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Effective “Big Data” Management = Successful Online Marketing

8 May

Big Data Straight Ahead

Speaker: Shaun Siler, Senior Sales Manager, Searchmetrics

Tuesday, May 14, 2013- 1:00 PM EDT

Do you feel like the management of your vast amounts of data has gotten out of hand? Multiple data sets from disparate sources are what is now called “Big Data.” Search rankings, site visits, and click-data, when assimilated in an organized fashion can illustrate a path to the success of online marketing strategies, as well as consumer behavior and demography.

Learn how to prepare your internet marketing campaigns to realize long-term successful data analysis and informative reporting.

Attendees will learn:

  • How to create a data management plan
  • How to identify unique challenges and problems that can occur with large data sets
  • How data influences marketing strategy
  • How to drill down large data sets to really analyze what’s working and what’s not

This webcast is sponsored by:


10 Useless Things to Cut From Your Marketing

8 Apr

Cut the fat & start spending time on tactics that will actually drive conversion!

The fast-paced world of digital marketing — with all its technological advancements and iterative improvements — has theoretically made marketers’ lives easier.

But the flip side of the coin is that marketers are overwhelmed. It seems like every week there’s something new we absolutely must be doing, lest we get left behind.

But a lot of this new “stuff” is now outdated. Or worse, was never a good use of time and budget to begin with.

To help transform you into a more efficient marketer, download 10 things you can cut from your marketing today, as well as where you should be spending that previously wasted time.

Download this Ebook


Marketing Metrics & Analytics Guide

13 Mar

Want to learn more about marketing metrics and what they are?

The Definitive Guide to Marketing Metrics & Analytics

The Definitive Guide to Marketing Metrics and Analytics will empower you to not only prove, but improve your marketing program and campaign return on investment. ROI.

This informative eBook by Marketo will show you:

Accountability, ROI and Framework: Learn why today’s marketers need to know metrics and analytics and what are the most important marketing metrics to use.

Revenue Analytics: Want to build marketing credibility? This section will show you these metrics and how they are best shared with management.

Program Metrics: In this section, we will show you how to build a sensible framework for measuring your specific programs including how to decide what to measure, how to account for campaign influence and multiple ‘touches’, and what to do about extraneous variables like seasonal variability.

Forecasting, Dashboards, & Implementation: Learn methodologies and strategies for marketing forecasting, how to develop a dashboard that conveys accurate and relevant results, and the people, technology and process that needs to be put in place to get the analytics and ROI results you need.

  • The right metrics for understanding and interpreting marketing metrics
  • Why measuring marketing programs is difficult, and how to do it correctly and efficiently
  • Revenue metrics that get the executives’ attention and prove marketing ROI
  • The critical elements of a marketing dashboard

Webinar Series: Everything You Need to Know About Marketing Automation!

25 Feb

  • Part 1: Everything You’ve Always Wanted to Know About Marketing Automation 
    Wednesday, February 27, 2013 at 10:00AM PT / 1:00PM ETSpeaker: Jon Miller, author of the Definitive Guide to Marketing Automation and VP of Marketing, Marketo
  • Part 2: Buying and Becoming Successful with Marketing Automation
    Tuesday, March 5, 2013 at 10:00AM PT / 1:00PM ETSpeakers: Jon Miller, VP of Marketing, Marketo and Lorena Harris, VP of Corporate Marketing, Vantiv
Webinar Details…

Jon Miller
VP of Marketing, Marketo

Lorena Harris
VP of Corporate Marketing, Vantiv

Everything You Have Always Wanted to Know About Marketing Automation
Wednesday, February 27, 2013 at 10:00AM PT / 1:00PM ET
Every business has one thing in common: the desire to achieve higher revenue and faster growth. But how do you get started? Join Jon Miller, VP of Marketing at Marketo, and learn everything you have ever wanted to know about marketing automation, including:

  • What is marketing automation and why is it so hot right now?
  • How is it different from other technology platforms, including CRM and email marketing?
  • What are some of the common features?
  • How do you build a business case and convince internal stakeholders to act?
  • What is the future of marketing automation?

