On January 5th, LashBack CEO Peter Wilson delivered an impactful presentation entitled “Building Long-Term Value in Email” at Mailcon in Las Vegas. Utilizing LashBack’s unique insights on email, the presentation focused on how the market is evolving -- with a clear need to focus on the consumer experience and what actions deliver long-term business value.
Prioritizing best practices does not mean focusing only on optimizing message components and inboxing, it has to consider the consumer experience. There must be a relationship with the consumer and LashBack has developed a comprehensive view of this relationship that includes quality, volume, relevance and trust.
Included again in this year’s Mailcon presentation was a wealth of insights on quality, performance and delivery rates. However, with new standards being implemented in response to data breaches and privacy issues, there should be a renewed focus on consumer value and protection. The presentation points out that keeping the consumer experience at the forefront is critical to maximizing longer-term revenue opportunities and business value.
About LashBack
LashBack is a leading provider of digital marketing intelligence to major brands, agencies and networks. The business is a patent-holder that has been awarded for innovation, recognized as a member of the Online Trust Honor Roll, and a consistent advocate for best practices over more than a decade. Whether you represent a large brand or are just getting started -- are more focused on risk or growth -- we have the information and services to help you accomplish your objectives.
LashBack Presentation at Mailcon January 2018LashBack, LLC
Data-driven Insights and Opportunities in Email
Peter Wilson - CEO, LashBack
Mailcon – Las Vegas
January 2018
LashBack’s President and CEO, Peter Wilson, recently had the honor of speaking at Mailcon in Las Vegas, Nevada. His presentation at the event focused on message quality and various characteristics of an email that can affect inboxing rates among different CEPs.
“Email is a powerful but complex marketing channel,” Wilson says in the presentation. “In order to succeed, you need to do the right analytics… at the right time, using the right data.” Over a series of slides that include in-depth graphic representations and detailed analysis of real data, he shows how LashBack’s data insights can provide businesses with the clarity needed to understand a company’s own inboxing rates. For example, quality issues such as authentication, length of HTML, and use of special characters will impact delivery.
About LashBack®
Founded in 2003 by marketers with a vision of how to make email more safe and effective, LashBack® has grown to become an authority and go-to resource for email compliance and intelligence.
LashBack® is a patent-holder with a long history of innovation, collecting and leveraging data, and advocating for best practices. We continue to focus on creative ways to bring insights to our clients with services spanning every aspect of email marketing and a recent expansion into additional digital marketing channels. Whether you represent a large brand or are just getting started -- are more focused on risk or growth -- we have the information and services to help you accomplish your objectives.
LashBack Presentation at Mailcon July 2018LashBack, LLC
Updates and Insights on an Evolving Market
Peter Wilson - CEO, LashBack
Mailcon, New York
July 2018
LashBack’s President and CEO, Peter Wilson, recently had the honor of speaking at Mailcon in New York City. His presentation included high-level insights on the email market ranging from domain and IP relationships to quality and inboxing trends.
“There are meaningful variances in the approaches used by mail providers and ESPs,” Wilson says in the presentation. “You need the right data and insights to maximize inboxing.” Also featured in the presentation are detailed graphics based on real data to show how unexpected relationships can lead to actionable opportunities.
About LashBack®
Founded in 2003 by marketers with a vision of how to make email more safe and effective, LashBack® has grown to become an authority and go-to resource for email compliance and intelligence.
LashBack® is a patent-holder with a long history of innovation, collecting and leveraging data, and advocating for best practices. We continue to focus on creative ways to bring insights to our clients with services spanning every aspect of email marketing and a recent expansion into additional digital marketing channels. Whether you represent a large brand or are just getting started -- are more focused on risk or growth -- we have the information and services to help you accomplish your objectives.
We'll take a data-driven look at the past year to highlight how email has evolved and discuss examples of the biggest issues facing email marketers today.
LashBack Presentation at Mailcon August 2019LashBack, LLC
LashBack Presents at Mailcon NY 2019
In August, several members of the LashBack team attended the Mailcon and Affiliate Summit East conferences in New York. The conferences provide a great opportunity for our team to meet with clients and contacts, and stay on top of what is going on in the world of digital marketing. It was a busy few days with lots of productive meetings and conversations.
As in previous years, LashBack CEO Peter Wilson gave a presentation at Mailcon, diving into the deep reservoir of LashBack data to find unique and actionable insights for the audience. This year’s presentation, “A Deeper Look at the Consumer Experience” contained an overview of some of the trends in email quality and delivery, with an emphasis on how different emailing practices are viewed by consumers. Building upon previous Mailcon presentations, some common themes around quality and prioritizing the consumer experience were explored with detailed examples. As the data continues to show us, the influence of greater transparency driven by technology and consumer expectation are sure to have an effect on the business practices of effective marketers.
This document discusses several top compliance concerns for political email marketers in 2020, including the frequent use of political figures in ads, recipients receiving multiple messages per day, blacklisting of IPs or domains, and loan offers with high borrowing limits. It also addresses issues with spoofed domains, noting that spoofing tends to be a common litigation target, and the use of COVID-19 related language in emails to generate engagement, which sharply increased in 2020. Finally, it shows that subject lines mentioning Trump and Biden correlated with a 30% increase in inbox delivery rates compared to overall email volume and inbox rates.
The document summarizes key developments in email clients and the email industry in 2018. Some of the key points include:
1. Apple's iOS Mail and Gmail continued to dominate email client market share in 2018, capturing 29% and 27% of opens respectively. Outlook saw steady growth, increasing its share to 8%.
2. Mobile remained the most popular way to read email, accounting for 43% of opens, though its share declined slightly over the year.
3. Changes to Yahoo Mail's infrastructure, which began merging with AOL, led to a significant increase in opens through Yahoo Mail, accounting for its rising share.
This document discusses how brands can use email as the foundation of their customer relationship strategy in a Web 2.0 world where consumers are exposed to many advertising messages across multiple channels. It provides statistics that show email has the highest return on investment of any digital marketing channel and explains how top brands drive email relevance and performance through personalization, segmentation, behavioral targeting, and real-time content optimization.
