FTC Seems Satisfied with Self Regulation…For Now

In last week's eec/DMA webinar, Peder Magee, Esq., FTC Privacy and Theft attorney for the Bureau of Consumer Protection joined DMA's VP of Government Affairs, Jerry Cerasale, and a panel of email privacy experts to discuss the latest thinking at the agency. For now, that stance seems to suggest that...
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ESPs: Implementing The Render Rate

The email marketing industry has never had a consensus around metrics, something that contributes to its reputation as an immature marketing channel. When I heard about the Measurement and Accuracy Roundtable at the eec I was excited to join the metrics conversation and help contribute to solidifying some table-stakes metrics....
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Make it Pop!: Freshen Up Your Photography

It's spring! Everything around us is green and fresh…why not our email photography treatments? This week, we took a look at how brands have been discovering new ways to treat imagery in email, ranging from simple to strange. Spicing up silos. Products silos are so effective that they're fairly prevalent,...
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Rebound From Bounces to Protect Your Reputation

There's plenty of information on the Internet about how to manage bounces, but not much about why it's so important to do so. And if you don't know the why, will you follow the how? Although email marketing has countless moving parts to it, one part is key: Deliverability. This...
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Make It Pop!: From the Inbox to the Store: Using Email to Bring People into Retail Locations

For too long, too many marketers have underestimated the value of email's impact on offline retail. Some believe that email marketing boosts only online sales, when in actuality cross-channel messaging carries high value across brand sales, reinforcing relationships with customers and, when optimally leveraged, alerting them to brick-and-mortar sales and...
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The Value of the Render Rate

Following the eec announcement of the Render Rate, some have asked why? Who cares? And what makes the Render Rate better than the other proposed metric—Action Rate—or vice versa? As outlined in the previous post, How Opens Are Tracked and Reported, there are a large number of scenarios where an...
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When It Comes to Metrics, It’s All About You

As the first quarter of the year recently ended, I would like to take this opportunity to discuss a question that I keep getting asked by current and prospective clients: "What is the industry average for delivery rates?" As much as I've talked about this with clients and in public...
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Build Yourself An Award Winning Welcome Program

Last month I was delighted to learn that one of my clients, Sony, won the gold award at the MarketingSherpa Email Summit in Miami for best automated series. The winning campaign was a serialized message stream developed to welcome, educate, and engage individuals who had just joined the Sony Rewards...
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