5 Reasons I’m Joining Marketo

Marketo DJYes. You read the title of this post correctly.

On September 16th, 2013, I’ll be joining the Marketo team as its Digital Marketing Evangelist.

I love email marketing. I’ve been living, breathing, eating, sleeping, and sometimes dreaming email marketing for nearly a decade. In fact, just about half of my post-college, adult “professional” life has been spent in the email marketing industry. You could say I’m an email marketing evangelist.

One of the aspects of email marketing that has always intrigued me is that email is one of those technologies that impacts just about everyone, regardless of age. It’s a topic Nick and I discuss often on our podcast, The Work Talk Show.

However, while it’s true that email marketing is NOT dead, it certainly IS evolving.

Over the past few years I’ve started to really observe the marketing industry shift from just “doing” email marketing to actually running a coordinated, cross-channel, TRULY integrated, automated marketing program.

I’ve seen the power of a marketing automation platform compared to your average email service provider (ESP). And to be clear, it’s not that traditional ESPs don’t work. They can deliver results – really incredible results. I’ve seen many ESPs help clients deliver amazing ROI. However, they often don’t have the tools in place to consistently – and as easily – allow users to create relevant, conversational, multi-channel, strategic messages.

If you really want to step up your email marketing game, it’s time to graduate to a much more powerful solution – marketing automation.

This is where my personal journey from ESP to marketing automation meets my professional career. You see, if I’m going to preach (evangelize!) the power of marketing automation, I figured it was about time to jump in – head first – and graduate to the world of marketing automation.

So, as mentioned above (see: short version), on September 16th, 2013, I’ll be joining the Marketo team as its Digital Marketing Evangelist.

Yes, that’s right. Email marketing is evolving and I have every intention of being part of that transformation. Marketing automation is the answer and Marketo – as the leader in this space – is who I’m going all in with.

Why Marketo? What About Waldow Social? Why Now?

I launched Waldow Social over 2 years ago with every intention of owning my own business the rest of my life. That being said, I’m also the type of person who loves new challenges and new experiences. I’m a big believer that everything happens for a reason – in a sort of spiritual/non-religious way. Nothing is forever. When amazing opportunities come your way, you must jump.

So that’s what I’m doing.

Let me be clear: I was not looking to get back into Corporate America. I was not actively interviewing. I was not seeking a new gig.

The Marketo opportunity came to me.

It all started with a LinkedIn message from Jon Miller, Marketo’s VP Marketing & co-founder. The note was short, direct, and simple:

I’m the VP Marketing at Marketo… blogger at Modern B2B Marketing. I’m surprised we haven’t connected yet… would like to stay in touch.

That simple message lead to a meet up at Starbucks the following week … which lead to an agreement to co-write The Definitive Guide to Engaging Email Marketing and speak at 4 of Marketo’s Roadshow events. After working with Jon on the Guide, and getting to know other “purple people,” my interest in working at Marketo was … piqued.

5 Reasons I’m Joining Marketo

I had always had – in the back of my head – 5 “criteria” that a company would need to meet in order for me to leave my day job. In no particular order:

1. Good people
2. Hot industry / Hot company
3. A job description that fits what I’m good at and what I love
4. Location
5. Compensation

Marketo nailed all 5 criteria.

1. GOOD PEOPLE

Marketo passed this one with flying colors. Dayna, Mike, Matt, Jon, Genevieve, Jessica, Erin, Miles and Heidi … to name/picture a few.

Dayna Mike Matt Jon Genevieve JessicaErinMilesHeidi

I’ve gotten to know everyone pictured above – as well as many other “purple people” over the past few months. Good good GOOD people.

One of the challenges of running your own company – one with no employees that’s run out of your guest bedroom – is that you don’t get to see other people. Sure, I’d go to coffee shops. Yeah, I’d spend time on social media. But none of that replaces face to face, human to human interaction. I love people. Heck, the tagline of personal blog – Social Butterfly Guy – is “it’s all about people.” I love being around other people, taking to other people, learning from people. I can’t wait to do all of this – and more – with everyone at Marketo.

2. HOT INDUSTRY / HOT COMPANY

Move over social media. Marketing Automation is HOT.

While the phrase “marketing automation” dipped a bit from 2004 to 2007, it’s been on the rise ever since.