The document outlines 117 rules for email marketing. It separates the rules into two categories: 11 Fundamental Imperatives that should always be followed, and the remaining 106 Practice Guidelines that may be implemented differently depending on each company's needs. The rules cover topics like obtaining subscriber permission, list and data management, email design, personalization, and ongoing testing and improvement. Following these rules is meant to help email marketers maximize subscriber engagement and compliance while minimizing unsubscribes and complaints.
LashBack Presentation at Mailcon January 2018LashBack, LLC
Data-driven Insights and Opportunities in Email
Peter Wilson - CEO, LashBack
Mailcon – Las Vegas
January 2018
LashBack’s President and CEO, Peter Wilson, recently had the honor of speaking at Mailcon in Las Vegas, Nevada. His presentation at the event focused on message quality and various characteristics of an email that can affect inboxing rates among different CEPs.
“Email is a powerful but complex marketing channel,” Wilson says in the presentation. “In order to succeed, you need to do the right analytics… at the right time, using the right data.” Over a series of slides that include in-depth graphic representations and detailed analysis of real data, he shows how LashBack’s data insights can provide businesses with the clarity needed to understand a company’s own inboxing rates. For example, quality issues such as authentication, length of HTML, and use of special characters will impact delivery.
About LashBack®
Founded in 2003 by marketers with a vision of how to make email more safe and effective, LashBack® has grown to become an authority and go-to resource for email compliance and intelligence.
LashBack® is a patent-holder with a long history of innovation, collecting and leveraging data, and advocating for best practices. We continue to focus on creative ways to bring insights to our clients with services spanning every aspect of email marketing and a recent expansion into additional digital marketing channels. Whether you represent a large brand or are just getting started -- are more focused on risk or growth -- we have the information and services to help you accomplish your objectives.
LashBack Presentation at Mailcon July 2018LashBack, LLC
Updates and Insights on an Evolving Market
Peter Wilson - CEO, LashBack
Mailcon, New York
July 2018
LashBack’s President and CEO, Peter Wilson, recently had the honor of speaking at Mailcon in New York City. His presentation included high-level insights on the email market ranging from domain and IP relationships to quality and inboxing trends.
“There are meaningful variances in the approaches used by mail providers and ESPs,” Wilson says in the presentation. “You need the right data and insights to maximize inboxing.” Also featured in the presentation are detailed graphics based on real data to show how unexpected relationships can lead to actionable opportunities.
About LashBack®
Founded in 2003 by marketers with a vision of how to make email more safe and effective, LashBack® has grown to become an authority and go-to resource for email compliance and intelligence.
LashBack® is a patent-holder with a long history of innovation, collecting and leveraging data, and advocating for best practices. We continue to focus on creative ways to bring insights to our clients with services spanning every aspect of email marketing and a recent expansion into additional digital marketing channels. Whether you represent a large brand or are just getting started -- are more focused on risk or growth -- we have the information and services to help you accomplish your objectives.
We'll take a data-driven look at the past year to highlight how email has evolved and discuss examples of the biggest issues facing email marketers today.
LashBack Presentation at Mailcon August 2019LashBack, LLC
LashBack Presents at Mailcon NY 2019
In August, several members of the LashBack team attended the Mailcon and Affiliate Summit East conferences in New York. The conferences provide a great opportunity for our team to meet with clients and contacts, and stay on top of what is going on in the world of digital marketing. It was a busy few days with lots of productive meetings and conversations.
As in previous years, LashBack CEO Peter Wilson gave a presentation at Mailcon, diving into the deep reservoir of LashBack data to find unique and actionable insights for the audience. This year’s presentation, “A Deeper Look at the Consumer Experience” contained an overview of some of the trends in email quality and delivery, with an emphasis on how different emailing practices are viewed by consumers. Building upon previous Mailcon presentations, some common themes around quality and prioritizing the consumer experience were explored with detailed examples. As the data continues to show us, the influence of greater transparency driven by technology and consumer expectation are sure to have an effect on the business practices of effective marketers.
This document discusses several top compliance concerns for political email marketers in 2020, including the frequent use of political figures in ads, recipients receiving multiple messages per day, blacklisting of IPs or domains, and loan offers with high borrowing limits. It also addresses issues with spoofed domains, noting that spoofing tends to be a common litigation target, and the use of COVID-19 related language in emails to generate engagement, which sharply increased in 2020. Finally, it shows that subject lines mentioning Trump and Biden correlated with a 30% increase in inbox delivery rates compared to overall email volume and inbox rates.
The document summarizes key developments in email clients and the email industry in 2018. Some of the key points include:
1. Apple's iOS Mail and Gmail continued to dominate email client market share in 2018, capturing 29% and 27% of opens respectively. Outlook saw steady growth, increasing its share to 8%.
2. Mobile remained the most popular way to read email, accounting for 43% of opens, though its share declined slightly over the year.
3. Changes to Yahoo Mail's infrastructure, which began merging with AOL, led to a significant increase in opens through Yahoo Mail, accounting for its rising share.
This document discusses how brands can use email as the foundation of their customer relationship strategy in a Web 2.0 world where consumers are exposed to many advertising messages across multiple channels. It provides statistics that show email has the highest return on investment of any digital marketing channel and explains how top brands drive email relevance and performance through personalization, segmentation, behavioral targeting, and real-time content optimization.
The document outlines 117 rules for email marketing. It separates the rules into two categories: 11 Fundamental Imperatives that should always be followed, and the remaining 106 Practice Guidelines that may be implemented differently depending on each company's needs. The rules cover topics like obtaining subscriber permission, list and data management, email design, personalization, and ongoing testing and improvement. Following these rules is meant to help email marketers maximize subscriber engagement and compliance while minimizing unsubscribes and complaints.
