I know I’m a bit biased, but I believe that marketing is a big part of most people’s lives. Even if they aren’t marketers and even if they themselves don’t realize it.
There’s a doctor I know, a good friend, who doesn’t like marketing and tells me so. But she relies heavily on her existing clients to refer their friends to her. That’s word-of-mouth marketing.
I have a lawyer friend who is starting to blog. She tells me that it isn’t marketing, that she’s blogging to generate client leads. But in reality she’s practicing content marketing. Read More →
Crowd-sourcing creative reviews. The act of getting so much input from so many different people on each round of review for a marketing piece that the project goes on-and-on, in circles, resulting in excessive time, money and resources being spent for a sub-par end product.
Round 1: My boss suggested making the green button bigger.
Round 2: Let’s make the button red, my colleague thought that would look nice.
Round 3: I think it’s too much red and my wife agrees; let’s make the button gray. Read More →
A concept’s creative implementation can make or break your email results. The more clearly you communicate your thoughts to your creative team members, the more effective they’ll be at implementing your ideas. Here are 10 tips for the next time you provide creative feedback.
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I love that more and more companies are leveraging email automation — setting up email campaigns, triggered by an action (or a non-action) that deliver highly relevant messages to customers and prospects.
I’ve developed strategies for and helped implement numerous automated email marketing strategies for a lot of different clients, so I understand most of the pitfalls companies face.
But it’s still a bummer when I get an email from a brand I love that hasn’t overcome the (easily addressed) challenges, like the one that landed in my inbox this morning from Marriott… Read More →
I get a lot of email messages from recruiters who find my profile on LinkedIn.
I’m not looking for a job myself, but I often peruse the job descriptions to see if I know anyone to recommend.
And sometimes I read these job descriptions and wonder if the client realizes that they are literally looking for “Wonder Woman” — although I’m not even sure Wonder Woman could do everything in this particular job description well. Read More →
Note: Oops! We got updated conversion information, this campaign had a longer tail than we anticipated, so I’ve updated this blog post accordingly. The results were even better than we initially thought!
Sometimes you can get a big boost from small but thoughtful changes to your creative. Here’s a case study from a recent project we did for a household-name client that resulted in a 95% boost in conversion rate. Read More →
Optimize your email marketing program by testing its functionality with these strategies.
Test, test, test – it’s a mantra within the email marketing industry. But often marketers find themselves at a loss for what to test. Here are some tips for developing strategic tests that will boost your bottom-line performance.
I was cleaning out my desk and found some swag I got at a trade show years ago: Read More →
What can marketers gain from collecting and integrating touchpoint data into the CRM system?
Back in 2015 Gartner reported that organizations worldwide spent $27.5 billion on customer relationship management (CRM). This was expected to increase to $37 billion in 2017. But are companies getting a decent return on this large investment?
And more importantly, is your organization using its CRM system to optimize bottom line revenue? Read More →
Years ago I was obsessed with preheaders, aka snippets or autopreview, and wrote about them in my ClickZ column. Back then I did a lot of testing of preheader copy and generated some great results for clients.
Fast-forward to today. I still consider preheader text when I’m helping clients optimize their email efforts, but am no longer obsessed. But maybe I should be…
A recent test generated a 96% increase in revenue-per-email — nearly double the control — and all we did was change the copy in the preheader. It was an A/B split test — everything else about the creative was exactly the same; we randomly split the list in two and sent the messages at the same day and time. Read More →
From time to time I’ll pull a message from my inbox and do a walk-through of its pros and cons. These gentle critiques are intended to educate; I hope that the companies mentioned as well as readers will keep that top of mind.
I received this email on January 3 from a long-time industry acquaintance we’ll call “Fred.” Fred is one of those people you see once or twice a year at conferences. You know what I mean, someone you’re friendly with but you’re not necessarily friends. The first thing about this email that struck me is that I haven’t received anything from him in a long time. I opened the email to find out it’s been at least FIVE YEARS…
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