George Bilbrey

Articles by George All articles by George

• What Makes A Great Email Marketing Program? in Email Marketing Daily on 04/22/2019
  

  This year marks the 20th that I've been working in the email industry. Here's what I've learned about what the best programs do.

• Good Deliverability IS Good Marketing in Email Marketing Daily on 03/27/2019
  

  A fairly recent trend: recommendations to improve a client's inbox placement rates are marketing, NOT technical email op recommendations.

• Focus Earlier In Subscriber Lifecycle To Drive Higher Lifetime Value in Email Marketing Daily on 02/26/2019
  

  According to research, one third of new subscribers churn within the first 30 days. This feels like a lot of lost opportunity

• New Year, New Gmail Promotions Tab in Email Marketing Daily on 01/09/2019
  

  When Gmail initially released the Promotions tab in 2013, some predicted it would be the "end of email marketing." This update should be more welcome.

• Reports From The Field: Global Email Marketing Challenges in Email Marketing Daily on 12/13/2018
  

  This year, I've been surprised by the consistency of the challenges faced by clients in different markets and different industries.

• Where AI Can Make A Difference In Email in Email Marketing Daily on 11/17/2018
  

  When asked where they might apply AI to email marketing, most marketers focus on a small handful of applications. Here are a few more to consider.

• Helping Subscribers Navigate 'Moments of Truth' With Email in Email Marketing Daily on 09/25/2018
  

  A moment of truth is a key point in the relationship of the subscriber with a company. A good experience deepens that relationship.

• What Deliverability 2.0 Means for Marketers in Email Marketing Daily on 08/23/2018
  

  The rules that the largest mailbox providers use to block and filter email have changed dramatically. Here's a short primer on how:

• Hidden Metrics To Help You Improve Email Performance in Email Marketing Daily on 07/23/2018
  

  One question I habitually ask our clients is, "What metrics do you use to measure and improve your email marketing performance?" The answers vary, but they typically cluster around the following.

• What To Do If GDPR Puts Pressure On Email List Growth in Email Marketing Daily on 07/02/2018
  

  Even if you had never heard of GDPR (General Data Protection Regulation), it was clear in the last two weeks of May that something was up. The deluge of re-permissioning and privacy policy notification emails was overwhelming. After a few weeks and lots of conversations with email marketers, it's clear that the major impact of GDPR for marketers is the pressure of maintaining a large and healthy list.

Comments by George All comments by George

• Gmail Tabs: Don't Panic Or Cheat, Just Focus On Engaged User Base by George Bilbrey (Email Insider on 08/28/2013)
  

  I think the jury is still out. There are a few paths one could go down: 1) I think we'll see a lot more focus on "winback" campaigns to move more of the "middle of the curve" to the right hand side of the distriubtion. We've seen some success with this. Best approach is to copy the approaches that are already working in your subscriber base. 2) It *might* be the the counter-intuitive strategy - simply sending more to the less engaged - might make sense. I think this probably depends on your business model. There is a lot of data that would indicate that > 50% of the value from email comes from purchase that occur through other channels. Simply having someone read the email drives value (e.g., customer reads their newsletter and passing by your store, remembers the special you just sent in the newsletters, and stops in to make a purchase). Read rates tend to decrease with frequency. However in most cases sending more mail drives more reads. I wouldn't recommend this for everyone - it depends a lot on how close they are to the line from a deliverability perspective (e.g. are they hitting spam traps, close to the thresholds on trusted complaint metrics, etc.) 3) Potentially the answer is don't worry about the unengaged. It's sad that most people don't interact with your stellar email content - however, focus your efforts on driving conversion from those that interact with your content will drive an economic return. I think that like (2) is dependent on your business model.

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