Industry Articles

A compendium of Industry Articles penned by BrightWave brain power.

• Back to (Email) School Tips and Tricks - August 26, 2010
  Simms Jenkins, writing in ClickZ, provides fifteen back-to-school ideas to ensure you ace your year-end report card.
• What Can Email Marketers Learn From Lebron's Decision Fiasco? - August 12, 2010
  On ClickZ, Simms Jenkins writes about five lessons learned from Lebron James's PR disaster and how to avoid this in your email marketing campaign.
• Spilled Ice Cream, Hurt Feelings, and Customer Choices - July 29, 2010
  Simms Jenkins, in ClickZ, discusses the controversy and confusion created by Ben & Jerry's email marketing cutbacks.
• A Peek Into the Subscriber's Inbox of 2012 - July 15, 2010
  Simms Jenkins writes, in ClickZ, about what to look out for the changes in the what, where, and when of email.
• Five Missed Opportunities for Acquiring Email Subscribers - July 1, 2010
  Consider these touch points - including direct mail and SMS - to win new subscribers. Second in a two-part series by Simms Jenkins on ClickZ.
• Email : Adding Video: Trouble or Nirvana? - June 28, 2010
  BrightWave featured in Target Marketing article on using video in email.
• Four Missed Opportunities for Acquiring Email Subscribers - June 17, 2010
  Simms Jenkins discusses how many leading websites make it difficult to find and/or sign up for their email offerings.
• 25 Things to Tell Your Friends and Family About Email Marketing - June 3, 2010
  Simms Jenkins, in ClickZ, answers two deceptively simple questions often posed by friends and family: What do you do for a living and what does email marketing mean?
• Lost - Email Sign-Ups - May 20, 2010
  Replacing the email sign-up form on your home page with links for Facebook and Twitter may please the internal team charged with creating a social presence. But what about your CFO?
• 8 Things I Wish Everyone Knew About Email Marketing - May 6, 2010
  Simms Jenkins, in ClickZ, discusses 8 often overlooked aspects of email marketing.
• What Needs to Change in Email Marketing - April 22, 2010
  In ClickZ, Simms Jenkins writes that the email community needs to demonstrate its leadership in the outside digital community and change the "cheap and easy" notion of email.
• 7 Habits of Highly Effective Email Marketing Leaders - April 8, 2010
  BrightWave's CEO writes in ClickZ about what makes a great email leader.
• When a Rose Isn't a Rose in Permission-Based Marketing - March 25, 2010
  ClickZ expert Simms Jenkins investigates why an online florist sends out an email marketing message to subscribers of a sister company's list and determines it's a thorny practice.
• How Much Are You and Your Email Program Worth? - March 11, 2010
  Simms Jenkins, in ClickZ, explains how a compensation and resources study provides benchmarks for email marketing professionals.
• Integrating Email and Social Marketing: Do's and Don'ts - February 25, 2010
  Avoid the cookie cutter approach when sending messages on Facebook, Twitter, and email and three other factors to consider. Second in a two-part series by Simms Jenkins.
• Integrating Social and Email Marketing: Where to Begin - Feb 11, 2010
  First in a two-part series from Simms Jenkins on ClickZ.
• Big-Time Predictions From Email Marketing Heavyweights - January 28, 2010
  Simms Jenkins, in ClickZ, tells you where email marketing is headed in 2010. Some advice from seven digital leaders from the agency, email service provider, and deliverability side.
• Email Marketing Lessons From Two Retailers by Simms Jenkins - January 14, 2010
  BrightWave's CEO debut column on ClickZ. Plus, eight points to consider in this year's email marketing plans.
• A holistic email program sells burgers and builds loyalty - October 26, 2009
  Ted's Montana Grill, a national restaurant chain founded by Ted Turner and restaurateur George McKerrow Jr., needed to redefine and rejuvenate an email program filled with potential and eager subscribers. BrightWave Marketing helped Ted's develop a VIP-type email program where value and benefits resonated with subscribers.