Buying and Becoming Successful With Marketing Automation 

Tuesday, March 5, 2013 at 10:00AM PT / 1:00PM ET

Hear Jon Miller, VP of Marketing at Marketo, and Lorena Harris, VP of Corporate Marketing at Vantiv, discuss how to select the right marketing automation vendor and ensure success with implementation and beyond.  You will learn:

  • How to select the right marketing automation vendor
  • How to think big, start small, and move quickly with marketing automation
  • How to manage your people, process, and technologies for success
  • How Vantiv sold marketing automation to internal stakeholders
  • How Vantiv managed change internally to create impact with marketing automation
Register for Marketing Automation now!
Via Marketo

Sales & Marketing for Recruiting Professionals

17 Feb

Presentation from LinkedIn on how recruiters can think like marketers based on Lou Adler’s session at Talent Connect 2012 in Las Vegas.

Like SO! What? SOcial on Facebook or follow us on Twitter

What is Content Marketing?

31 Jan

This is how today’s top marketers define content marketing:


How would you define content marketing?

SO! What? A SOcial Media Company. Engage. Connect. SOcialize

Located in Vancouver, British Columbia.

More information? Contact us:

Marketing: Lead Nurturing vs E-Mail Marketing

14 Jan

The adoption of Marketing Automation technology is expected to increase to 50% by 2015. according to Sirius Decision. Because of lack of basic understanding, expertise, and methodology companies are not able to use marketing automation tools to their full potential. For example many settle for basic email marketing campaigns and miss out a great opportunity to increase conversion optimization rates with Marketing ROI.

Email Marketing vs. Lead Nurturing Infographic provides an overview of the differences  helping marketers realize that they can have a greater lasting impact!


20 Marketing Trends & Predictions for 2013 & Beyond

10 Jan

What if you had a glimpse into the future? What would you change today to plan for tomorrow? In reality, the future can be predicted and the best marketers already have their destination mapped out.

In 2012, the world of marketing underwent major changes. We saw the rise of Pinterest, several IPOs and acquisitions, an aggressive political ad war, Facebook’s 1 billionth user, and watched one Korean artist turn into a global phenomenon thanks to YouTube.

But what’s in store for 2013? Let our new guide serve as your navigation system into the world of marketing in 2013.

Now then, let’s gaze into the marketing crystal ball, and uncover what marketing will look like in 2013.

In addition, you’ll read predictions from industry leaders such as:

  • Rand Fishkin, SEOmoz founder and CEO
  • Brian Halligan, HubSpot co-founder and CEO
  • David Meerman Scott, Best-Selling Author
  • Greg Alexander, Sales Benchmark Index CEO
  • Nick Johnson, Useful Social Media founder

Download Marketing Trends & Predictions 2013 & Beyond Now!


21 Social Media Updates & Advancements to Inspire Your 2013 Strategy

1 Jan

2012 has been a year of change in social media.

Although Twitter and LinkedIn ended their relationship, they both worked to make segmentation easier. Meanwhile, Facebook bought Instagram and took strides towards making global marketing easier.

Now it’s time to integrate these updates swiftly into your marketing strategy.

With 2013 here, take this time to learn about these updates and start the year off fresh. We’d like to help out by sharing the 21 biggest updates and advancements from 2012. Review them to help make the difference you’ve been waiting for in your social media strategy.

Download Social Media Updates & Advancements NOW!


What is Content Marketing?

29 Dec

What is Content Marketing?

What is Marketing?

27 Dec

The Step-by-Step Guide to Lovable Marketing Campaigns

22 Dec

Using marketing to earn the love of your prospects can have a tremendous impact on your business. You give rise to a movement of brand evangelists and supporters who will help you grow.

