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Only Influencers’ Email Metrics Project: Ask the Right Email Questions

Email metrics are confusing and can be easily misunderstood and misused. To help marketers avoid mistakes, Only Influencers has launched The Email Metrics Project at oimetrics.com. This website is home to definitions, articles, and videos to educate marketers on how to calculate and appropriately use email marketing metrics. I’m honored to have contributed several of my articles about email metrics, as well as recorded a video with...

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Audience Acquisition Source Ideas to Explore: An Oracle Consulting Checklist

Checklists can inspire you, help you identify gaps, allow you to take inventory, and provide an easy-to-follow action plan. At Oracle Marketing Consulting, we use checklists all the time with our clients. In fact, we love them so much that we wanted to share some of our most useful checklists, including this one about audience acquisition source ideas. Whether you’re building your audience in email, SMS, mobile push, web push, direct...

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Hide My Email: A New Reason to Only Accept Corporate Email Addresses

Lead-generation forms and promotional email signups are a value exchange between B2B marketers and their intended audiences. In exchange for research and other content, B2B brands hope to: Improve how form-completers think of their brand, hopefully nudging them toward an eventual conversion Identify the form-completer and the company they represent, and then connect this form completion to other actions to understand their level of...

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Subscriber Needs Your Preference Center Should Address

Despite having lots of tools to optimize contact frequencies based on changing subscriber behaviors, the reliance of most companies on last-click attribution strategies and a focus on short-term campaign-centric goals has created a strong bias toward ever-increasing frequencies across all channels. Inevitably, this will leave many of your customers feeling overmessaged and overwhelmed. The clearest measure of this frustration can be...

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4 Ways to Maximize Double Opt-In Email Confirmations

A double opt-in confirmation process is a valuable tool for protecting your sender reputation and email deliverability, especially when used for offline sign-ups, open sign-up forms, highly incentivized sign-ups, co-registrations, and other instances that tend to generate high bounce and complaint rates. However, many brands hesitate to use it because they feel requiring people to confirm their subscription by clicking a link in their...

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Email Marketing Trends for 2021: Competitive Differentiators

In the ever-changing world of email marketing, it can be difficult to know where to invest your time and energy. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email...