MarketingSherpa Blog

“You don’t want no scrubs,

A scrub is a subscriber who ain’t getting no mail from me.”

Inspired by hip-hop group TLC’s 1999 hit, “No Scrubs,” Matt Byrd, Email Marketing Manager, WeddingWire, explained list hygiene with a beat and a rhyme to get his point across to attendees at MarketingSherpa Email Summit 2013.

In this video excerpt, see how he explained a “scrub,” or disengaged email subscriber, not only affects the quality of your list, but also your email deliverability.

Matt’s wake-up call happened on the morning the soft bounce rate of his list went over 23%. After testing, educating and testing again, Matt discovered users that were inactive for four months or longer should be scrubbed from the list.

Although all of the users “opted-in,” these inactive users were far more likely to hit the delete button than open the email, let alone hit the unsubscribe button.

As a recently married bride, I must confess, I was one of those users.

When I first got engaged, I was so excited to register for newsletters on WeddingWire and other sites. Research and planning were at the top of my list and I could not read enough reviews, insights and planning tips.

But as the weeks and months went by, my plans turned into contracts and I didn’t need the help anymore.

Soon, the emails from Matt went from the top of my inbox to the trash. I didn’t need him anymore. I was likely one of the 23% of his list that was bringing him down (sorry, Matt).

Whenever I had the chance to watch this case study presentation, I was intrigued by how Matt overcame people like me – the busy, fickle customer, quick to hit the delete button.

Although Matt’s journey with list hygiene was initially met with skepticism, the reward has been great. Deliverability rate, Matt explained, open and clicks have increased since WeddingWire started implementing this routine, and spam complaint rates have plummeted 76%.

Here is Matt’s approach boiled down to three steps:

1. Constantly monitor bounce rate and spam complaint rate
2. Figure out who your scrubs are
3. Create an ongoing filter to remove scrubs from your list

To learn more about how scrubs are impacting your deliverability, you can watch the free on-demand replay of Matt’s presentation, “Proactive List Hygiene.”

Read more…

As we build the content for MarketingSherpa Email Summit 2013 in Las Vegas, we are focusing on the five key goals of successful email marketing programs.

We are also including the two elements necessary to optimize these goals – measuring and testing.

So in today’s MarketingSherpa blog post, we’ll provide some suggested reading and resources to help you to prepare for next month’s Email Summit and improve your email marketing – no matter on which goal or element you are currently focusing.

Capture

Maximizing Email List Growth: How the New York Public Library drove a 52.8% lift in newsletter subscriptions

Email List Growth: 230% more readers from six-channel test

New Chart: Integrating Social Media with Other Marketing Tactics

Deliver

Email List Hygiene: Remove four kinds of bad addresses to improve deliverability

Open

Case Study: Creativity vs. clarity in email subject lines

Email Personalization: 137% increase in open rate from personal note approach

Click

Email Marketing: Video email doubles clickthrough rate for Ragan Communications

Close

Email Marketing: 208% higher conversion rate for targeted emails over batch-and-blast

Measure

Reader Mail: Understanding differences in clickthrough rates and open rates

Test

Email Testing: More specific subject line improves open rate by more than 35%

Delivering your emails can be like crossing the Bridge of Death in Monty Python’s “The Holy Grail.” You have to answer several riddles to get past the gatekeepers and avoid the Pit of Lost Emails.

The gatekeepers, of course, are the ISPs and webmail providers. To help get your emails across, MarketingSherpa and ReturnPath recently capped a webinar on deliverability with data, case studies, and best practices. Naturally, we received many questions.

There were so many questions, in fact, that co-presenter Tom Sather, Director of Professional Services at ReturnPath, answered some of the audience’s deliverability questions in a recent blog post. Today, I am doing the same with three questions below.

Question #1: Could you share tips about how to forestall people using Spam button to unsubscribe?

People who want to unsubscribe from your emails are more likely to harm to your program than to help it — so let them go. Make it as easy as possible them to stop receiving your emails.

You should always link to a simple (one-click) unsubscribe process. Most companies put this link in the footer, but you can go a step further by putting the link in the header.

Here’s an example:

As Tom Sather described in his recent post, you can also create a coded email header that some ISPs and webmail providers use to generate an unsubscribe link in their interfaces.