Marketing AutomationSource: The Definitive Guide to Marketing Automation … by Marketo, of course.

Marketo has been growing like crazy since it was founded in 2006. Coincidentally, I recall my former employer, Bronto, partnering with Marketo in the early days.

Oh, and did I mention that Marketo went public in May of this past year and has been doing quite well on the NASDAQ?

Making a move from email marketing to marketing automation is a very natural and logical move. Read my thoughts above.

3. A JOB DESCRIPTION THAT FITS WHAT I’M GOOD AT AND WHAT I LOVE

Marketo created a role for me that was the perfect fit between what they needed, what I love doing, and where my strengths and passions lie. My role at Marketo will include (in no particular order):

  • Evangelizing email marketing, marketing automation, and Marketo (of course) – hence the title Digital Marketing Evangelist.
  • Being part of the Marketo product team that brings a B2C solution to market
  • Assisting the Sales Team – coaching, training, energizing and arming them with the best information to help sell Marketo
  • Hosting webinars, seminars, and giving live talks locally and across the country
  • Creating content – eBooks, Ultimate Guides, blog posts, and other fun/creative stuff!

Perfect. Perfect. Perfect.

4. LOCATION

My wife and I just bought a new house in Emerald Hills (Redwood City). Google Maps says we are 12 miles away from the Marketo offices. If you have ever commuted in the state of California, 12 miles is … not bad. Oh, and Marketo’s HQ is just 9 miles to SFO airport and a mere 20 miles to downtown San Francisco.

5. COMPENSATION

I’d be lying if I said compensation didn’t matter. While it’s certainly not the ONLY thing that’s important in my personal and professional life, money does matter. I’ll leave it at that!

Clearly Marketo hit all 5 of my “must haves.” I would have been silly to pass up this unique opportunity to be part of something special, something right in my backyard.

Answers To Some Questions You (Might) Have

I’ve done my best to anticipate some of the questions your might have. If you still have questions after reading the 5 below, email me (djwaldow gmail)! I’m happy to answer anything.

Q1. What will happen with Waldow Social?
A1: Waldow Social – the company – will continue on. Clearly, the consulting arm of the business will no longer exist as this would be a pretty big conflict of interest. Ha! I’ll be changing around some of the messaging on the site, and removing/hiding some pages (i.e., “Services”) but that’s about it.

Q2. What about the Waldow Social blog?
A2: The Waldow Social blog will live on. Yippee! However, as part of my role at Marketo will be content creation, you can except significantly fewer posts. I’m not sure which posts I’ll save for this blog and which will go on Marketo, but certainly my focus will be on Marketo.

Q3. Will The Waldow Social Weekly live on?
A3: Yes! My Friday “best of the best” email marketing content from the week email newsletter will continue on. Not signed up yet? Change that now. Of course I’ll be migrating from Infusionsoft to Marketo as my sending platform. That change over may take a few weeks, but it will happen.

Q4. What about the book? What about public speaking?
A4: The Rebel’s Guide to Email Marketing is just over a year old. It’s still selling. You can still buy it (hint hint). My job at Marketo does not change anything with the book. As far as public speaking, once I’m employed by Marketo (September 16th!), all my speaking engagements will go through Marketo.

Q5. The Work Talk Show! I love it. Please tell me it won’t go away, right?
A5: HECK NO! The Work Talk Show, the weekly podcast I co-host with Nick Westergaard where we chat with “crazy smart guests” about how they get work done, will continue on. We are 48 episodes in and are quickly approaching our one-year anniversary. Who knows, maybe we’ll have a sponsor locked up by the end of the year…

And there you have it. I’m thrilled, pumped, super excited to be joining the team at Marketo in 11 days from now. Thanks so much for your continued support, encouragement and general awesomeness.

As Bronto CEO Joe Colopy always says, Onward and Upward!

DJ Waldow
Soon-to-be Digital Marketing Evangelist at Marketo
@djwaldow

The Definitive Guide to Engaging Email Marketing

The Definitive Guide to Engaging Email Marketing

If you want to learn how to grow your list, break the rules, and win (in email marketing), then I’d encourage you to buy the book I co-wrote with Jason Falls … The Rebel’s Guide to Email Marketing.

