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 »