Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

The Integrated Email

Cyndie Shaffstall
Are We Hypocrites on Privacy?
Sep 22, 2014

I have been carefully reading the terms and conditions and privacy policies of companies to which I subscribe more often,...



Making Social Sell

Jeff Molander
3 Ways to Waste Time on LinkedIn, but Feel Good About It
Sep 19, 2014

Ever feel like beating down all those bad tips for LinkedIn that we've all had enough of? You know, the...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Design: Color
Sep 18, 2014

Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since these can all be...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketers Still Struggle With Lead Nurturing
Sep 18, 2014

I thought it was widely understood by now that staying in touch with a prospect who has shown some interest...



Reinventing Direct

Gary Hennerberg
Copywriting for the Left Brain/Right Brain
Sep 17, 2014

Writing copy for how the left brain and right brain processes information can make all the difference in your sales...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Marketing Sustainably

Chet Dalzell
Death of the Agency? Not So Fast ...
Sep 15, 2014

The last season of "Mad Men" is approaching, but let's not be so fast to bury the ad agency with...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Freeform Data Are Not Exactly Free
Sep 11, 2014

Whenever "Big Data" is mentioned, there follows this sick stat that 2.5 quintillion bytes of data are being collected every...



Mobile-First Marketing

Greg Hoy
Zeroing in on Your Consumers With Geo-Marketing
Sep 10, 2014

Mobile geo-marketing is growing at a rapid rate. This growth is driven by applications such as navigation, local search and...



Marketing Nuggets

Michael Lowenstein
1-Trick Ponies and Customer Loyalty Behavior
Sep 9, 2014

About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
Sep 2, 2014

Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



"Dear David ... Oops, I Mean Carolyn" - Blunders in Marketing Automation

6
 

Ah, the blunders of automation.

In the "old" days, when direct mail personalization was the shiny new penny, there were critical quality control procedures in place to ensure the right personalization data was being ink-jetted/lasered onto the right creative package/offer. We made sure the address data in each record matched the personalized salutation and output on the order device.

Now that the email world has collided with database automation, QC efforts seem to be non-existent. As a customer, I'm insulted. As a marketer, I'm embarrassed for our entire industry.

I first noticed the problem about 8 years ago when I got an email that started "Dear First Name"—it took everything I had to not choke on my morning latte. "Hmmm," I thought, "somebody's going to get fired for this one."

Apparently, this "somebody" packed their bags and got a job managing email at yet another company, because their next email faux pas was an email personalized to me, but read, "Since you live in Arkansas ..." Really? I don't think I've ever even visited Arkansas, so either you've got the wrong Carolyn, or your data is really, really bad.

Or how about those sales people who look like they're sending a 1:1 email, but the results have gone completely awry? The sender is so lazy, they've clearly just cut and pasted different text together—different fonts, different font colors, different font sizes.

My favorite one started, "Dear Carolyn, We get it too!" Huh? Did we meet and have a conversation about something and I dozed off?

Roger Connors, Author, Co-CEO/Co-President, Partners In Leadership at Ozprinciple.com, emails me regularly with a "Dear David" salutation. Absolutely no idea who these folks are, why I'm on their email list and why they think my name is David. And it seems Roger isn't trusted to email by himself because his emails always come from Roger Connors and Tom Smith. Who is Tom and why won't he let Roger send out an email alone? Perhaps because he's never accurate with the name of his target? Nice QC supervision there, Tom.

Other organizations seem to get my name right, but miss the mark on personalization within the body copy of the email. Take this one from the Director of Retail Sales at Dixon Ticonderoga Company, who emails, "I hope to meet privately you and others to discuss the options you offer for building a non-traditional marketing strategy for <BuyerCompanyName>." Wow.

Then, there's the Subject line. One of my favorites? Subject: "=?utf-8?Q??=Carolyn, Are You Right on Time, Right on Target?"

And let's not forget those images that don't download properly, so I'm looking at a big box with an "X" in the middle of it. Or how about links that don't work (spinning ... spinning ... spinning ... ) or link to a page that has nothing to do with the content in the email?

Or better yet, really examine your copy to make sure you're not insulting anyone. The one I received this morning that reads: "Younger is better. Marketers need new technologies ...To keep customers happy ... To make numbers ... To keep u p... Old technologies are clunky. Non-agile. Old technologies are old. Like our fellow Chi-town native, Kanye, we don't like it unless it's brand new."

Hey, I may not be a spring chicken, that just rubbed me the wrong way.

So here's a tip for all you marketers that use email in your mix: Set up your email campaign and then blast to test names in your campaign list (use a variety of email accounts so you can see how the email renders after passing through gmail, AOL and other email servers). QC it. Fix it. Send a test email again. QC it. Fix it. Send a test email again. Repeat until everything is perfect, because your first brand impression may be your last.

Sections:

6

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: