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Email Marketing News & Analysis

Constant Contact has the Toolkit for Growth

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The main growth levers at Constant Contact continue to point in the right direction, as the company — a provider of cloud-based digital marketing solutions for the small and midsize business (SMB) market — gains traction with its Toolkit online marketing platform.

Thanks to Toolkit, introduced in April, Constant Contact is seeing better customer engagement, higher average revenue per user (ARPU), improving retention rates and increased lifetime customer revenue, according to CEO Gail Goodman. 

Canadian Marketers, Listen Up: Now Recipients Must Opt-In

digital marketing, Digital Marketing in this Country? Your Recipients Must Opt-In

American marketers may think they have it tough with the CAN-SPAM Act of 2003.

But maybe they should look to their northern neighbors.

On July 1, Canada's own anti-spam act became law. Canada's anti-spam legislation (CASL) puts marketing credibility to the test with a focus on opt-in for those receiving electronic marketing messages -- versus the "unsubscribe," opt-out nature of its American counterpart.

Sending out a commercial electronic message to a Canadian audience or from a Canadian entity? Then you must comply with three requirements: obtain consent, provide identification information and provide an unsubscribe mechanism.

It's like America's law on steroids.

Constant Contact Becoming a Platform Vendor

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Known mainly as a provider of cloud-based email marketing solutions for small businesses, Constant Contact has been expanding its product offerings, transforming itself into a platform vendor.

With more than 605,000 customers (including roughly 40,000 net new additions in 2013 and 10,000 in the first quarter), Constant Contact has the ability to sell a greater number of solutions (covering event registration, online surveys, coupons and social media campaigns) into an increasingly large installed base.

Now it has the potential to do even more with a product called Constant Contact Toolkit, which it claims which brings together all of the online marketing tools needed to drive new and repeat customers across key channels.

Less Can Be More for Email Marketing

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Did you ever know someone who was over keen? Who didn’t respect your space? Maybe they had something valid to say, but in the end you just had too much and tried to avoid them somehow?

As marketers, we have to be careful not to fall into this category with our email campaigns. It’s a fine line between staying top of mind with your reader and, well, bugging them. Quite simply if you “blast” them with too many newsletters, your image will suffer and eventually they’ll probably either unsubscribe or hit spam.

Want Subscribers? Recognize Who Owns the Channel

2014-23-May-Social-Channels.jpgAccording to a recent study from EdgeRank Checker that analyzed 50,000 posts from 1,000 brand Facebook pages, Facebook’s organic reach has been on the steady decline over the past two years. Marketers should realize that this decline is not only natural, but unavoidable. While user growth -- the goal of every social network -- will increase the amount of social status updates, the total amount of time people have to view this content will not.

To remain successful, marketers have to understand the implications of social media data ownership and monetization. Brands have spent a lot of money building their "likes" so they could harness Facebook as a channel within an overall marketing efforts.

Free Me From Your Website Forms

2014-14-May-Pawn-Shop.jpgHow much would it cost me to buy your name and email address? You probably don’t have a figure in mind but you negotiate the worth of your personal information every time you submit a website form.

Mailjet Claims: We're Better than MailChimp

customer experience, Mailjet Says It Has Testing Technology to Top MailChimp

A small, growing email marketing provider says it has the technology to take on MailChimp.

Paris-based Mailjet launches a feature today called A/x testing which allows users to test subject lines, email content, sender name and send time for up to 10 email test groups before sending what Mailjet calls the most optimized email version to the broader target group.

It says no other email service provider (ESP), including MailChimp, offers it.

"We're an all-in-one email provider where clients get maximum insight and deliverability results from both marketing and transactional emails," said Anthony Marnell, Mailjet's New York City-based vice president and head of US operations.

"It gives those powerful APIs to the technical team and the robust marketing tools and analytics tools to the marketing teams. We're trying to give companies the ability to get maximum benefit from each individual contact with each email sent."

Adobe: IBM's Silverpop Deal Could Trigger 'Nightmare'

customer experience, Adobe Calls IBM's Silverpop Acquisition a 'Nightmare'

IBM’s acquisition of Silverpop will create “headaches” for marketers using Big Blue platforms because of “silo problems” that will lead to a potentially expensive “integration nightmare,” according to a top official at Adobe, a leading competitor.