Delivery readness for pick season and higth volumeCMR WORLD TECH
This document provides guidance on preparing for and managing email deliverability during peak seasons and high-volume sending periods. It covers best practices around data hygiene and list acquisition, content and branding, volume and frequency, segmentation and targeting, monitoring and reporting, and includes a deliverability readiness checklist. The key recommendations are to begin planning well in advance, focus on clean subscriber data and permission, avoid sudden volume spikes, scale up IPs and volume gradually, and leverage segmentation and monitoring tools to optimize performance.
This session looks at the principles of Search Engine Optimisation (SEO) to attract website visitors, and the tools and techniques for tuning website effectiveness. Using book marketing examples, it focuses on so-called organic search (natural search) and doesn't try to cover everything: rather it zeroes in on the most important things that website owners can do themselves with minimal technical knowledge.
Search Engine Optimisation is part of the broader field of Search Engine Marketing (SEM). The related Part 2 presentation covers Paid Search using Google Adwords, YouTube and similar opportunities and briefly looks at measuring results using Google Analytics.
Martin Taylor, Director, Digital Strategies Limited, Auckland, New Zealand
Integrating social influencer outreach into your email outreach efforts- Simm...Online Marketing Summit
BrightWave Marketing is an email marketing agency that specializes in strategic optimization of email programs. The document discusses the history of email marketing and how email continues to be an important channel. It provides tips on email best practices like optimizing subject lines and sending on certain days/times. The conclusion emphasizes treating email permissions with respect and taking a specialized approach to email marketing.
The document compares the carbon emissions of the US Postal Service to email. It finds that the USPS plans to reduce its petroleum use by 20% by 2015 and greenhouse gas emissions by 20% by 2020. In contrast, a study found that spam email produces over 17 million tons of CO2 emissions per year, with 80% of energy used searching for and deleting spam. While email is often touted as more environmentally friendly, many consumers prefer printed mail and are more likely to open and engage with printed statements and letters over electronic versions.
This session follows on from the Search Engine Optimisation (SEO) presentation (also available here). It covers Paid Search (PPC - pay per click) advertising, and the use of web analytics for tracking, measuring and tuning website and advertising effectiveness.
Michael Carney, Strategic Planning Director, Media Counsel, Auckland, New Zealand
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
8 Trends That Will Define the Future of Email MarketingChad S. White
We explored the future of the channel in our recent “Email Marketing in 2020” report, where we asked 20 experts to share their vision for how email will change over the next several years. Their thought-provoking predictions touch on the subscriber experience, inbox functionality, deliverability, design and coding, the technology provider landscape, and much more.
In this webinar, Litmus VP of Marketing Justine Jordan and I will discuss 8 major themes from “Email Marketing in 2020.” Along the way, we’ll share the perspective of our amazing contributors, whose advice will help you get ready for the changes ahead. Justine and I will also share the results from our surveys of thousands of consumers and marketers about key trends. Join us to get a head start on preparing for the future of email marketing!
Data Driven Marketing by SimpleRelevanceChicago AMA
Learn how to overcome the biggest challenge with big data marketing: you aren't using your data to personalize your marketing communications. Use frequency optimization and advanced segmentation, using the information you already have!
North American e-mail Marketing Trends @ 2014PhoneTrack
The document summarizes key findings from a report on email marketing trends in North America in 2014. It finds that email metrics like open rates and click-through rates improved over the past year. The increased use of mobile devices has positively impacted email engagement. While list growth remains a challenge, email marketers are taking a more diligent approach to list hygiene and content strategy to improve relevancy and reduce subscriber fatigue and inactivity. Ongoing regulation and scrutiny requires marketers to follow best practices to maintain high deliverability and compliance.
Facebook, Twitter, Ning. Online social networks are seeing huge growth and smart book marketers are joining their readers online and building communities. Random House Canada's Heather Sanderson is a hands-on practitioner with plenty of experience of what works and what's hype. In this session, Heather explains how these social media work in book marketing, gives do's and don'ts for their successful use, and lifts the hood on some real-life case studies.
Heather Sanderson, Manager, Digital Sales and Business Development, Random House of Canada
The Right List provides online and offline marketing solutions including email appending services. They have a large database of email subscribers that they use to match and append contact information like email addresses to customers' existing files. This enhances the files and allows clients to better target customers through multi-channel marketing strategies.
Marketing Research_Secondary Research ProjectJessica Gold
This source provides statistics on internet usage by geographic location in 2017. It finds that Asia has the largest number of internet users, with Europe having less than half as many. Africa had 453 million internet users. The source is considered credible as it provides data from reliable sources like the UN and includes detailed charts and graphs to visualize the statistics. This data can help determine which geographic areas may have the most potential for growing Netflix subscribers based on existing internet usage and penetration.
Surprising statistics on how email performs, and does not perform, as a marketing communication channel. This slide share highlights not only the volume of emails we receive, but the necessary components of a perfect email.
The document discusses best practices for email marketing such as keeping email widths under 650px, including a clear call to action within the first 400px, and making content understandable with images switched off. It also provides email marketing statistics and offers ideas for the real estate industry including lifecycle marketing, automated property listing triggers, and using "signs on steroids" with virtual SMS codes. Transactional emails are highlighted as an underutilized opportunity that can help build permission and loyalty with high open rates.
Looks at recent developments in ebooks and digital publishing, including Apple's iPad, and the impact of digitisation on authors. Examines changing role of the publisher, digital contracts, ebook self-publishing options, how writing might change. Finally, there's a crash course in internet marketing, an essential skill for writers.
Presentation to the New Zealand Society of Authors, 15 May 2010
By Martin Taylor, Director, Digital Publishing Forum
Email marketing is not ‘dead’ and in fact is a strong component of great content marketing. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel.
The most powerful online marketing tool is still email – find out why! This session will explore how email can spur donor acquisition, retention and growth. Learn how to leverage your contacts into a permission-based subscriber list that will help you grow your organization, communicate with your constituents, and get the funding you need. Get past spam filters, get your emails opened, and encourage subscribers to read and take action. Understand the importance of delivering compelling content and comprising engaging subject lines. Know what to measure and how to analyze and use the metrics.
