CASL Impact Survey — eec wants to hear from you!

The Email Experience Council needs your help! With the assistance of some former members of Canada’s regulatory community we would like to get an understanding of the impacts of CASL (Canadian Anti-Spam Legislation) – specifically to you and your operations. To accomplish this we’re inviting you to fill out this survey on express consent—your answers will help shed light on how the law is perceived and the steps companies outside of Canada are taking to be compliant. This survey is 100% anonymous—no identifying data about you or your company will be recorded or shared. This survey is purely informational to help policy experts in Canada, and outside of Canada, understand what kind of education might be useful in achieving greater compliance. TAKE THE SURVEY The results of this survey will be shared with eec members. Additionally, the March 30-April 1, 2016 EEC16 Conference will feature a session with Dana Lynn-Wood, Senior Advisor for Compliance & Enforcement at the CRTC (the Canadian equivalent of the U.S.’s FTC), about CASL and how companies can be compliant with this important piece of legislation. Thank you again for your help—surveys, and the educational work of the eec and its member organizations are exemplary of collaborative nature of our industry. We look forward to sharing this important information with you and your colleagues but we need your help; take a moment and fill out the survey, share it with your colleagues in the industry, friends and co-workers. As with all things in modern marketing, the more the merrier, and in this specific case—the more the more meaningful the results. Thank you for your help...

Your Call to Action: The EEC wants YOU!

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. But we’re definitely looking at you to join the conversation with the Email Experience Council and make an impact, learn from and help out your fellow marketers, find your voice in the industry and excel in your own career. We need to hear your voice, because you’re the EEC’s future. What you say and do will decide how the Email Experience evolves to stay ahead of the game and continue to serve its members’ needs. That’s power! Right now, “we” are Ryan Phelan, the present chair of the EEC Advisory Board, and Dennis Dayman, the present vice chair and who will take over from Ryan in July. We’ve been involved with the Email Experience Council since it became a reality in 2007 and launched the first Email Evolution Conference in San Diego in 2008. But “we” also are eec’s Advisory Board, our committees and their chairs, the professional staff and all of your fellow eec-ers who sit in on calls, write blog posts, ask questions, share opinions and fill the seats at our local and annual conferences. And we want you with us. How to get in on the action Okay, you asked… Go to the show: The Email Evolution Conference speakers walk the walk, not just spout the company line. Check out this year’s lineup. You’ll see a lot of fresh talent from the keynotes to the session...

The eec Global Email Marketing Compliance Guide is here!

Do you know the key email and data protection regulations across the globe? The eec Advocacy Subcommittee has published the definitive, but easy-to-use, guide that provides a quick look-up matrix of countries by alphabetical order and email compliance category. The Global Email Marketing Compliance Guide is a comprehensive matrix to navigate the multitude of international anti-spam laws. Navigate international anti-spam laws, consent and opt-out requirements as well which types of email messages are covered. This is an essential primer for organizations as they consider this complex and increasingly important area of email compliance. What is included? This Global Email Marketing Compliance Guide is a comprehensive resource covering requirements in the areas of consent, opt-out, commercial content and factual email content. It currently covers over 75 major international jurisdictions — additional jurisdictions may be covered in updated versions. Marketers can use this matrix to navigate the multitude of anti-spam laws on a global scale. Why do I need it? Email marketing guidelines vary greatly across the globe. And in a global marketplace, an email marketer needs to stay abreast and compliant of these regulations at all times. There is no other resource available that so succinctly outlines these considerations to allow marketers to efficiently stay on top of their email programs. Can I get the Guide if I am not an eec member? The Global Email Marketing Compliance Guide is available to members (FREE) and non-members alike. There is also a B2B distribution option if you are an ESP or consultant and would like to leverage the Guide for your clients. DOWNLOAD GUIDE Enjoy the Guide! Matt Vernhout, Chair of...

