• http://www.twitter.com/davidhibbs David H

    Couldn’t agree with you more. Had a very similar conversation with a new client who wanted to email the entire list every time they had something going on…some of them didn’t even have a clear call to action. We were able to show them that using segmentation based on the previous behaviors of their customers (which they were all ready tracking), would produce much better results, as well as keep subscribers happy! Their complaint rate has continued to decline, as well as the unsubscribe rate since we revamped their email program.

    David H’s last blog post..DavidHibbs: Love Espresso’s auto-refresh for live preview, as I am putting the finishing touches on an email design. Still prefer Textmate as editor.

  • http://www.twitter.com/davidhibbs David H

    Couldn’t agree with you more. Had a very similar conversation with a new client who wanted to email the entire list every time they had something going on…some of them didn’t even have a clear call to action. We were able to show them that using segmentation based on the previous behaviors of their customers (which they were all ready tracking), would produce much better results, as well as keep subscribers happy! Their complaint rate has continued to decline, as well as the unsubscribe rate since we revamped their email program.

    David H’s last blog post..DavidHibbs: Love Espresso’s auto-refresh for live preview, as I am putting the finishing touches on an email design. Still prefer Textmate as editor.

  • http://twitter.com/gregcangialosi/status/1114455804 Greg Cangialosi

    Don't let desperate times equal desperate measures for your email marketing strategy – keep on track @jaybaer has it here: http://is.gd/fC0O

  • http://twitter.com/AlexVolocaru Alex Volocaru

    “But email isn’t a short-term tactic. It’s a forever tactic.” , agree with you.

    Also we have a similar experience like @David H … after we changed the client tactics we received better results, a unsubscribe rate very low, a subscription rate with a hight frequency … and NO spam rate (0%).

    Alex Volocaru’s last blog post..AlexVolocaru: "… email isn’t a short-term tactic. It’s a forever tactic." http://idek.net/1QU

  • http://twitter.com/AlexVolocaru Alex Volocaru

    “But email isn’t a short-term tactic. It’s a forever tactic.” , agree with you.

    Also we have a similar experience like @David H … after we changed the client tactics we received better results, a unsubscribe rate very low, a subscription rate with a hight frequency … and NO spam rate (0%).

    Alex Volocaru’s last blog post..AlexVolocaru: "… email isn’t a short-term tactic. It’s a forever tactic." http://idek.net/1QU

  • http://www.areyousociallyacceptable.com/ Amanda

    Simply- a brilliantly convincing post that I will share with many clients, as my long winded version has not made an impact.

    Amanda’s last blog post..Sponsorship

  • http://www.areyousociallyacceptable.com Amanda

    Simply- a brilliantly convincing post that I will share with many clients, as my long winded version has not made an impact.

    Amanda’s last blog post..Sponsorship

  • http://www.nathanhangen.com/ Nathan Hangen

    Great post! I still have a hard time using email properly, but most of it is my own personal fear of sounding sleazy. I think I need to take a hard look at that – people are opting in for a reason.

    Nathan Hangen’s last blog post..The Article Press

  • http://www.nathanhangen.com Nathan Hangen

    Great post! I still have a hard time using email properly, but most of it is my own personal fear of sounding sleazy. I think I need to take a hard look at that – people are opting in for a reason.

    Nathan Hangen’s last blog post..The Article Press

  • http://clintonskakun.com/ Clinton Skakun

    I just wrote something about this blog post. I totally agree that e-mail is long-term tactic!

    Clinton Skakun’s last blog post..The Blog—Everyone’s an author

  • http://clintonskakun.com Clinton Skakun

    I just wrote something about this blog post. I totally agree that e-mail is long-term tactic!

    Clinton Skakun’s last blog post..The Blog—Everyone’s an author

  • http://hip-shots.com/ James Hipkin

    Great post on a theme I’m passionate about. I sent a link along to a client who, thankfully, is doing more right than wrong with their business and email. Your post is additional reinforcement that they should stay the course.

    It is amazing that companies are abandoning the fundamentals with such enthusiasm. Get the right message, to the right person at the right time is a tried and true principle that, as you say, will be even more effective in these challenging times. Customer want to know that the companies they have put their faith in are strong and will be there for them in the future. A little confidence goes a long way.

    James Hipkin’s last blog post..Staff ReductionsThe Most Difficult Decision

  • http://hip-shots.com/ James Hipkin

    Great post on a theme I’m passionate about. I sent a link along to a client who, thankfully, is doing more right than wrong with their business and email. Your post is additional reinforcement that they should stay the course.

