Why Winning Awards Fuels Email Industry Growth

Take a look at your trophy case.  Go ahead. Take a good hard look. Do you like what you see? Are you satisfied? What does it say about you? Your agency? Your work? Marketing awards are like the ROI of our industry. They are our return on a job well done – beyond compensation … beyond market share gains. It’s not about winning the actual hardware. It’s about celebrating our talent – our collective talent as an Email marketing community. Celebrating our talent isn’t just important – because we all deserve a little reward now and then.  It’s important because it attracts more Email marketing talent to our industry.  It’s also about success.  The kind of success that breeds more success. It’s about recognition – an endorsement from your peers that builds confidence. So you gain the conviction you need to take the kinds of creative and strategic risks that make a real difference – rather than settling on the tried-and-true. You gain recognition. You keep growing. Your brand keeps building. The industry wins. So, take another look at your trophy case. Is there an ECHO on it? A DMA International ECHO Award? In today’s era of performance, an ECHO Award is the link between commerce and commercial success. ECHO Winners are strategically bold, creatively brave, and have the results to prove it. Awards. We all need them. From a pat-on-the-back, to the hefty weight of an ECHO.  Winning an award is the most direct form of recognition you’ll get for your job well done. Enter the ECHO Awards today at: DMA-ECHO.ORG Additional Resources Looking for inspiration from great...
Email List Segmentation: How Much is Too Much? Not Enough?

Email List Segmentation: How Much is Too Much? Not Enough?

You probably know by now that segmentation improves email marketing performance significantly, so if you’re still operating primarily in “batch and blast” mode it’s time to start slicing and dicing your subscriber file. Marketers who practice list segmentation see better open and click-through rates, fewer unsubscribes and better deliverability. The reasons are obvious: segmentation creates discreet audiences we can laser-target with offers, creative, and information crafted specifically for them, at just the right time. This in turn improves relevancy and response, while decreasing complaints or blocking. Who among us doesn’t want to see more of this kind of email in our inbox: messages that speak to us as if we’re the center of attention, and show up at the perfect moment (or not at all?) Too Little? Let me begin by addressing the easy part of the question: how much email list segmentation is not enough? Zero segmentation for one – so get on with it already! I’d also suggest if you’re not segmenting by at least these key attributes, you’re leaving opportunity on the table: Customer Life Cycle Stage (new, existing, loyal, inactive) – new customers have different needs – and response propensity – than existing or inactive customers, so recognize these distinct stages with message appropriate to each Geography – Simple geographic segmentation is necessary and relevant to national and certainly global companies. Accounting for seasonal, weather, cultural and current events differences reflects an understanding of where your customers live and how geography affects their habits, lifestyle and needs. It also allows you to hyper-target distinct populations with super-relevant messaging when a specific event – like a...

EEC Award winning campaign – The power of engaging content

Our recent win at the 2016 EEC Email Marketing Program Award under the category ‘Best use of humor, personality or content’ for Easemytrip just again proved the fact that using email as a medium to engage will always get you the highest ROI. We changed our strategy from purely sales-driven campaigns to more engagement-driven ones & this helped us not only reactivate dead subscribers but also helped to improve overall sale inquiries through email by 253%. The EEC Award Winning Idea: Using the power of content to overcome email marketer’s toughest challenges Nobody wants to be sold to, but everybody likes to be entertained. The focus of this campaign was to use content as a powerful tool to entertain, engage and delight users and drive desirable behaviors. We leveraged on the warm and fuzzy feeling that Valentine’s Day instills in people and came up with a Valentine’s Day email campaign that engages the audience differently. By adding interactive elements in email, we gamified the whole email experience. What made the cut? By showing information the way the customers wish (not being pushy or screaming buy), we could hold their attention a little longer than usual (a major achievement in this day of short attention spans), get more holiday package inquiries and ultimately leading to sales. The subject line was intriguing enough to pique customer interest (open rates increased by 30%). The brand received the best ever % of inquiries from this email (a 233% jump in inquiries as compared to their usual campaigns). Learnings from the campaign Understanding the ‘why’ that drives customers to do what they do (or...

Join the eec on Slack!

