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Sender Name Can Get Your Email Read

What do you put in the "Sender Name" field in your marketing emails? What you choose can make the difference between getting your email read and getting it passed over. Could you be shooting yourself in the proverbial foot without even realizing it? Let's take a step...

Marketing Changes to Consider Right Now

Bad marketing can be more powerful than good marketing. Bad marketing can hurt your brand and your reputation. It can turn off your best potential customers. Or it might do none of those things - at least not in ways you can see. And because you can't see it, you...

Nurturing Sequences Are… How Many Emails?

Whether you have just started out building your email list or you've been marketing to your list for a long time, you may have asked yourself this question: "How many emails should I have in my nurturing sequences?" (If you're not using nurturing sequences, or if...

Measuring Marketing ROI – Simple, Right?

I've had so many conversations with marketers about measuring marketing ROI. Usually those conversations are with marketers who are being asked to justify their own existence. "Show us what marketing is doing for us," the C-suite might say, "so that we can justify...

List Cleansing – Marketing’s Fall Cleaning Ritual

As we in the northern hemisphere prepare for the arrival of winter, we go through certain rituals - put the patio umbrella away, drain the hoses, wash the windows, winterize the car... you get the idea. For we who market, fall has a different meaning. Perhaps you're...

Don’t Be Seduced By Your Email Open Rate

Cue the bugles! Release the balloons! Break out the champagne! The open rate on your latest email is at 40%! Ever have one of those days? How could anything go more perfectly? I mean, you crafted an elegant and enticing email. It’s gorgeous – and look, so many people...

An Autoresponder Is Not What You Want

If you want to engage with the people who opt in to your email list, you don't want an autoresponder. You want lead nurturing. The term, autoresponder, has been so over-used, many people think that lead nurturing and autoresponders are the same. They're not. The...

Stop Saying “Thank You” – Rethinking Thanks

"Thank you" - arguably one of the top two most polite expressions in any language. We're taught from toddler-hood to say "thank you" when we're given something (whether we asked for it or not). Thank you for the gift. Thank you for the meal. Thank you for the ride,...

Lead Segmentation Doesn’t Work Like That

We talk about lead segmentation a lot. A lot of other people talk about lead segmentation, too, and there's a lot of really bad advice running around out there in the interwebs. There are two ways in which lead segmentation can go horribly wrong. Let's talk about...

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