Also, take steps to help prevent subscribers from wanting to unsubscribe in the first place. Strive to increase the relevance of your emails’ content and timing. Make sure your signup forms and welcome emails are setting subscribers’ expectations accurately.

If you clearly set expectations and only deliver emails within those guidelines, then subscribers should not mark your emails as spam. They should be receiving exactly what they requested. However, if subscribers do mark a message as spam, be sure to immediately drop them from your list.

Question #2: How do I know if someone marks my emails as spam or junk?

When a subscriber marks your email as “spam” or “junk,” it hurts your sender reputation. Monitoring campaigns for these types of complaints is a good start to preventing them from happening.

Some email marketing platforms offer complaint rates in their reports. You can also sign up for complaint feedback loops with some ISPs and webmail providers.

Feedback loops send you a copy of each complaint made against your emails. Such a complaint could be someone marking your email as spam or forwarding it to a postmaster. Here is more information on signing up for feedback loops from popular providers:
Yahoo!
AOL
MSN / Hotmail
Comcast

Question #3: If you’re using a third-party solution to produce and send your email, is that considered a dedicated IP address?

ISPs and webmail providers typically track senders’ reputations by IP address. Depending on the platform you use to send email, you might have a shared IP address that is also used by other senders. This would mean you’re also sharing your reputation with other senders.

A dedicated IP address is only used by your company. This gives you the ability to manage your sender reputation without having to worry about other companies who might be also using it.

To answer your question, email marketing platforms can offer you a dedicated IP address, but using one does not guarantee you a dedicated IP.

For example, a platform vendor can have some clients who send from shared IPs and other clients who send from dedicated IPs. Getting a dedicated IP will likely require an additional charge.

As we noted in the webinar, 65% of email marketers report that using a dedicated IP address is a “very effective” deliverability tactic, the highest of any reported in our 2011 Email Marketing Benchmark Report. However, as Tom Sather noted on our blog last year, a shared IP address can be beneficial if you meet these two criteria:

• Mailing volume is less than 20,000 subscribers
• Your database consists mostly of addresses at the top four consumer providers (Hotmail, Yahoo!, Gmail and AOL)

If you’re not sure which type of IP you send from, reach out to your email marketing platform vendor and ask. You should get a very straight-forward answer. It’s not like you’re asking a riddle.

Useful links related to this article

Webinar Replay — Improve Email Deliverability: Tactics for handling complaints and boosting reputation

ReturnPath’s Blog Post — A follow-up on MarketingSherpa’s webinar, “Improve Email Deliverability”

Email Marketing: Your deliverability questions answered

Email List Hygiene: Remove four kinds of bad addresses to improve deliverability

Email Deliverability: Always test emails that link to third-party sites

Members Library — Webinar Replay: Top Tactics to Improve Relevancy and Deliverability

Members Library — Email Marketing: FedEx increases deliverability and clickthrough rate with preference centers

Photo: pietroizzo

CompuServe, the pioneering online service, quietly ended its 30-year run on June 30. Current owner AOL made the shutdown announcement via email to its dwindling ranks of subscribers, prompting blog eulogies from nostalgic fans — and a little bit of snark from the peanut gallery (“CompuWHAT?”).

The news caught my eye, not only because I’m a former user.

I remember logging on to CompuServe to check stock market quotes and search a Lexis-Nexis-style periodical database during my first reporting job out of college. I also shared one of those now-ludicrous numerical email addresses with about four other reporters.

More relevant to the here and now is the notice that current subscribers can retain their existing CompuServe Classic email addresses.

The process requires subscribers to migrate their old accounts to a new, Web-mail service through an online registration form — but how many of those address will, indeed, remain active?

Subscriber apathy, user error, or technical glitches could cause many of those addresses to stop functioning. And if you’ve got CompuServe address in your email database, that could mean more bounces in the coming weeks.

So take a look at your database. See how many @compuserve.com addresses you’re currently mailing, and watch for bounces or other signs of inactivity in future campaigns. You don’t want to purge those addresses from your list immediately, but you also don’t want the ghosts of past ISPs threatening your list hygiene.

CompuServe Classic Mail Migration:
http://member.compuserve.com/mailcenter/default.jsp

CompuServe Eulogy from The PaperPC
http://paperpc.blogspot.com/2009/06/compuserve-classic-so-long-old-friend.html

For two years now I’ve been mildly infamous in emarketing circles for badmouthing RSS.