• How email will stay in the marketing game - June 23, 2009
  In iMediaConneciton, BrightWave's Steven Roe describes how email has long been treated like the red-headed stepchild of digital marketing. Here's why you need to stop stifling its potential.
• How Twitter and email can benefit targeted marketing - May 19, 2009
  BrightWave CEO Simms Jenkins takes a look at why Twitter and email should be considered an essential part of any budget-conscious messaging strategy.
• Why email marketing deserves more respect - April 20, 2009
  Email marketers continue to struggle for the recognition -- and budgets -- they deserve. In this interview, marketing veteran Stan Rapp provides his insights on how these challenges can be overcome.
• 11 insights from a single email click - February 17 2009
  Despite the down economy, marketers shouldn't lose sight of email's less obvious virtues. Here's why it's OK if your messages don't always lead to sales.
• Email's new role in digital marketing - February 04 2009
  In this tough economy, digital marketers are looking to their email communications with renewed hope. Here's what you need to know about the latest shifts in the fundamentals of email marketing.
• 27 questions for your email marketing in 2009 - January 29, 2009
  27 questions for your email marketing in 2009 – BrightWave CEO featured in EmailMarketingReports.com feature on top challenges in year ahead.
• The truth (and lies) about email marketing - December 15 2008
  It's important to separate fact from fiction when it comes to developing your email campaigns. This is what you need to know about this powerful and often controversial communication tool.
• How to harness email's rise to power - November 18 2008
  During this period of national transition, you can capitalize on email's increasing prominence and better position your campaigns for long-term success.
• Send smarter email, not more email - October 14, 2008
  In tough economic times, don't inundate subscribers with email just because it's inexpensive to do so. Follow these six tips for effective strategic campaigns.
• How to Conduct Effective Email Marketing - September 22, 2008
  In eWeek, BrightWave CEO Simms Jenkins explains the truths and lies about effective email marketing campaigns.
• How to create email campaigns for mobile devices - September 16, 2008
  In today's wireless world, your marketing messages have to be able to reach consumers no matter where they check their email. Here's how to mobilize your campaigns. This article is an excerpt from Simms Jenkins' new book, "The Truth About Email Marketing" (FT Press, August 2008).
• Stupid email practices and the marketers behind them - August 19, 2008
  Simms Jenkins writes in iMediaConnection about how ignorant and offensive tactics continue to persist in the email marketing space. Learn what they are and why you should avoid them.
• It Is Not Easier to Ask for Forgiveness - August 13, 2008
  This chapter is from the book, The Truth About Email Marketing
• Can email survive social media's rise? - April 14, 2008
  The popularity of social networks shouldn't spell the end for email marketing but rather the beginning of a harmonious relationship.
• How to deliver on B2B email campaigns - March 17, 2008
  The goal of most business-to-business emails is to acquire leads, but most miss the mark and do more damage than good. Follow these best practices for better results.
• Why the presidential candidates flunked the email test - February 28, 2008: Brent Rosengren outlines how and why the candidates need to make sure their email campaigns are maximized to the full potential. Learn from their mistakes.
• Make your email's first impression count - January 14, 2008
  Use this 9-step checklist to ensure your email sign-up process not only lures in users, but also keeps them subscribed -- and happy.
• How email marketers misuse metrics - December 17, 2007
  Marketers, agencies and ESPs reveal in a survey what they do and don't do with email campaign metrics.
• Better leads in 7 steps - November 19, 2007
  Brent Rosengren, Director of Client Services at BrightWave Marketing, writes how to maximize email's role in your lead-generation program.
• Email economics: what to do in a recession - October 15, 2007
  Simms Jenkins tells you how to convince the CMO that more dollars, not less, need to go toward email marketing during an economic downturn.
• The costly mistake most email marketers make - September 17, 2007
  A test of companies' email response practices reveals some startling results. Listen to Simms Jenkins discuss the results of the study.
• How to piss off your customers - August 13 2007
  Make sure your customers don't think you're a spammer, even if you are CAN-SPAM compliant. BrightWave Marketing shows you how.
