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Email Marketing

FutureNow Post
Monday, Oct. 18, 2010 at 9:08 am

The More You Repeat Yourself, the Less Customers Listen

October 18th, 2010

1CalendarThis post is focused on email marketing, but I think you’ll agree that the principles can be applied to other aspects of online marketing. For those of you who send emails to past customers: how often do you send those emails? Has your frequency changed over time, or did you “set it and forget it”? Is anyone testing frequency?

To illustrate, I’m going to pick on an unsuspecting merchant who’s been pestering my inbox of late. Take a look at the last…

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FutureNow Post
Friday, Jun. 18, 2010 at 11:02 am

Ubiquitous Email Marketing Offers Versus SMS

June 18th, 2010

With my addiction to sugar, I know all the good sweet spots in my city!  There is a really great frozen yogurt shop near my home called Red Mango. I was in there recently, getting my fix, and I noticed a sign telling me to text a phone number to receive a coupon via text for a rebate on my next frozen yogurt purchase. Of course, this marketing tactic worked and I came back the following day to claim…

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FutureNow Post
Tuesday, Mar. 9, 2010 at 8:02 am

B2B Buyers Still Want Basics from Your Email Marketing

March 9th, 2010

I recently read some interesting survey research done by the venerable MarketingSherpa around what types of things B2B prospects would find “most useful” in emails sent about product and service offerings. If you have the required membership, you can read the article here.

They surveyed people considered to be B2B “buyers,” meaning the types of folks that a B2B marketer would target.  What I saw in the data, which I’ll summarize in this post, was a great reminder that if you…

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FutureNow Post
Monday, Jan. 11, 2010 at 10:50 am

Online Marketing Optimization: 5 Predictions for 2010

January 11th, 2010

I was asked recently to look into my crystal ball and make some predictions for where the online marketing optimization space (including Conversion Rate Optimization) is headed in the next year.

Some of my predictions will be “wishful thinking,” but if I can sway the direction of an entire industry I’d be surprised, honored, and ask for a raise ;)

One of my favorite magazine formats for this sort of thing is the “What’s In and What’s Out” or “What’s Hot and…

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FutureNow Post
Wednesday, Jan. 6, 2010 at 8:01 am

How To Loosen Up the Tone of Marketing Emails

January 6th, 2010

My inbox is a battlefield.  It’s where the chosen few companies/brands that I allow into my consciousness battle it out for my attention, my clicks, my time, and my credit card.

I scan the list of unread messages in waves: First, I pick off the obvious junk messages.  Then, I scan the “From” fields and subject lines to make sure I at least recognize who these messages are from and that they’re “legitimate.”  If anything looks questionable, it’s…

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FutureNow Post
Wednesday, Nov. 25, 2009 at 9:04 am

Email Feng Shui: The Unsubscribe Option

November 25th, 2009

Picture5Early this morning, I was woken up by a constant pinging sound coming from my Blackberry.  Yes, I know I could turn it to silent or even off, but what can I say, I’m attached (they don’t call them “crackberries” for nothing).  After a few more hours of tossing and turning, I woke up to review the 47 new emails I’d been receiving since 4:30am.  I didn’t find a note from Grammy, or a funny story from…

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FutureNow Post
Friday, Aug. 28, 2009 at 8:18 am

Social Media Is Not the Message

August 28th, 2009

mediaisnotthemessageSocial marketing is a shiny new toy and almost everyone is wising up and getting involved, as they should. In fact, a rumor is spreading that the new Mac OS, Snow Leopard, is integrating Facebook addresses directly into its own address book app. There’s no question that social applications are becoming central to our online lives, and soon social apps will be a central part of the very operating systems we use. People are tweeting, flickring, and facebooking like mad, with…

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FutureNow Post
Friday, Aug. 21, 2009 at 10:30 am

Nikon’s Email Marketing is Out of Focus

August 21st, 2009

nikon-d300-3I love Nikon. My dad had a Nikon. I bought my first Nikon SLR (an F3) when I was in college and a couple of years ago my wife brought me into the digital DSLR world by buying me a Nikon D60 for Father’s day.  So it pains me to see a company I love make such critical mistakes.

Last night, I got an email from them on my Blackberry.  Like most people, I typically just delete promotional…

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FutureNow Post
Tuesday, Aug. 11, 2009 at 9:24 am

3 Ways to Lose an Online Sale

August 11th, 2009

I’m not gonna lie…what you’re about to read was inspired by a real-life online shopping experience.  I won’t mention the guilty site, but I’ll say they sell clothing and jewelry to young urbanites.

As I relate the following three eCommerce mishaps, be thinking about whether you can eradicate all of them from your business by the time the “Holiday Rush” hits. ALL are preventable, if you start today and take one item at a time.

sale.comLet’s start at the “precipitating event;” the spark…

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FutureNow Post
Wednesday, Jun. 24, 2009 at 10:55 am

Beware Marketing Automation Without Data Clarification

June 24th, 2009

We marketers are very busy people. In today’s challenging economy, with its rapid digital pace and customers empowered like never before, the demands are never-ending. So, we love things that make our job easier. Or at least appear to.

The Words ‘Marketing Automation’ are Like Music To Our Ears

According to one definition:

Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management. The use of marketing automation makes processes…

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