Suresh Vittal, vice president of marketing strategy for Adobe’s Digital Marketing business, told CMSWire that IBM, which typically sells to CIOs, is trying to hand marketing to IT.

“This acquisition feels like an attempt to fix the failings in the Unica acquisition: namely email and cross-channel execution,” Vittal said. “We think Silverpop is a partial answer that creates significant overlap problems for both Unica and Silverpop clients.”

Was IBM's Hand Forced by Industry to Acquire Silverpop?

2014-11-April-Money-320.jpgWhat does IBM’s acquisition of marketing automation email provider Silverpop do for Big Blue? 

Depends on who you ask.

It’s either a strategic move that harmoniously boosts Big Blue’s digital marketing platform.

Or, perhaps, it’s an acquisition IBM had to make because everyone else is adding software capabilities in the digital marketing era.

Adobe 'Filled Gaps' With Neolane #AdobeSummit

Adobe added email campaign management software to its marketing cloud last year to fill gaps in its digital marketing arsenal, analysts told CMSWire this week at the Adobe Summit Digital Marketing Conference in Salt Lake City.

Adobe is showing off the new product — Adobe Campaign — at the annual conference. Last June, Adobe spent $600 million to buy Paris-based Neolane, adding missing pieces to its software puzzle. “Neolane added the industry leading cross channel campaign management tool to the marketing cloud suite,” said Cory Munchbach, an analyst serving customer insights professionals at Forrester Research.

Five Ways To Produce Rock-Solid Email Marketing Campaigns

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For marketers, it boils down to this: Do you make it hard or easy to find your unsubscribe feature in your email marketing campaigns?

Google made the decision for you with Gmail: It's easy. It's right at the top now.

Bottom line for marketers? This change should not affect your campaigns so long as your focus is on engaging content that creates legitimate customer prospects and not on building large marketing lists, said Ann Breckencamp, product manager for CommandIQ, a CRM platform provider.

"Too many marketers are overly concerned with just trying to keep people on their mailing list," Breckencamp said. "The silver lining in Google’s new unsubscribe feature is that it should get marketers to focus instead on what really matters: driving true engagement with subscribers on a one-to-one basis."

CMSWire talked to Breckencamp about how marketers can use the Gmail change as an impetus to make their email campaigns better.

Does Gmail's 'Unsubscribe' Link Spell More Trouble for Marketers?

Google rolled out a new feature last week that made it easier for Gmail users to unsubscribe from marketing email lists. Going forward, emails identified as “marketing” in nature will contain a prominent unsubscribe link in the header. When a user clicks the link, Gmail will notify the sender to remove the user from the mailing list without any further action required from the user.

Is this one more step in Gmail's campaign to torture marketers?

These Simple Tips Could Keep Google from Killing Your Gmail Marketing

dog using computer.jpgGoogle loves to tweak Gmail — and complicate life for marketers. First it introduced that love-to-hate-it tabbed interface and then it opened images by default.

Marketers, who have long been able to track email opens using images, lost a key tracking mechanism. And at least some studies suggest the tabbed inboxes are negatively impacting the ways consumers engage with brands in their Gmail inboxes.

So what's a marketer to do? More than you might think, it seems.

Why Cirrus Insight's Gmail-Salesforce Integration Is Hot

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More than a few pairs of eyes are on Cirrus Insight, the Laguna Hills, Calif., CRM app developer that integrates Salesforce with Gmail. Nearly 7,300 pairs of eyes, to be precise.

We know. Our last two pieces on the 13-employee provider -- our Nov. 26 piece, Cirrus Insight to Unite Salesforce, Gmail on Mobile Devices  and our Cirrus Insight Brings Pardot, Hubspot Marketing Automation to Gmail piece on Feb. 6 generated this interest.

So why’s the little two-year-old provider so hot at the moment?

Cirrus Insight Brings Pardot, Hubspot Marketing Automation to Gmail

Cirrus Insight claimed it broke the mold in 2011 when it integrated Salesforce with Gmail.

Last fall, Cirrus, which had been working on a mobile app to bring Salesforce features to the smartphones and tablets of Gmail users, announced integration with Conga, a popular Salesforce document builder.

Today, Cirrus is claiming another pioneer effort -- integration of Pardot and Hubspot marketing automation with Gmail.

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