My name is Ian Gillette. No, my father does not own the Gillette shaving company. That would be pretty cool if he did though. Free razors for life! I am the Direct Response Marketing Testing Coordinator. I have been with Progrexion since November 3rd, about 4 months now. 4 months in, I can actually understand most conversations. I can’t tell you how lost I was listening to people in the office carry on conversations about ZPCs and E5’s and I would just look and smile. Google couldn’t even help me with that. Yes, I did Google it.
No matter how creative or how wonderful your email content may be it is completely useless unless it gets opened. So the big question remains, how do you get consumers to open your emails? Historically email marketers have relied on crafting enticing subject lines to get opens. While the subject line is great and all, it really only accounts for half of the equation in getting emails opened. You might ask then, what is this missing half of the equation? Well the email’s preheader of course!
What is the preheader? Read More
Everyone likes to feel that they belong and fit in with the crowd. However, at the same time people often want to stand out in the same crowd to which they belong. While this may seem a little counter intuitive, take for instance the world of professional sports. You will have a hard time finding a team where the players do not have their names displayed prominently on the back of their uniforms. While this may seem a bit vain, it is basic human nature and it’s an important lesson for marketers to learn.
Let’s consider how this basic human nature can relate to your brand’s audience. With the recent obsession of marketing’s new favorite topic, big data, the door has been left wide open to capitalize through personalization. However, as much as everyone likes to talk about big data and personalization, it can be hard to know where to start. So let’s lay out the best way to go about setting up your message personalization. Read More
In the fast paced world that we live in it is often hard to get your message heard, let alone stand out in the mind of consumers. With the increases in technology recently, it has opened many doors for marketers to reach and target consumers in new and innovative ways. Social media, display, SMS and many more new platforms have been very successful for marketers in reaching their audiences. However, these platforms have also created a problem of digital clutter. As we are able to reach more people using technology it becomes tricky to be heard and not ignored. So rather than trying to reinvent the wheel to be heard, why not consider what already exists?
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.
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.
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:
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.
Over the last few years, I’ve really come to appreciate good questions. Questions are powerful. They open up new worlds. They facilitate discovery. They calm waters or wage war. They elicit powerful emotions.
In the book Power Questions by Andrew Sobel and Jerold Panas, the topic of questions is explored in depth. I highly recommend it. Although they explore 337 questions, there is one question that stands out:
Fall is one of my favorite seasons. The days are mild. The nights are crisp. It is harvest time. There is nothing like eating a bowl of ripe peaches with cream and sugar drizzled all over them. I can taste the long warm days of summer with every bite. Bright. Flavorful. Full of life. Eating a peach is a celebration of all the hard work it took to grow it and deliver it to my table.