Every experienced marketer knows that it’s rarely a first-time exposure that catches a prospect and gets them to convert. By the same token, customers that have already made one purchase from you--while more likely to buy again--need to be reminded of the value your brand has to offer in order to complete the conversion. When it comes to email marketing, the customer lifecycle is a valuable tool for optimizing your strategy; Site Impact’s experts have long been aware of this. But wha...

It’s no secret that overwhelmingly, the email marketing industry is a fan of HTML email. Colorful pictures, bright and eye-catching calls to action, and even embedding video or gifs or animation into emails makes for--in many cases--an easier sell. It can seem hard to compare the immersive experience that comes with the rich content email to plain text, but for many recipients, plain text is the way they get their emails--whether it’s because of data restrictions, disabilities, or a ...

Fall and winter are a time of year that brands look forward to and plan for throughout the rest of the year; so it can seem strange that a specific holiday in the busiest time of the year for buying gives the best email marketing results when your efforts are last minute. After all: Amazon plans for its next Prime Day practically the day after Prime Day, and brands often begin planning for Black Friday in July or August. Site Impact’s experts have crunched the numbers, and when it comes to...

With so many DIY tools for digital marketing in general and email marketing in particular, a lot of brands of all sizes have been bringing more of their online advertising efforts in-house. However, a recent study by the UK Data and Marketing Association (DMA, not to be confused with the Direct Marketing Association) finds that bringing more functions in-house comes with some pretty steep consequences: companies that have tried it reported an average 15% drop in productivity and an 11% decrease ...