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Email Marketing

FutureNow Post
Monday, May. 18, 2009 at 2:51 pm

Can Bad Assumptions Lead to “Gorilla Marketing”?

May 18th, 2009

In the offline world, have you ever been chased by retail staff because you opted not to buy something at their store?

Never?

You mean no one has ever blocked the exit and said something like, “Hey, I saw you put that bottle of wine in your cart, why didn’t you buy it?”

It sounds funny until you realize that most online remarketing services offer to do exactly that to your website visitors.  They’ll pester them with e-mails, pop-ups, and phone calls should…

...continue to read "Can Bad Assumptions Lead to “Gorilla Marketing”?"

FutureNow Post
Thursday, Apr. 23, 2009 at 8:11 am

Let’s Not Be This “Clear” With Our Email Marketing

April 23rd, 2009

I am a big advocate for Clear. if you haven’t heard of it before, Clear is a high-tech card that gives you access to express security lines at airports across the country. Instead of inching along through airport security, you fly through in mere minutes. When you travel for business and have to wait in long security lines the cost of clear is a no brainer.

As soon as Clear had a lane at the Delta Terminal at JFK, I signed…

...continue to read "Let’s Not Be This “Clear” With Our Email Marketing"

FutureNow Post
Tuesday, Apr. 7, 2009 at 6:56 am

Are You Sending Emails in the Dark?

April 7th, 2009

According to a recent study by eROI, 18% of US e-mail marketers are not tracking the effectiveness of their email campaigns. According to them, the reason most marketers are not tracking site conversions is that did not know how (really?), while lack of time and budget were also listed as concerns.

The problem is larger than that. In another email marketing study in 2007 by Silverpop, it was found that many people’s email marketing sucked, and that there was poor messaging…

...continue to read "Are You Sending Emails in the Dark?"

FutureNow Post
Wednesday, Mar. 11, 2009 at 9:48 am

3-Steps for Writing (and testing) Great Headlines

March 11th, 2009

According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world Step 1. Scent: Web copy adds the requirement of scent.  Your headlines and sub headlines have to assure visitors that they’re in the right place.  A compelling headline that doesn’t orient readers…

...continue to read "3-Steps for Writing (and testing) Great Headlines"

FutureNow Post
Friday, Jan. 30, 2009 at 6:05 am

The Power of RFM

January 30th, 2009

By now, many online retailers should be familiar with the abbreviation “RFM,” which stands for recency, frequency, and monetary value. For a refresher, here’s my explanation from 2002.

Over the past several columns, I’ve examined conversion rate basics. This week, we continue our study of the basics with an updated look at RFM.

Recency represents the number of days since the customer last completed the action you’re profiling. Frequency represents the number of times the customer has completed this action since the…

...continue to read "The Power of RFM"

FutureNow Post
Wednesday, Dec. 17, 2008 at 8:00 am

Sign-of-the-Times Marketing

December 17th, 2008

This may be a sign of the times, but it’s not totally infrequent that a business will attempt to take advantage of a competitors demise – and there are classy and sleazy ways of going about it, right?

I received an email today from Staples.com. The subject line read “Will Office Depot closings affect you?” In the body of the email they lead off that “you can always count on Staples” and show what looks like the beginning of a press…

...continue to read "Sign-of-the-Times Marketing"

FutureNow Post
Monday, Oct. 20, 2008 at 10:45 am

How To Leverage Economic Woes and Promote Business

October 20th, 2008

squeeze lemon into lemonadeI was firsthand witness to a clever promotion recently, so I’ll share in the hopes it inspires you to turn the Economy’s lemons into lemonade.

Seattle’s Chow Foods runs six restaurants, and recently sent an email blast with an inventive promotion.  The one-day promotion adjusted their menu item pricing based on the close of the DOW and the NASDAQ – the tumultuous DOW set the food menu pricing, and the NASDAQ set the price of house wine, draft beers, and well…

...continue to read "How To Leverage Economic Woes and Promote Business"

Special Announcement
Monday, Jun. 16, 2008

New Email Programs for GrokDotCom Readers

June 16th, 2008

futurenow grokdotcom email listFutureNow just wrapped up two successful training seminars in New York, where I had the chance to meet some outstanding GrokDotCom readers. I joined the FutureNow marketing team only a few months ago, so, like everyone else there, I had many questions to ask our instructors (Bryan Eisenberg, Holly Buchanan and Jeff Sexton).

I have the luxury of asking these people all kinds of questions throughout the day in the office. (I’m sure they love it.) But what about the rest…

...continue to read "New Email Programs for GrokDotCom Readers"

FutureNow Article
Friday, Apr. 11, 2008

Email Secrets of a Top Converting Website

April 11th, 2008

ProFlowers is a conversion-rate heavyweight. Its top-line conversion rate has been in the double-digits for the past few years, and it consistently appears in the top 10 converting Web sites according to the folks at Nielsen Online.

This is not an accident.

ProFlowers.com is committed to a culture of ongoing optimization. A recent promotional email demonstrates its commitment to go beyond the Web site, extending into other touch points, specifically its email marketing.

Look at this screen shot of a ProFlowers email as it…

...continue to read "Email Secrets of a Top Converting Website"

FutureNow Post
Tuesday, Apr. 1, 2008 at 5:44 pm

Spirit Air Wants to Have a Threesome With Me

April 1st, 2008

You may be thinking…

“Yeah, right. Save the April Foolspranks for Google.”

But it’s true! Spirit Airlines wants to have a threesome with me.

They told me so via email:

What kind of persona do they think I am? ;)

Seriously…

Do you think they got their message across?

...continue to read "Spirit Air Wants to Have a Threesome With Me"

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