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discussion How Does Tab Placement Affect Email Engagement?

Our permissioned email data panel, which includes coverage at Gmail and GSuite, allows us to peek into performance there to get through the myths with actual performance data. The first thing we should look at is typical engagement performance by tab. [...] [more]
onlyinfluencers.com    Trend, Deliverability

discussion Case Study: What is an Email Address Worth and How to Increase Its Value by 176%

The ability to measure engagement using open rates click rates make email the most measurable digital channel, yet most marketers struggle to prove the value of email an email address to their organization. As a result, email is the most consistently [...] [more]
onlyinfluencers.com    Marketing

tactics Upping your Email Game with BIMI

Every year for just a couple of days, I listen to some of the best minds in email share their experiences, guidance, and grievances over the email industry at the Email Innovations Summit in Las Vegas. Topics range from selecting your next email [...] [more]
onlyinfluencers.com    From

discussion Time To Expand the Role of Email Marketing

Is it time to rethink the role of email marketing? Beyond a few developments such as optimizing for mobile, the role of email marketers has changed surprisingly little in the last 20 years. Oh sure the tools have gotten better and more sophisticated, but what email marketers and teams do really hasn’t evolved much. So it had me thinking, is it time for email marketing to think bigger, to expand its scope and purview? To expand the thinking or perhaps repositioning of email marketing? [...] [more]
onlyinfluencers.com    Marketing, Multichannel

discussion The 10 Best Emails of 2018 [GFX]

There are no prizes other than bragging rights. The categories have been the same since we first started and reflect our thoughts on which types of emails are most strategic in nature and, when done right, can have the biggest impact on a marketer’s business. And now, with no further ado, we bring you 2018’s selection of emails. [...] [more]
onlyinfluencers.com    Gallery

tactics The Challenges of Attribution in Email Marketing

Attribution is a problem as old as email, and it’s a huge topic – much too big to fully address in a simple blog article. And, sadly, I don’t have all the answers. In fact, I’m not sure that anyone does. But it is a topic that deserves much more attention. The more aware we are of it as a problem that holds us email marketers back from delivering the valuable emails that our consumers want, the more likely we will work individually and collectively toward an answer. [...] [more]
onlyinfluencers.com    Webanalytics

discussion Forget Batch & Blast, it’s Fire & Forget Damaging Your Campaign Performance - Here’s Why

“It is not worth-while to try to keep history from repeating itself, for man's character will always make the preventing of the repetitions impossible” – Mark Twain Back in 2013 Alchemy Worx published a thought piece on the impact of send volume, [...] [more]
onlyinfluencers.com    Frequency, Study

discussion Kath Pay: To resend or not to resend? The data says yes!

One of the recent topics on the Only Influencers email discussion group is whether to resend marketing emails to non-openers. ( To read this or any OI past discussion, consider becoming a member of Only Influencers. If you are a brand, you might even [...] [more]
onlyinfluencers.com    Marketing, Segmentation

discussion Vendors, you just suck at Demos and Web Meetings!

Sometimes the best way to share ideas is through dark humor, I expect this will hit a nerve with different people in different ways. Some might say, “OMG- YES”, some may say “WTH? - what are you talking about”, yet the reality is with all the vendor choices and aggressive sales teams and fierce competition you can often get a degradation in quality of presentations, demo’s and meetings in general. Having just been involved in a few RFP processes, I find myself getting more and more agitated at how [...] [more]
onlyinfluencers.com    ESP

discussion ESP Marketing Stacks - Dead, Dying or Vibrant?

One of the interesting developments in Martech has been the emergence of the ESP-centric marketing stack. Companies start off as email service providers then – because they have PII – start to say things like “wouldn’t it be great if we got customers to put ALL of their touchpoint efforts under one roof…let’s start gobbling up companies!” Companies then spend a lot of effort developing PowerPoints and videos that show a multi-touch, multi-channel customer marketing effort with customers so happy that [...] [more]
onlyinfluencers.com    ESP

tactics How to Write an Effective Marketing Automation RFP

To respond or not to respond is always the question. Some marketing automation platforms have taken the position that they will not respond to RFPs during the sales process because it is not the best use of their time. However, I believe that RFPs can be highly informative and useful during the procurement process as long as they are written with intention. As RFP season begins to wrap up, I took stock in the different RFPs that crossed my desk. I reviewed countless RFPs this quarter, some good, some [...] [more]
onlyinfluencers.com    ESP

 tactics Getting Email Marketing Credit Where Due: Attribution Ideas for Every Business

A few months back, I wrote about using data to determine the timing, content, and impact of your email marketing campaigns (See: 6 Steps to Putting Data to Work in Email). In the last few months, the element I find myself discussing most with colleagues and clients is the latter: What data can we use to attribute the impact of our hard working email marketing campaigns? When it comes to challenges in attribution, I’ve heard it all: [...] [more]
onlyinfluencers.com    Intelligence, Marketing, Multichannel

discussion When it comes to subject lines does length matter?

Length Does Matter – and longer is (almost) always better. While it is true that this is a complicated question with no simple answers what we see in the data leads us to the conclusion that longer tends to be better than shorter if you take meaning into account and there IS a causal relationship between SL length and performance. The only way to come to the conclusion that length has no impact on SL’s is to approach it like a machine or someone looking at a language using an alphabet they had never [...] [more]
onlyinfluencers.com    Subjectline, Study

discussion Exclusive First Look: Unboxing eDataSource's Delivery Index

Today we are excited to give you an Only Influencers EXCLUSIVE: the first look at eDataSource’s Delivery Index tool which is launching this week. Delivery Index is similar to products such as Return Path’s excellent Sender Score tool, which has been an industry standard for many years. I sat down this week with eDataSource CEO, G.B. Heidarsson who gave me a pre-launch walkthrough of the product. [...] [more]
onlyinfluencers.com    Tool, Deliverability

strategy 5 Ecommerce Customer Segments to Automate & Engage

Your customer data is a goldmine of information just waiting to be discovered. You know that emails which reflect a customer's data are more relevant and likely to be acted on, but too many marketers stop at basics like name, gender or location. Deeper data-mining can unlock insights about your buyers that help solve business problems like these: [...] [more]
onlyinfluencers.com    Automation, Segmentation
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