Industry Articles

A compendium of Industry Articles penned by BrightWave brain power.

• 7 Reasons Why Your Email Marketing Program May Fail - May 2, 2013
  Simms Jenkins offers up tips on how to make sure there is clear value to your subscribers, you're paying attention to the right metrics, and leveraging the tools you have.
• The Future of the New Inbox - April 18, 2013
  Simms Jenkins introduces his new book and why email has changed...and must continue to do so.
• The 6 Golden Rules of Mobile Email - February 21, 2013
  Simms Jenkins writes how the rules of mobile email are ever-changing, so don't forget to add these to your list.
• The 2 Most Important Things for Email Marketers in 2013 - January 24, 2013
  Simms Jenkins provides advice on what do you need to do to be successful and what is the difference between smart email marketing and decent email marketing? Part two in a two-part series.
• Why Your Brand Needs Email Smarts More Than Ever in 2013 - January 10, 2013
  Simms Jenkins writes about how you must commit to sweating details, testing, and finding ways to make your emails more in line with what subscribers want. Part one in a two-part series.
• Mobile 'pandemic' impacts email marketing - November 28, 2012
  Jay Jun offers up a prescription on this very real email game changer.
• Email Acquisition Tactics - Fair Game or Dirty Business? - November 15, 2012
  Simms Jenkins discusses the nuances of permission email marketing -without the permission.
• Connecting in an Expanded Messaging Marketplace - October 17, 2012
  Bridging the cross-channel gap, making sense of mobile, and a look at the future of email at Connections.
• Email's Place in the Emerging Entrepreneurial Economy - September 20, 2012
  For anyone still questioning email's longevity and greater influence in the economy, take a look at a list that provides real numbers and a real place among the digital elite.
• Where Should You Make Your Email Marketing Investments in a Changing Industry? - August 9, 2012
  There is a sea change in terms of spending money on what makes your email program better. Part two in a two-part series by BrightWave's Jenkins.
• The Changing Landscape of Email Investment - July 26, 2012
  Simms Jenkins writes about what a typical email marketing budget looked like five, seven, and 10 years ago, and where you should be making your email marketing investments. Part one in a two-part series.
• How to Optimize Your B2B Email Campaigns - July 12, 2012
  Why remarketing works, the list matters, and how to use email for reducing costs, among other tips. Part two in a two-part series.
• 8 B2B Email Marketing Tricks of the Trade - June 28, 2012
  How to avoid running a business-to-business email program that's cold, corporate, and boring. First in a two-part series.
• Driving Your SMB Forward With Email - June 14, 2012
  Simms Jenkins writes how and why Marketers must apply common sense while leveraging the many possibilities of email marketing if they want their emails to get read. Part two in a two-part series.
• The New Email Marketing Essentials for Small and Medium Business - May 31, 2012
  Simms Jenkins offer up how to ensure your company is using the right channels to deliver the right messages and keep your business profitable and thriving. Part one in a two-part series.
• Let the Silos Fall Down! - May 17, 2012
  Part two in a two-part interview with Jay Baer.
• Why Email Is Like Madonna and Facebook Is Lady Gaga - May 3, 2012
  Part one in a two-part interview with Jay Baer.
• Mobile Revolutionizing the Inbox - April 19, 2012
  Part 2 of Simms Jenkins' discussion about mobile's impact on email.
• Mobile's Pending Revolution of the Inbox - April 5, 2012
  BrightWave's CEO part 1 discussion with mobile email experts Justine Jordan of Litmus and new Director of Strategic Services Jay Jhun.
• Secrets & Lies: Integrating social into email strategy - March 29, 2012
  Simms Jenkins offers up tips and corrects some assumptions on this key intersection of digital.
• Are Email Programs Getting Better? - March 22, 2012
  How do your consumers perceive your email frequency, value, and relevance? Part two in a two-part interview.
• Changing Consumer Perceptions of the Email Channel - March 8, 2012
  What that means for digital marketers. Part one in a two-part interview.
• 5 Ways to Sell Your Email Program to the C-Suite - February 9, 2012
  Simms Jenkins writes why you must pitch your email marketing program properly to win support from senior management.
• Super Bowl Ads 2012: Winners and Losers - February 6, 2012
  Simms Jenkins Super Bowl comments featured in ClickZ's reviews of 2012 Super Bowl Ads.
• 25 Things Email Marketers Must Avoid in 2012 - January 26, 2012
  Simms Jenkins offers up these must read tips for any digital marketer looking to make a mark in 2012.
• 4 Email Marketing Trends That Matter in 2012 - January 12, 2012
  Marketers will need to rethink how they communicate with subscribers. Start here with BrightWave CEO's Tips.
• Inbox Rising: Email Emerges as the Dominant Digital Communication Channel - December 15, 2011
  Simms Jenkins provides a look at the big seven areas where email will come out as the digital marketing heavyweight to beat in 2012.
• Cyber Monday Storms the Inbox: Was Gold Delivered or Inbox Combustion? - December 1, 2011
  In ClickZ, Simms Jenkins asks did this year's barrage of Cyber Monday emails bring an emotional element to inbox fatigue not seen as frequently in past holiday seasons?
