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Tag Archives: email marketing

Ask for permission, don’t force it

November 23, 2010

I signed up to get a free chapter of a book. Buried in the fine print was, “you agree to allow us to contact you and provide information on products and services”. So they want to spam me. Permission has to be given willingly. Reluctant permission is bad permission. If someone doesn’t realize that they’re [...]

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How to become an email marketing genius: The Simmer

September 29, 2010

Great email is about the simmer sale. Not the hot sale — the simmer. Like a great stew that simmers forever until it’s perfect. It’s the best thing ever invented to keep a huge number of leads happy for a very long time, at very low cost, until they are ready to buy. I look [...]

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How to NOT get email subscribers

September 22, 2010

I was about to sign up for 4 email newsletters from a magazine. They could have emailed me every week, for years. And sold me stuff. But they got greedy and made all sorts of personal data mandatory. And now they get nothing. (Now do your homework. Read Permission Marketing.)

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A simple way to reassure customers that you’re not spamming them

April 19, 2010

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Why did they unsubscribe from your email newsletter?

March 27, 2010

The answer to that question is the difference between a tiny list that shrivels away and a home run. Did you ever think to just ask? Put a simple survey on your unsubscribe page. It’s some of the most important (and free) research you’ll ever get. Here’s an example from the amazing SmartBrief on Social [...]

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Why it’s dumb to sell out your customers

March 14, 2010

We’re all flooded by offers from companies we do business with for unrelated products. Like the airline that wants to sell you a credit card. It’s easy for the company to think they’re making easy money by selling these ads, but I think it’s a mistake: Consumers will only accept so many offers/communications. You get [...]

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How to keep your email list from shrinking

December 5, 2009

You may be losing people who unsubscribe from your email list who don’t really want to. They may like your messages, but you’re sending the wrong stuff or mailing too often. How to fix it: Add choices to your unsubscribe page. Ask unsubscribers if they want to get off the list completely, fewer emails, or [...]

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How to lose 10 – 50% of sales with bad email practices

June 2, 2009

When someone asks to be removed from your email list, it has to be INSTANT.  Same day, right now, never get another message. Yes, the CAN-SPAM law says you have a few days. But it doesn't matter, because leaving someone on your email list after they unsubscribe is just dumb. What happens? The customer gets [...]

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The secret to great email newsletters

May 6, 2009

Email newsletters are special:  It's the only advertising we ask to receive. But there's a agreement that comes with it:  The marketer gets to send mail to the reader forever — as long as it's interesting. Break that agreement even once with a boring or selfish issue, and you get unsubscribed. Your mom told you [...]

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