[As I type this sentence, Amazon has the Kindle version for $9.99 and the paperback one for $16.29 (about the same cost as a few pints of good beer and LESS than the cost to fill your car with Unleaded).]

However …

If you want to learn how to send email that is more trusted, more relevant, and more conversational … if you want to move beyond basic “batch and blast” and “spray and pray” and take your email marketing to a whole new level of engagement, you’ll want to grab this FREE (yes, FREE) Guide.

The Definitive Guide to Engaging Email Marketing

You’ll learn:

  • How to keep email relevant in a multi-channel world
  • 5 key ways to make your emails engaging
  • How to create conversations and not campaigns
  • The latest research and tips on subject lines, mobile optimization, avoiding spam filters, and more
  • The new metrics of email marketing
  • What capabilities are critical in a modern email marketing service provider

As Ann Handley, Chief Content Officer of MarketingProfs and Co-Author of the Best-Selling Book on Content Marketing, Content Rules (Wiley, 2012) said:

Even in our social media-savvy, always-on, content-saturated world, email remains the backbone of your marketing mix. So the question becomes: Are you using it to its fullest potential? If you can’t look me straight in the eye and answer ‘YES!’ without hesitation or a flicker of doubt, then you need this guide. It delivers the latest tips and tools and email smarts you need to succeed.

Now, to be clear, since I co-wrote both The Rebel’s Guide to Email Marketing AND The Definitive Guide to Engaging Email Marketing, I’d be thrilled if you bought the book and download the free guide, but I’ll take what I can get. Ha!

So, what are you waiting for? Download your FREE copy of The Definitive Guide to Engaging Email Marketing now.
download

Bonus: Get 5 Friends to download The Guide and Marketo will send you an awesome t-shirt!

-

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

 

Why I’m (STILL) an Advocate For Single Opt-In

Are you REALLY sure?
In a blog post I wrote over 16 months ago, I argued that when it comes to collecting email addresses, single opt-in was THE answer.

While many folks agreed with my take, some did not.

In fact, one person was “disappointed that someone with [my] experience in the email world would take this side.” It turns out he was not in favor of what I wrote. It just so happens he owns Aweber. Oops.

While we had a nice discussion in the comments, my viewpoint has not changed. Not at all.

I still believe that – in most cases – employing a double opt-in process is a terrible idea.

Chad White, author of Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts and Principal of Marketing Research at ExactTarget, recently published the Email Opt-In Audit Imperative Infographic:

Print

Read full blog post and see Infographic over on the ExactTarget blog

In this ExactTarget research study, they tested the homepage signup process of “more than 160 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits.” To be clear, this research was focused on the B2C space … though I’d argue it applies to B2B as well.

The stat that jumped out at me?

This one.

Opt-in breakdowns and delays were 81% more common among brands that used a confirmed opt-in process, where consumers confirm their subscription by clicking on a link in an email sent to them.

81%.

Need I say more?

What do you think now? Am I still crazy for dismissing double/confirmed opt-in? Honestly, I’d love to hear from those folks who are advocates for double/confirmed opt-in. Talk to me.

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

 

How to Keep Your Email Marketing List So Fresh & So Clean

Amy SchmittauerToday’s guest post is brought to you by …

Amy Schmittauer

According to Amy’s Twitter bio, she is the President of @VlogBoss || Founder of @SavvySexySocial || @YouTube Partner at http://youtube.com/Schmittastic || The @Columbusland chick || I’m vlogging this. Columbus, OH and beyond ✈ · savvysexysocial.com.

Amy has her own podcast, Shoot the Schmitt (where I was a guest the other day) AND can be a bit silly. She’s also going to be an upcoming guest on The Work Talk Show Like me, Amy also thinks about (and does) quite a bit of email marketing. Oh, and she’s a vlogger (video blogger). Her videos are so awesome that I asked her to do one just for you, “Waldow Socials” as she calls you.

Check it out! It’s awesome. It’s funny. It’s creative. Oh, and Amy chair-dances a bit. I won’t hold it against her that she 

(I add a bit of “commentary” below the video)


YouTube Preview Image
Can’t see Amy’s awesome video? Watch it on YouTube.

Pretty fun, informative and … wow, right? I hope you enjoyed that 3 minutes, 24 seconds as much as I did.

