Thursday, May 29, 2014

gmail really isn't the enemy here

by kirk r gray

if you're like me, you've been following the blogs for the past year, and seen news on the latest way that google is going to put us out of business. you'll also have seen that a lot of email marketers (including myself) could be accused of being the "chicken little" of our industry...sounding the alarm every time gmail makes a change. but part of me thinks that we've been too hasty in making those posts. here is why i am changing my tune on gmail's changes, and how it's actually benefiting email marketers.

Friday, May 16, 2014

crafting your email marketing strategy - part 4: personalization

by kirk r gray

in the previous installments of this series, we've looked at nurture campaigns, what happens when a prospect converts or exhausts the funnel, and how adaptive design can be a part of your strategy. in this installment, we'll discuss fun cool stuff - personalization.

Monday, May 12, 2014

crafting your email marketing strategy - part 3: technology in strategy

by kirk r gray

in part one we talked about the nurture series, part two we talked about what happens when a prospect either becomes a customer or exhausts the content. in this post we'll discuss personalization but from a tech point of view. personalization isn't just "dear first name".

Tuesday, May 6, 2014

crafting your email marketing strategy - part 2: customer or exhausted content

by kirk r gray

in the first post of this series, we looked at the foundation of your program - the welcome or nurture series. this post addresses what to do next in two scenarios, your prospect has exhausted your funnel, or your prospect is now a member of the fold - the long term nurture progam.

Monday, May 5, 2014

crafting your email marketing strategy - part 1: nurture campaigns

by kirk r gray

this is going to be a multi-part blog entry dealing with how to attack your marketing strategy. this first post, will help guide your dive into the world of life-cycle or nurture campaigns and what you should send to your subscribers.

start with your subscribers
you should think of your subscribers as your customers, regardless of where they are in the pipeline/funnel/buying cycle. these are the individuals you want to ultimately purchase your product. individuals who haven't purchased yet - the lookers/lurkers or prospects - will probably make up the largest segment of your lists. that's okay, they are the foundation of your program.

Sunday, May 4, 2014

start-ups and email - you might want to check that again

by kirk r gray

last night i got an email from a start-up, the basic concept of the company and the product seem like a great one. but for me there was two things that stood, out that made the message lose all meaning for me. here's why...