Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Ken Magill

The Whole Magilla

By Ken Magill

About Ken

If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.

Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.

He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.

 

The Power Punch

Carolyn Goodman
The Digital Mystique: All Smoke and Mirrors?
Mar 27, 2015

While it may be true that US adults spend 47 percent of their time interacting with digital (online, mobile or...



Here's What Counts

Chuck McLeester
Measuring Customer Engagement: It’s Not Easy and It Takes Time
Mar 26, 2015

Here's what's easy: Measuring the effect of individual engagements like Web page views, email opens, paid and organic search clicks,...



Creative Caffeine

Dani Cantor
Subject Lines in Sheeps' Clothing: A Go or a No?
Mar 22, 2015

I'm sure you've seen it, if not used it yourself: Marketing emails wearing a friendly disguise, boasting "RE:" or "FW:"...



The Data Athlete

Mike Ferranti
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...



Search Made Simple

Phil Frost
Top 10 Local SEO Best Practices for Small Businesses
Mar 25, 2015

Have you ever wondered how you could get your business to show up on the first page of Google, along...



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...



Making Social Sell

Jeff Molander
3 Things You Must Know Before Hiring a LinkedIn Trainer
Mar 19, 2015

Good LinkedIn sales trainers help sellers produce measurable increases in sales—not better proficiency at using the tool. Are you considering...



Psychology-Based Marketing

Jeanette McMurtry
Building Your Brand Religion
Mar 17, 2015

Even with the most finicky of customers in an increasingly chaotic and complicated world, lifetime value and brand loyalty can...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Marketing Drives Response
Mar 19, 2015

Marketers everywhere are faced every day with many marketing channel choices. It's hard to know which ones will work best....



Reinventing Direct

Gary Hennerberg
17 Principles of Persuasion, Direct Marketing Style
Mar 18, 2015

So you've created your campaign and attended to all the details of identifying your audience, created your offer, and toiled...



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...



Marketing Sustainably

Chet Dalzell
What I’ve Learned (So Far) From Stuart Elliott
Mar 16, 2015

When I first joined the Direct Marketing Association public relations team in 1988, Stuart Elliott had just left Advertising Age...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Don’t Do It Just Because You Can
Mar 12, 2015

Don't do it just because you can. No kidding. … Any geek with moderate coding skills or any overzealous marketer...



IMM-Possible ROI

Stephanie Miller
5 Data-Driven Strategies to Feed Your Customer Obsession
Mar 10, 2015

The digitization of our culture and marketplace has made it even more important for marketers to be customer advocates. Every...



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...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Are You Squandering Your Search Budget?
Mar 3, 2015

Google has your site on a budget. This is not just the budget that you set for your paid search...



Mobile-First Marketing

Greg Hoy
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

Wendy Montes de Oca
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

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
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
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....



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...



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...



What Marketers Can Learn From Maine's Political Email Idiocy

2
 
It finally happened.

Politicians' idiotic email practices had a measurable negative effect.

"Maine Republican Party chairman Charlie Webster has admitted that the state party made numerous clerical errors in counting the state's caucus results—even omitting some votes because emails reporting tallies 'went to spam' in an email account," said the story on Politico.com last week.

We all know what happened, right? Maine's reporting precincts sent email messages reporting the tallies. The messages didn't bounce, resulting in assumptions they were delivered.

Ha ha, especially if you're a Democrat, right? Well, the same thing is happening to you. A significant percentage of the email you think has been delivered probably "went to spam."

According to multiple studies by email security and deliverability firm Return Path over the years, one on five email messages don't get delivered into recipients' inboxes.

Email inbox providers, such as Gmail, Yahoo! and Hotmail, are reportedly increasingly using engagement metrics such as opens and clicks to determine if incoming email is wanted or should be delivered into people's spam folders.

As a result, even if a list is permission-based, if the folks on it are largely unengaged, the messages will begin increasingly landing in their spam folders. Even worse, the ISPs are apparently making these decisions on an individual-inbox basis.

So if the marketer's messages are landing in people's spam folders, the marketer isn't likely to even know it.

Then there's Spamhaus.

Multiple sources in a position to know have reported a significant recent uptick in blacklisting activities by the anti-spam outfit.

An email-service-provider executive who did not want to be named said Spamhaus began to get significantly more active in spring 2011.

"We don't run into them all that often, but we have run into them more in the last six months than we had in the past," said the executive.

Spamhaus maintains a file of IP addresses its volunteers deem to be sources of spam. Many ISPs and email administrators refer to Spamhaus listings as at least part of their spam-filtering formula. As a result, a listing on Spamhaus can cause severe email delivery troubles.

On the upside, at least if a marketer gets dinged by Spamhaus, they'll know it.

And if Spamhaus on the warpath wasn't enough, everyone responsible for filtering spam has reportedly begun scrutinizing marketers more closely.

"Major companies are being scrutinized for list hygiene by major blacklists like Spamhaus," said Tom Sather, senior director of email research for Return Path. "All of these guys [blocklist operators and ISP abuse desk employees] go to conferences such as MAAWG [Mail Anti-Abuse Working Group]. They're talking about what's happening, and what they're seeing are list hygiene issues with major brands."

What does all this mean? It means email list hygiene is becoming more important than ever. It means it's time to stop thinking in terms of pure tonnage in email marketing.

Unlike direct mail, email can't be 99 percent ignored and work—at least not for long.

Companies Mentioned:

Sections:

2

COMMENTS

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