• How to Improve Email Response Rates - June 20 2007
  System-generated emails often fall to the bottom of a marketer's to-do list, but they can have an enormous impact on user loyalty.
• 3 Reasons Why Email is Hotter than Ever - May 14 2007
  BrightWave Marketing's founder provides evidence that email marketing has hit its stride.
• Top Email Trends Revealed - April 16 2007
  BrightWave Marketing's founder identifies hot topics for email marketers by evaluating their activity at the EmailStatCenter site.
• Experts Weigh in on Outlook 2007 - April 03 2007
  Email marketing pros discuss Outlook's upgrades and provide tips for dealing with the changes.
• Signed with a Marketing Message - February 19 2007
  Your email signature should do more than provide your contact information. BrightWave Marketing's principal tells you how to make it work for you.
• Dissecting a Week's Worth of Spam - January 15 2007
  BrightWave Marketing's principal analyzed a week's worth of spam to see what spammers are up to, and compare their tactics to best practices.
• 15 Wishes for Email in 2007 - January 05 2007
  As we head into the new year, BrightWave Marketing's founder looks forward to fruitful email marketing for all.
• How to Get the Best ROI from Your Email - December 04 2006
  Check out these tips to make sure your email strategy is living up to its potential and how you can get the best from your email partner.
• One Day for an Email Marketing Manager - October 18 2006
  BrightWave Marketing's founder describes the hurly-burly of a day in the life of email managers, and how to manage the chaos.
• Minimize Email Unsubscribes - September 18 2006
  BrightWave Marketing's founder lists ten ways to prevent unnecessary email unsubscribes.
• How to Spam-Proof Your Marketing Message - September 04 2006
  The BrightWave principal keeps you out of jail with these guidelines for email marketing.
• Top to Bottom Advice for Better Emails - August 21 2006
  BrightWave's founder and principal outlines the crucial elements for strong -- and compliant -- email headers and footers.
• Email FAQs - June 19 2006
  The founder and principal of BrightWave Marketing answers typical questions posed by prospects and clients.
• Email Metrics Demystified - May 17 2006
  BrightWave Marketing's founder outlines key considerations for analyzing and utilizing campaign metrics.
• Does Email Length Matter? - April 17 2006
  The BrightWave Marketing founder discusses how keeping your emails succinct and your message on target increases revenue.
• Every Company Should Have a Newsletter - February 21 2006
  BrightWave Marketing Founder G. Simms Jenkins covers keys to creating or reviewing your email newsletters.
• Your Annual Email Audit in a Box - Introduction - January 18 2006
  BrightWave's Simms Jenkins and a team of email heavyweights give you everything you need to evaluate and optimize your email marketing programs.
• Get More from Your Email List - November 21 2005
  BrightWave's founder offers tips on building relationships and revenue with your existing email list.
• Email: Don't Walk the Privacy Line - September 19 2005
  BrightWave's Simms Jenkins shares 10 things that will make sure your privacy policy keeps you out of hot water.
• Email Q&A with Silverpop's Bill Nussey - July 18 2005
  BrightWave's Simms Jenkins sits down with Silverpop CEO Bill Nussey about email and marketing in the first half of a two-part interview.
• Blogs vs. Email Marketing - May 16 2005
  BrightWave's Simms Jenkins argues that -- in spite of all the hype -- when email marketing and blogs are compared, email still comes out on top.
• Establishing the Right Email Frequency - April 18 2005
  BrightWave's Simms Jenkins writes in with rules of thumb for how often you can email your customers.
• iMedia Book Club Reviews "Sign Me Up" - February 23 2005
  Simms Jenkins reviews email marketing guide "Sign Me Up" by Matt Blumberg and Michael Mayor.
• Email Marketing Takes a Licking, Keeps on Ticking - January 24 2005
  BrightWave Marketing’s G. Simms Jenkins predicts 2005 will be a banner year for email marketing.
• Email Marketing and the 2004 Election - November 01 2004
  With one day left before we all hit the polls, marketers can learn a thing or two from how the Bush and Kerry campaigns have used email.

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