From producing a stellar marketing offer, through promoting it on your channels, to measuring its impact, this ebook will teach you how to piece together the main components of a holistic marketing campaign.

Most importantly, you know how to make each of these components valuable, consistent and timely–all prerequisites for creating marketing that your prospects will love.

By reading this ebook you’ll learn:

  • How to develop compelling marketing offers
  • How to drive visits to your offers and convert them into leads successfully
  • Ways to nurture leads and make them more qualified
  • What metrics to track to evaluate performance

Download Lovable Marketing Campaigns NOW!

Top LinkedIn Groups for Social Business

3 Nov

eMarketing Association Network

Largest and most active Marketing Group with 457,000+ members. Managed by the eMarketing Association, the worlds largest Internet marketing association- Open to all interested in Internet Marketing. Focus on Social, eMail, Search, mobile and Web marketing. Special offers for members from the eMA.

Be sure to check out our annual conference, The Power of eMarketing, Providence, 11/24-25, certifications, online ecourses, memberships, social networks, and conferences at our website:

Social Commerce: Selling With Social Media

First, there was online shopping. Then, social networking. The two are quickly merging to become a dominant force for e-commerce. What is social commerce? How are companies using this new concept to engage consumers with their products and each other to boost sales and brand loyalty?

Join us as we discuss all aspects of social commerce, from group deals and Facebook shopping to social media ROI.

Inbound Marketers

Online group for marketing professionals.

A community those looking to reach their best customers online through techniques like inbound marketing, search engine optimization (SEO) and social media.

Visit for more group features and resources.

E-Commerce Network

– Strategy
– IT Governance
– Project & Program Management
– Resource Allocation & Roadmap Management
– E-Commerce & E-Marketing topics (SEO/SEM/Programming/Usability/Web Analytics/Design/Functionalities/Web 2.0)
– Website Development
– KPI / Dashboard Definition
– Jobs / Open Positions


MarketingProfs is a community of marketers centered around smart, quick, and actionable know-how and discussion. More than 360,000 subscribers read our newsletters and blog, attend our events and seminars (both live and virtual), and participate in the MP discussion forum. Join us!

Small Biz Nation

This group is a valuable, exciting and new resource for small businesses looking to maximize their success. Here, the vast and growing LinkedIn community of small- business leaders can collaborate and share ideas, while gaining valuable insight from a variety of industry experts, and technology leaders HP and Intel. With special emphasis on mission-critical issues, this unique forum provides an excellent opportunity to learn helpful tips, tricks and best practices—all to keep your small business moving forward. Get advice. Get answers. Get rewards. Join now.


Have Smartphones and Social Media Made Your Website Irrelevant?

14 Sep

Buchanan, MI (PRWEB) September 14, 2012

The rapid rise of social media and smartphone adoption has sparked lively debate among executives questioning the relevancy of a company’s website and the importance of its web presence.

Against this backdrop, the Internet consultants at Precept Partners have answered the challenge with the complete redesign and re-launch of its own company website at The award winning, Michigan based Internet design and development firm serves clients in multiple industries throughout the Midwest.

“We see the rapid rise in mobile devices as an important long-term trend; companies that ignore smartphones and tablets may be doing so at their peril. With the re-launch our own website, we paid particular attention to a design that would be easy to use on Android tablets and phones, as well as Apple’s popular iPad and iPhone products,” said Stephen Antisdel, manager of Precept Partners.

Commenting on the growth of social media Antisdel added, “Our new site includes links to our blog, LinkedIn, Google+, Facebook and Twitter. Obviously, we use social media; it’s become a vital part of the larger “Internet ecosystem”. But, we don’t see it replacing our website or other online marketing initiatives. Social media certainly has a role in building relationships, but it doesn’t replace the functionality or expanded “story telling” ability of a well-designed and executed website.”

The new Precept Partners website explains the firm’s project development process, its six core service offerings, and highlights websites designed and developed for clients in a various sectors including manufacturing, services, e-commerce, and member supported.

