7:00AM It’s still early in the new year, which, for marketers, means two things: it’s time to assess what did and didn’t work and it’s time to start planning ahead. To help your team (or you) in this endeavor, here are a few notable trends that either came to fruition in 2017 or are likely set to bloom in 2018. They are by no means all-encompassing, but they are significant and are items every marketer needs to be aware of heading into the new year.
Four Trends That Will Inform Email Marketing For SMBs In 2018
It’s still early in the new year, which, for marketers, means two things: it’s time to assess what did and didn’t work and it’s time to start planning ahead. To help your team (or you) in this endeavor, here are a few notable trends that either came to fruition in 2017 or are likely set to bloom in 2018. They are by no means all-encompassing, but they are significant and are items every marketer needs to be aware of heading into the new year.
5 email marketing trends to watch in 2018
The new year is here, which means many brands are looking for new ways to spice up their marketing strategy. That means considering changes to everyone’s favorite channel, email. Email was still brands’ preferred medium to communicate with customers in 2017 and will continue to be so well into the future. Still, 2018 may hold some surprises for the 40-year-old communications standard that marketers should be aware of.
5 email marketing trends to watch in 2018
The new year is here, which means many brands are looking for new ways to spice up their marketing strategy. That means considering changes to everyone’s favorite channel, email. Email was still brands’ preferred medium to communicate with customers in 2017 and will continue to be so well into the future. Still, 2018 may hold some surprises for the 40-year-old communications standard that marketers should be aware of.
For Retail Chains, 2017 Saw More Store Openings Than Closures |
Despite plenty of headlines to the contrary, 2017 saw more retail store openings than closures for brick-and-mortar chains — and overall retail spending is projected to grow three percent by 2021, according to Zebra Technologies’ 2017 Retail Transformation Study. The store openings statistic is specific to retailers in North America and Europe who have more than 50 stores.
Here’s what you need to know for email marketing success in 2018
The holiday season is just winding down, and email marketers are looking for every opportunity they can draw on to make their New Year’s offers stand out. While we can’t guarantee opens, we can offer readers a few data-driven tips and tricks that just might increase your chances of success in the inbox. Here are four emailing tips your organization can deploy now and put to use in 2018: Subject lines are one of the most difficult things to get right.
How to Get Your Email Marketing Program Basics Up and Running in Six Easy Steps
Every business has to start marketing somewhere, and that often means turning to email. There are plenty of signposts to guide your organization on its email marketing journey, but there are a few standards that every organization ought to look for in particular, especially when they're just starting out. This article will guide you through the ins and outs of what to prepare for in your email marketing campaign. 1.
How to take advantage of innovation and strengthen fundamentals -- our top 10 email marketing columns of 2017
Just because email is a digital marketing stalwart doesn’t mean it’s standing still. In fact, email in 2017 is finding its place as a foundational part of the growing martech ecosystem. And it’s gaining in utility and complexity through software innovations from players like Apple, with its iOS upgrades, and Google, with its changes to Gmail and Google Wallet.
Embedding images in email? Consider these 3 techniques
Images have proven to be one of the most compelling and information-dense media available to marketers today. A good image can communicate emotion, transmit knowledge and get that critical engagement leading to a purchase. Every marketer needs to consider including images across their media, and email is no different. There is, however, a big caveat for images in email: They can be notoriously difficult to work with.
Holiday Email Marketing Campaigns: Ensure Delivery & Opens
Halloween is in the rear-view mirror, and Thanksgiving is just ahead. It's official: The holiday season, for brands both online and off, is off and running. It's a high-risk, high-reward period, and standing out from the competition may be the difference between financial success and failure for the year. For many organizations, that means getting a lot of messages out to a lot of recipients—fast and often. However, doing so—especially over email, risks overwhelming and annoying potential customers.
3 tips to consider before resending that email
There are some email marketing activities that, although largely ineffective, are often mistaken as good practice. Buying email lists is one. Sending at an aggressive pace is another. But one email marketing practice in particular is still used because on occasion, it returns immediate results at the cost of long-term subscriber relationships. That practice is resending email to subscribers who haven’t opened previous messages.
The ABCs of improving email deliverability
When it comes to email marketing, there is a critical question email senders concern themselves with: Did the recipient actually read the email? Fortunately, there are a variety of ways to determine whether or not a recipient has received and read an email, but what about when neither happens? Typically, when a recipient doesn’t read an email, one of two things has usually taken place: The reader is not interested in the material sent, or the email never reached him or her in the first place.
An email marketer's top-level guide to DMARC, your best anti-phishing tool
In the world of email marketing, there are two types of professionals: those who concern themselves with what makes up a good email and those who concern themselves with what makes an email. Both are important and deserve study by anyone who considers themselves to be an expert email marketer. One of the many things every email marketer ought to know are the major players in email protocols — the underpinning technologies making emails possible today.