As promised, a few thoughts:

1. While I do preach growing your list, I also agree with Amy that it’s important to focus on the those subscribers who are engaged.

2. Be a bit careful when filtering/segmenting based on “no opens.” Remember: Email providers only register an open if someone enables images (or if they click a link). While it’s a good proxy for true “opens,” it’s not perfect. If possible, I’d suggest adding “or did not click” to your search. Additionally, if you can tie other online/offline activity to that subscriber, do it! You don’t want to send that “last chance to stay on the list” email to folks who are very active in other channels … and maybe even buying your stuff. It’s possible that the email is being used as a reminder/nudge to take action elsewhere.

3. I love Amy’s “tipping point” – 6 months. That’s a great timeframe, but it can certainly be different for your list, for your audience (as she says).

4. “Open this email if you EVER want to hear from me again!” What a killer subject line, right? I love her light/fun copy in the email too. What a great way to (re)engage with your subscribers … and kill the “dead weight.”

Add your thoughts in the comments below. Amy (and I) will be here to comment back. Oh, and go grab Amy’s email newsletter.

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

 

Did Gmail Just Kill Email Marketing?

ahhhh

Short answer: No.
Longer answer: It’s (waaaay) too early to tell.
Even longer answer: Keep reading.

That’s my 140-character take (Tweet this)

Matt Grove over at Mailchimp wrote How Gmail’s New Inbox Is Affecting Open Rates yesterday. For his analysis, he looked back at the past 18 months of client emails to Gmail accounts – 12.5 billion emails and more than 2 billion unique opens. He then compared that to past 6 weeks of sends (1.5 billion emails) … since the time Gmail introduced its new “tabbed” inbox.

(I’m not a stats guy, but that all seems reasonable to me)

If you are not sure what these Gmail inbox changes are that I’m referring to, the Mailchimp blog post has a nice explanation (as well as a few outbound links) that will explain. See the “What’s up with tabs” section of this post.

Grove continues …

I’m not willing to declare an emergency just yet. After all, I don’t even know what the adoption rate is on Gmail’s side. However, I would say this is an early indicator, and we’re definitely keeping our eye on it.

I agree. See my “short answer” and “longer answer” above.

But some marketers are … how shall I say … FREAKING OUT!

In the past 12 hours, I’ve received about a half dozen emails – from newsletters that I’ve subscribed to – providing instructions on how to ensure their emails land in my “primary” tab. Some of those emails are referencing this great “How to Disable Gmail Tabs” video from Michael Stelzner of Social Media Examiner.

Others are just providing some steps to “deal” with Gmail’s new tabbed inbox.

Still others, like one I received from my buddy John Morgan today, said he was “so aggravated [he] could scream!” To be clear, John was aggravated that so many of those “here-is-how-to-fix-Gmail-so-you-keep-getting-my-emails” messages were sent without any reason as to WHY I should want to continue reading your emails.

There was also this blog post - These New GMail changes hurt you (and me). Do this to fix it - (also sent via email) from Derek Halpern of Social Triggers. He writes:

In a lot of cases, GMail labels content-filled emails as “Promotions.”

That means, if you send content to your list (like I do), your content will be featured alongside spammy Promotional emails.

Not only does this negatively affect your brand, but it also puts people are at risk of NOT getting your emails. The emails they signed up for. The emails they WANT.

While I agree that having your emails land next to “spammy Promotional emails” is not a good thing, I’d argue that if you have “spammy Promotional emails” in your inbox, you need to start unsubscribing or marking them as spam. There is no reason to be getting unwanted emails these days. It’s easy to unsubscribe or mark as spam. It’s time to take back control of your inbox!

Again, to be clear, I’m not opposed to any of these emails or the blog post from Derek Halpern. I think it’s smart to alert your loyal email subscribers about Gmail’s changes. In fact, I’ve considered doing the same for my audience. The “How to Disable Gmail Tabs” video from Michael Stelzner of Social Media Examiner is short, simple, and very clear.

However, I still think it’s way (WAAAAAY) to early to truly understand the impact of Gmail’s new tabbed inbox.

And before you get all fired up and lash out at Gmail, remember that its focus has always been – and most likely always will be – on the user experience. It’s not about you – the email marketer. It’s about you – and your audience – the consumer.