About Precept Partners
Precept Partners provides award winning website design, development and online marketing proven by more than $100MM in online sales revenue. Launched in 2003, the company serves clients in retail, professional services, e-commerce, OEM manufacturing, technology and not-for-profit sectors. Client awards and media recognition includes coverage in The Wall Street Journal, BusinessWeek, and NPR. Client awards include the Inc. 500, the Internet Retailer 500, the Hot 100 Best Retail Websites, the Webby Award and many others. More information at


Social Media for Small Businesses – Defining a Strategy

12 Sep

NEW YORK, Sept. 12, 2012 /PRNewswire/

Fundamental to any successful social media program is aligning the strategy to a specific business goal and then defining and prioritizing the marketing tactics to support it.  This is especially important to small business owners who are braving the complex world of social media for the first time and seeking a manageable plan that is worth their effort and brings value to their business.

“What Should My Social Media Strategy Be?,” the second PR Newswire article in a six-part series focused on social media for small businesses, helps those just getting their feet wet with social media identify possible social media objectives – from increasing networking opportunities to generating leads to improving customer service.  The article also provides some basic steps to help position a business for social engagement, as well as tips for small business owners to locate their audiences – and potential customers – online.

To read the complete article, visit  Stay tuned for next week’s article, “Which Social Media Sites Should I Use for My Strategy.”

PR Newswire’s PR Toolkit is a comprehensive resource that provides small businesses and entrepreneurs the tools to develop an affordable public relations & marketing plan that helps them increase search engine rankings, generate interest from potential customers, engage with key audiences and grow their businesses.  The toolkit features relevant content such as informative white papers, interactive webinars and how-to articles and premium access to educational resources, as well as the opportunity to take advantage of special offers designed specifically for small businesses. To request information on how PR Newswire can help your small business, click here. You can receive updates on new PR Toolkit content by following @prnsmallbiz on Twitter.

About PR Newswire

PR Newswire ( is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 58 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world’s enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Media Contacts:
Rachel Meranus
Vice President, Marketing and Communications
PR Newswire

Meryl Serouya
Marketing and Communications Associate
PR Newswire

SOURCE: PR Newswire Association LLC

Integrating Search and Social with Content Syndication to Maximize Storytelling

12 Sep

NEW YORK, Sept. 12, 2012 /PRNewswire/

 The volume of content being published and the pace at which it is being created is increasing rapidly, requiring professional communicators to evolve their strategies and give their content the strongest opportunity to be seen, heard and interacted with by their online audiences.

At Content Marketing World 2012, PR Newswire’s Global Director of Emerging Media, Michael Pranikoff, addressed how the syndication of content is a critical factor in how content is found in search and shared through social media.  Specifically, he explored how organizations can integrate the three elements to strengthen the visibility and engagement of their brand, product, or message with their intended audiences.  To view his presentation, visit:

Michael was in the company of dozens of innovative and inspiring presenters at Content Marketing World and PR Newswire’s representatives in attendance were blogging about their favorite sessions and lessons learned.  To read about some of the highlights from Content Marketing World Day 2, visit Beyond PR for blog posts including:

About PR Newswire
PR Newswire ( is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 58 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world’s enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Media Contacts:
Rachel Meranus
Vice President, Marketing and Communications
PR Newswire

Meryl Serouya
Marketing and Communications Associate
PR Newswire

SOURCE: PR Newswire Association LLC Teams Up With CrowdRise To Launch Crowdsourced Wedding Charity Registry Program

15 Aug

NEW YORK, Aug. 15, 2012 /PRNewswire/, the #1 wedding planning resource, today announced the launch of its Charity Registry Program powered by CrowdRise, the leading micro-fundraising site benefiting nonprofit organizations. Couples who are passionate about giving back can now choose from 1 million+ nonprofit organizations to create their own charity registry so that guests can make donations as their wedding gift.

