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Got a few minutes? Do a 5-point email audit
How effective is your email program? Let's walk through a five-point email audit to help you understand what's working and what needs to change. How’s your new year going so far? I hope you came back to work after a break with renewed vigor and optimism. Now is the...
Is your marketing department the ‘useful idiot’ of your business?
In politics, the useful idiot is someone who can be misled into supporting a dubious cause that goes against his own best interest. In marketing, the outside actor here is ignorance and it's time to change that. As an email strategist and fractional CMO, I’m always...
5 steps to building a winning tech project proposal
Being successful with martech is about more than technology. Here's how to propose a convincing tech development plan and build consensus for approval. Hey, senior directors of email marketing and people who own email — this column’s for you! And not just for you. It...
Get your email marketing program back on track by reviewing the basics
Even seasoned marketers need to review the foundational elements of email marketing - acquisition and compliance, onboarding, promotions and transactional emails as well as unsubscribes. I spent some quality time recently with both clients and email marketers over the...
Time to Pass the Torch
There are two types of entrepreneurs: Those who can launch a business and take it into the stratosphere (Jeff Bezos, for example), and those who can launch a business but take it only so far.
Here’s how marketers get motivated for the new year
Analyze your numbers, goals, strategies and tactics because it's important to document why you succeeded or failed in order to find improvements in the new year. Welcome back! The holiday crush is over. You’re at your desk, the year is less than a month old, and I...
Marketers: Where will you be a year from now?
Three aspects of your career in marketing to think about and maybe change in the New Year. I know how you feel right now. It’s the end of 2021 — at last! If you work in retail, you probably want to be anywhere but here and are reading this while you’re on a lunch...
Email marketers: Keep growing, but also take the time to teach others
Email marketing has a high burnout rate so to advance our industry, we must take more responsibility to educate our successors. It has been a heck of a year for email marketers – not just professionally but for the industry at large. I’ve worked with an amazing...
Email deserves your respect
Email is hardly the newest marketing channel around, but it shouldn't be treated like a commodity. Respect its power. A friend recently asked for advice about dealing with a client and how it was managing its email program. After hearing my friend out, I said, “Your...
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