Email & User Content
I have been in email marketing since 1999, so I have built up quite an arsenal of emails in my seed accounts.
I have seen content that was creative, wonderfully written, personalized, and even cutting-edge. More importantly, I have watched as this channel keeps growing even as everyone else has predicted its death.
Like any nerdy but dedicated email marketer, I subscribe to all types of emails, including brands on the retail side and those in publishing, telecom, e-commerce, financial, and more. Before I invest time in a brand, a product, or a service, I do quite a bit of research. Depending on the brand, I almost inevitably spend time reading online reviews.
These are oddly satisfying. I try to associate the strangers’ reviews with the way I live my life, the things I say, and how I think. I throw out super negative reviews unless the reviewers add context explaining their comments. I also look for...