Top 3 Reasons to Submit Nominations for the EEC Awards

My, how time flies in the email marketing industry. The 2016 Email Evolution Conference is just around the corner, which means it is time to consider candidates for the annual EEC Awards honoring the Email Marketer of the Year (in honor of the late Stefan Pollard), The Email Thought Leader of the Year, and Email Programs. I know how it is. You really want to submit nominations but you’re thinking to yourself, “I just got done working this crazy holiday season, and my in-laws finally went home. Can’t I just relax?” Sure you can. We promise it won’t take long, and there are lots of good reasons to contribute your nominations. Maybe this will motivate you. Consider these top three reasons to submit your nominations. 1.    Email marketers deserve some recognition. It’s not easy being an email marketer these days. Executives demand that we “Send more!” even when we know good performance is about style, not volume. Awards like these are our opportunity to show the world how important email is, and remind our constituents of the power it has to influence consumers. Even more important, it’s a chance to say, “Hey! We’re kind of a big deal.” 2.    Sharing great work helps everyone, not just you. You’ve probably heard the saying, “A rising tide lifts all boats.” These awards are a great opportunity to showcase the innovative, creative, and cutting edge campaigns that email marketers are sending every day. It’s one of our few opportunities to share these kinds of ideas in a public arena of our peers. Great work by one email marketer can inspire greater work...

Nominate Your Email Marketing Superhero Today!

The Email Experience Council (eec) is accepting nominations for individuals who represent the best and brightest in the email marketing industry. The awards site is open, and nominating your hero is free and easy. There are two individual award categories, and we have a new award category this year to honor stand-out email marketing campaigns. You can nominate one or multiple candidates for each individual award or email marketing campaign category. The eec Stefan Pollard Email Marketer of the Year Award: for brand-side marketers, if you’re a vendor this is an excellent opportunity to nominate one of your clients for this prestigious award! The eec Email Marketer Thought Leader of the Year Award: for vendor-side marketers, you can nominate your colleagues, peers, friends even yourself. Nominate a standout in the industry! The Best Email Marketing Campaigns in a Variety of Categories: for your favorite email marketing campaigns. These email campaigns will be judged on a variety of elements including relevance, creative, strategy, results (revenue and engagement) and other category-specific attributes. The nominations deadline is February 1st, 2016. For additional information and tips: Learn more about the nomination process and requirements. Register for the January 12th Webinar – Learn Insider Tips to Increase Your Chance of Winning. Attend this webinar to learn tips and have your questions answered regarding the nomination forms and process. In addition, you’ll learn what the eec award judges are looking for in winning entries. Winners of the Individual Awards receive: Complimentary registration to attend the 2016 Email Evolution Conference. Feted by colleagues and peers at a special luncheon at the Email Evolution Conference in New...

Power your AB Testing by selecting the right audience

Just like Santa plans to deliver the perfect gift to every child, delivering the right message to the right audience in the ‘most effective form’ is the aspiration of every marketer. The email marketer is in a continuous pursuit of determining the most effective ‘form’ of a message that can elicit a positive action from the target audience. A/B testing helps the Marketer to compare two or more variants or ‘forms’ of the same message and determine the one that performs better in terms of the desired objective, which could be email ‘opens’ or ‘clicks’. The success of this exercise largely rests on the assumption that the test segments do uniformly and correctly represent the larger target population. Two key factors that need attention are: The correct size of test audience that is statistically significant. The correct choice of audience to form the individual test segments. But very often the technique of selecting the audience to constitute the test Segments A and B, is not well defined and is simply based on randomly choosing x% of audience for A/B test. Random selection does not guarantee ‘right selection’ and can often lead to skewed segments, and hence generate results that are not truly representative of the behavior of larger target population. Random selection may not be a big concern for campaigns that are highly focused towards a very well defined target population, but it certainly could produce incorrect predictions for a large size ‘spray and pray’ type of campaign. Consider an example, where the target population has a demographic mix of Millennials and Gen X. It is important to not...

Building Your 2016 Email Calendar: A Planning Process for Success

If you’re like the majority of companies reliant on email marketing to nurture leads, generate sales and grow the business, you’re not sending fewer messages, you’re sending more. As programs become more sophisticated, they also become more complex, and that complexity bleeds over into both planning and scheduling. Which campaigns and messages deserve top priority? What’s more important – broadly targeted one-to-many foundational programs or automated, triggered 1:1 campaigns? What about the mix of promotion vs. content over an extended period? These questions and more are just the tip of the iceberg email marketers face when building their annual plans. The answers aren’t always easy and are different for every industry and marketer, but there is a process for success, regardless of your message mix, when creating an annual email marketing calendar and associated plans. First, imagine you’re building a pyramid (or for those of you who enjoy food metaphors, a wedding cake will do). The bottom layer needs to support all the layers above it, and in email that bottom layer consists of your continuity programs and recurring customer communications. For many marketers, that means a newsletter or similar informational update/bulletin. Whether weekly, monthly or quarterly, these recurring touches normally comprise most of your “broadcast” email and reach your entire subscriber base, some of whom may not qualify for other types of messaging, but are at least receiving these. Step 1: Starting with a blank calendar for 2016, your first step is to slot your continuity emails into it. Your company may have multiple newsletters; or quarterly newsletters and weekly digests, or even other types of digital publications...

