@Fathead Wins!!!

@Fathead Wins!!!

In the revenue game of email marketing, it has long been said that timing and relevancy will win in the long term.  As the Superbowl concluded and The Ravens were celebrating, the email marketing geek in me went to his inbox to see which retailers were going to fire off emails right after the game.  Within 5 minutes of The Ravens winning, Fathead sent the following email congratulating the winner. Fathead was first to my inbox, and I want to congratulate them for doing so. Some might argue that it was too quick, given that most of The Ravens fans were still celebrating, and they should have waited to push the button. But I'm a proponent for speed, and people could have been checking their phones or emails during this time. I am sure there are quite a few people that can poke holes in Fathead's strategy, but I want to congratulate them for being first to my inbox. It will...
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How To React Quickly In Email – Take It From Spirit Airlines

How To React Quickly In Email – Take It From Spirit Airlines

We preach relevancy.  We preach timeliness.  We preach content.  We preach humanization. We preach a lot.  Sometimes we see the fruits of our "preachy-ness" and sometimes not. Regardless of your political affiliations, this email from Spirit Airlines exemplifies the ability to connect relevant information (The Presidential Debates last night content) with timeliness.  Whether  you like the messaging or the creative or not, you have take this little nugget of brilliance from Spirit to capitalize on a current event for ROI.  Some companies plan emails 3, 4 or even 8 weeks in advance.  Spirit delivered this content in just over 14 hours. See the whole email here:  http://trndl.in/QshIox    ...
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Relevance Is Overrated

Relevance Is Overrated

Marketers, especially email marketers, are obsessed with the topic of relevance. Of course, there are good reasons for this obsession. Messages targeted to subscribers based on their interests yield higher response rates. Too many irrelevant messages increase the likelihood people will unsubscribe from future email messages. In recent years, I have become obsessed with the question, "What companies do customers think do the best job marketing to them?" After considering the thousands of responses received through surveys, focus groups, and one-on-one interviews, something occurred to me: relevance is overrated. While marketers talk about relevance as a mark of success, consumers use the word "relevant" in negative contexts. Consumers talk about their irritation with irrelevant messages (whether in email, banner ads, Facebook, etc.). They talk about how many of the messages they receive are "not relevant" to them. The vocabulary used by consumers talking about the companies that do the best job marketing to them is totally different. Instead of relevant, they use words...
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Email at Just the Right Time

Email at Just the Right Time

Being an email marketer, I get a lot of email. Most of it is only marginally useful, but I stay signed up because it is good for competitive research. So, when I get an email that is really on target, helpful and unexpected, I get weirdly excited. That’s what happened recently. We had tickets that I purchased several months ago to go see the Radio City Spectacular Show. About 3 days before the show, just when I needed to start figuring out where we would park and eat near the theater, I got an email from the show with helpful links to those things and more! How cool was that? I was able to easily click through to get a list of parking garages (hopefully avoiding us circling midtown aimlessly trying to find an open lot). Then I clicked through to get a list of restaurants that would be kid-friendly and not break the bank. Now, could I have found all that on...
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Integrating Social Awareness Into Email

Integrating Social Awareness Into Email

As most of you are aware, October is National Breast Cancer Awareness Month.  I have seen numerous campaigns from the local events to NFL players showing their support on the field. Since email marketing tends to be such a highly visible and profitable medium, you don't see many companies dedicate an entire email to raising awareness of any particular cause.  Occasionally you will find some organizations who put a slot or banner into their regular cadence or promotional email perhaps to heighten the attention of its subscriber base, but rarely do you see an entire email dedicated to anything other than sales these days. Enter ULTA and the email that I received the other day. The entire email is a postcard from the CEO asking you to take the email "lovenote" and encourage women in our lives to schedule a checkup and to increase breast cancer awareness.  The email offers you a choice to send from 4 FREE lovenote e-Cards to...
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