    It is amazing that companies are abandoning the fundamentals with such enthusiasm. Get the right message, to the right person at the right time is a tried and true principle that, as you say, will be even more effective in these challenging times. Customer want to know that the companies they have put their faith in are strong and will be there for them in the future. A little confidence goes a long way.

    James Hipkin’s last blog post..Staff ReductionsThe Most Difficult Decision

  • http://originalcomment.blogspot.com/ John Johansen

    Jason — I agree with your overall principle about email. However, I have to disagree with you on two points.

    “Email enables you to communicate with people that have some sort of prior relationship with your brand, and thus should be predisposed to wanting to buy more of what you offer.”

    This statement makes a big assumption about your lead collection and data scrubbing practices. In an ideal world, you would be capture email addresses and other information from people that do want to opt-in and build a relationship with your company. And, by the same token, you’d have a process in place to separate out the people that have stopped engaging in the relationship (even without requiring them to opt-out).

    But, in the real world, your statement over-values being in possession of an email address. Just having a list gives you little insight into the nature of the relationship or the disposition of the prospect. While the email address is an effective way to communicate with people, you’ll need a more robust set of data to determine if you should reach out to them.

    “Plus, you know something about them, and how to find them. You don’t have to wonder whether they are watching Grey’s Anatomy or reading the Indianapolis Star.”

    Again, I have to disagree with this statement unless you are tracking your source of collection. What you go on to talk about down in your post is personalizing the offers to the people in your database. I absolutely agree with you but you need to be tracking information to do that effectively, just capturing email doesn’t give you enough information.

    Again, I don’t want to sound negative to the overall point that you are making. I think that effectively nurturing the people who are genuinely interested in your company with information and offers that are relevant to them will help companies weather the economic downturn much better. Being successful will require significantly more work on the back-end before you hit Send.

    John Johansen’s last blog post..Lead Nurturing Fundamentals — Sales Discussion

  • http://originalcomment.blogspot.com John Johansen

    Jason — I agree with your overall principle about email. However, I have to disagree with you on two points.

    “Email enables you to communicate with people that have some sort of prior relationship with your brand, and thus should be predisposed to wanting to buy more of what you offer.”

    This statement makes a big assumption about your lead collection and data scrubbing practices. In an ideal world, you would be capture email addresses and other information from people that do want to opt-in and build a relationship with your company. And, by the same token, you’d have a process in place to separate out the people that have stopped engaging in the relationship (even without requiring them to opt-out).

    But, in the real world, your statement over-values being in possession of an email address. Just having a list gives you little insight into the nature of the relationship or the disposition of the prospect. While the email address is an effective way to communicate with people, you’ll need a more robust set of data to determine if you should reach out to them.

    “Plus, you know something about them, and how to find them. You don’t have to wonder whether they are watching Grey’s Anatomy or reading the Indianapolis Star.”

    Again, I have to disagree with this statement unless you are tracking your source of collection. What you go on to talk about down in your post is personalizing the offers to the people in your database. I absolutely agree with you but you need to be tracking information to do that effectively, just capturing email doesn’t give you enough information.

    Again, I don’t want to sound negative to the overall point that you are making. I think that effectively nurturing the people who are genuinely interested in your company with information and offers that are relevant to them will help companies weather the economic downturn much better. Being successful will require significantly more work on the back-end before you hit Send.

    John Johansen’s last blog post..Lead Nurturing Fundamentals — Sales Discussion

  • http://dmwrecks.blogspot.com/ DMWrecks

    HA! I totally look like that picture EVERY time I say we are emailing too much!

    DMWrecks’s last blog post..President Obama’s Inaguration Speech – Inspired by Another President

  • http://dmwrecks.blogspot.com/ DMWrecks

    HA! I totally look like that picture EVERY time I say we are emailing too much!

    DMWrecks’s last blog post..President Obama’s Inaguration Speech – Inspired by Another President

  • Jason Baer

    @David – Way to go. You should write that up as a case study. Segmentation = Relevancy = Reduced Complaint Rate & Improved Results

    @Alex – Awesome. You and David should work on that case study together!

    @Amanda – Thanks so very much. That was very nice of you.

    @Nathan – As long as it’s relevant, you should be good to go.

    @Clinton – I really appreciate it. Thanks for the comment.

