Email Sender Reputation: Decoded
June 19, 2018 at 10:47 am

As Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one bad one to lose it.” What exactly does reputation have to do with email? Sender reputation is a combination of factors that contribute to your status with mailbox providers as a good or undesirable sender. It’s a…

5 Tips to Re-Energize Your Retail Marketing Strategy
June 1, 2018 at 10:29 am

Consumer behavior has shifted. While many shoppers now prefer smaller, more customer experience-oriented retailers, at the same time, they value e-commerce because they believe it offers better choice, convenience and price. While more than half of today’s consumers are regularly completing transactions online, several industry experts are finding that customers still want to feel connected…

GDPR: What it Means for Your E-Commerce Marketing
May 22, 2018 at 9:54 am

Just weeks after Facebook’s Cambridge Analytica crisis, the compliance deadline for the General Data Protection Regulation (GDPR) in the European Union (and really, all companies with international reach) cannot come at a better time for businesses and consumers alike. With the regulation coming into effect before we know it, retailers need to kick their plans…

Email Deliverability, in Plain English
May 21, 2018 at 10:21 am

Being an email marketer requires quite a vocabulary. MBP, IPR, filters, bounces, traps, reputation … huh? These are just a few of the many terms associated with email deliverability. It can be daunting to understand the alphabet soup of the industry, especially if you're relatively new to email marketing, much less know how to read…

Wayfair Makes Shoppers’ Inboxes a Happy Place
May 11, 2018 at 10:31 am

Wayfair understands that making shoppers’ homes a happy place starts in the inbox. Like many large retailers without physical locations, Wayfair relies heavily on marketing to bring customers to its site. From catchy television jingles and direct mail pieces to savvy partnerships with social media influencers, Wayfair is a marketing machine. And its email program…

2018 Email Marketing Study: How 100 of the Top Retailers Engage Shoppers in the First 45 Days and Beyond
May 1, 2018 at 4:48 pm

Coherent Path evaluated 100 retailers from the Internet Retailer Top 500 list and acquired every email each of these retailers sent to email subscribers who have never purchased a product from July 2017 to December 2017. The company also purchased from each retailer and collected every email sent to them, as first-time buyers, for the first 45 days after the purchase was made from November 2017 to December 2017. Coherent Path then analyzed the communication tactics between a “purchaser” email and a “non-purchaser” email received during this time to determine how retailers interacted with the two audiences. The report also looks at how retailers are performing in other key areas such as email frequency, content and catalog exposure.

5 Customer Behaviors and What They Mean for Retailers’ Email Programs
April 26, 2018 at 1:00 pm

I’ve received more than 30 retailer emails today alone … and it’s not even lunch time. These emails range from basic blasts with varying degrees of relevance to me to more personalized abandoned cart reminders and follow-ups on items I’ve interacted with. It might seem that I’m reviewing these with a particularly critical eye, but…

Understanding Subscriber Engagement: Opens vs. Reads
April 23, 2018 at 2:35 pm

Over the last few years, we’ve seen a shift in the email deliverability landscape. Major mailbox providers, like Gmail, have incorporated subscriber engagement factors into their filtering algorithms, making the sorting process much more dynamic (and challenging to navigate). While retailers have been closely watching subscriber engagement as a key success metric for many years,…

Email Opens or Reads: Which is Right?
April 5, 2018 at 2:49 pm

When measuring the success of email campaigns and overall performance health of email programs, opens and its various related metrics (open rate, click to open rate, etc.) are a common benchmark used by marketers. This metric is accepted as an accurate capture of views, as it tracks images rendered per message, counting the rate at…