Make New Holiday Subscribers the Gift that Keeps on Giving

As the holiday season approaches, retail marketers can expect a significant spike in email subscribers as consumers scour the Internet in search of gift ideas and bargains. Some will subscribe in hopes of receiving a coupon or free shipping code; others will want to be notified of promotions and sales that are still to come. But what happens to these seasonal subscribers after the holidays? Will they remain engaged with your brand once they’ve fulfilled their holiday mission, or will they disengage, unsubscribe, or become a lapsed customer? In order to truly understand the long-term value of new holiday subscribers, it’s important to think about them differently within your overall acquisition strategy. Follow these best practices to help make the most of your holiday subscribers. Treat holiday subscribers as a unique profile or segment.  The circumstances of a holiday season subscription are unique, so be prepared to treat it that way. Create a unique profile or segment that enables you to customize campaigns to new holiday subscribers. For example, you might want trigger a holiday-themed welcome message as opposed to your standard welcome trigger email. Reintroduce your brand to holiday subscribers after the holidays. If a consumer subscribes to your email program because they heard about a coupon you are offering, she may not take the time to learn more about the program. In fact, once she’s used the coupon she may forget all about your brand. Why not follow up with a welcome message that reintroduces her to your program and its value? Now that the pressures of the holidays are over, it’s a better time to get...

Fast Track Your Email ROI: Five Email Best Practices

Email marketing is more than a mysterious channel that magically churns heaps of ROI. While it may seem that way from the distance of other channels, for those in the email trenches, getting noticed in the inbox, let alone transforming an email into conversion, is not alchemy. It takes solid strategies and an understanding of current best practices to guide customers down the path of conversion. Email experts BlueHornet and Shaw + Scott have spelled out some of the keys to  standing tall in the inbox; ideas to help both beginners and email veterans alike. Read on to discover our recommendations for attracting the right subscribers, turning them into brand loyalists, and kicking your program into hyper-drive. (For a more comprehensive read, check out our Email Best Practices: Make an Impact in the Inbox whitepaper) and/or join us on Tuesday, October 13th at 2 pm ET for our eec webinar on this very topic: Email Best Practices: Make An Impact In The Inbox. List Growth (Bigger Isn’t Always Better) You’ve got to start somewhere, and in email that means getting folks to sign up. Of course we don’t want “any old subscribers”. We want juicy, qualified and engaged customers. So how to get them, how to get to know them, and how to keep them? … Not just on our list, but clicking and converting? First, prepare the path. Use all points of capture to solicit would-be subscribers, then ensure your sign-up process is easy and inviting. Collect only the basics at first, and then leverage future communications to gather all those data points you will use to personalize...

&THEN Email Insights

The Direct Marketing Association (DMA)’s &Then conference is in full swing this week in Boston. The conference brings together major vendors and practitioners of data-driven and direct marketing technology and solutions: from agencies to the big marketing clouds run by the likes of IBM and Adobe to the U.S. Postal Service. Fortunately, email hasn’t been overlooked! Our industry has been well represented through a focused “Ask the Expert” email clinic staffed by Dennis Dayman (Return Path), Ryan Phelan (Adestra), Dave Littlechild (Dot Mailer), and yours truly (SparkPost). As part of the focus on digital experiences driven through email, Dennis and Ryan ran an open Q&A session focused on “10 tips to grow an engaged email list.” The session wasn’t built with slides, prepared remarks, or premeditated morsels of wisdom. Rather, Dennis and Ryan focused on the attendees—the room was packed with email marketers perched on every last chair, table, and carpet to hear what they could do to improve their email efforts! The attendance and exuberance validated what we already know: email is one of the most vibrant channels for one-to-one marketing, and its purported death is a figment of someone else’s imagination. Similarly, the questions and attendees also confirmed something we’ve observed in the past: there’s a knowledge gap between those that know and understand the medium’s real potential, and those that are still operating in a pre-personalized, pre-context driven fashion. This is what we learned: The inventors of email never envisioned the kind of scale achieved by the channel today. Layers of security and anti-abuse measures intended to keep the channel viable and scalable have augmented the...