    @James – Thank you for your continued support. Glad I could help add some fire to your client discussion

    @John – Great comment. I really appreciate it. You are of course precisely right. It’s indeed easy for me to insist on relevant email, but that does require the client to commit to collecting data and using it wisely. In my experience, it’s not terribly difficult but it certainly does require a widespread belief in it as a meaningful improvement over the status quo.

    @DM – Isn’t that picture the best? I really hope that guy won whatever costume contest he was entering.

  • Jason Baer

    @David – Way to go. You should write that up as a case study. Segmentation = Relevancy = Reduced Complaint Rate & Improved Results

    @Alex – Awesome. You and David should work on that case study together!

    @Amanda – Thanks so very much. That was very nice of you.

    @Nathan – As long as it’s relevant, you should be good to go.

    @Clinton – I really appreciate it. Thanks for the comment.

    @James – Thank you for your continued support. Glad I could help add some fire to your client discussion

    @John – Great comment. I really appreciate it. You are of course precisely right. It’s indeed easy for me to insist on relevant email, but that does require the client to commit to collecting data and using it wisely. In my experience, it’s not terribly difficult but it certainly does require a widespread belief in it as a meaningful improvement over the status quo.

    @DM – Isn’t that picture the best? I really hope that guy won whatever costume contest he was entering.

  • http://twitter.com/indiescott/status/1116070951 Scott Hardigree

    Is Email Killing Your Company? http://tinyurl.com/8wvo9w from @jaybaer

  • http://blog.bronto.com/ DJ Waldow

    Jason –

    As an email marketing guy, of course I have to weigh in, right?

    I love your quote, “…email, which you should be treating as one of your company’s most important ongoing assets.” Too often email is an afterthought. It is left to an intern or one person in a large organization to manage and design strategy around. Stephanie Miller’s conversation with a CMO summarizes this concept best (“Making the Case for Email” – http://www.returnpath.net/blog/2008/10/making-the-case-for-email-mark.php).

    I also really like your quote, “…email isn’t a short-term tactic. It’s a forever tactic.” Email continues to survive even with other social media communication popping up (IM, blogs, facebook, twitter, etc). It is still the channel that ties all others together.

    I’d like to counter a few comments by John Johansen above:

    1. “In an ideal world, you would be capture email addresses and other information from people that do want to opt-in and build a relationship with your company. And, by the same token, you’d have a process in place to separate out the people that have stopped engaging in the relationship (even without requiring them to opt-out)”

    If you work with any reputable Email Service Provider (ESP), they should have the tools in place and the email advisors available to suggest sound techniques to obtain opt-in. Additionally, all ESPs have the ability to track those that are not engaged (non-openers, no-clickers, non-purchasers). Going at it on your own certainly makes this one a challenge, but that is one of the reasons ESPs and folks like Jason Baer are in business.

    2. “Again, I have to disagree with this statement unless you are tracking your source of collection.”

    Why would you *not* be tracking the source of your data collection? The technology exists. I think that too often marketers don’t collect this data as it is easy to just “blast away.” Collecting email source data is really just the first step to proper segmentation. How about sending out a few email campaigns asking subscribers to provide some more data points – give the an incentive.

    Just a few thoughts from a guy who thinks about email (probably too often).

    dj


    DJ Waldow
    Director of Best Practices & Deliverability
    Bronto Software, Inc
    djwaldow: twitter, AIM, MSN, Gtalk…

    DJ Waldow’s last blog post..Winter Release: Frequency Caps For Your Campaigns

  • http://blog.bronto.com DJ Waldow

    Jason –

    As an email marketing guy, of course I have to weigh in, right?

    I love your quote, “…email, which you should be treating as one of your company’s most important ongoing assets.” Too often email is an afterthought. It is left to an intern or one person in a large organization to manage and design strategy around. Stephanie Miller’s conversation with a CMO summarizes this concept best (“Making the Case for Email” – http://www.returnpath.net/blog/2008/10/making-the-case-for-email-mark.php).

    I also really like your quote, “…email isn’t a short-term tactic. It’s a forever tactic.” Email continues to survive even with other social media communication popping up (IM, blogs, facebook, twitter, etc). It is still the channel that ties all others together.

    I’d like to counter a few comments by John Johansen above:

    1. “In an ideal world, you would be capture email addresses and other information from people that do want to opt-in and build a relationship with your company. And, by the same token, you’d have a process in place to separate out the people that have stopped engaging in the relationship (even without requiring them to opt-out)”

    If you work with any reputable Email Service Provider (ESP), they should have the tools in place and the email advisors available to suggest sound techniques to obtain opt-in. Additionally, all ESPs have the ability to track those that are not engaged (non-openers, no-clickers, non-purchasers). Going at it on your own certainly makes this one a challenge, but that is one of the reasons ESPs and folks like Jason Baer are in business.

