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1 month ago by Adestra

Improve personalization and segmentation with MessageFocus

Personalization is an important tool in the arsenal of any email marketer looking to boost results. In fact, a brand new study in collaboration with the Institute of Direct and Digital Marketing (IDM) shows that 63 percent of marketers see both increased email and bottom line results from using personalization. With that in mind, over…

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1 month ago by Matt McGowan

Who needs a CMS anyway?

Just last month, Salesforce acquired productivity tool Quip in a bid to compete against the likes of Microsoft Office, according to a number of reports. The move had a lot of the industry talking. Not only because it was a big punch in the face for those such as Microsoft and Google, but also due to the…

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2 months ago by Henry Smith

It’s time to get up close and personal in the hospitality industry

Obtaining email addresses and other data from potential customers in the hospitality and tourism sector can sometimes be a challenge. Hotel guests and users of other hospitality services are often wary of giving away personal data or they might lie with a third party. How many of us haven’t booked holidays through sites like,…

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3 months ago by Matt McGowan

How to build a robust marketing automation program

Marketing automation can mean many things. Today, many marketers send personalized emails based on triggers. The ultimate would be complete integration between the marketing automation platform, ad servers, first-party data and third-party data providers. Then, to complete things, an attribution model sitting above it that would include all those different touch points, allowing marketers to…

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marketing automation

4 months ago by Matt McGowan

Email: The channel that just keeps on giving!

Year after year, email remains the top tool in the marketer’s arsenal, as a recent survey by eMarketer confirms. Sure, email is a workhorse that gets the job done and it will continue to be the top target for increased investment across all digital channels in 2016, according to the recent studies. But there’s another reason…

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4 months ago by Matt McGowan

After Cannes: Agencies, tech and creative taking stock

We’ve just wrapped up another Cannes Lions and what a great event it was! As I reflect upon my week, I think there’s no better time to talk about the changes and trends that I see in our industry. Here’s what’s top of my mind as we move into summer. Creative versus technology Although Cannes Lions is…

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cannes lions

4 months ago by Matt McGowan

Are you working too hard, or hardly working?

In a recent CMO Spend survey from some of my industry peers over at Gartner (Jake Sorofman, Yvonne Genovesee, and Anna Maria Virzi (hi Anna Maria!)), a couple of stats truly jumped out at me. 33 percent of marketing budgets are now spent on Marketing Technology (MarTech). 56 percent of marketers ranked customer experience as…

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Work smart, not hard

5 months ago by Peter Rylands

54% of marketers love their ESP but there’s room for improvement

How do companies and agencies use email service providers? Where can ESPs improve and what do marketers really think of them? Our 2016 Email Marketing Census sheds light on many different parts of the industry, including direct feedback from agencies and companies on their provider. This article has a look at what they had to say.…

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5 months ago by Peter Rylands

Term of the Week: What is an Email Service Provider?

In short, Email Service Providers (ESPs) work with businesses to enable them to send emails to their subscriber bases, whether large lists or targeted segments. They offer the functionality for a business to build a relationship with their customers and prospects. What capabilities do they have? There are many ESPs in the market place, with different audiences…

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