As you put your 2022 marketing plans together, you’ll concentrate on acquisition, budget and campaigns. We would like to add another item to your list and move it to the No. 1 priority: Your data! Why data? Because data is the lifeblood of your marketing program. Without fresh, accurate and useful data, you can’t market effectively, spend your budget efficiently and reach out to both customers and prospects in meaningful and valuable ways. You can’t blame us at FreshAddress for focusing so closely on data. Since our founding, we have dedicated ourselves to making sure companies are working wit ..read more

We want to wish all of our FreshPerspectives readers a happy, healthy, and prosperous 2022! As we close out 2021, it’s a great opportunity to set priorities for the coming twelve months. Whether you’re new to email marketing or an industry veteran, consider these New Year’s Resolutions to help ring in a banner year in 2022. Integrate social and email – but do so wisely. Keep in mind that the secret to effective integration is in the implementation. Adding social sharing buttons to your emails might not be the best fit for all content or for every brand. Consider the context, the nature of you ..read more

In my holiday letter a year ago, I hoped that in 2021 we’d be seeing each other in the office and at trade shows. That has not yet come to pass, so I am especially grateful for the significant milestones our company has achieved this year: TowerData received a strategic investment from TZP Group, a private equity firm TowerData merged with FreshAddress, to become the leading email marketing intelligence company TowerData turned 20 years old this month, FreshAddress is now 21 years old as well. We recognize that none of this would be possible without our wonderful customers and partners, new ..read more

As an email marketer, you know your email marketing program is only as good as your email list. It doesn’t matter how much you spend on technology like your ESP, real-time automation or pre-send optimization if your list is choked with undeliverable and worthless emails.  You’re throwing away money with every campaign you send. In email’s pioneer days, you could realize a decent-enough return on a campaign even from an old or dirty mailing list. But those easy returns are as outdated as your first mobile phone.   Why the email revenue stakes are higher today Today’s marketers are fin ..read more

How you fared with St. Nick often predicted what your Christmas gift haul would look like, but you had a few weeks to shape up. Similarly, the Black Friday-Cyber Monday madness is an excellent stress test for your email program. If some cracks showed up in your marketing plan, you should still have time now to correct or pivot. Convert more visitors into subscribers This is one of the biggest problems marketers have at this high-traffic time of year. If you saw significantly higher traffic to your websites during the Black Friday-Cyber Monday-Cyber Week marketing period but not a corresponding ..read more

Now that the summer is fast becoming a wistful memory, many of us turn to preparing for the upcoming holiday season. Of the many tasks that marketers have to start thinking about, planning your all-important multi-channel holiday marketing campaigns should be a significant priority. Here are five marketing strategies you’ll want to include in your holiday campaign: Mobile Marketing Strategy Consumers bought millions of web-enabled smartphones. Understanding the ways in which we are starting to shop through mobile phones is a new and critical learning for e-tailers preparing for the holiday sea ..read more

The #1 Item On Your Holiday Email Marketing To-Do List! You might be ready to lock down your holiday email marketing plan, but don’t flip the switch until you are certain that the mobile experience your mobile shoppers will encounter is as good as you can make it. This doesn’t mean just being “mobile friendly.” Today’s email messages can’t just be readable on mobile. They must function just as well as – if not better than – they do on desktops. Your mobile customers must be able to do everything on their phones and tablets that they can do on their desktops – see content and images quickly and ..read more

Email validation isn’t just for consumer marketers. B2B email marketers also need to be sure their lists are accurate, up to date and free of spam traps, low-value addresses and other potential dangers.   The stakes have never been higher for today’s B2B marketers: Personalization – Today’s recipients, especially high-value prospects in a lead-nurturing program, expect personalized communications.  Personalization depends on accurate email data and bad personalization can end those nurtured relationships abruptly. First Party Data – The impending loss of third-party cookie data mean ..read more

I’ve been thinking about the provocative questions Chris Marriott raised in his recent Only Influencers post, Email Marketing’s Next Secret Weapon: Loyalty Programs to spur more email marketers and loyalty program managers to share data. Two questions in particular keep coming back to mind: How can an email team turn subscribers into loyalty program members (and thus help themselves to more zero-party data!)? How can I use email to help create a more of a ‘want to stay in the relationship’ loyalty program?   What are brands doing now? Specifically, how are brands using email to attract ..read more

It’s October, and retailers are already sending emails that advise customers to shop early. But out-of-stocks and supply chain woes might not be the biggest worries during the busiest email season of the year. Your sender reputation can determine whether your email goes to the inbox or the spam folder – or gets blocked outright. Do you know whether ISPs see you as a reputable sender whose recipients want your emails or a potential threat? You can’t run a high-quality email program with a low-quality list or sketchy sending behavior. If your emails go mostly to spam or lie unopened in inactive ..read more