If you are legitimately worried about the recent Gmail changes, here is what I recommend:

1. Don’t panic. Take a deep breath. Chug some water. Walk around the block.

2. Create a segment of your email list showing only subscribers with a Gmail address.

3. Run some reports to see what the historic (pre Gmail changes) open, click, and (most importantly) conversion rate is of your Gmail subscribers. This is what Mailchimp did, but its focus was on opens only.

4. Run that same report but change the start date to May 29th (when Gmail first announced these changes). Keep in mind that the May 29th date was when it was announced. Gmail has slowly been rolling it out ever since. It would seem quite a few folks are getting it this week.

5. Finally, compare your historic metrics for Gmail subscribers (#3) to the new report (#4).

 

My bet is that your open rates may be down. And that’s okay. The open rate has always been a proxy for engagement, but for most marketers, clicks and conversions are the metrics that matter more. More on that in a minute.

My other bet is that your click to open rates are up. And that’s good. Click to open is the number of subscribers who click on at least one link after opening your email. Click to open tells you how compelling you email actually is (assuming you have good calls to action that make people want to click). I predict this metric will increase as those folks who have taken the time to “find” your email in the “promotions” or “updates” tab in Gmail OR have proactively moved you email to the “primary” tab will now be more engaged with your emails … and more likely to click.

My final bet is that if you send timely, targeted, valuable, human emails to people who want them, the Gmail changes will have little impact. (tweet this)

Now, if you notice your conversions (webinar registrations, eBook/Whitepaper downloads, sales, and so on) for Gmail subscribers have decreased, then you can get upset. I’d be willing to bet this will not be the case.

If I’m wrong, well, come back here in a few months and leave a comment. That’s the risk in making bold predictions. Ha!

Okay, I’m off to email my subscribers – all of them – about this blog post. I don’t want them to freak out.

P.S. If you are a Gmail user and you hate the new look and feel, read Why Are You Complaining About Gmail’s New Changes? post by Kevin Rose to reminisce about what email used to look like. Namaste, as Rose says.

UPDATE : The folks at Marketo (my new employer!) published a blog post that talks more about Gmail’s tabs. They secured some great quotes from some industry leaders (including one from me – ha!).

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?

-Not sure what a preheader is?

-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”

-Having trouble figuring out how to use social media and email marketing together?

-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

 

Finally: A HUMAN Email Subscriber Preferences Page

The secret to email marketing is simple:

Send timely, targeted, valuable, HUMAN emails to people who want them. (tweet this)

But “human” does not have to be limited to just the actual email marketing message. Smart companies weave some human into all aspects of the (email) marketing experience … even when someone goes to change their subscriber preferences – or (gasp!) opt-out.

As you saw with Hubspot’s Best. Unsubscribe. Ever. you can include a fun video as part of the post-opt out experience. However, why wait until someone unsubscribes to have a bit of fun?

According to their Twitter bio, Bonobos has “Better fitting mens clothes. Spectacular customer service. (Personally, I refer to them as a “hip” men’s clothing store based in NYC)

Either way, the Bonobos opt-DOWN subscriber preferences page is out of this world.

Bonobos Subscriber Preferences Page
Can’t see the image? Go here for a larger version.

What do I love so much about this opt-down form?

It’s funny.
It’s witty.
It’s practical.
It has many options (but not too many).
It’s HUMAN.

But most importantly, Bonobos has been able to “consistently [save] 25% of [their] opt-out bound subscribers, converting them into a lower-cadence frequency option and keeping them on the list.” Read more in this killer case study from their email partner, Email Aptitude.

Have you seen any other kick ass examples of HUMAN email marketing programs? If so, please share them with me in the comments below … I’m on a bit of a “human” kick these days.

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

 

Best Marketing Advice You’re Not Following

Live nowEarlier this month, I become part of “Team Digital,” a new initiative by Entrepreneur.com. As the description on the landing page reads:

For today’s entrepreneurs, creating an online presence has never been more important. The digital marketing experts on our Team Digital will answer common questions and engage in debate about the best strategies when it comes to building an online reputation, marketing through social media and using mobile techniques to attract customers.

You can read the details and see who else is “on the team” here. You can even ask a question on Twitter (include #TeamDigital) and we’ll do our best to answer it.

