Live Blogging & Tweeting From All About Email Live – #eLive13

Live Blogging & Tweeting From All About Email Live – #eLive13

This Thursday, I will be attending and speaking at the All About Email Live master class in Atlanta, and I am super excited. The venue is supposed to be uber cool and from what I'm told, it will be a packed house.  I had the honor of speaking at this event last year in NYC and met digital marketers from a variety of companies. The agenda is jam-packed with great speakers, awesome roundtables, and some really killer sponsors. Whenever I attend a conference, I'm normally pretty good at tweeting what is happening, but I have never been able to blog live from the event as well.  This week, that will change as I will attempt to push a few posts from the event, giving you what I believe are some of the key takeaways from a couple of sessions. As in conferences past, I have my deck submitted and have been taking some dry runs through my material. I'm super fired up...
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Subject Line Hall Of Fame – @H2O_Plus

Subject Line Hall Of Fame – @H2O_Plus

There's still no substitute for a good ol' fashion subject line to get us excited about opening an email and engaging with a brand. @H2O_Plus is a great example of this. SL: Welcome to 2003 My immediate reaction was, whoa ... someone made a mistake. But when I opened the email I realized that the creative connected the product to the subject line in brilliant fashion. We must remember that writing subject lines takes time and skill. It should connect the brand and the CTA to the subscriber, and inspire your audience into opening your email. Don't make it the last thing you do before the button is pushed.  Make it special, make it a surprise, and most of all, make it unique. As always ... let me know what you think....
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Ditch Your Preference Center And Focus On The Behavior Of Your Subscriber

Ditch Your Preference Center And Focus On The Behavior Of Your Subscriber

I recently took part in the panel "25 Ideas in 25 Minutes" at the Email Insider Summit in Park City, UT. While my fellow panelists and I were unable to get through all of our ideas, one idea I mentioned caused quite a bit of chatter, both on Twitter and in the hallways after the session. I suggested that brands ditch traditional preference centers and focus on the behavior of the subscriber for better targeting. I said that preference centers are hard to maintain and, in many cases, irrelevant because brands either don't use the data collected or because subscribers rarely go back to update their preferences as their relationship with the brand evolves. As I work with clients to understand the challenges they face, I am more inclined to recommend that they invest their marketing dollars in tools that can track and record subscriber and customer behavior, and lead to better targeted email campaigns. Traditional preference centers are static and rarely...
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