“Brides and grooms love having donations to their favorite charity alongside traditional gifts on their gift registries, and guests feel good ‘buying’ them!” says Carley Roney, cofounder and editor in chief of “We are thrilled to partner with CrowdRise to build out Charity Registry Program because of its innovative ability to make fundraising fresh, fun and completely viral through a social community.”

“ Charity Registry Program is awesome and reflects the notion that people want their own philanthropic narrative to be part of everything they do,” says CrowdRise Cofounder Robert Wolfe. “People giving to people who are doing something amazing for charity is so much more personal than people giving directly to a charity. I’m confident that weddings will become one of the most notable ways that people choose to give back.”

To help raise awareness for the Charity Registry Program, has also partnered with Runaway Bridesmaids, a trio of female travelers and authors who’ve gathered a team of more than 100 friends, boyfriends, husbands and colleagues to run the New York Road Runners Fifth Avenue Mile in New York City on September 22, 2012. Runaway Bridesmaids Holly Corbett, Amanda Pressner and Jennifer Baggett and their friends all plan to run in bridesmaid attire (even the men!).

Amanda Pressner and her fiancé will run the mile as Charity Registry’s “First Couple” to raise money to help fight sex trafficking through New Light, an organization that provides shelters, healthcare and education for women and children in India’s largest red-light district.

Amanda and four additional Runaway Bridesmaids will run the ING New York City Marathon on November 4 fully dressed in their bridesmaid attire to show their charitable support.

“It’s so important to give back, and the new Charity Registry Program from makes it easy for you to use your wedding day to do good,” says newly engaged Runaway Bridesmaid Amanda Pressner. “Because we’re getting married in our 30s, my fiancé Jason and I have already acquired many of the household items—like linens, dishes and flatware—you might find on a traditional registry. Rather than replacing what we already own, we’ve encouraged our guests to channel their generosity to a cause that we believe in by making donations through our charity registry. Even a modest donation to Runaway Bridesmaids will go a long way toward helping women in need start a wonderful new life of their own.”

For more information on the Charity Registry Program available at, visit the


The Knot is the nation’s leading wedding resource, reaching nearly every bride in America through the #1 wedding website,; The Knot national and local wedding magazines; The Knot book series; and syndicated columns in newspapers nationwide. The Knot is the flagship brand of XO Group Inc. (NYSE: XOXO, a global media and technology leader devoted to weddings, pregnancy and everything in between, providing young women with the trusted information, products and advice they need to guide them through the most transformative events of their lives. Follow The Knot on Twitter @theknot.


CrowdRise is a fundraising site dedicated to the idea that raising money for charity and giving back has got to be fun. CrowdRise’s custom-built platform and game mechanics provide fundraisers, charities and events with a unique way to raise the most money for their causes and share compelling philanthropic stories with their personal networks. The site lets anyone turn their friends into an active base of donors for any cause.

In 2011 CrowdRise topped Mashable’s list of “Most Innovative Crowdfunding Platforms” and was named a “Top 25 Best Global Philanthropist” by Barron’s. CrowdRise was founded by actor and activist Edward Norton, producerShauna Robertson, and the founders of Moosejaw, Robert and Jeffro Wolfe.

Thousands of charitable organizations, events, celebrities and everyday donors have made CrowdRise their philanthropic base for giving back.


Melissa Bach
Public Relations Manager
The Knot
(212) 515-3594

Aaron Gannon
SunshineSachs (CrowdRise PR)
(212) 691-2800

Holly C. Corbett
Runaway Bridesmaids Founder
The Lost Girls
(917) 628-9420



PR Newswire

Constellation Software Inc. Acquires COREsense Inc.

13 Aug

TORONTO, ONTARIO–(Marketwire – Aug. 13, 2012)

Constellation Software Inc. (“Constellation”) (TSX:CSU) announced today that it has completed, through its wholly-owned subsidiary Friedman Corporation (“Friedman”), the acquisition of the business of COREsense Inc. (“COREsense”).

