The Hidden Costs of Bad Email Segmentation

  How targeted are the emails your business sends out to customers and prospects? Have you implemented any kind of segmenting, to ensure your marketing messages are appropriate and relevant to each different kind of customer? Maybe you haven’t gone down the path of segmentation yet due to the cost...
Read More

Canada’s Anti-Spam Law, CASL, is now a done deal

On Thursday November 28th 2013, the Treasury Board of Canada President (and champion of CASL) Tony Clement approved Industry Canada regulations in their final form. Today, December 4, 2013, the Minister of Industry the Right Honourable James Moore announced CASL will come into force on July 1, 2014. That’s right folks, six (6)...
Read More

Holiday Gift Cards – What You Need to Know

The holiday season is in full swing and with the holidays comes gift cards.  If you're marketing gift cards this year either as an added value or as a primary gift, make sure to brush up on how to properly market gift cards.   Gift cards have given marketers trouble...
Read More

Four Steps to Follow with Comparative Advertising

Businesses have an inherent tendency to want to  compare its products or services with those of its competitors in order to showcase ways in which its products or services have superiority. In comparative advertising, businesses should follow four simple rules in order to avoid any issues with deception of consumers.  ...
Read More

Does "Free" Really Mean Free?

When "free" doesn't really mean free marketers have been charged with falsifying claims and deceptively misleading consumers.  Marketers in the email space as well as other marketing channels have a challenge when it comes to enticing consumers and ensuring the claims made will not be misleading.   Consumers have struck...
Read More

Do Not Track: A Disclosure Bill or Something More?

California has the latest development for the Do Not Track efforts.  The Amendment to CA's Online Privacy Protection Act (AB 370) aims to push forward measures that would purportedly give consumers more privacy online. The bill begs the question of whether it will simply act as a disclosure or provide...
Read More

Battle of Privacy v. Relevancy

Consumers on one hand want relevant messages and offers yet have a concern about privacy. Currently Google faces a lawsuit dealing with this issue.  The lawsuit alleges Google reads and mines the content of private emails in violation of California's privacy laws and federal wiretapping laws for advertising purposes. In re Google...
Read More

Forget First Names–You Need Data You Can Use!

  A few years ago, personalization was the holy grail for email marketers. If you could use a customer’s or subscriber’s first name in a subject line or an email, you were heads above your competition and getting more attention in the inbox. As with all things email, however, we’ve...
Read More

Email is Alive and Well!

As we pass the halfway point of 2013, it is clear to see that the email channel is still robust and effective. In early 2009, I read an article titled "9 Reasons Email is Dead." I recall thinking, boy this stinks! If email is dead (or dying) what am I...
Read More

Calling All Retailers!

We’re excited to announce that the Email Experience Council is launching a new initiative focused specifically on email marketing in the retail industry. Starting this month, we’re kicking off our Retail Marketing Special Interest Group, and we’re looking for a few good Retail Email Marketers to join in this initiative!...
Read More

Understanding Canada's Anti-Spam Legislation (CASL)

The email marketing landscape is always changing as marketers find new and savvy ways to boost engagement, increase conversions, and maximize their efforts. But, beyond the discussion of open rates, click-throughs, subject lines, A/B testing and deliverability is the issue of compliance. In an overall sense, there are two rulebooks...
Read More