E-mail

DTC Brands Use of the Email Address is the Canary in the Coal Mine
July 16, 2019 at 11:26 am

How are direct-to-consumer (DTC) brands dexterous and competent in marketing trends where incumbents bumble? A few years ago, the marketing trend du jour was content marketing. Dollar Shave Club developed its “Bro talkin’ razors” campaign (not the official title!), creating the rare content marketing that didn’t make you cringe. But Dollar Shave Club was just…

Email Delivery vs. Deliverability: What’s the Difference?
June 26, 2019 at 10:23 am

In email marketing, the delivery and deliverability rate do not carry the same meaning, even though senders frequently use them interchangeably. Both are important to track, but succeeding at one is much more impressive than the other. While the delivery rate is a key first step in reaching subscribers, it's a metric where even the…

In a Post-Holiday Season Rut? Try Unconventional Email Themes to Boost Engagement
May 8, 2019 at 10:06 am

The first half of the year can be a tough time for retail marketers. Consumers settle into the new year and are less eager to shop and engage with brands coming out of their holiday spending spree. In fact, email unsubscribe rates skyrocketed in the first half of 2018. The number of unsubscribes per delivered…

4 Ways to Make Your Transactional Emails Work Harder
May 7, 2019 at 12:37 pm

A constant challenge for marketers is properly crafting a transactional message after a customer has made a purchase. What should be included? How much promotional content can it contain? How many emails can be sent? While the main purpose of a transactional email should always be to confirm the actual purchase and costs, post-purchase emails…

Reduce Email Fatigue: 5 Ways to Increase Average Order Value
April 11, 2019 at 1:16 pm

Many online retailers invest significant resources in email marketing to drive new and existing customers to their sites. Of course, too many emails can cause email fatigue, tuning customers out and weakening brands. There are certainly other ways to drive traffic, such as paid search and digital advertising, but these approaches come with a price.…

How Brand Marketers Can Create Attention-Grabbing Email Subject Lines
April 5, 2019 at 11:43 am

In this episode of Retail Right Now, Total Retail's Joe Keenan and Kristina Stidham discuss Total Retail's new email marketing report, OPEN SESAME! Subject Lines That Work Like Magic. The report offers tips for brand marketers looking to create attention-grabbing subject lines. It also features a bonus page highlighting effective calls to action to include…

OPEN SESAME! Email Subject Lines That Work Like Magic
April 2, 2019 at 1:49 pm

Many retail brands assume that social media is the future of online marketing, and that marketing via email is a dead end. However, this assumption couldn't be further from the truth! Even in the age of social media, email marketing campaigns are still generating results. In fact, here are some stats to prove it: 73…

3 Steps to Stop Using Email Like a Billboard
March 25, 2019 at 11:22 am

As any accident lawyer or dubious plastic surgeon would tell you, the success of billboard marketing is an exercise in volume. Masses of road-trippers and rush-hour drivers glancing at your ad will see the same message. While only a fraction will feel compelled to act on it, that fraction represents a little of enough for…

How to Automate Email Personalization While Maintaining Creative Control
March 20, 2019 at 12:34 pm

When you’re interacting with millions of email subscribers, the only way to personalize content for each person on your list is with automation. But within many organizations, the idea of giving a machine control over email content isn’t exactly an easy sell — especially for brands that have spent decades refining their voice and visuals.…