• 4 Ways to Engage Email Non-Responders - November 17, 2011
  Simms Jenkins provides counsel in ClickZ on winning back non-responders by analyzing the true data, segmenting and customizing, automating a reengagement series, and just asking them.
• 5 Quick Wins for Holiday Retail Email Campaigns - November 3, 2011
  Simms Jenkins offers up tips & advice for these crucial emails focused on generating big revenue.
• Does $14 Million Worth of Email Addresses Cross the Privacy Line? - October 6, 2011
  BrightWave's CEO asks is Barnes & Noble's acquisition of Borders' customer data a gold mine or Pandora's box?
• 6 Reflections on Connections 2011 - September 22, 2011
  Simms Jenkins writes about his takeaways from the largest digital marketing conference.
• Ensuring Your Email Gets Read in a Changing Digital World - September 8, 2011
  As inbox engagement evolves, marketers must adapt their email programs. Here's how. Second in a two-part series from Simms Jenkins.
• 4 Surefire Ways to Get Your Emails Read - August 25, 2011
  How do you make sure your subscribers keep reading, not deleting? Part one in a two-part series from Simms Jenkins.
• The New Digital Inbox - Is Your Email Program Ready? - July 28, 2011
  Simms Jenkins provides 5 tips for creating better emails now that your messages compete with tweets and posts.
• 2011, The Year of Email: The Halftime Report - July 14, 2011
  Don't call it a comeback. Simms Jenkins writes about seven big opportunities in the email world in the first half of the year.
• Social Networks and Bacn - The Good, Bad, and Ugly - June 30, 2011
  Six tips and best practices to follow if you deliver the bacn, the transactional emails that people love to hate yet deliver the goods.
• In ClickZ, Simms Jenkins discusses "Inside Your Marketing Department: Who Is the Rightful Owner of Social?" - June 16, 2011
  Are email folks the most appropriate owners of social media in your organization?
• 6 Email Tests to Try - May 19, 2011
  Looking for ways to improve your email marketing campaign performance? Start here with Simms Jenkins ClickZ article.
• Open Letter to Facebook (Per Your Email Program) - May 5, 2011
  BrightWave's CEO tells Facebook how to improve their email marketing.
• 8 Questions About the State of Email Marketing - April 21, 2011
  For all those worried about email in the days of Twitter and Facebook, learn some truths here from BrightWave's CEO.
• In Appreciation of Email Rock Stars - April 7, 2011
  In ClickZ, Simms Jenkins takes a look at the daily schedule of an email marketer...it's crazier than you would think.
• When Automated Emails Attack - March 24, 2011
  In ClickZ, Simms Jenkins writes how to elevate your email efforts within your demand generation program.
• Email Is Social - March 10, 2011
  In ClickZ, Simms Jenkins writes about why email should be working hand in hand with other digital messaging channels and each channel should complement and leverage the strength of the other.
• Digital's Great Teenage Misunderstanding - February 24, 2011
  Simms Jenkins tackles the misperception of teenage digital usage and their future.
• Why the Email Newsletter Deserves a Second Chance - February 10, 2011
  BrightWave's CEO writes "Start with this premise: Don't think of it as a newsletter."
• The Best Time of Day to Send Your Emails Is... - January 27, 2011
  Simms Jenkins writes in ClickZ about myths and new thoughts for email timing.
• The Bandwagon Has Room - Four reasons why email reigns supreme in 2011 - January 13, 2011
  Simms Jenkins writes in ClickZ about how and why email will remain the top digital channel in 2011.
• Facebook Messages - 8 Points to Consider - December 16, 2010
  BrightWave's CEO discusses in ClickZ: How will Facebook Messages shake up your email program?
• Simms Jenkins breaks down Facebook's new Messaging Platform on ClickZ Facebook Messages: Inbox Savior or Terror? - December 2, 2010
  Part 1 of an evaluation on what Facebook Messages means to the email marketing universe.
• Email Reality Check - November 18, 2010
  Simms Jenkins, in ClickZ, describes the basics you need to work on before pursuing the next new thing in email marketing.
• 15 More Questions to Ask Your Email Partner - November 4, 2010
  Simms Jenkins, in ClickZ, offers 15 more questions that may put your email partner on the hot seat and lead to a more productive relationship in 2011.
• Simms Jenkins featured in The 2010 Essential Guide to Email Marketing - October 2010
  BrightWave Marketing's CEO discusses how to deliver value by beginning with original creative content.
• 17 Questions to Ask Your Email Partner - October 21, 2010
  Simms Jenkins, in ClickZ, offers tough questions to ask to ensure you are working with the right vendor or consultant.
• Do You Follow Email Marketing Profit Practices? - October 7, 2010
  Simms Jenkins, in ClickZ, says throw out the "best practices" rule book and consider these seven "profit practices."
• Pigskin and Email - A Winning Option - September 23, 2010
  Simms Jenkins writes in ClickZ about the six rules all football coaches know and how email marketers can apply these lessons to their digital gridiron efforts.
• Follow This: How to Create a Compelling Reason to Gain Permission - September 9, 2010
  Simms Jenkins, writing in ClickZ, provides eight key questions to ask to ensure you're making it easy for customers to do what they came to do.
• 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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