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  • Ryan Phelan is VP, Marketing Insights in Adestra Inc. He’s been in the email marketing industry for 17 years with companies like Acxiom, Sears, BlueHornet and Responsys and has a lot of tips and tactics to share from his experience. Follow him on Twitter at @ryanpphelan.

3 weeks ago by Ryan Phelan

Lessons to learn from a bad email

Three years ago, I lived in California. I loved living in California, because I was close to the wine country and golf courses, and the weather was always lovely. But I ended up moving to Texas because the cost of living in paradise was too high. I could have bought a high-end Tesla for what…

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email acquisition

3 weeks ago by Ryan Phelan

Halloween emails: Sweet treats or fright fests?

Every year my inbox gets inundated with retail Halloween emails. They all have the same subject line (some variation on “spooktacular,” one of the most overused words ever) and the same message: telling me how to dress up my kids in the latest cute/clever/creepy costumes. There’s only one problem: I don’t have children. I like…

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halloween

1 month ago by Ryan Phelan

Progressive profiling: Why it’s a win-win for everyone

First-person marketing sees customers as individuals to whom brands must shape their messaging to ensure they’re meeting the person’s needs, interests and goals. Central to First-Person Marketing is this credo: “Know thy customer.” If you don’t know much about your customers, progressive profiling is an excellent way to gather it directly from the source —…

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profile - mask

1 month ago by Ryan Phelan

Why ‘no-reply’ email addresses are a ‘hell no’

I love talking with marketers, and I do it often. They ask me great questions about email and how to do it better. But every once in a while, I get a question that makes my head explode, and I got one of those at a recent conference. “Should we use a ‘do-not-reply’ address as…

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2 months ago by Ryan Phelan

3 items to check off your holiday to-do list

The pumpkins have hit the stores, which can only mean one thing; it’s fall time and October is nearly upon us! (Woah, where has this year gone?!) It is also that time of year when the lockdown for your holiday email marketing plans is just around the corner. If you’re like most marketers in the…

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checklist

2 months ago by Ryan Phelan

3 (legal) ways to make money with transactional emails

With the fourth-quarter holiday season fast approaching, everybody’s trying to find a way to increase revenue over the previous year. We’re guessing your business is among them, so here’s a tactic that everybody else overlooks: Sell something in your confirmation email. Pretty obvious, right? I think so, but it surprises me every year to see…

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A shopper makes a transaction online

3 months ago by Ryan Phelan

Mobile design: What to consider before you ‘redesign for mobile’

You probably hear a lot about ‘mobile design’: designing your email messages so your subscribers can read and act on them easily on their smartphones and tablets. This is important, given that more than 50% of business and consumer email gets read on mobile devices, and mobile click and conversion rates are closing in on…

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A woman shops on her mobile phone

3 months ago by Ryan Phelan

3 questions no one asks before talking to tech vendors

The marketing tech landscape has expanded so much over the last decade, as this LUMAscape shows. It can be overwhelming when you’re looking for new tech providers. First, figure out “must-haves” versus “nice to haves”. The most important thing to remember is that when making any martech decisions, looking at what you need is the…

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A marketer questions tech options

3 months ago by Ryan Phelan

Third-party data is the new bacon

Anyone who knows me knows I love to cook and be in the kitchen. Today, for example, I’ve got a sheet full of Wagyu beef bacon cooking in the oven, and let me tell you – there’s not a better smell than Local Yocal bacon in the air. Don’t you wish you had a home…

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Bacon representing Third-Party Data

4 months ago by Ryan Phelan

Want more conversions? Tune up your value exchange!

Not long ago, I was looking for information on account-based marketing, one of the hot topics in the marketing world right now. I needed a little perspective, so I sought out a prominent ABM vendor’s site to get some answers. If you’re a B2B vendor, that’s pretty much how your customer journey starts, right? For…

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