Don’t take me wrong — I adore the idea of RSS, a direct opt-in info feed to one’s desktop. But, I’m thoroughly underwhelmed with the reality of RSS … so far. Fewer than 10% of Internet users can reliably be said to use RSS on at least a weekly basis (compared to the 91% who check email that frequently).

And, few RSS feed publishers track any useful results metrics. (Ever asked an RSS fan how the incoming traffic converts compared to other traffic sources? Deafening silence.)

However, RSS is great for certain aspects of search marketing. And, now that both AOL and Yahoo have announced they’ll be charging email senders $2.5-$10 per thousand emails sent to guarantee delivery, RSS is looking mighty fine to me.

We all knew the email party had to end, right? It’s gotten more and more expensive over the years. MarketingSherpa’s average reader is spending more than six figures on email marketing service providers per year now.

But, last week’s announcement by AOL may rock everyone’s budgets massively. The proposed charges would roughly double most mailers’ send costs. (The mainstream press avoid mentioning this by talking about fractions of a cent per name; but, when you do the math, things look ugly.)

What’s specifically happening? I can’t tell you for sure, despite lots of research and behind-the-scenes interviews, because the AOL and now Yahoo deals have not been detailed in concrete. (As late as last Wednesday all sources said Yahoo would never join the pay-me-to-deliver-email Goodmail program, and that AOL whitelisting would be “phased out.” Now both these positions appear to be reversed.)

Fact is, companies such as AOL and Yahoo that process email for their customers can stand to make A LOT of money by charging senders. And hey this is a capitalist society and they are in business to make a profit.

If the charge-to-deliver email trend sticks (and I bet it will) other email clients, from MSN’s Hotmail to Gmail, as well as corporate email servers, will start charging too. Your budget for email may double over the next 12 months. And then it will double again when rates start, inevitably, going up.

Just as with CAN-SPAM, the new system won’t stop unwanted email. It’s simply a toll-road tax and should be labeled as such. (Don’t give us guff about improving the in-box for consumers or delivery for mailers. This is about profits, and what’s best for your stockholders. And that’s ok.)

On the mailer side, hopefully this will galvanize folks to do better list hygiene, segmentation and ruthless pruning of inactives.

And, I can tell you right now, as a mailer myself, RSS is looking pretty danged good right now. We’ve already offered an RSS feed for quite some time, but now I’m going to start promoting it like crazy. So here are two links for you:

Hotlink to pick up MarketingSherpa’s own RSS feed http://www.marketingsherpa.com/rss/msherpa_rss.rss

Quick info about RSS for newbies http://www.marketingsherpa.com/sample.cfm?contentID=3179

, Publisher

A friend of mine emailed, “Anne, I’m fed up with my current email service provider. I think a lot of my mail is being filtered before it gets to my readers’ in-boxes.”

He figured switching to a new vendor would be like a silver bullet for delivery. If only he could pick the right one.

I had to be honest with him. Although we do publish Buyer’s Guide to Email Vendors, I strongly advise marketers not to assume that switching vendors equals better deliverability.

Why? Because so much of delivery is determined by your own practices as a mailer — not by your vendor. So, before you consider switching, first make sure you’ve done everything you should on your end to get the mail through.

Assuming you’re already doing the obvious stuff — only mailing true permission names messages you’re darn sure they’re interested in at a nonannoying frequency — here are three more factors to double-check:

#1. Are you currently using a dedicated IP address to send email that no other mailer ever uses? Some vendors charge a bit more for this, some don’t. Almost all offer it, and it’s your responsibility as the mailer to insist on using this service.

Otherwise you’re at the mercy of every other mailer sending from the same IP address. If any of the folks on their list block or blacklist them, your mailings are tarred with the same brush because you appear to be identical.

#2. If you send in HTML, is it coded properly? One industry expert told me off the record that almost never, ever, are email newsletters and alerts coded cleanly.

Much email design is done by Web designers who don’t realize email requires super-clean code. Plus, as original email templates are altered and adjusted over the years, the code can get messy. To see if your HTML passes the test, run it through the online validator here: http://validator.w3.org/.

#3. Content filtering is *huge* in the corporate world. Great email service providers can help you get through to major ISPs with volume controls, strict list hygiene, and reputation.

