Lists

That Does Not Mean What You Think It Means: Are Email Clicks Worthless?
February 19, 2015

For years, email marketers have relied on a metric that was thought to be a rock-solid indicator of two things: That the number of clicks or opens could be translated as a measure of engagement, and that by pruning dead subscribers from a list, and thereby increasing your engagement, your reputation with ISPs would be increased. However, Dela Quist—the CEO of London-based email marketing agency AlchemyWorx—shook up the email marketing world, as reported by Ken Magill this week, by challenging the long-held doctrine of not emailing to inactive subscribers.

The Sony Hack Wake-up Call
January 13, 2015

The late Victor Kiam—CEO of Remington shavers—was a client of mine. A favorite expression of his was "cheapsy-weepsy." Cheapsy-weepsy describes corporate America.

All About eMail Virtual Conference & Expo 2014
November 13, 2014

EMARKETING + COMMERCE & TARGET MARKETING ANNOUNCE 7TH ANNUAL VIRTUAL CONFERENCE & EXPO
 
The teams at eM+C and Target Marketing are proud to present the 2014 All About eMail Virtual Conference & Expo, now available on-demand until 2/17/15.
 
Click here to learn more/access for FREE.
 
As in years past, this online event explores tips, tools and best practices in email marketing, along with the latest email trends and case studies for marketers.
 
The event features marketing masterminds such as Shar VanBoskirk, VP, Principal Analyst serving Marketing Leadership Professionals, Forrester; Jessica Higgins, VP, Creative Director, BrightWave; Liz Ryan, President, Relish Tray Media; Pat Friesen, Direct Marketing Writer/Copywriter/ Creative Strategist, Pat Friesen & Company; Cyndie Shaffstall, Founder, Spider Trainers; Jeanne Jennings, Vice President, Global Strategic Services, Alchemy Worx; Bob Bly, Copywriter/Internet Marketing Strategist; and MORE.
 
Session topics include:
- The Next Frontier of Email Marketing (presented by Forrester)
- Email in a Smartphone World
- Email Acquisition
- Perfecting Your From Lines, Subject Lines and Pre-Header Text
- Spam Standards, Enforcement and Legal Requirements in the US and Abroad (Especially Canada)
- Cadence: Email Rhythms to Nurture Prospects and Keep Customers
- The intersection of email and content marketing
- Top Email Triggers, Retargeting and Automation Tactics

Click here for more info on what the show has to offer, and check it out! http://virtualshow.emarketingandcommerce.com/register/?source=004

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Contact:  Alexis Henderson, Director of eLearning, ahenderson@napco.com

Sowing Seeds
July 28, 2014

Back in the day of direct mail, nearly all marketers had seed names on their lists in order to monitor the delivery time of mailed campaigns, as well as how authorized partners were using their list. Today, the only group I consistently hear speak of seed names are list vendors

Mailing List Survival Guide
July 23, 2014

Everyone who uses direct mail needs to know this. If shouting it from the top of a mountain would help, I'd do it. But writing this article seems more effective. Here's the deal: Your mailing list is the most important part of your direct mail campaign. "Really?" You say. "Surely it's the design ... or the copywriting?" No. It's the mailing list. And here's why

Stop Building Lists, Start Building Assets
June 18, 2014

If something doesn't make money, then it doesn't make sense. Email marketers are often underappreciated (and underpaid) because they don't effectively connect the dots for executives on the true ROI of their marketing efforts. Jeff Rohr's proposed solution is to change the conversation by adjusting the way marketers view what they contribute. In sum, stop telling people you build email lists and start telling them you're building proprietary assets that are exclusive to your company