It occurred to me the other day while I was noodling email subject lines (trying to eke out another 1 or 2% increase in open rate) that even if I was successful, it would only lead to a fraction of a percent of click-through improvement. We tend to call email marketing “consumer direct,” but really, it’s “inbox direct.” This is no joke: I have 42,933 unopened emails in my Gmail inbox. Promotional emails have become invisible. As marketers, we try to get our emails noticed by using emojis in subject lines, or we drive curiosity with verbiage like, “You won’t believe this!” (urgency); “Only hours left!” (exclusivity); “For our best customers” (value); “FREE!!” … and the list goes on and on, like a barker on the midway. Sometimes we get results from barking, but results are more likely due to timing rather than “clever” subject lines. So, how do we drive consideration (and business) beyond natural demand? read more at: https://www.jschmid.com/blog/100-open-rate-guaranteed/

Every month, the U.S. Department of Commerce’s Census Bureau releases its first calculation of the previous month’s retail sales. Retail Dive reports on the results for core retail segments, (minus food, auto and fuel), using year-over-year comparisons. With a boost from the back-to-school season and higher prices as tariffs fuel inflation, August retail sales in the segments covered by Retail Dive rose 5.5% year over year, according to numbers released Tuesday by the U.S. Department of Commerce. E-commerce soared over 8%. “Consumer goods prices rose 0.5% in August, and 0.3% when excluding food and energy, suggesting a big part of the gain in sales actually stems from consumers paying higher prices rather than buying more goods last month,” Wells Fargo economists Tim Quinlan and Shannon Grein said in a research note following the government’s report. Broadly, underlying volumes rose by a scant 0.4%, “a marked deterioration from the 1.4% volume increase produced last month,” according to GlobalData research. The e-commerce surge was likely fueled by sales events last month, according to GlobalData Managing Director Neil Saunders. It’s notable because retail sales have been volatile month to month overall, but e-commerce has been up for 11 of the past 12 months, according to Wells Fargo.

As a former CEO of two advertising agencies, Bob Hoffman knows a thing or two about the advertising world. The US-based former adman has ruffled many feathers in his demolishing of many of the myths about online advertising, and he remains a thorn in the side of the industry. Hoffman’s blog, ‘The Ad Contrarian’, is in my view, required reading for anyone who cares about the future of the advertising industry, while his many books on the topic make for uncomfortable but necessary reading.