    2. “Again, I have to disagree with this statement unless you are tracking your source of collection.”

    Why would you *not* be tracking the source of your data collection? The technology exists. I think that too often marketers don’t collect this data as it is easy to just “blast away.” Collecting email source data is really just the first step to proper segmentation. How about sending out a few email campaigns asking subscribers to provide some more data points – give the an incentive.

    Just a few thoughts from a guy who thinks about email (probably too often).

    dj


    DJ Waldow
    Director of Best Practices & Deliverability
    Bronto Software, Inc
    djwaldow: twitter, AIM, MSN, Gtalk…

    DJ Waldow’s last blog post..Winter Release: Frequency Caps For Your Campaigns

  • http://www.karlynmorissette.com/ Karlyn Morissette

    This is a fantastic post. I’m going to forward it onto my colleagues ASAP. I feel like I’ve been making the same argument for months and it just falls on deaf ears…but maybe it’ll have more impact coming from someone else. What’s the saying…if you want people in your company to listen, hire a consultant to tell them everything you’ve been telling them all along? :::sigh:::

    Karlyn Morissette’s last blog post..Numbers versus Value

  • http://www.karlynmorissette.com Karlyn Morissette

    This is a fantastic post. I’m going to forward it onto my colleagues ASAP. I feel like I’ve been making the same argument for months and it just falls on deaf ears…but maybe it’ll have more impact coming from someone else. What’s the saying…if you want people in your company to listen, hire a consultant to tell them everything you’ve been telling them all along? :::sigh:::

    Karlyn Morissette’s last blog post..Numbers versus Value

  • http://www.subscribermail.com/ Drew

    Great post! Couldn’t agree more….

    Due to shrinking subscriber numbers, my previous company forced me to increase our campaign deployment each month – virtually doubling our previous volume. I think everyone can predict what happened after that….

    Just because the economy sucks doesn’t mean abusing your privilege to email your customers.

    Drew Miller
    SubscriberMail

  • http://www.subscribermail.com Drew

    Great post! Couldn’t agree more….

    Due to shrinking subscriber numbers, my previous company forced me to increase our campaign deployment each month – virtually doubling our previous volume. I think everyone can predict what happened after that….

    Just because the economy sucks doesn’t mean abusing your privilege to email your customers.

    Drew Miller
    SubscriberMail

  • http://originalcomment.blogspot.com/ John Johansen

    @Jason — Thanks for your words. I read some of your posts and quickly reaslized that you’re very much in line with using the full spectrum of marketing and available data to make your email campaigns better. I could have positioned my comment as a clarification rarher than any oversight on your part.

    @DJ — The fact that it’s easy to collect data data doesn’t mean that it’s being done. Partnering with an ESP is a great idea, one that I absolutely support after running email marketing in-house for 3 years. But, for too many companies the mentality of “We can just send it ourselves” does create a barrier to taking advantage of the many benefits an ESP offers.

    Specific to tracking a lead source, it’s not difficult but it does require planning and effort. Especially if you are going to try integrating multiple original sources that feed into your website. The effort for setting up that back-end tracking to gain insight into activity can also be superceded by the assumption that collecting demographic and other self-reported data will be more valuable anyway.

    Let me make the point again, that I agree with the principles of doing all these things. But the answer to the question of “Why not do it?” is “Because it’s easier not to.” and sadly that’s a mindset we still need to combat.

    John Johansen’s last blog post..Lead Nurturing Fundamentals — Content

  • http://originalcomment.blogspot.com John Johansen

    @Jason — Thanks for your words. I read some of your posts and quickly reaslized that you’re very much in line with using the full spectrum of marketing and available data to make your email campaigns better. I could have positioned my comment as a clarification rarher than any oversight on your part.

    @DJ — The fact that it’s easy to collect data data doesn’t mean that it’s being done. Partnering with an ESP is a great idea, one that I absolutely support after running email marketing in-house for 3 years. But, for too many companies the mentality of “We can just send it ourselves” does create a barrier to taking advantage of the many benefits an ESP offers.

    Specific to tracking a lead source, it’s not difficult but it does require planning and effort. Especially if you are going to try integrating multiple original sources that feed into your website. The effort for setting up that back-end tracking to gain insight into activity can also be superceded by the assumption that collecting demographic and other self-reported data will be more valuable anyway.

