The One Email Every Program Should Have

The One Email Every Program Should Have

The One Email Every Program Should Have A couple of years ago, I was in a hotel in NYC and had a major wardrobe malfunction. The only white dress shirt I brought for a meeting that day had a button fall off right as I was heading out the door. This was no ordinary button, it was the button right at my heart level and what it exposed…well you can imagine what would be seen. I ran down to the front desk and asked if they had a sewing kit so that I could do my best at trying to repair this thing before heading out in the next 10 minutes. For context, I have never sewn on a button in my life, but I figured I would be able to cobble something together to make it work. When the front desk person noticed the look of terror on my face and sensing that I was out of my league, she offered...
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Your Personal Experience Is Irrelevant

Your Personal Experience Is Irrelevant

Your Personal Experience Is Irrelevant One of the greatest marketing lessons I have learned came from my Sociology grad school advisor. After spending considerable effort preparing to present ideas for my first big research project I opened with the comment, "In my experience..." My advisor stopped me mid-sentence, his eyes got large, and he took a deep breath. "Listen to me," he said. "Your personal experience is irrelevant here. You are not a representative sample." And I was asked to start my work over. Marketers Are Not Normal In 2013, I worked on a study titled Marketers from Mars* that compared the online habits of digital marketers with the online habits of online consumers (basically everyone except digital marketers). Not surprisingly, digital marketers were more engaged in just about every form of online activity compared to the average consumer. As a digital marketer, I spend much of my day thinking about websites, emails, points of potential engagement. I look at things like copy and image selection...
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The Power of No

The Power of No

The Power of No I am convinced that the most used word in the English language is the word “No”.  Babies sometimes say it as their first word and it seems that we use it consistently as we grow up and well into adulthood.  As a parent, I have used it quite a bit - “No…you cannot have an ice cream now, we are eating dinner in 10 minutes” or the most used phrase in the last year in my household “No…you cannot get GTA5…you are too young and I don’t care who has it." What about the use of “No” in business?  As the owner of a company, I sometimes have to use it because it’s for the good of the business, and it’s hard when people don’t understand, so I take time to explain why.  The same would hold true for any great email marketing program.  “No” should only be used if you believe it’s right for the business and you have...
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What Do You Do When You Are Done Testing Your Email Program?

What Do You Do When You Are Done Testing Your Email Program?

What Do You Do When You Are Done Testing Your Email Program? The operative word here is “done”.  First, you are never done testing because the winner is the new control and you will always need to be thinking of ways to beat the control.  Second, your email program is in a constant state of change and you need to be rolling with that change. Having a “we are done” mentality leads to complacency and while you might think you are done, I can guarantee that other email marketers are never done. Remember…you can never forget about what your competitors are doing, but the focus should be on what you're doing, since you are always competing for subscribers time in the inbox. Don’t be done.  Be unfinished....
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