5 Keys to a Happy & Healthy Email Relationship

Getting your subscribers committed to a long and meaningful relationship is no easy feat. Studies show that subscribers are most engaged in the first 48 hours after opt-in and, as such, Welcome emails average an open rate 4x that of non-transactional mailings. Beyond that, subscribers who receive a Welcome series show more long-term engagement with a brand – 33% more on average. Capitalizing on this… Read more »

Predictive Intelligence: Mad Data Science in the Inbox

Imagine a world in which we can harness behavioral data—everything from what size you click on when online shopping to what types of blog posts you compulsively click—to serve up a different, completely personalized email for each and every customer. Reality: This can happen today, for your email program, though few are putting this slick data science to work. We got a full download on… Read more »

Email Marketing in 2020: Plenty of Waves of Disruption

Email will continue to sit in the middle of the marketing cloud and be the hub of the consumer digital experience—it’s just going to look different and evolve. While emerging messaging channels will come and go and occupy dominant niche channels (think SnapChat and YikYak), email will be the old battle axe that won’t go away. As long as permission is the centerpiece of the… Read more »

New Case Study: How to Win at Holiday Gift Guides

  Sporting goods brand Mizuno tasked BrightWave with creating holiday emails to drive revenue and engagement across its major divisions last year. The creative, highly engaging concept that we came up with was a bit of a game-changer, turning heads both internally and externally. The idea was simple: We identified expert staff members, then allowed them to handpick items for the guide and give a… Read more »

The Inbox Audit: The Art of the Oops Email

It’s the email marketer’s biggest fear: a campaign with an error that *gasp* gets deployed! While we try to minimize risk through extensive QA, multiple tests and rounds of approval, we’re all human. And there’s no UN-send button. These days, though, many marketers are taking advantage of this painful situation and making lemonade with their lemons. Enter the “Oops” email. While nobody likes having to… Read more »

How to Create a Completely Interactive Email Using Advanced Coding

Every year we put lots of love into our holiday card at BrightWave—creating a greeting that shows off our email chops and also just puts a smile on the faces of clients and email friends alike. Not sure if you checked out this year’s work of kitsch-y genius, but we’ll just say it was no exception. For the email, we went to the next level… Read more »

2016 Resolutions for Every Email Program

With so many complex and seemingly unattainable buzz words floating around the email industry right now—Big Data Personas, Multi-Channel Integration, The Internet of Things—approaching goal setting for the new year can be a daunting task. Fear not: There are many simple but impactful resolutions you can make to take your email program to the next level. And we landed on a fail-proof formula to help… Read more »

The Inbox Audit: Pottery Barn Capitalizes on Click Behavior

    Welcome to Episode 1 of the Inbox Audit, a column that does a quick but deep dive into a particular send that has captured our attention. Since we look at a metric ton of email each week at BrightWave, we hope these snapshots are truly inbox standouts. Here’s one from Pottery Barn:   Sender: Pottery Barn Subject Line: Just In – 100s of… Read more »