However, many at-work email addresses are being protected by content-based filters that may have much higher false positive rates than big ISPs. Translation: if your copy contains enough junk-mail-looking words, your mailing to folks at work may not get through. To see if your copy passes the test, run it through an online validator here (or ask if your ESP provides a similar checker): http://www.lyris.com/contentchecker/

Still not getting through? Now it’s time to pick up the phone and ask your current vendor for help with the problem. If they have no ideas, then (and only then) start shopping.

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As we’re in the final days before MarketingSherpa Summit 2016, we thought it would be fitting to share the last Media Center interview from last year, covering a timely topic marketers were concerned about — Canada’s Anti-Spam Law.

With fines of up to $10 million per violation, Canada’s Anti-Spam Law (CASL) is among the world’s strictest anti-spam legislation and, naturally, it got attention. As a result, it’s too easy for marketers to feel overwhelmed by the new regulations, Shaun Brown, Partner, nNovation (an Ottawa-based law firm), said.

He discussed CASL with Courtney Eckerle, Managing Editor, MarketingSherpa, at Email Summit 2015.

“There are potentially huge penalties under the legislation. Every law firm is publishing information. You have bloggers, email marketers … everybody is talking about CASL. But not everything out there is necessarily factually correct,” he said. “And even then, we can’t always claim to know exactly how the law is going to apply in every circumstance.”

Consequently, some marketers have embraced CASL compliance. Others, not so much.

Read more…

After writing hundreds of MarketingSherpa Newsletter case studies and, in the process, interviewing, speaking with and getting to know many, many marketers, one attribute really stands out for influencing successful marketing — Sales and Marketing alignment.

It doesn’t guarantee success and lack of alignment doesn’t automatically mean failure. However, when Marketing and Sales are working together as a team instead of as adversaries within a company, the entire sales pipeline is much more effective.

One reason for this success is that companies with a Sales and Marketing alignment are much more likely to see the entire customer experience holistically, where each person is seen in terms of where they are in the process.

For example, that person will be seen as a freshly generated lead, a prospect who has been handed off to Sales, a paying customer requiring service or an ongoing nurturing to ensure they remain a customer.  This is much more preferable than being just a cog in a process that begins with Marketing, goes to Sales — where, at that point, the person drops off of Marketing’s radar altogether — and then, hopefully, is passed to customer service and is no longer a Sales concern.

Read more…

Every email marketer has the goal of building a good quality list. In fact, 74% of marketers report year-to-year growth of their email list, according to the MarketingSherpa Email Marketing Handbook, Second Edition. However, having a large amount of people on an email list does not mean it’s a quality list. Keeping email subscribers engaged and active is vital to any email marketing campaign.

In this video excerpt from Email Summit 2013, Diana Primeau, Director, Member Services, CNET, discusses the importance of cutting out disengaged users from your email list and the necessity of sending out a warning email beforehand.

“It’s a lot easier to keep your customers happy and engaged if you’re reaching out to them in a meaningful way, providing them with content throughout the year,” she suggested as a preemptive measure.

But, even if you pack amazing content into every single email send, some users still will go inactive. For the health of your email list and the reputation of your company’s email sends, the inactive users should be removed.

Before you start removing people from your list though, an email should be sent out as a last chance, and with that, “it’s really important that you give your customers a reason to stay with you,” Diana said.

In the last-chance email sent by CNET, the copy contains links to other newsletters that may be more specific to members’ interests, sweepstakes opportunities and a plea to not miss out on its news.

With this campaign, CNET re-engaged almost 9% of its inactive users – users that have not opened an email for more than 180 days – that would have otherwise been cut from the list.

Watch the full presentation to see Diana’s specific examples, case studies and her overarching recommendations for her fellow email marketers.

Read more…

Originally published on B2B LeadBlog

Earlier this year at MarketingSherpa Email Summit 2013 in Las Vegas, I had the chance to enjoy many conversations with my email marketing industry friends. This post grew out of one of those talks.

I asked Matt Bailey, President, SiteLogic; Christopher Donald, CEO and Lead Strategist, Inbox Group; and Loren McDonald, VP Industry Relations, Silverpop, about comparing “batch and blast” email strategies against some of the more targeted and personalized email approaches. Here are their answers.

David Kirkpatrick: Email marketers are being told to employ aggressive database hygiene on email subscription lists, engage in tactics such as microsegmentation to individualize and customize the content in email campaigns, and begin emphasizing mobile form factors in email design to encourage engagement with campaigns on mobile devices.

