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Jose Cebrian

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Even for email, experience is everything - Marketing Land

I attended an event for email marketers earlier this month, and it made me… think. In the context of email, I am often focused on the core technology platforms, the emerging email innovation ecosystem and the raw campaign and program numbers. Because conferences often inspire me — and…

Behavioral triggered emails: Not just for e-commerce anymore - Marketing Land

In the world of marketing, there are three main types of campaigns. The most common is the planned marketing campaign: A company decides the messages and offers it wants to put out into the market. Pretty straightforward. The next type of campaign is the life cycle campaign: You send a predetermined…

Building a learning agenda into your marketing program - Marketing Land

We all want our marketing programs to improve continuously. Sure, part of that quest is about beating goals and earning bonuses. But most good marketers are genuinely inquisitive about what works and what doesn’t work. All too often, though, we focus effort on tests that don’t increase our long-term…

Email Marketers: The Marketing Leaders Of The Future? - Marketing Land

I have worked with many young(er) people over the years who have wondered where they could go with a career in email marketing. My advice to them? If they want to be in the marketing profession, they have limitless potential, because the skills taught in email will apply to almost all marketing of…

Make 2018 a great year for your email program - Marketing Land

With the new year underway, we’re seeing new budgets, new goals and new challenges. It brings both a temporal reset and a financial reset, which makes it a great time to take stock of what you have and prioritize what needs to get done. Similar to a New Year’s resolution, often the answers are…

Is your email a casualty of the war on spam? - Marketing Land

In the world of email marketing, deliverability is a core issue. It’s commonly known that when you send an email, it doesn’t always reach the intended recipient. Between the sender and the recipient are intermediaries, namely the internet service providers (ISPs) and email service providers (ESPs),…

Freshen Up Your 2016 Email Strategy - Marketing Land

It’s a new year, and predictions abound. I’m not interested in passively waiting to see if they come true; I’d rather take the “make it happen” approach. That means taking stock of where we are, articulating where we want to be, then prioritizing the steps it will take to get there. These are…

Measuring email effectiveness in retail banking - Marketing Land

For most industries, email is generally considered a very high ROI marketing channel. But the retail banking sector seems to be an exception to this rule. It’s not that retail banks don’t use email. In fact, most banks are very good at it and have tight operational controls over the channel. They…

The path to one-to-one content marketing - Marketing Land

If you’re familiar with my column, you know I have generally been focused on direct response, bottom-of-the-funnel (email) marketing that drives the consumer to action. That’s changing (a little). These last-click-attribution type marketing tactics are fun and easy because they are predictable. We…

Planning Email For When It's Seen, Not When It's Sent - Marketing Land

The future of email will be live content. First-party data will be the key differentiator in driving results, so the latency of today’s production process will need to change. The advent of real-time content in email over the last few years is changing how marketers can drive relevancy and…