Where to Personalize in Email

Email marketing doesn’t just play around with the concept of demographics employed by most acquisition marketing channels. There’s an actual, identifiable human behind every email address and they deserve better than a “catch-all” email communication.  In many ways, email is a marketer’s dream. It’s not only a medium where individual consumers opt in and subscribe to your campaigns, suggesting they really value your email communications. It’s also a place where your subscribers surrender so much personal information over the lifetime of their relationship with an organization that it really would […]

Personalization at Scale: More Than “[FNAME]”

By Ryan Phelan | Managing Director at RPE Origin Everywhere I go, I run into someone talking about personalization as if it were some new discovery or the next big trend. We have been talking about the need to personalize for 20 years. Why do people think it’s new?  True personalization is complex. The challenge I see is that we have oversimplified the gateway to success for email marketers. Why should we care? That part is easy.   We need to care because the rest of the digital marketing world is […]

Ask the Experts: Relevancy and Personalization in 2022

You are not alone if you feel like it’s been even more challenging to hit the inbox consistently. Personalization and relevancy aren’t a guarantee that you will land in the right spot, but it does play a role.   Find out how experts in email answered our question:   Relevancy in email has been part of the conversation for over 20 years—in 2022, as personalization evolves and bubbles to the top of the conversation, how does the definition of relevancy change?  The Experts Christopher Donald | InboxArmy Betsy Grondy | Blackhawk Network […]

Email Marketing: To Double Opt-In or Not?

It’s a question that email marketers have been asking for almost as long as we’ve been sending emails.   Should I collect every email that legitimately comes my way and maximize the size of my lists? Or should I adopt a double opt-in strategy and risk losing potential subscribers with an additional step in the sign-up process, but guarantee the quality of my lists?  A single opt-in strategy can indeed help you build your lists approximately 20-25% faster than a more robust double opt-in process. But does this growth come at a cost?   If you had asked me a few years ago what my preference was, I’d have erred on the side […]

Agile Email Marketing Strategies for the Holidays in the New Normal

The global pandemic changed the way many of us celebrated the holidays in 2020. But if you thought that this was just a blip at the start of the decade and everything would return to normal in 2021, you better think again. Welcome to the holidays in the new normal. While the holidays in 2021 will look much more “normal” than last year’s socially distanced celebrations, the repercussions of the pandemic will continue to disrupt the season. In particular, issues with the global supply chain will mean businesses have to […]


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