Email marketing at AirBnb: Imagine yourself here

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Airbnb has been storming the fortress of travel. Matching individual travellers with spare bedrooms and apartments for rent, they might be the embodiment of market disruption and certainly the hottest travel brand in town.

I talked with George DiGuido, while he was head of Email Marketing at the global HQ of Airbnb. Today he is heading up Email Strategy at About.com. Continue reading »

Unlocking the full potential of B2B email marketing

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A lot has been written about persuading consumers to click and buy. But what are the differences in B2B email marketing and what does a strong B2B email campaign make?

Especially when tapping into the strengths of B2B email marketing to promote your products and services, it is important to strike the right chord.

Continue reading »

Lead generation with a heartbeat; the email marketing prospect program of Vodafone

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Last year Vodafone Netherlands started with a new email marketing prospecting program. Growing their customer base is a real challenge, seeing the mobile phone market is shrinking.

Immediately after launching the email program, they started with Marketing Performance Improvement.

Vodafone is also using some innovative list-growth techniques, which are certainly paying off. Continue reading »

What a difference a day makes – these brands sieze the New Year moment in their newsletter

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“When is the best time to send your email newsletter?”, that question seems to keep people busy. That it is totally understandable, because send time does affect conversions and after crafting your email, you do have to schedule it.

Let’s look at the best time to send from a different angle. What if the best time to send a Continue reading »

On the road to Email Marketing success [interview]

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I had the pleasure speaking on the Keynote stage at the Festivak Industry Event. Kim Do of Atmost TV interviewed me about the theme of the presentation; Quickly learning from other people’s mistakes to avoid those pitfalls, whilst brisking up your own business success.

That is the perfect cue for with several email marketing tips. Enjoy. You will see, if you ask me for ONE golden dialogue marketing tip, I will always try to sneak in a second one. Continue reading »

Email marketing strategy: Stop staring at the bullet holes.

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This story begins during World War II. The English were starting to bomb targets in Germany. Of course they wanted to quickly improve the armour of the planes. The planes that came back from their bomb runs were carefully inspected for damage.

Engineers analysed the bullet holes and made an overview of the parts that were hit the most. The planes were reinforced in those places before sending them on their next flight.

Continue reading »

The 4 silent conversion killers that secretly smother a great email

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They are silent, not very obvious. And not seen by the untrained eye. Your gut says everything is all right and you get results and sales from your emails. Your design even looks great!

But it takes more than a fantastic starting point to reach the finish line of conversion. Here are some of those “silent conversion killers” you wouldn’t spot at first glance. Continue reading »

The engine that drives continuous improvement for your email campaigns

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Ever heard the business term continuous improvement? It means you want to keep on improving. Improving  your skills, your company, or even the results of your email marketing campaign.

Several components are necessary for continuous improvement of your email program. But often one of these is missing…. Continue reading »

Why you should not be testing your email newsletter

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In life you say “Live and learn”, in email marketing that is rather test and learn. A/B split testing is a proven way to optimize your email marketing.

Even though companies know they should be testing and optimizing their email marketing more, they don’t. Sometimes that is for valid reasons, often it is not. Continue reading »

3 practical email marketing tips [video]

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I had the pleasure to record a video call with the lovely Pelpina Trip. She asked me for some practical email marketing tips. So I gave them! We discussed how to make sure people click through on your emails, reaching your target audiences with newsletters and saving time while email marketing. Enjoy! Continue reading »

5 telltale signs it’s time to review your email marketing

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Take a step back. A critical look at your email marketing program can be very fruitful. Just like a car, it needs to be checked every once in a while. Fine-tuned, new oil, that headlight fixed. Most senior email marketers know this.

But when do you know it is time to do that checkup? Here are 5 telltale signs that you seriously need an email marketing audit. Continue reading »

Skip into great email marketing with Micro-yesses

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When a well-crafted email arrives in your inbox, it grabs your attention and without any effort you know if you want to act on it or not. It is like the ideal Skipping stone.

These emails might look as if they are made in a minute. That’s how natural they seem. Yes, Achieving a balanced, clear and persuasive message takes some extra work on the marketers side, but it is worth it, for the result is a more effective email.

Continue reading »

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