An email marketer's top-level guide to DMARC, your best anti-phishing tool
In the world of email marketing, there are two types of professionals: those who concern themselves with what makes up a good email and those who concern themselves with what makes an email. Both are important and deserve study by anyone who considers themselves to be an expert email marketer. One of the many things every email marketer ought to know are the major players in email protocols — the underpinning technologies making emails possible today.
An email marketer's top-level guide to DMARC, your best anti-phishing tool
In the world of email marketing, there are two types of professionals: those who concern themselves with what makes up a good email and those who concern themselves with what makes an email. Both are important and deserve study by anyone who considers themselves to be an expert email marketer. One of the many things every email marketer ought to know are the major players in email protocols — the underpinning technologies making emails possible today.
Upgrade your email blasts with four simple tactics
Email blasts are a time-honored tradition in email marketing where a business sends one email to thousands of people simultaneously, often unsolicited. It’s an effective means of getting attention, but it’s not the type of attention brands should want. Like a man on a soapbox screaming into a megaphone, the email blasts annoy rather than inform and cause their recipients to avoid rather than engage. There is a much better way to send updates to recipients.
Custom, dynamic email is giving marketers and readers what they want: hyper-personalized messages
For years, email marketing has been circling around an ideal center without ever reaching it. That center has become known as “hyper-personalization.” Yes, the sought-after email “segment of one,” the email marketer’s Holy Grail — the perfect email campaign. Call it what you will, but hyper-personalization is now the gravitational center of email marketing, and we’re traveling toward it, fast. Still, we have a long way to go before we as marketers reach the segment of one.
Using email to curate one-to-one relationships with customers
Many marketers understand the challenges of connecting with customers, yet some still prioritize promotions and advertising campaigns over what customers actually want and what the brands they serve strive for: one-to-one conversations and enduring relationships with consumers. Brands are increasingly relying on technologies that enable one-to-one conversations with customers, yet still struggle to personalize their communications to foster strong and enduring customer relationships.
Using email to curate one-to-one relationships with customers
Many marketers understand the challenges of connecting with customers, yet some still prioritize promotions and advertising campaigns over what customers actually want and what the brands they serve strive for: one-to-one conversations and enduring relationships with consumers. Brands are increasingly relying on technologies that enable one-to-one conversations with customers, yet still struggle to personalize their communications to foster strong and enduring customer relationships.
How to grow your email marketing list without resorting to shortcuts
Increasing the number of contacts in an email list is a near-universal goal for email marketers. However, many marketers make the mistake of buying lists as a shortcut to the end goal of reaching their quota or in the hopes of increasing their reach and engagement. It may seem like more email addresses will result in more leads, but purchasing lists has the opposite effect. Purchasing an email list actually damages brand reputation and decreases the chance of engaging with the right customers.
Personalization in a post-brick-and-mortar world
Competition from e-commerce sites is hurting physical storefronts. Up until now, retail stores have kept customers coming back by creating unique experiences and providing personalized services. Despite this, traditional brick-and-mortar stores are declining across the US. Even New York City’s acclaimed Fifth Avenue is experiencing a decline in retail storefront occupancy rates.
6 tips to get subscribers to open marketing emails
While there are several email metrics you should track, a vital way to gauge the health of your email program is to monitor your email open rates. If your emails are being met with radio silence, it’s safe to say recipients aren’t taking any next steps. With recipients’ inboxes becoming increasingly inundated with marketing emails, this should come as no surprise.
5 tips for sending an email blast without getting blacklisted
Email blasts can be effective, but only when executed properly. When email blasts are mishandled, brands risk being blacklisted by Internet Service Providers (ISPs) like Google or Yahoo; recipients either mark the messages as spam or the messages don’t meet the ISPs’ authentication requirements, among other factors. I’ve written before about the dreaded blacklist and how to decrease your risk of getting blacklisted from the inbox.
6 Tips for Unleashing the Power of Email Deliverability
In today’s digital landscape, it’s almost impossible to name a major retailer without an online presence. With US e-commerce sales growing 15.7 percent YoY in Q3 2016, this comes as no surprise. According to a recent survey from Retail TouchPoints, email is the main mode of customer communication for retailers, thus a necessary investment for business growth.
Using marketing automation to create successful email programs in 2017
Marketing automation technology is designed to automate portions of the marketing process and provide data that helps marketers and brands determine who to target across multiple outreach methods. But it’s not just a tool; marketers use automation technology to strategize and implement business decisions. When using marketing automation platforms to maximize email efforts, marketers need to choose the correct tool with the proper features and use the data produced to its greatest potential.
