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Playing to Your Strengths: Find What Your Email is Good At, and Do it More

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Over the past week I've read through a lot of the articles I've written here on the blog, looking for topics I haven't yet covered or to see if I still agree with myself. What I found though had nothing to do with the topics themselves, and more to do with how I've been approaching [...]

The Conference Marketing Planning Calendar

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Download our Newest Conference Guide! As you build the marketing plan for a conference, you have two considerations: what to communicate, and when to communicate it. Because of the ease of creating and sending email, deciding when to communicate does not require a lot of lead time. But in order to [...]

The Perfect Mow: How and When to Obsess over Email

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I had a management professor who admitted to having an obsessive personality. He told a story in class one time about how he was reorganizing the bookshelf once he realized that the books that he reached for most frequently were further away than the books he rarely looked at. His objective was to optimize his [...]

5 Ways to Amplify Your Organization Through Facebook

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Today's post isn't about email - not directly anyway. I talk and write frequently about Email in the Marketing Mix, with the point being that email works best as part of a pan-channel communications program. Unless you have 100% open rates, you're not reaching everybody on your list as it is, so it makes sense [...]

The Dangers of URL Shorteners In Email

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If you’ve spent any time at all with Twitter, you can’t have failed to notice the popularity of URL shortening services. Shorteners take long URLs and shorten them to just a few characters to help users keep URL length under the 30-character limit imposed on them by the microblogging service (not to mention the overall [...]

4 Goals Worth Setting

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Every email program has objectives - to keep customers and members informed, to fill seats at conferences, and to sell webinars to name a few. But not all email programs have goals. They should. Setting and pursuing goals is a hallmark of a strategic email program. Goals ensure that your organization take the long view [...]

Measuring What Matters: Social Media Impact Metrics

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With the rise of Social Media, many marketers have struggled with defining the metrics behind what constitutes success. MarketingSherpa has conducted a study where they had marketers rate what metrics were used to determine the success of their campaigns.  The vast majority of marketers are looking at the impact of referrals back to their website as the [...]

Tools for Tracking Ads and Links Across Messages

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Real Magnet’s Link Labels functionality allows customers to track the performance of a link (or links) within a message, across messages, and even across accounts.  This is a powerful tool for customers who want/need to: Provide comprehensive performance reporting to advertising partners Track the performance of a link or links across messages and/or accounts to [...]

Appointing a Chief Email Strategy Officer

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I spend a lot of time talking about email strategy, or balancing the needs of today's email program with its needs next quarter, next year and in five years. We all understand the need for email strategy because we all want to make sure our email program is as strong in the future as it [...]

Building Anticipation for Event Marketing Emails

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Using email for event marketing begins with permission: at the very least, you need the green light from your prospects to show up in their inbox. But the results don't happen unless you have their attention, as well. (If you have children the distinction is familiar. Certainly you have permission to talk to your kids [...]

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