Inactive subscribers aren’t necessarily inactive customers. They might not open or click on emails, but those subject lines, from lines and regular brand impressions are still positively influencing their purchase behavior. So is it still necessary to send dedicated “winback” campaigns to get these people opening and clicking again?
Posted by Scott Cohen
December 5, 2011 in story time
While most marketers understand that emotion is a significant part of the purchasing process, so is the negotiation. With every purchase there’s a negotiation happening, whether it’s online or offline. If you receive an email promoting a product you’re interested in buying, you’ll most likely view and probably click through to the site to see
Posted by Scott Cohen
November 16, 2011 in story time
If you’re a B2B email marketer, you’re probably relieved that the summer vacation season has mercifully come to a close. The decision-makers will be back in the office, and work can finally get done. There is an obvious season(s) for work and an obvious season(s) for play—scenarios that don’t just apply to holiday sales for
Posted by Scott Cohen
September 22, 2011 in story time
How many times have you been in this situation? Boss: “We need to be on Facebook. Let’s have a contest and get people to like us and subscribe them to our email.” You: “Okay, great. What do we plan to do with them after they’ve signed up?” Boss: “I don’t know. But you need to
Posted by Scott Cohen
July 15, 2011 in story time
