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 »

How to Visually Document Your Email Program

  For the modern complex email program, documentation is essential. Not only is it useful for onboarding new team members and sharing historical knowledge within your group, it’s necessary for conveying why certain campaign decisions were made and why the strategy was executed the way it was – especially to clients. Buy-in is essential and documentation is a critical component of such. Yet, documentation is… Read more »

A Newbie’s Perspective on Email Marketing

  Jumping into the world of email marketing is daunting. Email terms, best practices, emerging technology, and platforms can be overwhelming. Luckily, I had BrightWave and a whole bunch of email nerds to teach me the ways of email marketing (not to mention the stellar sessions at EiQ).   Here are some of the things I have learned in my first month of email marketing:… Read more »

Gmail Strikes Again – What the Latest Updates Mean for Marketers

Gmail has long lead the pack as it relates to innovation in the inbox, much to the chagrin of marketers. Gmail is an inbox for the consumer, not the marketer, but more often than not, the updates represent minimal change to the way we execute our programs. Over the years Google has given us priority inbox, tabs, Inbox, and grid view – all updates aimed… Read more »

Apply Design Thinking to Email Strategy For Better Experiences

  Design Thinking is an important component of software development with immediate application to the building of marketing communication messages – especially email campaigns. Any effort to move people through a set of distinct experiences (software, marketing, etc.) can benefit, which is why Design Thinking is finding application beyond the limited world of software development. At its core, Design Thinking seeks to meet two critical… Read more »

8 Highlights of 2018 EiQ: The intelligent email gathering

  400 attendees. 43 speakers. 9 sessions. 2 new awards. And a whole lot of #emailgeeks love. What an incredible 2018 EiQ! When we first set out to disrupt the email industry through a new conference, my expectations were a bit modest. But after two years of bringing together over 700 people to focus on innovation and performance, the sky is the limit. Here’s what… Read more »

EiQ Host Spotlight: Simms Jenkins and Titania Jordan

BrightWave CEO Simms Jenkins and CPO of Bark.us/Atlanta entrepreneur Titania Jordan will reprise their roles as EiQ co-hosts tomorrow at the 2018 conference. In addition to the many hats they wear for EiQ, Simms has been an email industry leader since founding BrightWave back in 2003 and Titania currently serves as the host of the NBC affiliate WXIA television show Atlanta Tech Edge. Even with… Read more »

EiQ Speaker Spotlight: Mary Abrahamson of Ferguson

  Mary Abrahamson is one of those rare souls who has always specialized in email marketing. As such, we knew we had to have her on stage at EiQ 2018. She’ll be presenting with Paige Farrow from Char-Broil, BrightWave’s own Andrea Short and several other email experts during our much anticipated “What NOT to Do If You Want to Make It Big in Email” session…. Read more »

EiQ Speaker Spotlight: Robert Consoli of Adobe

  From ineffective segmentation to poor QA processes, the email journey is filled with potholes and pitfalls. That’s why we’re dedicating a whole EiQ session to combat this, “You’re Doing it Wrong: Experts Share 10 Things NOT to do if You Want to Make it Big in Email.” During this session, established email pros from BrightWave, Adobe, Char-Broil and Ferguson will help you blaze the… Read more »

EiQ Speaker Spotlight: Andrew Buchholz of SmartBrief

  Andrew Buchholz is the product marketing director at SmartBrief, a digital publishing company providing over 6 million professionals with super-relevant, industry-specific news and research. We’d be hard-pressed to find someone better suited than Andrew to take on the topic of email newsletters. Lucky for us, that’s just what he’ll be discussing with us at EiQ 2018. During his EiQ presentation, “Reinventing Newsletters the Right… Read more »

EiQ Speaker Spotlight: Lindsay Brothers of Indeed

  We’re simply tickled pink at the wide world of possibilities when it comes to data-powered marketing. So tickled, in fact, that we’ve dedicated one of our early EiQ 2018 sessions to the topic, “Unicorn or Octopus: Getting Your Arms Around Customer Data.” Lindsay Brothers, Product Manager at Indeed, is a master of data-driven email programs. Her team takes on the impressive task of delivering… Read more »