In 1967, a Harvard social psychologist, Stanley Milgram, conducted a study to see how connected people in the United States were to one another. The results of the study, in which US postal service tracking methods were used, demonstrated that we can create “a chain of personal contacts leading to any other person, with no more than six links in the chain.”
In 2007, a similar study was conducted at Columbia University, using email as the medium. That study demonstrated, although rather inconclusively, that we are connected to any other person, with no more than four links in the chain. Continue reading
There is a term “First do no harm” from the Hippocratic oath, or more accurately from the Hippocratic writing Epidemics, which states “To do good or to do no harm” …that applies equally well to email marketing.
Email marketing, unfortunately, has a history of unethical behavior by marketers who ignored that requirement quite completely. While no one seems to know exactly how the term “spam” was attached to unsolicited junk email, (Monte Python somehow seems to be getting credit), about 20-25% of today’s active emails still constitutes spam. While I’m sure not everyone would agree, not only do I think this is bad behavior, I think it’s totally unethical. In addition to being unwanted, it slows down the Internet and takes up bandwidth that could be much better utilized. Continue reading
What does it really take to get into the minds and hearts of your email customers?
At the risk of saying what you may have heard from me in the past, and undoubtedly from others…it takes compelling copy.
More than just words. Your copy must: Continue reading
After reading the headline, you’re probably thinking…”Doesn’t my audience choose me? Isn’t that what I’m trying to do…get people to subscribe?”
Well, “Yes” and…”No.” Yes. You do want to get followers, to get people to sign up, to opt in, to receive your email messages. But it matters who you attract. Let me repeat that…it matters…who you attract. Continue reading
Despite all the hoopla, in most cases, size really isn’t that big of a deal. Take me, for instance. I’m not a big person. I have to use a ladder or chair to get into the top shelves. Size hasn’t kept me from being successful. It simply has provided the opportunity for creative challenge.
Oh, I know…enough about me. That’s not what all the TV and Internet ads are talking about, anyway, but the fact is, in a lot of life, size isn’t that important.
In email marketing, however, size really does matter. Have you ever done a “readability” survey on your email newsletters and service or product information? If not, you might consider it. After all, readability is a big part of the experience you’re creating. Continue reading
Like the moment you walked into the art gallery and saw a full exhibition of Van Gogh, or Rembrandt, or…whoever your favorite artist is, great email marketing will create a memorable experience with multiple pieces.
For…more than a…moment.
Like the Eveready Energizer bunny, you want every email to be anticipated… Continue reading
Would you like to be sitting on your deck at 4 PM, relaxed and enjoying the beverage of your choice while the money just keeps rolling in without your attention…the way rich people do all the time?
Working smarter, not harder, is the key. The fewer steps you can take to succeed in achieving your goals, the quicker you reach the top, and the better the view. Continue reading
The ABC’s of email marketing are the basic “How to” steps once you’ve determined the “Why?”
Alphabetically speaking, putting why before how may sound a bit out of order. However, if you don’t know why you do something…why bother?
The logical side of your brain wants to know “what’s the end game.” You may have heard the quote “If you don’t know where you’re going, how will you know when you get there?” Continue reading
Email newsletters are becoming an increasingly important part of an organization’s branding. If you haven’t already started one, now is a good time to start making an email newsletter available for your subscribers.
Ready to proceed? OK. Let’s do a little design work on your email newsletter…after we talk about creating content.
First, what is your primary goal? Continue reading
Albert Einstein said “Not everything that counts can be measured. Not everything that can be measured counts.”
So…let’s see. I don’t think what this means is…”Don’t measure…don’t count.” Perhaps…it’s more like…”It’s all relative…so keep it all in perspective.”
In email marketing, you have some really cool tools in web analytics…that measure. So…what should you measure…that counts? Continue reading