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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.

 

Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Creative Caffeine

Dani Cantor
Email Creative That Demands an "I Do"
May 4, 2015

So my big sister is getting married in July! I'm the maid of honor, which means somewhere along the way...



Making Social Sell

Jeff Molander
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You're consistent. Diligent. You spend your hour a day on LinkedIn, Facebook, Google+ or Twitter. And then you get back...



Direct Mail for the Modern Marketer

Summer Gould
Fall in Love With Direct Mail All Over Again
Apr 30, 2015

I will admit to doing a lot of reading. What can I say, I love it. I especially like to...



Reinventing Direct

Gary Hennerberg
Emoji: Digital Shorthand for Direct Marketers
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Our culture is gravitating to visual displays of shorthand, and we're relying less and less on words. For certain age...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
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Apr 28, 2015

At a baseball game the other day, I couldn't help but notice how many people in my seating area were...



Marketing Sustainably

Chet Dalzell
A-Plus: Marketing Students Try Their Hand at Technology
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It's nearly graduation time with a new legion of graduates about to enter the marketplace. In my previous post, I...



Here's What Counts

Chuck McLeester
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My live Target Marketing Group Webinar yesterday, "How to Tell if Your Marketing Works," deals with my favorite topic: measuring...



Search Made Simple

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Google's Mobile Algorithm Update: What You Need to Know
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Google announced some very big news about a major algorithm update that landed on April 21, 2015—yesterday. Due to the...



Psychology-Based Marketing

Jeanette McMurtry
The Purpose-Driven Brand
Apr 16, 2015

Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we...



IMM-Possible ROI

Stephanie Miller
An Inside-Out View of the Customer Funnel
Apr 7, 2015

No one in business ever profited by change for change's sake. However, no one ever stayed in business long without...



The Data Athlete

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Channel Collaboration or Web Cannibalization?
Mar 24, 2015

Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Mar 20, 2015

B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

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5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

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Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

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Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
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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?
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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....



Yblog

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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.

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