Takeaways:
- Knowledge of how to grow a permission based list
- Ideas for compelling content and subject lines
- Ability to understand how to analyze the metrics to continuously improve the results of your email campaigns
Email Marketing - Critical for your businessEdureka!
The webinar covered email marketing and its importance for businesses. It discussed key email marketing metrics like open and click-through rates. The presenter, Rishabh Garg, has over 5 years of experience in digital marketing. He compared the performance of email marketing to other channels like social media and search and highlighted that email delivers a higher return on investment and conversion rate. Additionally, the webinar explored the role of email in various stages of the sales process, from lead generation to nurturing prospects.
Wow! 2014 was a busy year in the email marketing space! Increased reliance on data-driven marketing, the emergence of Google Inbox, and the implementation of the Canadian Anti-Spam Legislation (CASL) was enough to challenge even the most seasoned email professionals.
So what practices will continue to be impactful in 2015? And what should you prepare for in the New Year?
Attend the webinar and position yourself to capitalize on today’s email trends and find out how to boost your marketing ROI this year. Join Ryan Phelan, named one of the top 30 digital strategists by the Online Marketing Institute, as he shares what impacted email last year, and his predictions for 2015.
Walk away with insight into:
• Digital marketing trends to be ready for in 2015
• How to make conversations with your customers even more personal
• The true value of the “always addressable” customer
• How to prep for the next big thing in email marketing
The death of email has been greatly exaggeratedTable19
Email Marketing. Is it on its deathbed; an ancient channel that has no place in today's marketing mix? Or one of the most effective weapons in your arsenal? At Table19 we took an in-depth look at the state of email marketing today and found that far from dying out, email marketing is actually evolving at a rate of knots. ROI is on the up, and so is projected spend. If you'd be interested to find out why, and discover the three key elements that we believe deliver the optimum email experience, just let us know.
We'd be more than happy to talk you through our findings.
Delivery readness for pick season and higth volumeCMR WORLD TECH
This document provides guidance on preparing for and managing email deliverability during peak seasons and high-volume sending periods. It covers best practices around data hygiene and list acquisition, content and branding, volume and frequency, segmentation and targeting, monitoring and reporting, and includes a deliverability readiness checklist. The key recommendations are to begin planning well in advance, focus on clean subscriber data and permission, avoid sudden volume spikes, scale up IPs and volume gradually, and leverage segmentation and monitoring tools to optimize performance.
This session looks at the principles of Search Engine Optimisation (SEO) to attract website visitors, and the tools and techniques for tuning website effectiveness. Using book marketing examples, it focuses on so-called organic search (natural search) and doesn't try to cover everything: rather it zeroes in on the most important things that website owners can do themselves with minimal technical knowledge.
Search Engine Optimisation is part of the broader field of Search Engine Marketing (SEM). The related Part 2 presentation covers Paid Search using Google Adwords, YouTube and similar opportunities and briefly looks at measuring results using Google Analytics.
Martin Taylor, Director, Digital Strategies Limited, Auckland, New Zealand
Integrating social influencer outreach into your email outreach efforts- Simm...Online Marketing Summit
BrightWave Marketing is an email marketing agency that specializes in strategic optimization of email programs. The document discusses the history of email marketing and how email continues to be an important channel. It provides tips on email best practices like optimizing subject lines and sending on certain days/times. The conclusion emphasizes treating email permissions with respect and taking a specialized approach to email marketing.
The document compares the carbon emissions of the US Postal Service to email. It finds that the USPS plans to reduce its petroleum use by 20% by 2015 and greenhouse gas emissions by 20% by 2020. In contrast, a study found that spam email produces over 17 million tons of CO2 emissions per year, with 80% of energy used searching for and deleting spam. While email is often touted as more environmentally friendly, many consumers prefer printed mail and are more likely to open and engage with printed statements and letters over electronic versions.
This session follows on from the Search Engine Optimisation (SEO) presentation (also available here). It covers Paid Search (PPC - pay per click) advertising, and the use of web analytics for tracking, measuring and tuning website and advertising effectiveness.
Michael Carney, Strategic Planning Director, Media Counsel, Auckland, New Zealand
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
8 Trends That Will Define the Future of Email MarketingChad S. White
We explored the future of the channel in our recent “Email Marketing in 2020” report, where we asked 20 experts to share their vision for how email will change over the next several years. Their thought-provoking predictions touch on the subscriber experience, inbox functionality, deliverability, design and coding, the technology provider landscape, and much more.
In this webinar, Litmus VP of Marketing Justine Jordan and I will discuss 8 major themes from “Email Marketing in 2020.” Along the way, we’ll share the perspective of our amazing contributors, whose advice will help you get ready for the changes ahead. Justine and I will also share the results from our surveys of thousands of consumers and marketers about key trends. Join us to get a head start on preparing for the future of email marketing!
Data Driven Marketing by SimpleRelevanceChicago AMA
Learn how to overcome the biggest challenge with big data marketing: you aren't using your data to personalize your marketing communications. Use frequency optimization and advanced segmentation, using the information you already have!
North American e-mail Marketing Trends @ 2014PhoneTrack
The document summarizes key findings from a report on email marketing trends in North America in 2014. It finds that email metrics like open rates and click-through rates improved over the past year. The increased use of mobile devices has positively impacted email engagement. While list growth remains a challenge, email marketers are taking a more diligent approach to list hygiene and content strategy to improve relevancy and reduce subscriber fatigue and inactivity. Ongoing regulation and scrutiny requires marketers to follow best practices to maintain high deliverability and compliance.
Facebook, Twitter, Ning. Online social networks are seeing huge growth and smart book marketers are joining their readers online and building communities. Random House Canada's Heather Sanderson is a hands-on practitioner with plenty of experience of what works and what's hype. In this session, Heather explains how these social media work in book marketing, gives do's and don'ts for their successful use, and lifts the hood on some real-life case studies.
Heather Sanderson, Manager, Digital Sales and Business Development, Random House of Canada
The Right List provides online and offline marketing solutions including email appending services. They have a large database of email subscribers that they use to match and append contact information like email addresses to customers' existing files. This enhances the files and allows clients to better target customers through multi-channel marketing strategies.
Marketing Research_Secondary Research ProjectJessica Gold
This source provides statistics on internet usage by geographic location in 2017. It finds that Asia has the largest number of internet users, with Europe having less than half as many. Africa had 453 million internet users. The source is considered credible as it provides data from reliable sources like the UN and includes detailed charts and graphs to visualize the statistics. This data can help determine which geographic areas may have the most potential for growing Netflix subscribers based on existing internet usage and penetration.
Surprising statistics on how email performs, and does not perform, as a marketing communication channel. This slide share highlights not only the volume of emails we receive, but the necessary components of a perfect email.
The document discusses best practices for email marketing such as keeping email widths under 650px, including a clear call to action within the first 400px, and making content understandable with images switched off. It also provides email marketing statistics and offers ideas for the real estate industry including lifecycle marketing, automated property listing triggers, and using "signs on steroids" with virtual SMS codes. Transactional emails are highlighted as an underutilized opportunity that can help build permission and loyalty with high open rates.
Looks at recent developments in ebooks and digital publishing, including Apple's iPad, and the impact of digitisation on authors. Examines changing role of the publisher, digital contracts, ebook self-publishing options, how writing might change. Finally, there's a crash course in internet marketing, an essential skill for writers.
Presentation to the New Zealand Society of Authors, 15 May 2010
By Martin Taylor, Director, Digital Publishing Forum
Email marketing is not ‘dead’ and in fact is a strong component of great content marketing. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel.
The most powerful online marketing tool is still email – find out why! This session will explore how email can spur donor acquisition, retention and growth. Learn how to leverage your contacts into a permission-based subscriber list that will help you grow your organization, communicate with your constituents, and get the funding you need. Get past spam filters, get your emails opened, and encourage subscribers to read and take action. Understand the importance of delivering compelling content and comprising engaging subject lines. Know what to measure and how to analyze and use the metrics.
Takeaways:
- Knowledge of how to grow a permission based list
- Ideas for compelling content and subject lines
- Ability to understand how to analyze the metrics to continuously improve the results of your email campaigns
Email Marketing - Critical for your businessEdureka!
The webinar covered email marketing and its importance for businesses. It discussed key email marketing metrics like open and click-through rates. The presenter, Rishabh Garg, has over 5 years of experience in digital marketing. He compared the performance of email marketing to other channels like social media and search and highlighted that email delivers a higher return on investment and conversion rate. Additionally, the webinar explored the role of email in various stages of the sales process, from lead generation to nurturing prospects.
Wow! 2014 was a busy year in the email marketing space! Increased reliance on data-driven marketing, the emergence of Google Inbox, and the implementation of the Canadian Anti-Spam Legislation (CASL) was enough to challenge even the most seasoned email professionals.
So what practices will continue to be impactful in 2015? And what should you prepare for in the New Year?
Attend the webinar and position yourself to capitalize on today’s email trends and find out how to boost your marketing ROI this year. Join Ryan Phelan, named one of the top 30 digital strategists by the Online Marketing Institute, as he shares what impacted email last year, and his predictions for 2015.
Walk away with insight into:
• Digital marketing trends to be ready for in 2015
• How to make conversations with your customers even more personal
• The true value of the “always addressable” customer
• How to prep for the next big thing in email marketing
The death of email has been greatly exaggeratedTable19
Email Marketing. Is it on its deathbed; an ancient channel that has no place in today's marketing mix? Or one of the most effective weapons in your arsenal? At Table19 we took an in-depth look at the state of email marketing today and found that far from dying out, email marketing is actually evolving at a rate of knots. ROI is on the up, and so is projected spend. If you'd be interested to find out why, and discover the three key elements that we believe deliver the optimum email experience, just let us know.
We'd be more than happy to talk you through our findings.
This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Compliance doesn’t end with CAN-SPAM. With inbox access more challenging than ever, learn about the increasing importance of compliance on deliverability.
This document provides a 10 step process for effective email marketing in today's changing digital landscape:
1. Establish a single marketing platform to streamline campaign management.
2. Manage customer data effectively by gathering, scrubbing, and forming a single view of customer profiles.
3. Start relationships right by respecting opt-ins, permissions, and privacy preferences.
4. Create compelling, relevant content tailored to personal and external factors about customers.
The document provides an overview of email marketing and its benefits. It discusses how email marketing can be used to retain customers through personalized communications, provide quick customer service, and automate surveys. Additional sections cover best practices for building an email list, creating effective email content, using email marketing reports to track metrics like opens and clicks, and why Solusitek's email marketing service is a good option.
The document is a 2016 email marketing benchmark study by IBM Marketing Cloud. It provides metrics on open rates, click-through rates, list churn rates, and engagement rates for emails sent in 2015. Some key findings include:
- Canada and Australia/New Zealand had the highest open rates, while the Middle East and Europe had the lowest.
- Transactional emails had a unique open rate over 2x higher than nontransactional emails.
- The click-through rate in the top quartile was over 6x higher than the median click-through rate.
Email marketing is a cost-effective and widely used online marketing tool to acquire new customers and build loyalty with existing customers.
In this session, we discussed:
- The benefits of Email marketing
- How to develop effective email lists
- How to create compelling messages that get results
- How to measure and improve campaign results
For retailers, the holiday season is omnipresent. You’re either neck deep in it or you’re preparing for it. In this presentation, Chad White, the Salesforce Marketing Cloud’s Lead Research Analyst and author of “Email Marketing Rules,” discusses the 6 things retailers need to work on before the upcoming holiday season: (1) Reassessing program goals, (2) Getting mobile-friendly, (3) Optimizing snippet text, (4) Increasing targeting and personalization, (5) Building out triggered emails, and (6) Keeping inactivity in check. This slide deck includes links to research reports, articles, and real-world examples so you can go in depth on the topics that are most important to you.
6 Retail Email Marketing Priorities for 2015Chad S. White
Getting ready for the holiday season is almost a year-round effort—which is to say you’re preparing for November and December the other 10 months of the year.
To help you prep, I discuss 6 retail email marketing priorities in this slide deck, which includes supplemental links to research reports, articles, and real-world examples that allow you to take a deep-dive into the topics that are most important to you:
1. Reassessing program goals
2. Getting mobile-friendly
3. Optimizing snippet text
4. Increasing targeting and personalization
5. Building out triggered emails
6. Keeping inactivity in check.
Check out this slide deck and see why making progress on each of these priorities between now and October will get your email program in excellent shape for the upcoming holiday season.
The report offers to marketers 25 open, click-through, list churn and mobile metrics to help you see where you rank, delivering more visuals so you can better understand the data, and sharing more observations to help you improve your marketing programs.
How to get your emails delivered into the inboxRed C
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LashBack
Raising the bar through a commitment to innovation and best practices.
• Leading provider of digital marketing intelligence to more than 100 major brands, agencies and networks
• Patent-holder that has been providing services for more than a decade
• Member of multiple industry organizations, awarded for innovation, and recognized as a member of the Online
Trust Honor Roll
• Long-time advocate for marketing best practices and improving the consumer experience
In addition to core solutions in compliance, brand protection and list monitoring, we have developed new
solutions that provide our clients with unique visibility into risks and opportunities among their partners.
3. 3
Disclaimer
January 2019
All of the observations in this presentation are based on data received and analyzed by LashBack. Presentations are
intended for educational purposes only and do not replace independent professional judgment. The observations may
be influenced by multiple factors including the date, source, and size of the data set and your results or experience may
be meaningfully different. We do not make any representations or offer any warranties about the completeness,
reliability and accuracy of this information. The information contained herein may be subject to copyright protection;
we believe that LashBack’s use of information and images herein constitutes fair use, but any use of this content,
including work created by LashBack, may require the express written permission of the copyright holder. We are
strong advocates for quality marketing and do not advocate the use of any technique or practice in a vacuum or that is
counter to established best practices. Any action you take upon the information presented is strictly at your own risk.
4. January 2019 4
Building long-term value in email
• We spend a lot of time thinking about what works in email and how best to help our clients be successful using
email as a marketing channel.
• Our prior presentations at Mailcon have focused primarily on actionable, technical insights from a wide-range of
data, like what components most accurately predict delivery and the importance of list overlap.
• We will again share a fair amount of data-based insights, but our key premise today is that the industry as a
whole is arguably too preoccupied with fine-tuning specific stats and, as a result, missing the “forest for the
trees”.
• The market is evolving and maturing. The opportunity remains strong, but a bigger picture view is warranted. It
puts a greater focus on the consumer experience – and connects perfectly to the actions that build long-term
business value.
5. January 2019 5
Market overview
A few observations --
• Quality remains solid
• Inboxing is down a bit (led by Gmail)
• Strong correlation between message quality and inboxing
• ESP delivery varies pretty meaningfully, most recently
- IBM (Silverpop), Yesmail, and DotMailer are among the standouts
- BlueHornet and Campaigner seem to be struggling with delivery
• Tricks are common and don’t generally work
• More international sending
• Varied impact of different blacklists
• Short links can be problematic
• Single consumer sign-ups can still lead to hundreds of messages
1. Message quality
2. Delivery/inboxing
3. ESPs
4. Legal environment
5. Consumer experience
6. January 2019 6
LashBack Global Quality Index (GQI)
• Considers millions of B2C email messages
• Evaluates messages based on multiple, objective criteria, including:
• Deceptive subject line
• Blacklisting (IP and/or domain)
• Authentication failure
• Delivery
• Presence of vulgarity
• Presence of a plain text unsubscribe
• Forged send date
• Presence of a list unsubscribe header
• Quality is assessed on a 1 (poor) to 100 (best) scale
7. 7
Overall trends in quality and delivery
January 2019
85.0 51.4% 48.4% 31.7%
86.8 47.5% 54.0% 37.1%
+1.8 -3.9% +5.6% +5.4%
May 2018
LashBack
Global
Quality Index
(GQI)
Gmail
Inboxing
Yahoo
Inboxing
Microsoft
Inboxing
Nov 2018
6 month
change
17. January 2019 17
Data breaches and misuse prompt fines and sweeping new privacy laws
California Passes Sweeping Law to Protect Online Privacy
A new privacy law in California, believed to be the toughest in the United States, gives consumers new rights over
their personal data.
The New York Times, June 28, 2018
In addition to a lawsuit by the DC Attorney General and the
maximum fine permitted under U.K. law, Facebook is being
probed by the Securities and Exchange Commission, the Federal
Trade Commission and the Department of Justice.
Google is changing its policies to restrict access to email data as
part of a series of privacy updates that came after it confirmed
Google+ had exposed the data of hundreds of thousands of users.
6 Months, 945 Data Breaches, 4.5 Billion Records
The equivalent to 291 records were stolen or exposed every
single second in the first half of 2018
Computer Business Review
High-profile data breaches and legislative changes are combining to create a perfect storm of disruption in the
personal data landscape... Now GDPR is here, it changes the way companies in Europe and beyond can
collect, process and hold personal data.