We are 2 posts in – The Best Marketing Advice You’re Forgetting to Follow and Read This Email. Why Again

Earlier today, I had the honor of joining Peter Shankman and Rick Mulready on a live Google+ On-Air Hangout.

We talked about all sorts of topics, ranging from email marketing (what I love most) to social media to … well … the importance of being human.

Watch. Listen. Learn. Smile. Laugh. Enjoy.

(Note: It starts around 30 seconds in…)

YouTube Preview Image
Can’t see the video above? Try watching directly on YouTube.

Have questions about something you heard/saw? Ask below in the comments!

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

 

Petition to Ban The Phrase “Email Blast”: 5 Years Later

BLAST!

It’s been 5 years – TO THE DAY – that I published Petition to Ban The Phrase “Email Blast” over on the Bronto blog.

Since I penned that post on June 10, 2008 …

*Yes, this list is far from comprehensive. Ha! It was just off the top of my head … after one cup of coffee.

So … yeah … a lot has changed over the past 5 years.

One thing that has not changed? I still – yes STILL – hear folks referring to email campaigns as blasts.

While it bothers me significantly less than it did 5 years ago (I like to think I’ve mature a *touch* since then), it still makes the hair on my arms stand up when I hear “Email BLAST” used. I still cringe (a bit) when I see a phrase like this – “we are getting ready to blast to our email list.”

Why? Who cares? I mean, it’s JUST a word, right?

Blast. Blast. Blast. (Now I feel better).

Sure. It’s just a word.  But, using the phrase “email blast” implies something about how you feel about email marketing. “Email blast” says:

  • Email is just another one-way channel to SHOUT to the world why you and/or your company is so awesome.
  • Everyone gets the same message at the same time, regardless or preferences or interests.
  • Email is not part of an integrated marketing strategy. Instead, it lives in its own silo, its own world.
  • You, the marketer, don’t follow the mantra: Send timely, targeted, valuable, human emails to people who want them.

Before I conclude my rant … err … 5-year reflection, let me say this:

Yes. There is a time and a place for sending the same message at the same time to everyone on your list. Many companies are finding success using this approach. If you are one of those individuals or organizations who send out email BLASTS, I challenge you to test using some segmentation. Create a welcome email that goes to new email subscribers. Start simple. Then, move to a more personalized campaign based on what a particular group of customers last purchased. Let me know what kind of results you find.

As always, I’d love to hear your thoughts in the comments below. Am I beating a dead horse with my mission to ban the phrase “Email Blast?” Should I just let it go or is it worth revisiting every few (5!) years?

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

 

Worst. Unsubscribe. Ever.

Last month I shared the best unsubscribe ever.

This week, I bring you …

The worst unsubscribe ever.

Hertz Unsubscribe
Can’t see image? View “live” unsubscribe page here.

Wow. Wow. Wow.

Not the good wow, in this case.

How many “Yikes, that’s terrible!” things do you notice on the Hertz unsubscribe page? Please mention them in the comments below.

Thanks to Jason Keath for sharing this with me. I try to showcase mostly good email marketing examples on this blog, but sometimes it’s important to see the bad as well. Don’t you agree?

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple

How To Tell If An Email Marketing Message Is Spam

Spam Sign85% of all emails sent are spam.

Yup. According to The 2012 Return Path Sender Score™ Benchmark Report (great report!), after reviewing 130 million IP addresses sending nearly 20 trillion emails, they found 85% of all messages received by ISPs to be spam.

If you think about that number, it’s actually quite amazing how little spam most of us actually receive. Most of the major email providers – Gmail, Yahoo!, AOL, etc – do a nice job filtering out the spam and only dropping “legit” email in our inboxes. That being said, if you are an email marketer, you better be checking your spam folder often! <–tweet this

But how can you tell if an email is spam? What are the giveaways?

As an email marketer, it’s critical to understand what the “tells” of a spam message are so you can be sure to avoid them in your own messaging. In today’s screencast, I review an email my dad sent me this morning … one he thought was legitimate … but turned out to be spam.

YouTube Preview Image

Can’t see the video? Try watching on YouTube.

Have you ever been duped by a spam email?

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


Email Marketing Made Simple

DID YOU KNOW…

I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.

-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?

If you answered yes to any of the above questions (or all 5!), I can help.

Learn More about Email Marketing Made Simple