Revamping your email marketing program for the new year
For an email program to be successful, marketers need to analyze and revamp sending strategies, tools and message content at least once a year to ensure recipients are engaged and enjoying the content their brands are sending them. The coming of a new year is a time for resolutions and fresh starts, so it’s a perfect time to reevaluate and revamp email marketing programs.
Getting the most out of your holiday emails
It can be difficult to cut through all of the email noise during the holidays, but there are certain tips all email marketers should follow to get the most out of their campaigns and to provide their subscribers with the messages they’re most interested in receiving. Practicing good email hygiene and customizing messaging based on your subscribers’ past purchase and engagement behavior are key components for all email campaigns.
Mastering the email ecosystem for effective marketing
Understanding the email ecosystem can be complicated, but it’s an essential element of executing a successful email program. It’s crucial to think of the entire program life cycle and consider all of its moving parts as equals. Email delivery is a moving target, and each aspect of the campaign deserves the same attention to ensure maximum deliverability and ROI. This begins with understanding the ins and outs of the ecosystem.
How to find the email personalization sweet spot
Personalizing messages through targeted email marketing creates value in customer communications, but sometimes brands can get too personal. Finding the right balance when sending personalized messages to recipients can be tricky. But understanding purchase behavior, knowing when to withhold information and looking beyond opens and clicks will help marketers find that sweet spot. Not all marketers use all of the data available at their disposal to their benefit, especially purchase behavior.
Email marketing in the age of social media
Social media has firmly cemented its place as a vital marketing tool and has evolved to be much more than just a platform for posting photos and sharing life updates. At the same time, email marketing has grown more important to marketers and has the highest return on investment of any channel. Both email marketing and social media have their strengths and benefits, and marketers need to focus on how to make the two work together rather than prioritizing one over the other. Email vs.
Email marketing in the age of social media
Social media has firmly cemented its place as a vital marketing tool and has evolved to be much more than just a platform for posting photos and sharing life updates. At the same time, email marketing has grown more important to marketers and has the highest return on investment of any channel. Both email marketing and social media have their strengths and benefits, and marketers need to focus on how to make the two work together rather than prioritizing one over the other.
How to make your email marketing engaging to millennials
Millennials spend about six hours a day checking email, according to Adobe. Marketers have the opportunity to capitalize on the amount of time millennials spend reading their emails and maximize their email marketing efforts. But how? To make an impact among millennials, marketers need to break the mold, focus their attention and put the recipients in control of the content they receive.
3 Ways to Drive Growth through Email | MarTech Advisor
Email plays a crucial role in driving growth and the bottom line. Scott Heimes, Chief Marketing Officer at SendGrid highlights that email marketers must use consistent design with powerful call to actions (CTA), appeal to a global audience and ensure the mail that matters is delivered to drive growth Email is the foundation for a successful customer communication strategy and plays a crucial role in driving growth and the bottom line.
5 ways to send the most relevant emails to your recipients
Every email marketer’s goal is to deliver engaging messages to the people who are actually interested in receiving them. And while that’s easier said than done, it’s an achievable objective that you can reach by understanding the type of mail your recipients want — and keeping your messaging relevant to those insights. Marketers need to be committed to delivering relevant, wanted email; otherwise, their engagement rates are at risk of dropping and their unsubscribes increasing.
How to reduce the risk of getting email blacklisted
Email marketers inevitably risk ending up on blacklists during email campaigns. But there are ways to reduce your chances and avoid the dreaded blacklist to ensure your mail reaches the inbox. To start, it’s important to understand how blacklists work. Most blacklists use a so-called “spam trap,” email addresses that are used to identify where the spam mail is coming from, usually an IP address or a domain. If that IP address or domain does not check out, it is blacklisted.
Gaining real estate in the inbox when campaigning in the 2016 election
Email is one of the best ways for candidates to raise funds throughout the 2016 election cycle. However, inboxes are more crowded than ever, and email providers are making it even harder for relevant emails to rise above the clutter. As a political sender, it’s crucial to have successful email campaigns to help support your candidate of choice and create meaningful relationships with voters. Below are some words of advice for candidates using email for their presidential campaigns.
Email deliverability issues? Here are the 5 questions you should be asking
Email marketing is the most important vehicle for reaching new and existing customers throughout the year. Businesses can utilize email marketing campaigns as a way to showcase new products, introduce new promotions and re-engage customers who haven’t shopped in a while. But with more than 20 percent of legitimate marketing email never reaching the recipient’s inbox, businesses need to follow some key steps to ensure their email marketing campaigns are successful.
Everything you need to know for successful email A/B testing
A/B testing is a familiar tactic to most marketers, and for good reason. Testing every aspect of your email, from the subject line to the body copy to the visuals, will go a long way toward helping you get the best fit for your subscribers. These days, using data to make business decisions is not simply a useful asset — rather, it is essential if you want to keep up with competitors. Email marketing is no different.
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