COREsense offers fully-featured, configurable applications for multi-channel retailers and direct to consumer manufacturers, through a hosted solution. COREsense’s ERP solution (ERP) supports a broad range of specialty retailers including; fashion and apparel, aftermarket automotive parts and sporting goods. COREsense is headquartered in Saratoga Springs, New York and has customers throughout North America.

As a result of the purchase, the COREsense business will become part of Constellation’s Friedman Operating Group, and will operate as an independent division of Friedman. COREsense will continue to develop, enhance, and sell their ERP software solutions and provide high levels of customer support.

Eric Herrmann, Chief Financial Officer of the Friedman Operating Group, commented “the acquisition of COREsense compliments the Friedman Operating Group’s markets and product portfolio. The COREsense product offering will enable us to further grow our presence in the distribution, fulfillment and retail management market sectors across specialized industries.”

About Constellation:

Constellation’s common shares are listed on the Toronto Stock Exchange under the symbol “CSU”. Constellation Software is an international provider of market leading software and services to a number of industries across both the public and private sectors. Constellation acquires, manages and builds vertical market software businesses that provide mission-critical software solutions to address the specific needs of its customers in those industries.

About Friedman:

Friedman Corporation is headquartered in Deerfield, IL and is a wholly-owned subsidiary of Constellation Software. Friedman Corporation specializes in complete ERP solutions for manufacturers and distributors of “make to order” and “engineer to order” products in the building products, capital equipment, and automotive sectors. The Friedman Operating group also has a complementary portfolio of software offerings for transportation management, material optimization, supply chain management, multi-channel merchant and direct-to-consumer distribution. For further information about Friedman Corporation, please visit their website at

SOURCE: Marketwire

The social media medallists

10 Aug

The social media medallists. Read: #Olympics #socialmedia #London2012 #athletes

Microsoft Committed to Do Not Track by Default

10 Aug

Microsoft Committed to Do Not Track by Default. Read: #Microsoft @SOWhatSOcial_

Here’s Everything Marissa Mayer Is Doing To Make Yahoo More Like Google

10 Aug

Here’s Everything Marissa Mayer Is Doing To Make Yahoo More Like Google. Read: #Google #Yahoo

How To Go Viral On YouTube: The Untold Truth Behind Getting Views

10 Aug

How To Go Viral On YouTube: The Untold Truth Behind Getting Views. Read: #YouTube #viral #socialmedia

DJ Waldow and Jason Falls on Marketing Smarts: Email Marketing for Rebels [Podcast]

10 Aug

Hosted By:
Matthew Grant
This has a 5 star rating
All rumors to the contrary, email marketing is not dead or dying; in fact, DJ Waldow told me in this week’s episode of Marketing Smarts, “It’s thriving and growing.”

I invited DJ and his co-conspirator, Jason Falls, to the show to discuss their forthcoming book, The Rebel’s Guide to Email Marketing, and to find out, first and foremost, why they would write a book about email marketing in this day and age!

2.9 Billion Accounts Can’t Be Wrong

The first reason, as indicated above, is that they were sick and tired of hearing that email marketing is dead when, actually, 94% of people who are online use email regularly (for the mathematically declined, that’s pretty much everybody), there are 2.9 billion email accounts in the world, and the percentage of time that people spend looking at commercial emails is steadily increasing.

Erroneous Advice

The other reason they wrote the book is that, according to Jason, “There’s just been a lot of erroneous advice out there telling people a subject line has to be a certain number of characters or you can’t use ‘FREE’ in the subject line, or it’s a no-no to buy a list or use a pop-up to collect email addresses.”

Driven by the rebellious attitude announced in the title of their book, DJ and Jason spend a lot of time identifying and debunking these bits of erroneous advice. As they see it, most of the best-practices related to email marketing that people find on the Web just don’t hold up when you test them in specific contexts; and, in fact, people can sometimes get better results by doing the exact opposite of what the best-practice prescribes.

