Wish List for 2001
Email

Wish List for 2001

23y Kim MacPherson

Wish List for 2001

We'd all like to get rid of spammers and stale lists, but there are other items we'd like to see implemented to benefit all email marketers. Here's Ki...

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It's CPA Time... or Is It?
Email

It's CPA Time... or Is It?

23y Kim MacPherson

It's CPA Time... or Is It?

CPA deals might be fun for a while, but find out why Kim thinks they could spell the ultimate death of acquisitions email marketing. Read More...

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'Twas an Email-less Christmas
Email

'Twas an Email-less Christmas

23y Kim MacPherson

'Twas an Email-less Christmas

Or was it? Kim reflects on the past year in email marketing and all that has changed, comparing then to now in click-through rates, HTML mailings, sub...

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DM and EM: A Comparison
Email

DM and EM: A Comparison

23y Kim MacPherson

DM and EM: A Comparison

Email marketing uses and is enhanced by a good number of traditional DM principles and practices, but there are subtle differences. Kim recaps the sim...

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Calling All Dropouts
Email

Calling All Dropouts

23y Kim MacPherson

Calling All Dropouts

The art of acquiring customers and leads through email is notalways the easiest thing to do. Acquisitions success boils down to two key items: the off...

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Reviving a Once-Winning Campaign
Email

Reviving a Once-Winning Campaign

23y Kim MacPherson

Reviving a Once-Winning Campaign

Testing is the mantra of the email marketing world, and there are so many variables to be tested. Here's an element that hasn't received much attentio...

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How Do You Measure Success?
Email

How Do You Measure Success?

23y Kim MacPherson

How Do You Measure Success?

Is 10 percent click-through from a large email promotion cause for celebration? Maybe not. Kim tells you why it’s important to define your campaign bo...

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ClickZ B2C Email Strategies: Its a Wrap
Email

ClickZ B2C Email Strategies: Its a Wrap

23y Kim MacPherson

ClickZ B2C Email Strategies: Its a Wrap

Highlights of last week's B2C Email Strategies conference in Long Beach, California: consumer email marketing case studies and the latest industry sta...

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'Tis the Season
Email

'Tis the Season

23y Kim MacPherson

'Tis the Season

The holidays can present opportunities for email marketers to get a boost in their response rates due to seasonality conditions. Or not. Kim tells you...

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Features That Click
Email

Features That Click

23y Kim MacPherson

Features That Click

Kim has a "Cool Promos" folder in her email program. She's a harsh critic of promotional emails and doesn't save many. Here are the features that clic...

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What a Difference a Year Makes
Email

What a Difference a Year Makes

24y Kim MacPherson

What a Difference a Year Makes

This week marks an anniversary: One year ago, ClickZ launched this Email Marketing column. At the time, the industry was growing like gangbusters, but...

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The Future Dream World of Email Merge and Purge
Email

The Future Dream World of Email Merge and Purge

24y Kim MacPherson

The Future Dream World of Email Merge and Purge

You've got a terrific lead generation offer, a great message and great creative, and the perfect target audience. You've got all your ducks in a row, ...

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Making the Most of Sponsorships
Email

Making the Most of Sponsorships

24y Kim MacPherson

Making the Most of Sponsorships

Email sponsorship opportunities have increased dramatically over the last year - and new ones are arising every day. Publishers like them for the stea...

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Questions for a Broker to Love
Email

Questions for a Broker to Love

24y Kim MacPherson

Questions for a Broker to Love

The task of finding the right opt-in email list can be like looking for a needle in a haystack - it ain't always easy. A good broker can make a world ...

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The Art of Email Design
Email

The Art of Email Design

24y Kim MacPherson

The Art of Email Design

Those who deploy HTML campaigns on a regular basis already know how to create designed messages for quick and easy downloading. You know that the over...

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Let Your Creative Juices Flow
Email

Let Your Creative Juices Flow

24y Kim MacPherson

Let Your Creative Juices Flow

One thing that's sure to make an email message stand out aside from razor-sharp targeting, customized content, and personalization is groundbreaking, ...

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Expelling the Myths of B2B
Email

Expelling the Myths of B2B

24y Kim MacPherson

Expelling the Myths of B2B

If your focus is on B2B, then chances are your targeted market already receives tons of promotional email. Time is valuable for these people, and, rea...

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So You Want to Be an Email Marketer?
Email

So You Want to Be an Email Marketer?

24y Kim MacPherson

So You Want to Be an Email Marketer?

The word is out. Email marketing is hot and getting hotter. Everyone wants to get into the act. Traditional direct marketers, print and broadcast ad a...

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How Much Opt-In Is Enough?
Email

How Much Opt-In Is Enough?

24y Kim MacPherson

How Much Opt-In Is Enough?

Kim is pro-permission. Very. Don't get her wrong. But sometimes misunderstandings arise, and even the most "opt-in" of opt-in marketers can run afoul ...

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Driving Retail With Content
Email

Driving Retail With Content

24y Kim MacPherson

Driving Retail With Content

If you've got an online retail site and publish an email newsletter, the idea is to sell and/or convert, right? Those lucky enough to have staff and d...

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Loyalty Without Rewards
Email

Loyalty Without Rewards

24y Kim MacPherson

Loyalty Without Rewards

We already know we need to place emphasis on service and value in order to get that loyalty momentum going, meaning that things like timely delivery o...

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Loyalty Through Email
Email

Loyalty Through Email

24y Kim MacPherson

Loyalty Through Email

Customer loyalty. A coveted treasure we all strive for. What's the best way to achieve it, and where does it come from? A good portion of it stems fro...

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Dangers Among Us
Email

Dangers Among Us

24y Kim MacPherson

Dangers Among Us

A Wall Street Journal Report article last week reported that the U.S. Postal Service announced plans for a new email service that would merge online a...

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I See Dead People
Email

I See Dead People

24y Kim MacPherson

I See Dead People

This week's article is an extension of last week's "You Had Me at Hello," an article about welcome letters. The way we begin the dialogue with our cus...

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You Had Me at Hello
Email

You Had Me at Hello

24y Kim MacPherson

You Had Me at Hello

How do you greet a first-time subscriber, buyer, or prospect? If you send an email, what do you include to not only inform, but also keep people inter...

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The Panel Test: Great Bang for the Buck
Email

The Panel Test: Great Bang for the Buck

24y Kim MacPherson

The Panel Test: Great Bang for the Buck

Testing multiple variables within a single email campaign can be tricky. One way to do it is with the all-important and extremely valuable "panel test...

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Test It Out
Email

Test It Out

24y Kim MacPherson

Test It Out

Kim is a testing junkie. Email tests, that is. Those helpful little cells of knowledge in which you split this, segment that, add this, take out that....

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