How to Use Customer Testimonials and Social Proofs in Email

How to Use Customer Testimonials and Social Proofs in Email

We received an interesting email the other day from Z Gallerie, a home décor and furniture retailer. It caught our eye because of the inclusion of several variations on the “customer testimonial” tactic. Though it does contain straight quotes, they appear to be pulled from Twitter and what looks like product reviews (either on Z Gallerie’s website or some other online forum. It’s not exactly clear, but some sources appear as screen-names). Some quotes are aspirational (“I wish my house would look like a @ZGallerie ad,” someone tweeted), but others are clearly from people who have bought and are enjoying their purchase from Z Gallerie. But the really innovative move here is the use of customer-posted images of Z Gallerie products harvested from Instagram as social proof (ostensibly images of the product as it’s being used in the buyer’s home). There is probably no measure of customer satisfaction greater than the customer telling all of his/her friends about it—especially when such proselytizing occurs...
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A Busy Week Of Speaking On Email Marketing:  #adtechNY and #AAeM2012

A Busy Week Of Speaking On Email Marketing: #adtechNY and #AAeM2012

  This week is packed full of me speaking at 2 large industry events and I invite all you to come and join me as I speak both at adtech and The All About Email Virtual Conference.  I am excited to be speak at both of these great events about a few topics that are hot right now in our space. At adtech, I am speaking at the Email, CRM and Social session on everything from behavioral driven on-boarding to talking about the email and social solar system. It's a can't miss session where I promised my colleague Nicole Delma that I wouldn't drop the F-Bomb.  If you are at adtech and want to meet, reach out to me and let me know what you look like and lets share a coffee/water together. Assuming that I make it back from NYC in one piece on Wednesday, I plan to do the midday keynote at The All About Email Virtual Conference and Expo, where...
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What I Learned This Summer – An Intern’s Perspective on Email Marketing

What I Learned This Summer – An Intern’s Perspective on Email Marketing

My time here at Trendline went by way too fast. I am grateful for the people I worked with and learned from. I came into Trendline as an individual who knew little about email marketing programs but am leaving as a new man. I would like to personally thank every member of the Trendline family for helping me out and look forward to working with them again in the future.  Usually when people leave they receive a “going away present” but I’m going to do the opposite by giving a going-away present in lieu to me returning to my Senior Year studies (Fist Pump) at the University of Texas …. my list of 10 rules for Email Marketing programs. 1.Attention to detail There is a little room for errors in email marketing. Not just as a research intern, but for anyone interested in thriving in the technology industry, attention to detail is key. Be very meticulous with your work and attentive in...
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A Perfect Opportunity For Humanized (err…doganized) Content

A Perfect Opportunity For Humanized (err…doganized) Content

Doggyloot is a daily deals site for pups and their people. I first learned about them awhile ago and decided to subscribe to their email program just to see what sorts of emails I would get.  Being a dog owner, I am very attached to my pooch and want him to feel loved and cared for.  The people over at Doggyloot seem to really care about animals and want to provide the best products for the pets and their owners.  They have a fairly large Facebook presence with lots of great humanized content and stories, but their email program lacks that element that I believe can really help drive sales. Looking at the promotional emails that have been sent to me, it appears that they have fallen into the daily deals rock'em/sock'em rut with promotion after promotion.  Now..don't get me wrong, everyone likes a good deal, but to me the joy of owning a pet is also emotional.  Subscribers want to...
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The Best Marketing Advice I Ever Received, and the Best I Ever Gave.

The Best Marketing Advice I Ever Received, and the Best I Ever Gave.

  I had the distinct pleasure and honor of contributing to a new white paper that I would love for you to read and comment on.  It comes from our  friends and colleagues over at Silverpop and its called: The Best Marketing Advice I Ever Received, and the Best I Ever Gave: 5 Experts Share Their Wisdom. This white paper is packed with nuggets from some of the smartest people in the industry such as Scott Monty, Peter Shankman and Brent DuMars so as you imagine I am incredibly grateful to the Silverpop folks for including my contribution with some of these fine folks.  Some of the advice is stuff that you already know, but its a great refresher for all of us in this crazy industry. Thanks again Silverpop and I will catch you on the other side. You can down load the white paper here....
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Privacy Policy Changes Need Love Too.

Privacy Policy Changes Need Love Too.

In many organizations there tends to be a lot of moving parts in many areas of the company. One such moving part which doesn't seem to garner that much attention internally is when companies make changes to their privacy policy to better reflect their strategy as it relates to tracking and targeting. When changes are made, there usually isn't much fanfare and most of the time customers or subscribers are never informed. Given the time that we live in and the sensitivity around people's privacy and permission practices of organizations, it might be time for companies to buck up and inform their base of changes. This is especially important if you are making a substantive change to the last accepted policy such as the sharing of information with third parties. For companies that chose to inform their subscriber base, they are faced with multiple options in how to communicate it: Site - Organizations can add content to the site to make it...
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The October Trendie goes too….

The October Trendie goes too….

Over the last 13-15 months, many brands have been sending emails to build fans and followers in the social channels.  Social Experts and studies have confirmed that just because you have a large fan or follower base does not guarantee loyalty or even consistent brand awareness. Companies have sent and continue to send dedicated emails to have their subscribers "like" them on Facebook.  Some offer discounts. Some leverage big numbers (i.e.: Help us get to XX,XXX "likes") in their content.  Some have a social dedicated button in each email hoping to catch the eye of the subscriber. Others weave the "conversation" aspect of social media into their content, while others just simply use a combination of things to drive people to the social channels.  I can't comment on what works or what are the most successful campaigns since I am not privy to their numbers or to their strategic direction of the programs. I see a lot of email campaigns that are...
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How is Consumer Content Consumption Changing?

How is Consumer Content Consumption Changing?

We know that the amount of content available to consumers has increased dramatically in recent years. The dramatic increase in supply, combined with consumers’ ability to easily search for content through search engines like Google and Bing, has fueled a corresponding increase in consumer demand for immediate answers, i.e., content. If we focus on the digital landscape, I believe we can identify four primary modes of content consumption: 1) On Demand Consumption Consumers expect to find information quickly. Any question, anywhere, and at anytime. This could be as trivial as answering a friendly debate about who to the Yankees in the American League playoffs in 1981, to questions about the best solutions to a problem, to questions specific to your brand or product. The marketer’s role in this scenario is to anticipate the questions people are likely to ask related to your brand, your products, and the problems your brand or products solve. Once these fundamental questions have been identified, brands face the challenge...
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Leveraging Social Media for Email Acquisition – 3 Simple Tips

Leveraging Social Media for Email Acquisition – 3 Simple Tips

Nearly every email conference, white paper, blog post and webcast today is focused in some part on the use/leveraging the power of social media. Social CRM scares the heck out of marketers and its especially true when you start talking about the ability to integrate your social strategy with your email marketing efforts. Flip the coin and enter the email marketers world and a hot topic always discussed is email acquisition.  How and what companies are doing to ensure that the quality of the acquired subscriber remains high while trying to maintain the quantity goal set forth by the organization. Some of the debates that I have been involved in the past have always centered around Co-reg, increased PPC spend, affiliate, append and on and on.  However, one topic that seems new to the equation is the ability to leverage social media for acquisition. There are many ways to use social to acquire email subscribers,  but for this post I will only talk...
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