Test, Test, Test

“You can’t just assume that if we say you should always do this or this is something that’s worked for us, it’s going to work for your audience,” Jason says. “You’ve got to test it.”

Now, if you read MarketingProfs or attend any of our PRO Seminars, then the importance of testing won’t be news to you. However, even though there are no “best-practices” per se, and although you should find out what works best in your context by testing your assumptions, many people don’t actually test at all. I asked DJ for the reason they don’t.

Testing Ain’t Easy!

After assuring me that it wasn’t just a case of laziness, as I may have intimated, DJ explained that “not all email service providers (ESP) make it easy to test.” That is, they may provide you with the basic mechanisms, but you may have to do a lot of manual test set-up (list prep and segmentation, etc.) yourself.

This brings us to the other problem: Testing, whether supported by the ESP or not, is still work.

“We’re all busy people,” DJ said, “For some, [just] to get an email out the door is an accomplishment, let alone thinking about testing—and [about] what are you going to do and what’s the subject line. And you’re talking about some teams that are one-person teams.”

Don’t Forget to Measure the Things that Matter

Whether you are testing or not, you do need to evaluate the performance of your email marketing efforts, and that means measuring what matters.

Measuring what matters can also help you determine whether the best-practices you’ve chosen to follow are really best for you. For example, many email marketers look at open rates when they are measuring the effectiveness of subject lines, and in many cases shorter subject lines do drive higher open rates.

However, email messages with longer subject lines, though opened less frequently, can have higher click-through rates once opened, the theory being that longer subject lines may better “qualify” recipients so that they are “opening with intent.”

Email Marketing Doesn’t End With an Open!

“When you send an email as a business, what are you trying to do?” Jason asked. “You’re not trying to get them to, in most cases, respond to the email or subscribe to the same list they’re already subscribed to. You’re trying to get them to click through to something.”

“You’re using email,” DJ added, “as that conduit to drive somebody somewhere else.”

Accordingly, you have to ask yourself whether you are looking at and measuring the right things. Getting a lot of people to open your emails is great, but if that’s all they did, then pretty soon you might find yourself out of a job!

The Bottom Line

Even though email marketing has been around for a while, the continuing evolution of the online landscape and the steady proliferation of devices on which email is viewed still leave plenty of room for experimentation—and an aggressive testing of best-practices. In fact, with so much ongoing change, breaking the rules may be the sole best-practice with any staying power.

On this point, and in the context of integrating social media and email marketing, DJ said something interesting: “You’re not really breaking the rules when it comes to email and social because, I think, the rules are still being created.”

And if the rules are still to be created, rebel, you may have the chance to make up a few of your own!

If you’d like to hear my entire conversation with DJ and Jason, you can use the player above or download the mp3 and listen at your leisure. Of course, you can also subscribe to Marketing Smarts via RSS or in iTunes and never miss an episode! 

This episode features:

DJ Waldow, CEO of Waldow Social. DJ has spent nearly seven years in the email, social, and community-building world. A prolific blogger and speaker, he has written for various publications, including MediaPost’s Email Insider and MarketingProfs, and has spoken at conferences, such as BlogWorld, and for various organizations, including the University of Utah Business School.

Jason Falls, who has led a national advertising agency’s interactive and social media efforts, worked with Fortune 100 brands as a social media strategist, and served as an independent consultant in the social media industry. He has advised major, regional, and niche brands, including Humana, The Envelope Manufacturers of America, Jim Beam and Maker’s Mark bourbons, Louisville Slugger, and The National Center for Family Literacy.

Matthew T. Grant, PhD is managing editor at MarketingProfs. He divides his time between designing courses for MarketingProfs University and hosting/producing the Marketing Smarts podcast. To contact him about being a guest on Marketing Smarts or teaching a MarketingProfs University class, drop him a line. You can also reach him via Twitter (@MatttGrant) or his personal blog .
SOURCE:  MarketingProfs

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