Posts by Chris Salway

5 Tips and Tricks For Creating Wicked Awesome Subject Lines

Email has come a long way in the past few years. With industry buzz words like “Responsive Design”, “Big Data” and “Going Mobile”, it’s easy to get caught up in the new trends and technologies that will “take your email program to the next level”. While this may be true, you can’t forget about the foundational principles that this new technology will build upon. One of these foundational principles is email subject lines. In this blog, I will share some tips and tricks to make sure you have wicked awesome subject lines.

First, make sure your subject line is relevant to your message. You may think this sounds obvious, but I often see emails come through my inbox with marketers trying a clever subject line that has nothing to do with the actual message. While this may increase your open rates, your openers will feel misled and most likely will not read your message. Read More

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Is John Legend a Marketing Genius?

I recently had the opportunity to attend Responsys Interact in San Francisco.  The show was full of great speakers and content, but by far the most memorable was a keynote address from 9-time Grammy winning artist, John Legend.  Walking into his address, I doubted that he would really have anything valuable to say about marketing, but I was absolutely wrong.  I walked out of his address impressed, so  I’d like to share just a few of my key takeaways. Read More

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The ABC’s of Content Marketing

I recently had the opportunity to attend a marketing conference in South Carolina dedicated to Content Marketing. One of the presenters was from the agency behind every brand’s dream, the infamous Oreo 2012 Super Bowl power outage tweet that went viral with over 10,000 retweets in only one hour. In this blog I will share the “Content Marketing ABC’s” they follow when creating similar impactful content.

A-     Applicable

You need to make sure your content is applicable to your audience. Ask yourself “Why should people care?” or “Will they be inspired to care?” Like in our Oreo example, find out any relevant news that relates to your business or target market and leverage it. Read More

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Email Isn’t Going Mobile. It’s Already Gone.

This past December, I had the opportunity to attend Media Post’s “Email Insider Summit” in Park City, Utah.  It was the first time I have attended this event, and it was extremely valuable.  I left the event with pages of actionable tweaks and improvements that will help take Progrexion’s email program to the next level.  If I had to summarize everything I learned into one statement, it would be this: Email is no longer just “going mobile”, it’s already gone.  So, I’d like to share with you my top five mobile takeaways from this event to make sure my own email program is optimized for mobile.

1. Monitoring by Device Type

Litmus recently released a statistic that blew me away.  More than half (51%) of all email-opens are now on Mobile devices, and the trend is moving up.  It’s crucial that you understand where your audience is opening your emails, so you understand how to best design your emails.  If you can’t currently track this information, there are many relatively inexpensive solutions available.

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How the New TCPA Regulations Impact Remarketing

On October 16th, 2013, the FCC put new regulations in place under the Telephone Consumer Protection Act (TCPA). Essentially, the new regulations state that prior express written consent will be required for all autodialed, and/or pre-recorded calls, texts sent, made to cell phones, and pre-recorded calls made to residential land lines for marketing purposes.  If you are not in compliance, the TCPA provides either actual damages or statutory damages ranging from $500.00 to $1,500.00 per unsolicited call/message.  Most insurance companies won’t cover these types of fines, and money like that can bankrupt even the most stable business.  TCPA compliance is a big deal.

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The Magic of Free Food, Free Cash, and a Little Positivity

Over the past few weeks I’ve had the opportunity to manage a pilot test of a new dialing list in our call center.  This includes high level management of the group of call center agents that have been making the calls.  While there are many factors that are impacting this test (such as list quality, timing, skill of the agents, etc.), I knew that there was going to be one key factor that would make or break this pilot – the motivation of the agents.

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How to Pick the Right Marketing Vendor

I’m currently putting myself under a lot of pressure to pick the right marketing services vendor. If I pick the right vendor, I’m setting myself up for success. This new vendor will help take my channel to the next level. If I pick the wrong vendor, I’m setting myself up for not only for failure, but daily frustration and precious wasted time. In trying to mitigate this risk and increase my odds in picking the right vendor, I’m following a 3 step process that I’d like to share:

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The Power of Personalization

I love a well-crafted marketing message, combining great design, clever writing, and just the right amount of sales pressure.  Despite my love, there is often a problem with this type of message; it doesn’t necessarily sell.

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Introduction: Chris Salway

I grew up with five brothers, and I’m the youngest by five years.  I’ve spent my entire life surrounded by marketing.  My father spent his entire 40+ year career working in sales and marketing for a major computer company.  All of my brothers followed his example and went into careers in sales and marketing.  From an early age I listened to their discussions, debates, and theories on the newest trends and hottest media.  As a result of this exposure, I wasn’t the little boy who dreamed about being an astronaut, a veterinarian, or the next Michael Jordan.  I always knew I wanted a career in marketing.

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