Table of Contents
- LoriBeth Blair-“Unlock the Power of 8 Essential Tools for Email Success.”
- Nicholas Einstein-“Discover How AMP for Email Can Boost Engagement by 20 Times!”
- Tali Hasanoc- “Uncover the Secrets of Seed Lists for Email Marketing Success.”
- Jeanne Jennings-“Master A/B Testing for Outstanding Email Program Performance.”
- Andrew Kordek-“Transform Your Email Marketing with Comprehensive Auditing.”
- Jaina Mistry-“Explore the Resurgence of Newsletters for Brand Loyalty.”
- Rui Nunes- “Harness the Power of AI and Email Verification for Success.”
- Alexandria Palau-“Cleanse Your List and Boost Metrics with List Cleaning.”
- Dela Quist-“Unleash the Potential of Inactive Subscribers for Growth.”
- Adeola Sole-“Optimize Welcome Emails, Second Purchase Campaigns, and A/B Testing.”
- Chad S. White-“Discover the Future of BIMI and the Importance of Re-Permissioning.”
- Summary and Conclusion
LoriBeth Blair
Head of Deliverability, Managing Partner Email Industries
LoriBeth is very passionate about her tools for success. She lists eight different tools, starting with email hygiene to ensure lists have clean and accurate data, which is especially important for B2B marketers. Watch her full video for her other seven important tools for email success.
Nicholas Einstein
VP of Product Marketing, Netcore Cloud
Tali Hasanoc
Principal, Certified Digital Marketing Consultant, WSI Digital Path
Jeanne Jennings
Founder of Email Optimization Shop, GM of Only Influencers
Andrew Kordek
VP of Customer Engagement, iPost
Jaina Mistry
Director, Content & Email Marketing, Litmus
Jaina highlights the resurgence of newsletters in email marketing as a powerful tool for building brand trust, loyalty, and relationships with subscribers. Unlike purely sales-driven content, newsletters focus on providing education and consistent touchpoints with subscribers, creating a valuable connection. With the evolving landscape of social media, newsletters offer marketers a way to maintain ownership of their subscriber list and stay connected with their audience. Jaina mentions Litmus’s success with newsletters, demonstrating the engagement and positive results they can achieve. She encourages email marketers to leverage newsletters as a valuable program for engaging subscribers and customers.
Rui Nunes
Founder, Sendxmail
Rui emphasizes the power of email marketing even with simple tools, provided that essential elements like opt-ins and a clear value proposition are in place. However, he highlights the growing role of AI (Artificial Intelligence) in enhancing the email marketing experience. Rui discusses how AI-driven approaches consistently outperform human-driven efforts in tailoring personalized messages quickly and accurately. He mentions platforms like Salesforce Marketing Cloud and Oracle Experience Cloud that leverage AI to benefit many brands. Additionally, Rui recommends the use of email verification tools to maintain a clean and reliable subscriber list, preventing issues like attacks by bots and preserving sender reputation. Overall, he underscores the importance of AI and email verification tools in modern email marketing.
Alexandra Palau
CEO, All About Email Marketing
Alexandria emphasizes the importance of list cleaning in email marketing, despite the corporate inclination to accumulate more contacts. She recommends building a compelling case for list cleaning, as a significant portion (20-30%) of the list may not be performing, which can negatively impact metrics and deliverability. Alexandria suggests implementing an automated list cleaning process, involving a series of messages targeting unresponsive subscribers. The flow includes messages like “we’ve missed you,” offering discounts, sending reminders, and finally, tagging unresponsive leads for removal. By presenting data that demonstrates these contacts’ lack of engagement, email marketers can successfully justify cleaning the list, resulting in improved metrics and deliverability, ultimately enhancing their reputation.
Dela Quist
CIO, Alchemy Worx
Dela emphasizes the critical importance of audience management in email marketing. He highlights the need to avoid solely focusing on the best customers and explains that email marketers should pay significant attention to their inactive list, which often goes overlooked. Dela compares the value of the inactive list to a prospect list, as these contacts have potential, even with lower engagement rates. He urges marketers to recognize the potential of the inactive segment and treat it as a valuable group. Instead of merely recycling strategies that work for active customers, Dela recommends conducting specific tests, such as subject line, product, and pricing tests, on the inactive list. By doing so, email marketers can unlock the latent potential of their inactive subscribers, leading to increased revenue and a better understanding of their email marketing efforts.
Adeola Sole
CRM Consultant, International Speaker + Host
Chad S. White
Head of Research, Oracle Marketing Consulting
Summary and Conclusion
What are the top 15 programs/tools email marketers should be using, but aren’t? Glad you asked! Here they are:
- Email Hygiene: Ensuring clean and accurate data, especially vital for B2B marketers.
- AMP for Email: A game-changer that can boost engagement by 16 to 20 times.
- Seed Lists: An essential resource for evaluating email performance across different clients.
- A/B Split Testing: Beyond subject lines, explore various elements for program efficiency.
- Regular Auditing: Covering everything from sign-up processes to messaging strategies.
- Newsletters: A resurgence for building brand trust, loyalty, and relationships with subscribers.
- AI Integration: Enhancing personalization and automation for better results.
- Email Verification Tools: Maintaining a clean and reliable subscriber list.
- List Cleaning: Removing unresponsive contacts to improve metrics and deliverability.
- Audience Management: Giving due importance to the inactive list as a valuable segment.
- Enhanced Welcome Emails: Prioritizing conversion within the customer journey.
- Second Purchase Campaign: Sustaining customer momentum for increased lifetime value.
- A/B Testing in Automations: Gaining insights for short-term and long-term improvements.
- BIMI (Brand Indicators for Message Identification): An emerging practice with growing support.
- Re-permissioning Programs: Providing disengaged subscribers with a last chance to reaffirm their interest.
These invaluable insights from our panelists shed light on the untapped potential within email marketing, offering strategies and tools to drive better results, engage customers, and stay at the forefront of this ever-evolving industry.