Posts by Chris Cano

Convert your social followers into email subscribers

The power of email and social is jaw-dropping! Both channels are extremely potent and warrant full attention from marketers like you. Why? Their direct and wide-reaching capabilities make it easy for you to connect with your subscribers…

10 winning automations for B2B ecommerce

B2B ecommerce sales will experience explosive growth in the coming years, eclipsing the revenue generated from B2C markets. Just think about the average value of a business order when compared to that of a consumer. And yet,…

dotmailer Summit 2018: LIVE

Refashion your newsletter and allow your brand to flourish

In abandoning generalization for personalization, the traditional newsletter is getting lost amid the hustle and bustle of email marketing automation. While sending super-relevant triggered messages is a must, newsletters should be recognized as the bread and butter…

How to tap into the consumer’s psyche with your email marketing campaigns

You don’t need to have studied psychology or consumer behavior to know that human beings have both an emotive and rational side. Our process is essentially reactive, then proactive. We eat with our eyes, don’t we? In…

Leverage your brand heritage to power post-purchase automation: how Grenson got it right

For many businesses, heritage and background are what make them a firm favorite in consumers’ hearts. Legacy builds the foundations for brand identity, personality and trust; these qualities are fundamental for retailers in a crowded market. Today,…

The welcome program: the first step towards data-driven email marketing automation

However, given the sheer quantity of data brands are leveraging, automation programs are becoming necessary to win the email marketing game. Consumers’ expectations are rising, and highly personalised, 1:1 communications are becoming the norm among brands who…

“Missing the Mark” – 10 ‘exemplary’ SPAM emails

When people talk about email, and instantly think of “spam”, it really bugs me. Email marketing is not spam; email marketing is an art form. It needs to be perfected. We want a Picasso or Rembrandt landing…

Deliverability: it doesn’t have to be the Pandora’s Box of email marketing

Email marketers should not be scared of Deliverability – it’s an essential part of email marketing that needs to be understood in order to drive best-of-breed sending practices. What is Deliverability? Deliverability is quite literally the ability…

Winning in customer moments: why email and lifecycle marketing go hand in hand

Today’s hyper-connected consumers are creatures of habit: they journey through lifecycles on the premise of conformity and uniformity, yet they’re also impulsive. They want to do what everyone else is doing; and most of all, they don’t…

Humanise your email marketing content and bring customers closer to your brand

Content is one of the most important aspects of an email’s infrastructure. It’s the personality of the email that either grasps the recipient or puts them off. A subscriber’s impression of content can sometimes be instantaneous, so…

Is multi-persona messaging a quick win for data-poor marketers?

It all comes down to the data, as always. The more data you capture and store, the more you get to know your customers and the more you can tailor the message so it’s relevant to them.…

Combine your CRM and ESP for a 360-degree view of your business

Your ESP is an essential tool that reaches your audiences, engages them through various types of communications (i.e. promotions, newsletters, competitions), and aggregates really useful information on them (i.e. conversion, opens, clicks). It’s the perfect channel to…