Email Marketing Lessons from Ichabod Crane


Retail marketers are approaching one of their busiest times of year — the holiday shopping season — and it’s easy for them to get caught up in the stress of this planning period and lose their heads, much like the Headless Horseman in “The Legend of Sleepy Hollow”.

One of the most vital elements of successful email marketing is having comprehensive contact lists, and the most strategic way to build them is through investing in effective opt-in strategies. By doing so, marketers can ensure that email recipients actually desire their content, which in turn increases engagement and decreases list attrition.

However, cultivating opt-ins can be a daunting process, but just as Ichabod Crane fled from the horseman’s grasp, so can email marketers watch out for certain pitfalls and dead ends to avoid. This Halloween season, keep these lessons from Ichabod Crane in mind in order to increase opt-ins and grow your contact lists ahead of Black Friday:

Read the lessons in HuffPo here.

Four Email Marketing Stats That May Make You Alter Your Strategy


Companies who want to reach for success are always finding ways to improve their email marketing strategy. However, if you don’t read up with the statistics, it’s hard to be sure you’re going about it correctly. Every day, the world around email marketing is constantly changing, and it’s important for companies to pay attention.

1. Gender plays a role in the way emails are read

2. CTR are through the roof…if you do your emails correct

3. And, let’s not forget about mobile devices

4. Marketing automation is the best way to stay on top of your email marketing

Read the full article on B2C here.

Email Marketing Ideas for Cannabis Companies


Aaron Apple writes for

Setting up and using an email marketing platform for your company is a simple and inexpensive process that, if done correctly, can generate long-term repeat customers. Since the recipients of your emails have opted in to receive them, email marketing speaks directly to a loyal audience that wants to hear from you. This holds true for any industry, but in the cannabis industry specifically it is important to build loyal customers now before the market in your area gets even more competitive.

Creating or compiling content that is enticing to your subscribers is the most important part of the equation, otherwise you may lose them via the unsubscribe button. Serving your subscribers good content on a regular basis will keep your company in their mind while making purchasing decisions. Established companies usually have marketing budgets and, in many cases, will hire an agency to manage their various marketing channels including email. This guide, however, assumes you will be building your email strategy & managing your campaigns in-house.

What should your email newsletter contain?
Put yourself in the shoes of your average customer: what would entice you to read an email newsletter each week from a dispensary, grower, medical clinic, or B2B service provider? Good original content will help you build your brand, and will increase the odds that people will remember you when making purchasing decisions. If that means you need to hire a copywriter on an ongoing basis, then invest in a good one to help you get your point across most effectively.

Read the full article with the tips and ideas here.

Can Vivaldi’s email client win the browser war?


Developing a web browser apparently isn’t all work and no play, at least not if you’re working on Jon von Tetzchner‘s Vivaldi browser project.

There, both serious, important functionality and more playful, less essential stuff are worked on simultaneously. Both types of technology can find their way into the released product, according to the project’s founder and former Opera CEO von Tetzchner.

Falling into the ‘serious and important’ category are an email client and functionality for synchronizing things such as setup, bookmarks, and notes between several instances of the browser. Both these areas of development are top of the company’s to-do list but, as advanced features, they consume time and resources.

“There are always further developments going on here, and we clearly have an ambition of having a product that doesn’t stand still. We’ll release new and fun stuff every time, but sometimes there are features that require a lot of work,” von Tetzchner tells ZDNet.

“We’re working on a couple of larger projects like the email client and sync, which are hard. We’ll launch them when they’re ready.”

That has been his line ever since he started up the new web browser company in late 2013. Whenever asked when functionality is coming, von Tetzchner always replies, “when it’s ready.”

He is under no pressure from quarterly finance reports and impatient shareholders, and he seems to be very happy with that.

“We really wanted to provide an email client from day one, but it wasn’t ready. You can’t release anything until you feel reasonably safe, and we’ve had some problems. It’s hard to create innovative software,” he says.

Read the full story on ZDNet here.

Photo: Wikipedia Commons.

Consumer Acceptance of Marketing Emails is on the Rise


Consumers continue to embrace email as a channel for keeping in touch with their favorite brands. In fact, more than 98 percent of consumers, ages 18-64, check the email address where they receive marketing emails at least one to three times per day, 28 percent say they check email between four and 10 times a day and a third (32.9 percent) indicate they are checking email actively throughout the day.

