What is email marketing and why we care: A marketer’s guide
Email marketing remains one of the most effective digital channels today. Here are some best practices to help your brand stay ahead of the email marketing game.
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Ryan Phelan's latest articles
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Marketers: What should you focus on in 2022?
Opportunities and lessons from the last two years can create an effective marketing plan for 2022.
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Email deserves your respect
Email is hardly the newest marketing channel around, but it shouldn't be treated like a commodity. Respect its power.
Email M&A is seeing a surge
Is it 2013 all over again? And what are the implications for email marketers?
iOS 15 is out, but marketers can shake off the loss of email open rates
This is not a channel-ending event for email. Clicks and associated behavior on the website are better indicators of intent.
Email marketers don’t have time for shiny new things
How to diagnose if you're wasting your time chasing the bright-and-shiny.
New job? Here are the skills you need to succeed today
How to prepare for and successfully execute a new leadership role.
Losing open tracking will not kill email
Especially if Apple's move prompts marketers to focus on more relevant metrics, and the message itself,
Let’s go shopping — for more and better data
Work through these steps to ensure you have the data volume you need without sacrificing accuracy.
It’s time to return to “normal” messaging
But bring the lessons learned over the last year with you.
How you handle email replies matters for great customer experiences
If your "reply-to" handling is automated, you might be missing an opportunity
How a podcast can add value to your marketing
If you're betting big on webinars or podcasts, make sure you can add value first
Rethinking your strategic planning for 2021
How to change your approach to strategic planning in this fast-moving business environment.
Trying to market during this uncertain holiday season? Stay focused on the job in front of you
What we’ve been going through is going to change the face of digital marketing – and you’re helping to shape our history. Stay strong.
Here’s how email marketers can stay sane amid this holiday season’s uncertainty
Here are three ways you can navigate the uncertainty and focus on what you need to do to survive hurricanes, elections, COVID, working from home and everything else going on right now.
Predictions for holiday 2020 V400.0? Be ready for anything
Consumer inboxes will likely see a tidal wave of email during the holiday season so let's dive into a few ways to get noticed.
Business stress is no excuse to spam
Look at your email practices and make sure you are not stepping over ethical boundaries by assuming permission that has not been given.
Rethinking progressive profiling to find out what’s happening with your customers now
Your data might not support you, but asking your customers questions to put them at the forefront of decision-making might get you through this crisis.
Agile marketing in the era of COVID-19, BLM and recession
Companies must define who they are, what they stand for, what the company's brand equity is and how it will leverage that in the current economy.
Marketing’s new challenge: Moving to the next normal
You must find ways to tailor each channel's messaging that’s appropriate for your company, your market and your customers as your operations begin to reopen.
A new KPI for marketers: Humanity
Right now, we must track the news and respond with differentiated messaging to measure the temperature of geographic regions and market to each with thoughtfulness.
Authenticity is now more important than ever during the coronavirus
Review all your email communications through the lens of people who are stuck at home and use it to empower your empathy and inform your marketing.
Your abandoned-cart email program is valuable to your bottom line, don’t neglect it
To optimize your abandoned-cart program, the voice and tone needs to be consistent with your brand voice across every other touchpoint.
Is your marketing department the ‘useful idiot’ of your business?
In politics, the useful idiot is someone who can be misled into supporting a dubious cause that goes against his own best interest. In marketing, the outside actor here is ignorance and it's time to change that.
Your ability to adapt and learn is essential to your success in 2020
The amount of data is growing at a phenomenal rate but we are not adopting that data to guide decision-making at the same rate. We need to change this in the coming year.
Email marketers: Keep growing, but also take the time to teach others
Email marketing has a high burnout rate so to advance our industry, we must take more responsibility to educate our successors.
Moving holiday email campaigns over the finish line
It’s time to dig deep, gear up and find inspiration to survive the holiday season slog.
Getting the big picture for the future of email
The experimental and audience elements in the Periodic Table of Email open insights into audience preferences and new opportunities to draw closer to customers.
Here’s how to build on your email success
How you manage your wins is just as important as managing failure if you want your email program to keep growing.
In a summer lull with your email marketing?
Now is the time to check your program metrics and get your holiday planning on track.
Don’t be too quick to dismiss established best practices for email
Our shared experience and knowledge will lead to better informed best practices because collaboration is the real way to advance our industry.
I got mansplained and it changed my marketing
We need to think seriously about imagery, messaging and team roles in how we communicate with customers, coworkers and vendors. Here are three ways to start that process.
How connected are you to your brand’s customer service?
Invest in your customer base in the same way you want them to invest in your company. These three steps can get you started.
Marketing is more than KPIs, it’s service
We must better serve customers by delivering value rather than blast people and hope there's a segment of people who want what we're blasting.
Get your email marketing program back on track by reviewing the basics
Even seasoned marketers need to review the foundational elements of email marketing - acquisition and compliance, onboarding, promotions and transactional emails as well as unsubscribes.
Brand equity: Does your email build it up or tear it down?
Here are three questions to ask yourself before you send your next campaign.
Here’s how marketers get motivated for the new year
Analyze your numbers, goals, strategies and tactics because it's important to document why you succeeded or failed in order to find improvements in 2019.