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 →

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…

Read More →