Case Study: Creating an Informative, Easy-to-Read B2B Newsletter

Rheem recently came to BrightWave with a question – How do we easily provide our trade customers with valuable information such as product news, promotions and monthly highlights so that they feel enabled to pass this on to their customers? As the world’s-only producer of heating, cooling, water heating, pool/spa heating and commercial refrigeration products, Rheem has a lot of information to share. The trick… Read more »

Fact-Checking 2016 Email Predictions: The Results Are In!

There were several lofty predictions for email in 2016! We reviewed five of our favorites and determined where 2016 lived up to the hype and where it fell short. Prediction #1: Gmail won’t start supporting media queries. Made by Chad White at Litmus The email world rejoiced in September when Google announced that Gmail now supports embedded styles and media queries.  This change enabled responsive… Read more »

2016 Year in Review: BrightWave Catches More Wind, Demonstrates Significant Momentum

It’s been an action packed, exciting and genuinely fantastic year on all fronts. In fact, 2016 once again will take the cake as the best year ever for BrightWave when it comes to all performance metrics. Not bad for a company approaching its 14th anniversary. Let’s get to the highlight reel. Named the Leading Independent Email Marketing Agency – the Best of the Best – by… Read more »

Email vs. Social on Black Friday & Cyber Monday: Which Drove More Sales?

Gone are the days of carefully planning your Black Friday shopping schedule, fighting crowds and figuring out just how to get that 65” 4K TV into your car. Black Friday 2016 e-commerce revenue reached $3.34 billion, and that doesn’t even include Thanksgiving Day sales! So how was that $3.34 billion generated? It’s no surprise that Search (Black Friday: 38.5%; Cyber Monday: 35.5%) and Direct (Black… Read more »

Prediction for Email in 2017: A More Measured Approach

If 2016 was the big year of “what if,” 2017 looks to be the year of “what works?” The 2016 Forrester Wave report stated that 70% of brands will increase investment in email strategy to operationalize efforts towards customer obsession,” but there are bound to be missteps. Those brands that flew too close to the sun with complex, budget-busting programs will seek a more methodical… Read more »

Six Hard-Hitting Questions About the Future of Email

It’s almost time to start thinking up new campaigns and strategies for 2017. As we (frighteningly quickly) draw near the end of this year, we think there’s no better time than now to ask ourselves some hard questions about email–where’s it’s going, what it should do and how it should do it. We came up with six hard-hitting marketing questions and tossed them over to… Read more »

[Webinar] Millennials + Email: How to Engage Email Natives

Email marketing isn’t going anywhere. We’ve known that for years (despite claims to the contrary)–and we’ve got the research to back it up. In our recently released white paper, original BrightWave research found that email is the number one channel that Millennials prefer brands to get in touch. (Don’t have time to dig into the white paper? Check out our infographic.) For this webinar, originally delivered… Read more »

Stop Blasting, Allow Your Audience to Opt Down

Even with brands they like or do business with, the number one reason that Millennials unsubscribe is because they receive emails too often. Nearly half of the nice, young folk we surveyed earlier this year told us that this is the reason they opt out of a program–and there’s a good chance this audience makes up the bulk of your list. If not now, soon…. Read more »

Ignore Your Share Metrics, Be Personal Instead

Millennials just love social media, right? Aren’t they the generation for whom if you don’t share it, it didn’t happen? Well, our recent research most definitely debunked the myth that social is always important for Millennials–particularly in our fine channel of choice. A meager 8.7% of Millennials say that relevant, engaging content would make them want to share an email.   Despite their deep love of… Read more »

Building an Effective Email Welcome Series

In the age of “clicks and bricks,” the digital experience for customers needs to be as polished as their experience would be in store. Imagine that the welcome email is the first time your customer walks into your store. What do you want them to see? What do you want them to feel? These are elements that must be considered when crafting an effective welcome… Read more »

What the Heck is IP Warming? (& Why You Really Should Care)

Okay! You’ve spent the last three weeks ideating, creating mock-ups and identifying the perfect audience segmentation. You’ve built the email creative…and tested to ensure that the best email ever devised looks pristine from Lotus Notes 2 through the Gmail app. You send the email and wait 24 hours to look at the reporting metrics… A 0.2% open rate? WHY?? There are several reasons why this… Read more »

Segmentation: Have a 1:1 Relationship Without Losing Your Mind

As a cost-effective channel, email has long been the uncelebrated workhorse of many marketing programs. Sales took a dive? Send an email. Running a special promotion on toasters? Send an email. Need to push more web traffic? That’s right—you send an email. It is true that email delivers astonishingly high ROI (up to $38 according to a 2015 VentureBeat study), but the appetite for and… Read more »

Email Testing and Optimization Cheat Sheet

One reason that email is an enduring, powerful channel for marketers: the ability to prove itself with numbers. If you aren’t using the phrase, “Let’s test into it!” on a daily basis, you’re doing it wrong. Testing can be daunting when terms like “statistical significance,” “holdout group” and “hypothesis” are thrown around, but it is truly one of the most powerful tools for optimizing your… Read more »

Using Point Solutions to Up Your Email Game

  We fancy ourselves experts in the big marketing clouds (Adobe, IBM, Oracle and Salesforce, to name a few), building and deploying beautiful, functional emails, and uploading and segmenting complex data—all the while providing insights on ISP and recipient actions for those emails. However, sometimes we need a little help that the cloud can’t provide. This help might be in the form of advanced features,… Read more »

2016 Email Deliverability Trends We Can’t Ignore

  Newsflash, email marketers: ESP tightening and new Canada anti-SPAM regulations are taking effect soon that a savvy email marketer will not want to ignore. With Google and Microsoft both updating their DMARC, or email authentication, policies on July 1, 2016 deliverability rates could take a hit for those who aren’t in compliance. (Hint: if you don’t know what that is, take a peek at this… Read more »

3 Inbox Blunders to Avoid at All Costs

  It’s enough to make an email marketer cringe. An unchecked subject line with a blatant spelling error. An ESP mishap that results in pushing send—to thousands of the wrong audience. This is the dark side of the inbox. The good news: all of these blunders, and countless others, are avoidable. The first step is knowing the mistake and why it’s important to be cautious…. Read more »

8 Big Ideas from Marketing Conference Season

As BrightWavers, we love to geek out over the most innovative ideas in the marketing industry. This year our teams came out in numbers for the mammoth industry conferences: IBM Amplify, Salesforce Connections and Oracle’s Modern Marketing Experience. After rocking out to Stevie Wonder and fraternizing with Fabio, we got to work. We were schooled on the importance of effective consumer communication and the powerful… Read more »