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, … [Continue reading]

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 … [Continue reading]

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. … [Continue reading]

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 … [Continue reading]

Beyond the Subject Line: Factors that Affect Your Email Open Rates

Our clients frequently ask us how they can improve their email marketing open rates. Most raise the issue by asking for help with subject lines. Write a better subject line, and more people will open the emails, they reason. No doubt, subject … [Continue reading]

Use Preheaders to Improve Open Rates

Tick. Tick. Tick. That's how long it takes subscribers to decide if they are willing to open your email. Tick: Sender Name Who sent this? Do I know or recognize the sender? Tick: Subject Line Do I find this interesting or … [Continue reading]

The Best Social Media Design Cheat-Sheet We’ve Ever Seen

Quick quiz... What's the ideal size for a: Facebook page cover photo? Twitter profile header? Logo on your LinkedIn company page? Video or photo in a Facebook post. Photo shared on Twitter? Yeah, me neither. Even if you're not … [Continue reading]

New Study Confirms the Power of Content Marketing

We were glad to see a new study that underscores a marketing idea we share often: If you want to build your email list, offer free content in exchange for an address. Demand generation company Ascend2 surveyed 251 marketing, sales and business … [Continue reading]

Looking for a Good Idea? Swipe One!

Mark Twain once wrote, "There is no such thing as a new idea." I agree. That's why I spend so much time swiping others' good ideas. Before you call the authorities, let me explain. When I see an email I like, I save it to my swipe … [Continue reading]

The One Question You Should Include in All Feedback Surveys

Management Expert Ken Blanchard (author of The One Minute Manager) once said, “Feedback is the breakfast of champions.” That’s a great quote. The breakfast metaphor reminds us that feedback is something you should actively consume. But feedback is … [Continue reading]