We believe community is an important tool in the ever-expansive toolbelt of marketers, and we want to bring more eec members together in real-time to help solve the challenges of work life. If you’re an eec member then you’ll receive an invitation to join eec on Slack. If you’re not an eec member, then please join the eec and our online community forum. Here’s what you can do with it: Connect with other members in real-time for email help or industry chit-chat. Make personal connections with other eec members. Contribute to the growth and success of the eec. Find a new job, or post about one you have available. If you haven’t received your invite then contact us. P.S. What is Slack, anyway? It’s a centralized hub built for organizations to help people communicate, organize projects, and work more efficiently. It’s great on desktop or in the Slack app! We look forward to connecting with you on Slack! Lisa Brown Shosteck Managing Director,...

Want to be a Thought Leader?

I was so humbled by the Email Experience Council to receive the Thought Leader of the Year award last week in New Orleans. Can’t pick a better city to celebrate an award with your long time peers than NOLA. I shared a video acceptance speech with the 500 or so in attendance, read by my oldest daughter, a real tear jerker that I’ll personally never forget. The email marketing industry is a tight knit community with many great thought leaders and hundreds of bloggers, and so many new people popping up. 15 years ago there were maybe 10 or so people really active in the industry. Most organizations didn’t exist or were nascent. Email was a channel topic at larger events and we didn’t have the influence of billion dollar companies. There are hundreds of bloggers, speakers and brands that speak in/around events every year. It’s amazing to see the progress. Email can also be seen by many as a transient career. It’s a prime industry to learn so many great things. Get burned into creative production, learn data and how to get it, normalize it and apply it. Learn about reporting, ISPs, compliance, how to personalize. All core skills that translate well to any digital channel. For those making a career of this or simply passing through, participating in the industry is critical to the ecosystem. To lead it is a privilege and has its rewards. I thought it appropriate to somewhat define what is the essence of Thought Leadership through 6 sound bites. Don’t Walk on the Grass: As the sign suggests, any compliance-oriented business has a...

Hello . . .? Is it subscribers you’re looking for?

We’ve all heard a version of the old adage “it’s cheaper to retain a current customer than it is to gain a new one” and that’s true. But another truth is that you will never retain every single customer, no matter how great your loyalty program or customer service department is. If you want business growth, you’re going to have to grow your customer base. But how? A great way to get potential customers into your funnel is through your email program – get them on your list, keep them interested with compelling content, and before you know it your subscribers have become customers! Buying or renting lists might be the first thing that pops into your head, but most digital marketers (including me!) would advise against that for a variety of reasons  – deliverability and IP reputation damage, low quality names, etc. There are many more reputable, more profitable ways to build your email list, some of which are outlined here. Popups (aka site takeovers, aka email gates) One of the most widely recognized tactics for email acquisition is the email pop-up. Pop-ups sometimes get a bad rap, with many arguing that the interruption of the user experience increases bounces and drive customers away. I argue that it’s all about your targeting and timing.  Most tools allow you to create rules for serving the popup, everything from when to serve it up (immediately, after 10 seconds on site) and how often to serve it up (every visit, stop after the first visit, etc.) to referral source, landing page and more. Take a look at current site metrics like bounce rate and time...

Your Call to Action: Take the survey! Tell us how we are doing!

The eec wants to hear from you! We are seeking your input and feedback to help prioritize the types of services and resources you’d like to receive from the eec. The survey should take 5-10 minutes to answer. The answers will be anonymized. Yeah, you. Not those people across the aisle or next to your cubicle or around the corner from your office. Well, maybe them, too, if they’re email marketers like you who want to keep email a strong digital marketing channel. Tell us what services and programs you want more of! Your voice and input will make an impact on what services, programs and networking opportunities you receive from the Email Experience Council. We want to strengthen your voice in the industry and help you excel in your career. Tell us how we’re doing and what more you’d like to receive from us! TAKE THE SURVEY! " target="_blank">Lisa Brown Shosteck, Managing Director, eec for additional information. You can join eec...

