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Why email marketers should start thinking beyond the inbox

As an email marketer, it’s easy to get caught up in everything you see happening inside the inbox: opens, clicks, opt-outs, etc.

But even though your subscribers spend a ton of time there (a whopping 6.3 hours a day, according to one study), they also spend a pretty significant part of their lives outside the inbox. That’s why collecting data about their behavior in other places – your website or brick-and-mortar store, for instance – should be a central part of your email strategy.

Your subscribers expect you to send timely, relevant email that’s aligned with their interests and preferences. Using that outside-the-inbox data is how you can deliver it, so here are a few ideas to get you started.

 

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3 Black Friday tips to improve your #GivingTuesday

It’s that time of year again! According to World Atlas, the average American spent $830 on holiday gifts in 2015 – with a large portion of that being spent on #BlackFriday and #CyberMonday.

#GivingTuesday is a way for people to create some balance with their consumer spending by giving to charities. It’s a movement that inspires people to give to the causes they love. And it’s an opportunity for people to remember your mission in the midst of their holiday shopping.

So how can you leverage some of the successful tactics used on Black Friday and Cyber Monday to improve your #GivingTuesday? Let’s take a look at some common marketing practices that make those two of the biggest revenue generating days of the year. 

 

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Why email unsubscribes can actually be a good thing

It’s an email marketer’s worst fear.

You work hard – I mean hard – to get someone on your list. You draw them to your website, optimize your signup form, and create a compelling lead magnet to win them over. Then, after all the effort you put into welcoming and nurturing said prospect, they do the unthinkable… they unsubscribe.

Despite your completely valid reaction to this heinous act of betrayal, there’s a glimmer of hope for you yet: Unsubscribes can actually be a good thing.

 

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Brands defying the odds in email marketing

I’ve been having some trouble with the term “email marketing best practices” lately.

Even though there are plenty of general guidelines I’d advise most email marketers to follow, there are always brands out there that manage to find success using tactics that (in theory) shouldn’t work.

Don’t believe me? Here are three examples of major brands that get big results by defying conventional marketing wisdom.

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How to use your data to send better welcome emails

As a marketer, you know your welcome email is absolutely crucial to your brand’s success.

But what needs to happen before you can make that first brand impression in the inbox? What data do you need to create the best possible experience and maximize engagement?

Here are a few tips on how to get more out of the most important email you’ll ever send.

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3 smart ways to attract new subscribers

Before your subscribers ever get an email from your brand, they have to opt into your list. So how do you convince them to take that first step?

Like with any new relationship, you first have to start a conversation – and that begins on your website. Here’s how to kick it off on the right foot.

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How much email is TOO much during the holidays?

We get it: The holidays are huge for everyone, from retailers consumed by holiday sales to nonprofits looking to hit their end-of-the-year fundraising goals.

Since you know inboxes will be crowded, your knee-jerk reaction might be to email your subscribers over and over and over with the blind hope that one of them might capture their attention in a sea of party invites, promotions, and festive e-cards from Grandma Betty...right?

It’s time to get real. If you inundate your subscribers with holiday emails, there’s a very good chance you’ll begin to irritate them, losing hard-earned customer loyalty and potentially causing them to unsubscribe from your list – two things no marketer wants.

Thankfully, there are a few simple ways to successfully do holiday email marketing without annoying your subscribers. These are some of my favorite solutions.

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Our favorite #GivingTuesday email examples

If you work at a nonprofit, you know that participating in #GivingTuesday (yes, it’s most commonly referred to using a hashtag) is an absolute must for charitable organizations.

Celebrated on the day after Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. And with all the attention it generates, it’s a great way to build awareness… not to mention bring in much-needed donations.

While many nonprofits focus primarily on social campaigns for the big event, why not get your email audience involved in the action, too? It’s a fantastic way to get the word out and reach even more potential donors. These are some of the best #GivingTuesday email examples we’ve seen, so use them as inspiration for your own special send later this month.

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Emma webinars you may have missed

Whether it’s with partners like Litmus, thought leaders like Jay Baer, or smart brands like GoldieBlox and Tito's Vodka, we're hosting a LOT of webinars these days. And since we record each one, it's resulted in a treasure trove of fantastic, helpful content for us to share with you fine folks.

In case you missed them the first time around, here are links to the recordings of a few of our most recent webinars. And don’t worry, we’ll keep the bulleted slides to a minimum. Promise.

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