    Let me make the point again, that I agree with the principles of doing all these things. But the answer to the question of “Why not do it?” is “Because it’s easier not to.” and sadly that’s a mindset we still need to combat.

    John Johansen’s last blog post..Lead Nurturing Fundamentals — Content

  • http://blog.bronto.com DJ Waldow

    @John –

    Thanks for continuing the discussion. A few thoughts on your counter….

    You said, “@DJ — The fact that it’s easy to collect data data doesn’t mean that it’s being done. Partnering with an ESP is a great idea, one that I absolutely support after running email marketing in-house for 3 years. But, for too many companies the mentality of “We can just send it ourselves” does create a barrier to taking advantage of the many benefits an ESP offers”.

    My thoughts – I agree that there is a gap between being “easy” and “doing it.” Our sales folks struggle with the “we can just send it ourselves” comments all day long. ESPs offer the benefit of infrastructure, visibility to metrics, integration, and ISP relationships IMHO. Beyond that, ESPs can offer best practice advice. However, much of that information is available to the public via blogs, twitter, @jaybaer, etc.

    You also said, “Specific to tracking a lead source, it’s not difficult but it does require planning and effort. Especially if you are going to try integrating multiple original sources that feed into your website. The effort for setting up that back-end tracking to gain insight into activity can also be superceded by the assumption that collecting demographic and other self-reported data will be more valuable anyway.”

    My thoughts – I would again agree that “easy” does not mean that one doesn’t have to plan and exert some effort…especially if you are talking about integration. I still believe that the payoff can be well worth the effort.

    Love to continue the discussion on this blog or elsewhere!

    Thanks again.

    dj
    @djwaldow


    DJ Waldow
    Director of Best Practices & Deliverability
    Bronto Software, Inc
    djwaldow: twitter, AIM, MSN, Gtalk…

    DJ Waldow’s last blog post..Design: 2009 Email Marketing Goal #2 (of 4)

  • http://blog.bronto.com/ DJ Waldow

    @John –

    Thanks for continuing the discussion. A few thoughts on your counter….

    You said, “@DJ — The fact that it’s easy to collect data data doesn’t mean that it’s being done. Partnering with an ESP is a great idea, one that I absolutely support after running email marketing in-house for 3 years. But, for too many companies the mentality of “We can just send it ourselves” does create a barrier to taking advantage of the many benefits an ESP offers”.

    My thoughts – I agree that there is a gap between being “easy” and “doing it.” Our sales folks struggle with the “we can just send it ourselves” comments all day long. ESPs offer the benefit of infrastructure, visibility to metrics, integration, and ISP relationships IMHO. Beyond that, ESPs can offer best practice advice. However, much of that information is available to the public via blogs, twitter, @jaybaer, etc.

    You also said, “Specific to tracking a lead source, it’s not difficult but it does require planning and effort. Especially if you are going to try integrating multiple original sources that feed into your website. The effort for setting up that back-end tracking to gain insight into activity can also be superceded by the assumption that collecting demographic and other self-reported data will be more valuable anyway.”

    My thoughts – I would again agree that “easy” does not mean that one doesn’t have to plan and exert some effort…especially if you are talking about integration. I still believe that the payoff can be well worth the effort.

    Love to continue the discussion on this blog or elsewhere!

    Thanks again.

    dj
    @djwaldow


    DJ Waldow
    Director of Best Practices & Deliverability
    Bronto Software, Inc
    djwaldow: twitter, AIM, MSN, Gtalk…

    DJ Waldow’s last blog post..Design: 2009 Email Marketing Goal #2 (of 4)

  • http://twitter.com/lashbackllc/status/1136724784 LashBack

    “Just because the economy sucks doesn’t mean abusing your privilege to email your customers.” -http://idek.net/1QU Awesome discussion!

  • http://twitter.com/shotofenergy/status/1300098791 Karen McCullough
  • http://twitter.com/k_mccullough/status/1300098791 Karen McCullough
  • http://twitter.com/terrimcculloch/status/1300155083 terrimcculloch

    RT @shotofenergy: http://tinyurl.com/8wvo9w E-mail marketing

  • http://twitter.com/socialpond Johan A Kruger

    I agree whole heartedly. My biggest issue with email marketing is complacency and lack of education… marketing departments are under incredible strain from the business that really does not understand the dangers of a fatigued recipient list.

    How do you educate the business in general that still believe in “if you email them they will come”.

    The light point is that the digital native / generation y's are now starting to emerge as the business leaders and strategists.

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/