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Email Marketing

FutureNow Article
Thursday, Jan. 10, 2008

Can I Please Have the “Mac Guy” Back?

January 10th, 2008

It was a bad moment. I felt like “PC Guy” from the “Get a Mac” commercial was trying to sell me an Apple product. It gave me the heebie-jeebies.

It all started when I checked my email and found an email from Apple with a subject line that said, “The new Mac Pro. Now with 8 cores standard.”

Like many email users, I don’t automatically enable HTML images. So, I have to click to allow the images to be shown. The result:…

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FutureNow Post
Wednesday, Nov. 28, 2007 at 3:13 pm

Godin Was Right — Threadless is Better than “Seamless”

November 28th, 2007

sewing the seeds of conversionA few months ago, Seth Godin put the word “seamless” into a better context.

…seams are important.

Try throwing a baseball or a football without seams.

Wear clothes without seams and you look like you’re on Star Trek.

Seams make it possible to get a grip.

The goal, it seems to me, is not to create things that are seamless. It’s to put the seams in places where they are actually useful.

That’s exactly what Threadless.com does for its customers. If you’ve done business with them before…

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FutureNow Article
Wednesday, Nov. 21, 2007

America’s Test Kitchen Shows How to Sizzle an Email

November 21st, 2007

Bridget Lancaster and Christopher KimballFor years I’ve been a fan of the America’s Test Kitchen chefs and their magazine, Cook’s Illustrated. I’m a bit of a foodie — and a pragmatist — so I love that they give their audience no-nonsense, real world advice on how to cook. And even though they have a hit TV show, they continue to publish their Cook’s Illustrated in black-and-white and illustrated in order to reduce costs so that they don’t need to run ads in the magazine. They’re…

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FutureNow Post
Wednesday, Nov. 7, 2007 at 8:41 am

Sloan Seymour, President of Ziff Davis, Spammer Extraordinaire

November 7th, 2007

Editor’s Note: This post has been essentially ‘removed’ due to the inflammatory style it was written in. Here’s a post about email marketing best practices you may enjoy instead. Or, simply read our latest thoughts on conversion rate optimization and other digital marketing topics.

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FutureNow Post
Wednesday, Oct. 31, 2007 at 11:46 am

Warren Miller Loses His Edge Online

October 31st, 2007

not quite as safe as emailWhat if you had a business where you had a loyal and engaged community of fans, where people were dying to say good things about your brand, but you decided it wasn’t so important to cash in. How would this strategy work for your business? (Let me know how that works out for you.)

If you’re an avid skier who lives in North America, like me, you’ve probably seen a Warren Miller film. He was one of the first to harness ski…

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FutureNow Post
Wednesday, Sep. 19, 2007 at 3:59 pm

Captain Hook Would Be Proud of this Email…

September 19th, 2007

Just got an email from Oceana, the world’s leading ocean conservation group. No reason, really. They just want to stay in touch, rid the oceans of pollutin’, over-fishin’ scallywags, and wish their newsletter subscribers a happy International Talk-Like-a-Pirate Day. And, yes, it’s written in the voice of a pirate.

Y'arr...

It’s a great example of how to spice up your PR without making it seem like you’re only after the cash booty. Pirates base their careers on the element of surprise. Likewise,…

...continue to read "Captain Hook Would Be Proud of this Email…"

FutureNow Post
Wednesday, Jun. 27, 2007 at 12:09 pm

Andy Sernovitz, Word-of-Mouth Expert, is a Metrosexual…

June 27th, 2007

Actually, that’s putting it lightly. Andy’s screaming that ProFlowers’ email marketing thinks he is gay, and he’s telling everyone! Maybe because it’s Pride month, or perhaps the rainbow reference in their copy, but that’s Andy’s impression.

I’m sure this wasn’t Proflower’s intention. It was, however, a poor job of personalization. What ProFlowers did was take a professional relationship and turn it into personal familiarity. They do a fabulous job of personalizing around birthdays, anniversaries, and holidays–but those are set events on a…

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FutureNow Post
Tuesday, Jun. 26, 2007 at 5:44 am

Your Email Marketing Sucks!* Study Says So…

June 26th, 2007
FutureNow Post
Friday, Jun. 1, 2007 at 8:35 pm

Follow-Up Emails Can Kill a Sale

June 1st, 2007

Could your emails actually be costing you sales? Emails are often used to build relationships with your customers. So, how is that relationship going? Are you talking about yourself and what you care about more than what your customers care about? Are you using verbiage full of hype, cliches and vague promises?

Will Turner at Dancing Elephants talks about two more cardinal mistakes in e-mail marketing:

Applying pressure Making Assumptions

Read more about how follow-up e-mails can kill a sale…

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FutureNow Post
Friday, May. 4, 2007 at 9:04 am

Gurus Are a Dime a Dozen on the Internet

May 4th, 2007

expert_01.jpgIsn’t it funny how in a space still in it’s infancy, there are so many self-proclaimed “experts”? What’s a website owner to do?

We’d like to share a story that illustrates a job well done, and a potential pitfall avoided. Flat out, the guys at CBS are sharp, and they know how to avoid a roadblock.

We wrote about our efforts to clean our GrokDotCom email list. CBS Sportsline just did something similar. I blogged about this past week and their story was written…

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