The findings, from Mapp Digital’s fifth annual Consumer Views of Email Marketing Whitepaper, provides marketers with deep insights into consumers’ perspectives on email marketing, how they interact with brands across multiple channels and insightful trends based on the company’s findings over the last five years.

The whitepaper also revealed that the percentage of 18-34-year-olds using a separate email address for marketing messages decreased from 40 to 30 percent since 2015, indicating that these consumers may be growing more accepting of email correspondence. The same group showed a slightly lower rate of subscribing to seven or more brands’ emails than older age groups (38 percent compared to 44 percent of respondents overall) signifying they might be more focused on engaging with a smaller subset of brands.

“Email marketing is still very relevant to brands, specifically for the hard-to-reach 18-34-year-old audience,” said Mike Biwer, CEO, Mapp Digital. “The survey results suggest that this group of consumers are engaging with fewer brands on a more intimate level. Millennials and Gen Y are strong audiences for email marketers, but now more than ever, the email marketing experience needs to cater to what they want and how they want it.”

In fact, though checking email on laptops and PCs is nearly universal, 91 percent of those surveyed, ages 18-24, and 83 percent of 25-34-year-olds, say they check email on smartphones. Overall, 72 percent of respondents indicated they checked their emails on smartphones suggesting it is important for marketers to optimize messaging for both desktop and mobile devices.

“Most marketers are optimizing for mobile in some way, but there still hasn’t been a widespread embrace of responsive templates,” said Sean Shoffstall, Americas general manager and vice president of Marketing, Mapp Digital. “The survey highlights the mobile-first mindset of Millennials, but also indicates the general population is not far behind.”

Other noteworthy findings from the 2016 Consumer Views of Email Marketing survey include:

  • While Millennials are accepting emails, 8.5 percent prefer social media and 4.5 percent prefer text messages as marketing channels.
  • Nearly half (48 percent) of Millennials indicated that love for a brand influences them to join an email list.
  • Consumers have less tolerance for email messages that don’t display correctly as they age. Nearly two-thirds (64 percent) of respondents age 55-64 will delete the email versus 38 percent of 18-24-year-olds.
  • Nearly half (44 percent) of respondents said they were likely to share information from brand emails via social media, up from 19 percent in 2015.

/via Mapp Digital

Ten ways to boost your email marketing

For 10 years, email has remained at the top of the ROI charts in the annual Email Marketing Industry Census published by Econsultancy.

Interestingly, though, email marketing budgets have hardly shifted in that time, remaining around 15% of overall spend.

So, though it seems like email is working well, companies are not increasing investment in the channel.

One potential reason for this is that email is a legacy technology and many marketers have become comfortable with how it fits into their organisations.

To others, though, email marketing is still evolving and there are a number of new best practices which can help even the most jaded email marketer.

To find out more about these, Econsultancy spoke to a number of marketers about email at our recent Digital Cream Sydney and asked for ways to ‘freshen-up’ a stale email marketing programme.

Read the ten tips provided by client-side marketers on the day here.

Email — Still the Alpha Channel


Kristin Naragon writes for Adobe:

Nearly half of us can’t even use the bathroom without checking email. This is just one of the surprising — or not — findings from Adobe Campaign’s second annual consumer email survey released today. The report surveyed more than 1,000 white-collar workers in the United States to glean insights related to the good, the bad, and the awkward when it comes to personal and work email habits. In sum, Americans are addicted to email.

Compared to last year’s survey results, respondents now spend even more time checking email, despite the growing popularity of Snapchat, Slack, and other communication platforms. As a society, we are multitasking on the go and have started to accept email intrusions on our personal and work conversations. Here are some key findings from this year’s survey, along with insights on how to maximize what can only be called the “Alpha Channel” in cross-channel marketing success.


Email is still the number one most effective one-to-one communication channel for marketers, even though there is more noise in all of our inboxes, and despite growth in mobile apps, social media, and text. Savvy marketers see these statistics as evidence to support an integrated cross-channel marketing strategy that continues to rely on email as the “Alpha Channel.” Power rests in being close to the data to help determine the right email message and when to deliver it. Highly successful emails are relevant and timely, and delivering the message when people are most likely to open or engage with email is the key to driving more revenue with the email channel.

Read the full article here.