The biggest email marketing day is a week away. Here are a few last-minute tips to make your emails successful for the day

Email marketing is a crucial component of any successful digital marketing strategy.

I discussed this with Dr. Matthew Dunn on the Future of Email Podcast almost a year ago. One of the discussions we had was that one might argue that email marketing is even more critical to small businesses than big brands.

Having been in the email marketing space for over 20 years now, one of the things that still baffles me is the lack of customer journey emails I see. If you have attended any email marketing conference or webinar, you likely hear the terms personalization, segmentation, right time, and right message. Yet, developing an email marketing customer journey is seldom at the forefront of brands, even though we all know it is a must-have.

Understand why you should move beyond relying solely on open rate metrics when analyzing email marketing performance.

If you are wondering what a journey is, it is an automated path that you send subscribers based on where they are in their unique journey with your brand. This is an incredibly effective approach to building a strong relationship with your audience.

As 2022 came to a close and we welcomed 2023, it is essential to look back on our email marketing metrics and see what has changed and where we go from here.

When I get a call from a potential new client or am conducting a strategy session, I ask how often they send emails. The answers range from daily, weekly, monthly, and when I have time.

I understand why people falsely believe that email marketing is easy and worse when people say it doesn't work. When I started in email in 2002, there were a limited number of sending platforms. Strategy and segmentation weren't really a thing and lists, for the most part, were small and manageable. I'm not even sure the term deliverability was discussed. It was mostly the prominent brands that did email.

The two most known email marketing metrics are open rates and click-through rates. For years entire automated email programs have been built based on who opened or didn’t open.

Clicks are one of the most valuable email marketing metrics — they are often also the most underutilized. Read this article to learn how to get more out of your click metrics.

A conversation for the Email Metrics Project

Open Clicks Conversions/Transactions… These are the metrics that email marketers look at to analyze performance and develop strategies. But what happens when those metrics aren’t important to determining the success of your email marketing program?

Your subscribers are everything when it comes to your email list. After all, without them, you have no email marketing program. So why do we often forget that our subscribers are everything after the onboarding or acquisition of subscribers?