Deep Thoughts in Email Marketing — March 2016 Edition

Deep Thoughts in Email Marketing — March 2016 Edition

Continuing the monthly tradition of providing you deep thoughts that will perhaps spawn a little laughter or a little chatter amongst the email brethren. Imagine a day where every single email marketer and every single spammer pressed the send button at the same time. I wonder if English teachers secretly want to grade the grammar from emails they receive from retailers. Would using the SL of “Open now to unsubscribe” in a campaign to your inactives work? How would DOI work at the POS register at your local retailer if you didn’t send an email to confirm? If the US Postal services eAppended the entire country into their DB, what would be the appropriate thing to send first? I think its funny when I get an email about an email conference in my spam folder. Has there ever been an incident where a deliverability consultant turned to the dark side and became a spammer? Enjoy....
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The Opposite of a Good Email Program Is a Great Email Program

The Opposite of a Good Email Program Is a Great Email Program

“Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice and discipline” – James C. Collins, Good to Great Last February, people in the U.S. and around the world watched the Denver Broncos win the Super Bowl with a stifling defense and one of the best quarterbacks to have ever played the game. The headscratcher in all of this is that, while Peyton Manning was good in the game, the Broncos’ defense was great. The defense won the game for the Broncos. They will likely go down in the history books as one of the best defenses to have ever played in the Super Bowl because they completely shut down the best offense in the league. The margin between being good and great can be razor thin or so incredibly wide that there really is no comparison. It was the latter in the case of Super Bowl 50. The difference between a good and...
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The Most Widely Known Email Stat Is Also The One We Should Forget About

The Most Widely Known Email Stat Is Also The One We Should Forget About

Let’s put to rest something that cheapens our industry by making what we do look easy. I have been in email marketing for over 16 years, and the one stat that has consistently been brought up on blogs, conferences, and webcast to show the value of email is that of DMA’s figure of 4,300% ROI for the channel. But who cares? When someone uses or believes in that stat, dollar signs tend to appear in their eyes, and they declare themselves email-marketing consultants (or agencies, even). Problems arise when inexperienced or rogue marketers (e.g., spammers) don’t understand or ignore the long-term consequences for a brand. Conversely, established brands sometimes see this stat and believe, because they already have a “name,” they can cash in without backlash, even when sending sub-par content. The problem with both situations is that the true value of email is marginalized, and thus some people tend to have a negative perception of just how awesome email can and should be. We are...
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