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#TBT: The real value of loyalty programs: data

#tbt:-the-real-value-of-loyalty-programs:-data

I wrote this column back in 2015 and it was published by ClickZ; it’s based on a casual discussion with my Mom. We were having lunch at a Subway (Mom’s go-to order: Black Forest Ham; I’m an Italian B.M.T.(R) fan myself) and discussing their new loyalty program. As a marketer I knew there was value in loyalty programs, but I’d never thought about them in…

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Tips for Driving More Leads from Your Blog Posts

tips-for-driving-more-leads-from-your-blog-posts

“Our blog just doesn’t drive leads.” I hear this a lot. And I get it. The best blog posts aren’t hard-sell pieces, they provide value without a purchase and are intended to education, nurture and persuade — not to drive someone to buy right now. But sometimes the issue is with the blog post page wireframe, not with the content. Read on for some simple…

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From My Inbox: Gentle Critique with Simple Fixes

from-my-inbox:-gentle-critique-with-simple-fixes

Most of my consulting work is with large organizations, but I really love when I see smaller companies doing big things with the channel. And it also makes me sad when I see smaller companies trying, but not quite hitting the mark. This post is about the latter, with constructive advice for this company (I plan to visit soon so maybe I’ll share it with…

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5 Tips to Optimize Your Email Nurture Series

5-tips-to-optimize-your-email-nurture-series

There is a place for email nurture series at all stages of the prospect journey. This post is based on work I recently did for a few clients; in one case the nurture series was the first outreach to people with little or no relationship with the sender (yes, the list was not opt-in; we talk about that!). These five recommendations address the biggest problems…

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3 Misunderstandings that doom new email marketers

3-misunderstandings-that-doom-new-email-marketers

I had a call last month with some smart people who were new to email marketing. It was concerning to me how misunderstandings were driving their efforts — and dooming their program. Here’s how to avoid the same fate. Misunderstanding #1: You need a large email list to be successful There’s no magic ‘threshold’ on list size; you can have a list of a million…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

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