At the same time, they are being told to get away from the traditional batch and blast or “spray and pray” efforts.

What are some advantages and disadvantages of these areas of emphasis in email marketing?

Loren McDonald: Email marketing is not “either-or.” A successful program relies on a combination of elements – broadcast, automated triggered emails and segmentation. Each element has a specific role to play in your email program. If you focus on a single one to the exclusion of the others, you’re leaving money on the table.

First, a well-designed broadcast email program makes sense because you will always have email messages that you should send to everyone on your list.

Part of email’s role is to nudge your customers into buying something they didn’t necessarily know they wanted, to reach out to the person who wasn’t planning to buy from you.

Having said that, I do believe that the more behavior you can capture, the more relevant your messages become, and you can automate more messages. Recipients value these messages because they’re more relevant than most broadcast emails.

Automated messaging helps you capture incremental dollars on top of the revenue you’re driving already with your broadcast emails.

Matt Bailey: As much as neither of us would recommend a batch and blast approach, it is still a “better than nothing” proposition.

I find that in many companies, the traditional email batch marketing is the sole or the primary way of corresponding with existing customers. So, in this way, it is better than no communication. There is little to no time spent improving the database or much thought into the messaging of the emails – it’s simply a task to be done.

Now, fortunately or unfortunately, when I audit these types of companies and their marketing, and come to their email programs – it’s a profitable venture. Because so little is put in, besides the creative, the email service provider (ESP) and the blast, but yet it produces the primary source of repeat business.

I say unfortunately, because many times it is profitable because there is little spent and even less attention to segmentation or database management. I say fortunately, because making simple changes and becoming better and more intelligent with microsegmentation, triggers, etc., will only make an already profitable activity soar in results.

The issue then becomes one of paying more for something that is already working and investing in it to grow. Meanwhile, the sexiness of social media is competing for the marketing budget, and the new sexy options tend to get the attention, whereas the already profitable and predictable email marketing gets overlooked.

Christopher Donald: There is definitely a lot of benefit to being able to segment and target based on the data. We like to look at pretty much everything – from browse data to email data. You know, what [your customers] are responding to and not responding to from previous purchases.

So, you can get segmentation or even microsegmentation. The problem is not everybody has the bandwidth or budget to do that.

So they still live in the batch and blast world, and it can be very effective. There are a lot of companies that all they do is batch and blast, and it does really well for them.

You can increase your ROI and your revenue through targeting and through better segmentation and messaging to those segments based on previous activity, but it takes time and money.

Some people do batch and blast just out of necessity, but that doesn’t mean it doesn’t work.

DK: What effect on that final conversion to sale (rather than other email metrics such as open rate and clickthrough) do these two different approaches exert on campaigns?

LM: The one-to-one approach, especially those emails that are triggered to the individual based on a behavior or event, typically have significantly higher conversion rates than one-size-fits-all broadcast emails.

On the other hand, conversion rates on broadcast emails are typically less than 5%, but the emails are sent to all or a majority of your database versus a tiny percentage on any given day of the one-to-one emails. But with automated email programs, the power and math is in that they are triggered 24/7/365 and that as you build your program you might have dozens of these emails going out every day.

So as I mentioned earlier, the key is to combine a growing number of these one-to-one automated emails with segmented and broadcast. Companies that add a significant number of automated email programs often see them contribute 25% to 50% of their total revenue from email.

MB: Oh, there is no contest. Every test, every campaign and every client that develops microsegmented campaigns or persona-based emails sees lifts in every category. It all comes down to relevance. Even if I have subscribed to your company’s emails, unless it is relevant to my needs – at that exact moment – it is spam. The more targeted your emails [are] by relevance, personalization and timeliness, the more significant all metrics increase, especially the ones that count – revenue and profitability.

CD: I think it all depends on what it is you are selling, right? If you simply sell a widget in 10 different colors, then segmentation probably isn’t important and isn’t even going to get you that much more revenue for the amount of time and cost that will be involved.

Revenue should always be your main indicator.

It is your main indicator of whether what you are doing is working, or not. I have seen clients spend huge amounts of money and time segmenting and on hygiene and managing inactives and doing everything they can do, but the bottom line – the return on investment of doing those things – doesn’t always pan out.

