Three Things From This Weekend’s Inbox

Three Things From This Weekend’s Inbox

Here are three things from this past weekend that stood out in my inbox: The Best Birthday Email This past weekend was my birthday, and after sifting through all of the typical birthday emails, this Virgin American one stood out for two reasons. First, it had an animated Richard B. dancing in the hero image, which was a nice, humorous touch.  Second, (and more importantly) it did have a sale attached to it.  While I love a good sale, I also like getting stuff for doing nothing, and they added points to my account.  Rock on, Virgin America.   The Best Subject Line I have a weird sense of humor, and I love to get SLs that make me think, as well as open no matter what.  This past weekend, Urbandaddy sent me this gem.   The Best Spam  I'm actually one of those guys that likes to check my spam folder.  Check out this one especially for the imagery.  For the record, my wife has a degree...
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#CNX15 – A Blockbuster Conference in New York

#CNX15 – A Blockbuster Conference in New York

This year’s Connections conference played out like a big-budget summer movie: the host city was bigger, the stakes higher, and the aspirations grander. Unfortunately, as with most summer blockbusters, the character development was sacrificed in order to make room for flashy action and special effects. Having the event in New York City was apropos given ExactTarget’s absorption into Salesforce. Just as the Marketing Cloud feels smaller under the Salesforce umbrella, the close-knit community feel of previous ExactTarget Connections was lost within the big city. The change in location and atmosphere brought on a peremptory wave of nostalgia for the ExactTarget culture of Indianapolis, which proudly hosted the conference for years. I left wondering if the original cult following would be trying to make Connections at future Dreamforce events. There was one piece of particularly good news: Salesforce University is moving forward with the launch of platform certification courses. I think we have all been expecting it, but to finally see it...
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Click. Click. Boom.

Click. Click. Boom.

  You can never escape the constant grind of analyzing your email campaigns by their click thru rates, and calculating and re-calculating what constitutes a good click thru rate. In fact, some strategists and long-time, client-side email marketers have over the years become obsessed with how to increase click thru rates, but in the process, have failed to keep an eye on the real prize. I call it the revenue click. The revenue click is the click that produces the most revenue in your email, and should be prioritized above all other clicks. The revenue click could be your least-clicked link, but still make you the most money.  If you don’t know what your revenue click rate is, or you haven’t done analysis on it, now would be the time to find it and optimize accordingly. So stop worrying about overall click thru rates, and start worrying about finding and maximizing your revenue click....
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