Dunnhumby, May 29, 2018
18. January 2019 18
Lists, opens, and click-throughs
• Email continues to drive a high percentage of customer acquisitions and purchases, and to generate a strong
ROI
• New subscribers make up a large/disproportionate amount of email lists
• The numbers vary a bit, but seem to stay in a range
• Open rates are typically in the 15-25% range
• CTO rates average ~9%
• Personalization meaningfully improves performance
• Familiar from address/sender name is the most commonly cited reason for opening a message
• Segmentation - based on interest - meaningfully improves performance
Some overarching observations:
• The channel continues to be very effective
• Subscriber relationship is key
• Absent prioritizing relationships, churn is high and new subscribers make up a disproportionate
amount of lists
• Subscribers engage when they think you know them – personalization, familiar sender, segmented list
(relevant/valuable content)
19. January 2019 19
Focus on the bigger picture
Garrett Dunham wrote a strong article for Business.com about a year ago. In it, he asks questions of a number of
email industry veterans. Some of the more impactful statements from the article include:
“… a lot of people apply too much importance to “open” and “click” rates. I think these metrics make for great
meeting agenda decisions. So that management has something to chew on with the minions actually doing the work.
There are only two things you need to do well as an email marketer to produce world class results… Know your
audience better than they know themselves… Spend 95 percent of your time crafting and writing the best emails in
the world that add value and solve problems.”
“What really impacts his metrics? ’Caring. Giving a damn about the person (people) receiving the emails. Helping
solve their problems should be your core desire.’”
“People are happy to receive more emails than we had originally thought, even up to a few times a day. They have to
be highly relevant, contextual to what they signed up for and truly valuable to the receiver.”
21. January 2019 21
Consumer experience
Is a consumer treated reasonably, consistently and as-agreed when they sign up at a typical auto loan or rewards
website?
Do they know what to expect?
Do marketers view it as a relationship or a short-term opportunity?
One sign up at BestAutoLoanz.com resulted in as many as 110 messages a day and more than 1,400 messages
over the first month or so.
Not only that, but a look at a handful of sites, shows a pretty dramatically varied experience.
What happens as the balance shifts:
• consumers will have more information and stronger rights
• marketers will face more restrictions on their ability to use and sell consumer information
There is a global trend - in part responding to years of overuse of consumer data – toward the argument that
consumers (not data collectors/list owners) own their personal data.
The only reason that a sign-up yields 110 messages a day is a lack of transparency and accountability. This is
changing.
22. January 2019 22
Wide variations in consumer experience -- EpicCarFinance.com
Messages over 1st 42 days: 104
Average messages/day: 2
Max messages/day: 4
Max from-domains/day: 1
23. January 2019 23
Wide variations in consumer experience -- DLZOffers.com
Messages over 1st 36 days: 605
Average messages/day: 17
Max messages/day: 56
Max from-domains/day: 56
24. January 2019 24
Wide variations in consumer experience -- BestAutoLoanz.com
Messages over 1st 43 days: 1,408
Average messages/day: 33
Max messages/day: 110
Max from-domains/day: 42
25. January 2019 25
Wide variations in consumer experience -- GetItFree.us
Messages over 1st 42 days: 331
Average messages/day: 8
Max messages/day: 53
Max from-domains/day: 3
26. January 2019 26
Wide variations in consumer experience -- FreeScoreConnect.com
Messages over 1st 36 days: 159
Average messages/day: 5
Max messages/day: 71
Max from-domains/day: 71
27. January 2019 27
Wide variations in consumer experience -- summary
Among the 5 profiled sites Low High
Messages over 1st 35-45 days 104 1,408
Average messages/day 2 33
Max messages/day 4 110
Max from-domains/day 1 71
• Consistently light
• Consistently heavy
• Heavy, then light
• Light, then heavy
• Irregular/concentrated on certain days
• No discernible pattern based on vertical
• Samples included auto loan, online content, rewards &
coupons, ride sharing, credit scores, and mortgage
refinance
An analysis of approximately 50 lead gen/sign-up/landing page sites: in the initial 43 days, the signups generated
anywhere from 1 email message to more than 1,400
• 20 generated fewer than 5 messages
• 12 generated more than 100 messages (more than 2 messages per day)
• The average sign-up resulted in 95 messages
28. January 2019 28
One topic dominates the others
1. Consumer experience
2. Message quality
3. CEP behavior/filtering
4. ESP behavior/relationships
5. Mailing tactics
6. Privacy & data issues
7. Compliance/unsubscribing/legal environment
29. January 2019 29
Consumer experience is the forest
People have a tendency to think about the variables somewhat independently and to focus on incremental
adjustments and optimization – add or subtract text, rotate domains, manage complaints, adjust to new laws.
The variables aren’t independent and it is a bit like trying to drive from the back seat. The dominant, fundamental
issue is the consumer experience. If you prioritize the consumer, you will succeed for the long-term. If you focus on
tricks (the trees), short-term is the best you can hope for.
Not only are the variables NOT independent,
but your behavior impacts the person sitting
next to you.
And transparency is going to be more and
more important and available.
The consumer experience is multifaceted. It
isn’t just about volume, it is also about
quality, relevance and trust.
30. January 2019 30
How do you make sense of the variables that impact consumer experience
31. January 2019 31
A clean and comprehensive view of consumer experience
32. January 2019 32
Quality, relevance, volume and trust
Consumer preferences:
• Don’t inundate me
• Don’t sent me irrelevant or misleading offers
• Let me opt-out
• Don’t sell my information
• I want to be able to identify the sender
33. January 2019 33
An example of the consumer experience
• A consumer (with a new email address) enters their email address at two sites--site X and site Y.
• Over the next sixty days they receive: 389 messages from 342 different from addresses across 226 different domains
• Site X sent quality messages and has an established sending reputation, but still caused damage
• The consumer doesn't know which site to blame and blames both. Site Y suffers as a result of Site X’s practices
34. January 2019 34
A holistic view of consumer experience and business value
Focusing more on overall consumer experience requires a longer-term view. Such a view, in our opinion, connects
to the principles that build long-term business value.
For this market, at this time, the approach includes:
1. Commit to quality
2. Skip the tricks
3. Prioritize the consumer experience
4. Build a strong business
5. Invest in intelligence
Advertisers are starving for strong, quality email partners
• Innovative companies are meeting this need -- developing solutions that enable brands to see quality, reward
the best senders, and cut-off low quality senders
• The changes in the market will not be the demise of email marketing. They will be an improvement in the
experience… and an increase in business to those that best align their practices with the consumers’ interests
35. January 2019 35
1. Commit to quality
The market is changing. There will be more transparency and consumer control.
