How to Use Personalization Without Being a Creep

The following blog post was written by Movable Ink.   Customer data is the key to relevant marketing, and intelligent content is making personalization more accessible than it’s ever been. And while customers generally love to see content that’s tailored to them, there can be a huge disconnect is that content isn’t executed correctly. People don’t always realize that their taps, clicks, and cookies are creating a… Read more »

BrightWave Sheds Some Light on the ESP Selection Process

  Over 28% of brands are at least a little dissatisfied (sometimes a lot dissatisfied) with their email service provider (ESP). That’s not a great number. But when you consider the complexity of the ESP selection process, it’s also not too surprising. There are literally hundreds of email service providers. As a result of this massive ESP ecosystem, finding the right fit for your brand’s… Read more »

Why Email Marketers Should Care WAY More About Google Analytics

  BrightWave is a technology agnostic agency that works with virtually all of the major marketing clouds and email platforms, including Salesforce Marketing Cloud to enhance customer relationships. Our experience has given us a unique insight into how the Google Analytics 360 integration enhances the Salesforce Marketing Cloud offering as detailed below.   Last fall, Salesforce and Google announced a partnership integrating Google Analytics 360–… Read more »

Machine Learning: A Marketing Strategist’s Perspective

  Buzzword warning: Artificial Intelligence and Machine Learning. Your ears pricked up a little, didn’t they? And no wonder. What makes machine learning so appealing is the idea that a computer can help make the optimization decisions that a small or overwhelmed marketing team cannot. Better results and increased ROI with reasonably less effort? Yes, please. Every digital marketer knows they want it (need it!)… Read more »

Marketer + Machine Podcast with President Raj Choudhury

  Emarsys recently launched their “Marketer + Machine” podcast series, which focuses on how to become a better marketer by leveraging technology. We were excited when BrightWave President Raj Choudhury was asked to kickoff the series as its first guest. Raj’s session— which you can find below— explores how technology and the delivery of marketing communications has largely become a commodity. All too many marketers start… Read more »

Troubleshooting the Churn

  Is there a total subscriber number you have been chasing, but has been elusive? Could your email program have a churn problem? Yes, I said the dreaded word, ‘Churn’. More specifically, is it a ‘whole email program’ churn problem or is it a ‘specific customer segment’ churn problem? Every brand has customer segments. Some are easily identified while others can be more difficult to… Read more »

“What I Want Marketers to Know” Interview with Simms Jenkins

  Emarsys offers valuable marketing insights from industry leaders in their “What I Want Marketers to Know” series, including CEO Simms Jenkins. From the biggest challenge marketers face to how technology is revolutionizing their roles, read the full interview to find out what advice Jenkins has for the digital marketing community.

[Infographic] Char-Broil ESP Migration

When BrightWave client Char-Broil needed to find an email service provider (ESP) just as innovative as their cooking products, they turned to their email agency of record. In turn, we partnered with Emarsys to consolidate Char-Broil’s multiple existing data sources and continue collecting and organizing future customer data. To get the highlights on the collaboration, take a look at the infographic Emarsys created below. To… Read more »

Inbox Audit: What’s In a Name?

From time to time, we like to dig into our own inboxes to get a fresh perspective on what’s happening in our industry in real-time. Pushing aside the buzzwords and hype allows us to see what the real marketers behind real brands are sending. This week, we didn’t have to open a single email to spot one trend – the value of the from name…. Read more »

Why Every Marketer Should Passionately Embrace Reporting

  If you aren’t doing some level of reporting on your email program, you are doing it wrong. Whether it’s a raw data data export or highly complex aggregated report, what is often missing is the real meaning of the numbers. During a session at our annual conference this year, EiQ: The intelligent email gathering, one panelist put it perfectly when she said, “A number… Read more »

Edge of the Inbox: Incremental Innovation

As strategists, we often find ourselves walking the line between innovation and reality. “Good strategy is grounded in realistic execution,” is a quote my teammates have heard me say one thousand times and I stand by its validity. Shiny new things are often at odds with the cold hard truth of a rigid budget, SOW or small team with limited resource availability or time constraints,… Read more »

Edge of the Inbox: Creative Approaches to Progressive Profiling

  In our continued series on Edge of the Inbox and inbox innovation, we look at progressive profiling which is a concept that is typically associated with a form-based lead collection activity, using site interaction points to help collect data. This methodology can also be readily supported by email strategy and campaigns aimed at explicit or implicit info gathering. By leveraging engaging and non-traditional campaign… Read more »