Uncovering the Metrics Behind an EEC Award-Winning Email

A successful campaign is one that excites your subscribers and makes them want to take action. These types of campaigns may not have the highest open or click rates, but they’re a win for your business. One campaign that not only won the hearts and minds of customers, but was also awarded a 2016 EEC Email Marketing Program Award for “Best or Most Innovative Integration with Another Channel” was an inventive “save the date” email for Litmus’ The Email Design Conference (TEDC). What made it an award-winning email? The goal of the campaign was to surprise, delight, and inspire the Litmus audience with the creative use of email. In addition, the team wanted to raise awareness and excitement about TEDC, drive social mentions, and create anticipation for future ticket sales. Taking it a step further, Litmus wanted to leverage a technique that is rarely seen or thought to be unsupported in email. Litmus opted to accomplish these goals by embedding an innovative live Twitter feed inside an email. As recipients opened the email, live tweets appeared within the email. Subscribers tweeted using the hashtag, then returned to the email to see their own message appear live in the stream inside the email. (You can view the full email in your browser). The campaign garnered widespread attention, resulting in 5,000 new visitors to the Litmus website, 1,000 new prospects, and 750 tweets containing the event hashtag—all within 24 hours. To date, it’s garnered nearly 1,260 forwards and 350 prints. More than 60% of the people that opened the email spent 18 or more seconds reading the message, the highest duration of engagement of any email...

And The 2016 eec Email Marketing Program Awards Go To…

We are excited to announce the winners of the newest category of awards – The 2016 eec Email Marketing Program Awards. This set of awards was created to promote excellence in email marketing by showcasing the effect that email has in the marketplace and within organizations. Its impact is seen in its ability to assist in the achievement of larger organizational goals while also demonstrating innovative thinking in communication and content. And most importantly, these awards feature email campaigns and programs that make us excited and proud of the work being done in our industry. The eec Awards Subcommittee reviewed and voted on 45 submissions across all categories. The eec Awards Subcommittee selected winners based on the highest number of votes received in each category. If a category had less than 3 submissions then it was moved to an “open category” for review and vetting. The open category included submissions from the following three categories: Best Use of Animation or Video; Best Use of Responsive or Mobile-Friendly Design; and Best Use of Email to Support Another Department. The entry that received the most votes won in this open category. The 2016 eec Email Program Awards go to: Easemytrip: Best Use of Humor, Personality or Content –    Mr Avadhoot Revankar – Email Marketing Head, netCORE –    Mr Mayank Tomar – Sr. Email Marketing Consultant, netCORE –    Mr Rikant Pitti – Co-founder & Chief Innovator, EasemyTrip.com Litmus: Best or Most Innovative Integration with Another Channel –    Justine Jordan – VP Marketing, Litmus Hallmark Baby: Best Subscriber Acquisition Program –    Laura Madden – Email Marketing Strategist, DEG Pistons: Most Innovative use of...

Congratulations to eec Award Winners Jeanne Jones and David Baker!

The email-marketing industry will honor two of its most accomplished members in New Orleans on March 31 when the Email Experience Council (eec) presents the 2016 Stefan Pollard Email Marketer of the Year Award to Jeanne Jones of Alaska Airlines and the 2016 eec Thought Leader of the Year award to David Baker of Cordial.io. 2016 Stefan Pollard Email Marketer of the Year Award Winner The Stefan Pollard Award was created to honor the memory of a beloved industry veteran with whom I worked at EmailLabs, before we became friendly rivals at other employers. Stefan championed email marketing programs, approaches and practices that maximized revenue and business goals for brands, but also argued strongly that these efforts needed to balance this with a need to be customer centric and respect the privacy and expectations of email subscribers. The eec created the award in his memory after his 2010 death, and I was honored to be its first recipient in 2011. Jeanne, is the kind of email marketer that Stefan would have applauded heartily. Her deep technical knowledge, eye for creative, strong analytical bent, and commitment to revenue growth and optimization were key factors in her selection. Additionally, her personal characteristics are in the spirit of Stefan Pollard. She was recognized for being extremely knowledgeable in this space, yet willing to always try something new both for the good of the consumer and the business. This is consistent with the spirit and philosophy of Stefan Pollard. 2016 The Email Marketer Thought Leader of the Year Award Winner: This award, which the eec first presented in 2013, honors an email marketer...