• Technology is advancing
• Dynamics like bidding (front-end transparency) and feedback loops (back-end transparency) becoming more
common
• Consumers will be better informed and better protected
• The market and its participants are maturing
• Information is better and standards are higher
A good partner is one that will last and one that does the right things.
• Not about meeting the minimum requirements (finding the edge, avoiding complaints)
• Scale and high volume are different concepts
• Do you have a relationship with the consumer (this is more fundamental to “quality” than offer design or brand)
• Have they requested information from you
• Do you understand and align with their interests and expectations
• Are you responsive when they change
Strong brands want strong, consistent partners.
• The best path to consistent results is having a good relationship with the consumer
36. January 2019 36
2. Skip the tricks
There are always going to be new quirks that seem to give results a bump, like spam text, spoofed domains and special
characters. We see these and other tricks used every day. The results are generally poor.
A year ago, we ran an analysis on the use of spam (hidden) text and found that it meaningfully reduced delivery at Gmail,
as an example. Exactly the opposite of its intended effect.
1. Google has figured this out.
2. It is just an obviously bad practice.
A test of subject lines that were sent with and without emojis, showed that the majority (63%) of the messages inboxed
better without the emojis included. In some instances, materially.
Inboxing for this subject line, as an example, was 62% without the emoji and 33% with the emoji.
A large sample of B2C emails (~290 million) inboxes at just under 30%. A subset of thousands of eBay and Walmart
spoofed messages inboxes significantly worse (13% and 5%, respectively).
37. January 2019 37
3. Prioritize the consumer experience
Do you have a relationship with the consumer?
Are you doing the things that the consumer wants and expects, in terms of:
• Quality
• Volume
• Relevance
• Trust
If you are prioritizing the consumer experience, it is likely that you are.
If you are trying to manage your sending based on clicks or opens, you are much more likely to miss one or more
of the consumer’s expectations. One missed component can dramatically impact complaints and unsubscribes.
Squeezing every penny out of every lead isn't worth it in the end.
Even setting proper expectations--telling the consumer exactly what is going to happen--isn't enough. If a consumer
is angry about being inundated with irrelevant advertising they won't remember or care about what they agreed to
thirty days ago. They'll just be angry at email marketers in general.
This is not about more sophisticated consumers or altruistic marketers, but through a combination of events like data
breaches and consumer abuse, we are moving to a different, higher standard. The businesses that can adapt will
succeed.
38. January 2019 38
4. Build a strong business
Market dynamics should influence business strategy.
There was a time when short-term profits were relatively easy in email marketing and there is always a chance to jump in
and jump out, but the opportunity for that approach is more limited than ever. You can win a hand of poker without
knowing anything, but you can’t win for a sustained period of time without good practices.
The bar is higher and there is more transparency. If your goal is to build a business that lasts, it requires some real
investment.
• Have a clear vision for how you create value
• Don’t fly blind – commit to a consistent compliance effort
• Really think through the incentives for your team. They can easily create unintended behaviors
- Do you have an affiliate manager running compliance
• Consistently think about the difference between vendor and strategic partner
- One is a price-driven bidder while the other understands and advances goals
- Mostly about building a trusted relationship
• Concentrations = risk. Minimize concentrations
- One list, one person, one client, one ESP. It will catch up to you
• Be accountable and do the right things even when no one is watching
- Reputation matters and takes time to build. It will catch up to you
39. January 2019 39
4. Build a strong business, continued
• From more than a decade working in this industry as an investment banker, I would say that the primary
determinants of business value are scale and sustained growth (minimal concentrations)
• As LashBack’s CEO for the last 7 years, I can tell you that advertisers are increasingly focused on finding new
quality partners and ensuring quality from existing partners
40. January 2019 40
5. Invest in intelligence
Technology can be used to capitalize on small differences and this can be very addictive. Test, fine-tune, test, fine-tune,
etc. But that generally prioritizes the shortest-term considerations, at the expense of consumer and advertiser interests.
A short-term focus is why a single sign-up can generate 100+ emails a day.
Technology can also provide insights on quality, capacity, and consumer preferences – identifying risks and opportunities.
These strategic and actionable, medium-to-long-term considerations need to be part of the formula.
More transparency is coming and access to the information and feedback will help to strengthen the market.
Advertisers and ESPs will increasingly rely on technology tools:
• Brand protection
• Attribution and scoring
• Quality metrics
• Identifying, vetting and monitoring senders
42. January 2019 42
A stronger, more consistent market
Publishers/mailers will always work to optimize their sending, but the market is changing and the consumer
experience is becoming more visible and important.
For many, it requires an adjustment in their approach - at a minimum - blending in (possibly subjective) medium-
to-long-term considerations. Markets inevitably evolve away from a focus on immediate cash maximization; and
that is happening in email.
On the plus side –
• this shift in perspective is core to creating business value
• advertisers are clamoring for partners with this new/revised/quality approach
• it helps to create a stronger, more consistent market
New model:
stronger relationships
+ good intelligence
+ smart mailing
= maximize longer-term revenue
Old model:
good intelligence
+ smart mailing
= maximize immediate revenue
43. January 2019 43
Questions and contact information
I appreciate your time and welcome any questions.
Peter Wilson
Chief Executive Officer
LashBack, LLC
1017 Olive Street, 4th Floor
St. Louis, MO 63101
314.754.2286 (office)
Website/request a demo: www.lashback.com
Contact sales team: sales@lashback.com
LashBack video overview: https://youtu.be/1PGMUFzOVdI
January 2018 Mailcon presentation: www.slideshare.net/LashBackSTL/lashback-presentation-at-mailcon-2018
July 2018 Mailcon presentation: www.slideshare.net/LashBackSTL/lashback-presentation-at-mailcon-july-2018