Only An Annoying Email will Annoy A Subscriber

How often should you send marketing emails? I hear this question often from small business people, most of whom say they’re worried about annoying subscribers with too many emails. My answer: You will annoy your subscribers only if you send annoying emails. If you send emails that are boring, irrelevant, overly pitchy or misleading, subscribers will turn off, opt-out […]

Rams’ Departure Generates a Great Social Media Campaign

The morning after the NFL announced the Rams will bolt to Los Angeles, I received an email from the Missouri History Museum (MHM). “We’ve been here 150 years…And we aren’t going anywhere,” the email proclaimed. “St. Louis is the city of Lindbergh, Lewis and Clark, and Scott Joplin…While some organizations are leaving St. Louis, we’re staying.” The […]

How to Track Your Email and Social Campaigns with Google Analytics

Google Analytics is a great, free tool you can use to track traffic on your web site. If you haven’t deployed Analytics on your site, we recommend you do so soon. With Analytics you can track not only how many people visit various pages on your site, but also how they got there. This means […]

Why You Need to Master the Art of Selling Ice to an Eskimo

I used to think I could never sell ice to an Eskimo. “Why would an Eskimo need ice?” I thought. I don’t want to be one of those slick, sleazy salesmen who convinces people to buy something they don’t need. My friend Dale Furtwengler recently set me straight, and the lesson I learned is one […]

Should you add symbols to subject lines? If so, how?

As Black Friday and Cyber Monday approached this year, my inbox was full of emails with subject lines which included symbols. These symbols, or emojis, add spice to a subject line and, according to many studies, increase open and response rates. This blog post cites a few studies that report improved open rates for emails with symbols […]

Seasonal Transitions Inspire Good Content Marketers

I love this time of year in St. Louis. As we transition from summer to fall, we have warm, clear days and crisp, cool nights. Pennant races unfold. The promise of a new school year blossoms. The joy of the holiday season beckons. As a marketing professional, I also love this time of year because […]

Marketing Lessons from American Airlines’ Lousy Email

I recently opted out of American Airlines’ email list. Here’s why I did it, followed by marketing lessons you can draw from this. Each week, the airline sends an email loaded with what it calls “Weekly deals to go.” Each week I open the email, hoping to find deals for travel to and from my […]

Why Seth Godin Loves Email Marketing

When Seth Godin speaks, I listen. That’s why I was so happy to hear Godin, the father of permission marketing, endorse email marketing in a big way during a recent interview. Referring to email, the internet marketing guru said, “I think showing up in a trusted way, regularly is priceless.” Godin said this when asked why […]

Quality Trumps Quantity in List-Building

One of my clients recently considered two options for building his email list to market his consulting services. One option was to offer an online contest for a free iPad. Contestants would submit name and email address to enter the drawing. My client would add all contestants to his email marketing list. The other option […]

Boost the Bottom Line by Bringing Back Lost Customers

A woman named Gwen recently sent me an email with the subject line “Give me another chance.” The plea caught my eye so I opened the email which was an appeal to renew a magazine subscription I’d let lapse. The email described new features in the magazine, reminded me of why I might benefit from […]