Nashville

Heather Fletcher is senior content editor with Target Marketing.

If you had to guess, what would you say the No. 1 reason was for business screw-ups? Specifically, what’s the main reason for stupid errors, dumb recurring questions, unclear communications, employee un-civil war and blunders?

Emma nails the top question e-commerce marketers often have about the call to action button: What color should it be? Color is a big deal, psychologically. After all, "85 percent of people say color is the main reason they buy a product," according to the Nashville-based email marketing software and services provider.

A common refrain from marketers is that they can't find qualified hires for the new data-driven jobs. To that end, the Direct Marketing Association's Marketing EDGE arm works to ensure college students learn about direct marketing and join the field. Now, if an initiative from President Barack Obama becomes a reality, Americans with less of an edge can get trained in the "TechHire Initiative."

Marketing is a never-ending quest to connect with new prospects, new customers and new email subscribers. This makes a high-performing email contact list one of the most impactful tools in any marketing professional's arsenal, no matter what their core business. Unfortunately, the average email list churns by about 30 percent every year. To keep this pool of prospects fresh, marketers must employ a number of tactics to consistently cultivate a vibrant and vested subscriber base. To help, here are a few easy steps to help build your list—and boost your business.

Find the brand's "sharp corners," then find the sharp corners for the customers who love the brand and marketers will realize increased revenue, says Tim McMullen. The founder of Nashville-based marketing agency redpepper spoke about how to "Think Like a Marketing Scientist" yesterday morning during his popular 2014 Integrated Marketing Virtual Conference and Expo session. "Most brands try to represent too many things to too many people," he says.

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