For others, it does. It is really looking at what you are selling. If you are selling lots of different products, it makes all the sense in the world to segment.

DK: Is relying on batch and blast because it still works possibly selling short a longer-term strategy of an engaged, if maybe smaller, subscriber base? And possibly risking eventual issues with deliverability, recipient fatigue (and the resulting opt-outs, or worse, spam/junk status) and/or brand credibility?

LM: If your email program is almost entirely batch and blast, then you are simply leaving a lot of money on the table. That is the fundamental reason to go beyond this approach – deliverability concerns and related issues are secondary. Remember, your goal as a marketer is to make as much money as possible for your employer while at the same time balancing margins, customer expectations, choice, list churn and other factors.

The simple truth is that sending more email makes you more money. But “more” doesn’t mean just sending more of the same old thing to everyone – but more relevant emails at the individual, segment and broadcast level. As my friend Dela Quist of Alchemy Worx says, “Don’t be stupid.”

You have to be responsible with your broadcast program. You must test frequency and monitor engagement across your database. Concentrate on activating your new subscribers right away. Use technology and data to identity customers who are becoming unengaged and then move them into different tracks. You also need to understand the longer-term impact on churn and revenue when simply sending more broadcast emails.

Additionally, one of the goals and purposes of your broadcast program is to drive subscriber behaviors that then trigger those one-to-one emails that lead to higher conversions and engagement. Without the regular cadence of broadcast emails you will have fewer behaviors from which to trigger the highly personalized emails.

MB: Absolutely! I believe that the batch and blast approach is only profitable because we are in a unique place in digital marketing. It’s the “grace period” before we hit a critical mass of personalized, targeted marketing. If your company isn’t doing it, then you will get overwhelmed by your competitors and others who are engaging your customers at a more personal level.

CD: I think it does hurt in the long run, for sure. I think you can turn off your audience over time [with batch and blast email].

But, sometimes it is a knowledge issue. There are a lot of plug-and-play services with recommendations based on browsing, or cart abandonment, or targeting based on data.

Sometimes people are email marketers by default, not by choice.

DK: What emphasis should email marketers place on mobile platforms right now when designing new email campaigns and overall email marketing strategies?

MB: I would look at your metrics to see how your customer base is interacting with your emails. While the data suggests that email is the number one activity on mobile you need to see how that is stacked up for your company. Just because reports state that you still have to see what is happening in your own business.

Now, after verifying how people are using your emails and where they are opening – if you see even the slightest trend or predilection to mobile, then you need to be exploring, designing or planning. Don’t ignore it.

CD: I think [email marketers] should take it very seriously.

You need to find out what percentage of your [audience] are opening and reading on mobile. We have a B2B client with a mobile open rate of only 4%.

You would think [being] business to business, the mobile open rate would be huge, right?

But, with this particular client, they have been sending this newsletter on a monthly basis for seven years and the newsletter is content heavy. It generates 1.6 million PDF downloads of new insurance policy information for agents.

Because it is a large format newsletter and a lot of content, there is no way to make it mobile-friendly.

DK: What are your overall thoughts or ideas you’d like to share on this topic?

LM: While I am a major proponent of one-to-one, behavior-based automated email, success is still all about balance and knowing what works with your customers.

You need to find the right balance among broadcast, one-to-one and segmentation based on your business, resources, budget and customer and purchase lifecycle. If you overemphasize one approach at the expense of the others, you’re leaving money – perhaps a lot of it – on the table.

MB: Metrics are powerful, and they are absolutely necessary to prove our assumptions. Even though your traditional email campaigns are profitable, it doesn’t mean that they will remain so next year. Even the simplest segmentation strategy will make a remarkable difference in your response rates, conversions and even more – the customer perception of your company.  All of which will be important as the personalization of digital marketing explodes over the near term.

MarketingSherpa Email Awards 2014

Did this blog post get you thinking about your own email marketing strategies and tactics? If so, let us know about your best campaigns from the past year and enter those efforts in MarketingSherpa Email Awards 2014. You have until September 8, 2013 to enter.

Related Resources:

Email Marketing: 208% higher conversion rate for targeted emails over batch and blast

Automated Email Case Study: 175% more revenue and 83% higher conversion rate

Email Marketing: 900% more revenue-per-email from Restaurant.com’s automated strategy

Email Marketing: Two ways to add relevance, and why you must be correct