Don't be creepy. It is easy to over use personalization but a recent study shows that if you over step your bounds, people turn you off.

http://blogs.wsj.com/biztech/2008/07/03/personalized-emails-are-creepy-not-effective/

It seems like this ought to be common sense. But then again when have marketers committed to common sense? I wouldn't call my cousin's wife "sugar" or "hot stuff" or "fine young thing". It is simply out of line for the level of our relationship. The same holds true for email.

After all, isn’t it about delivering the right message to the right fan at the right time through the right medium? Anything else doesn't work.

Labels: email marketing, personalization, relationship, strategy

Per our friend Seth Godin. Here is the original.

It is just to good not to post.

1. Is it going to just one person? (If yes, jump to #10)



2. Since it's going to a group, have I thought about who is on my list?



3. Are they blind copied?



4. Did every person on the list really and truly opt in? Not like sort of, but really ask for it?



5. So that means that if I didn't send it to them, they'd complain about not getting it?



6. See #5. If they wouldn't complain, take them off!



7. That means, for example, that sending bulk email to a list of bloggers just cause they have blogs is not okay.



8. Aside: the definition of permission marketing: Anticipated, personal and relevant messages delivered to people who actually want to get them. Nowhere does it say anything about you and your needs as a sender. Probably none of my business, but I'm just letting you know how I feel. (And how your prospects feel).



9. Is the email from a real person? If it is, will hitting reply get a note back to that person? (if not, change it please).



10. Have I corresponded with this person before?



11. Really? They've written back? (if no, reconsider email).



12. If it is a cold-call email, and I'm sure it's welcome, and I'm sure it's not spam, then don't apologize. If I need to apologize, then yes, it's spam, and I'll get the brand-hurt I deserve.



13. Am I angry? (If so, save as draft and come back to the note in one hour).



14. Could I do this note better with a phone call?



15. Am I blind-ccing my boss? If so, what will happen if the recipient finds out?



16. Is there anything in this email I don't want the attorney general, the media or my boss seeing? (If so, hit delete).



17. Is any portion of the email in all caps? (If so, consider changing it.)



18. Is it in black type at a normal size?



19. Do I have my contact info at the bottom? (If not, consider adding it).



20. Have I included the line, "Please save the planet. Don't print this email"? (If so, please delete the line and consider a job as a forest ranger or flight attendant).



21. Could this email be shorter?



22. Is there anyone copied on this email who could be left off the list?



23. Have I attached any files that are very big? (If so, google something like 'send big files' and consider your options.)



24. Have I attached any files that would work better in PDF format?



25. Are there any :-) or other emoticons involved? (If so, reconsider).



26. Am I forwarding someone else's mail? (If so, will they be happy when they find out?)



27. Am I forwarding something about religion (mine or someone else's)? (If so, delete).



28. Am I forwarding something about a virus or worldwide charity effort or other potential hoax? (If so, visit snopes and check to see if it's 'actually true).



29. Did I hit 'reply all'? If so, am I glad I did? Does every person on the list need to see it?



30. Am I quoting back the original text in a helpful way? (Sending an email that says, in its entirety, "yes," is not helpful).



31. If this email is to someone like Seth, did I check to make sure I know the difference between its and it's? Just wondering.



32. If this is a press release, am I really sure that the recipient is going to be delighted to get it? Or am I taking advantage of the asymmetrical nature of email--free to send, expensive investment of time to read or delete?



33. Are there any little animated creatures in the footer of this email? Adorable kittens? Endangered species of any kind?



34. Bonus: Is there a long legal disclaimer at the bottom of my email? Why?



35. Bonus: Does the subject line make it easy to understand what's to come and likely it will get filed properly?



36. If I had to pay 42 cents to send this email, would I?

Labels: deliverability, email, email marketing, inbox, marketing, strategy

A highly qualified subscriber list is the cornerstone of a successful email marketing campaign. However, many lists get torn apart because of simple mistakes folks make in the heat of getting an email sent. By taking just a few minutes to certify the accuracy of your list, you can ensure deliverability and make an impression.

Here is some insight from the pros. Al Iverson “Email Delivery Guru” from ExactTarget says,

"What youll find new on this front in 2008 is that ISPs are clamping down more than theyve ever done before. Theyre automating their spam filtering and becoming faster on the trigger. Theyre now blocking more quickly, and declining to unblock more often. Theyre outsourcing more of their mail delivery choices to third parties... Thats why its becoming more important than ever to proactively ensure maximum deliverability through adherence to permission. If you dont, you could easily find yourself trapped in a deliverability quagmire that you cant easily resolve even though its a practice that you received no negative feedback about previously!"

The potential pitfalls can be avoided by taking the time and using best practices. Email marketing has grown into two-way communication and taking care of your subscribers by sending highly relevant information in a timely manner is crucial. Listening to what your fans have to say will pay dividends long after the email has been sent.

Labels: email, email marketing, ExactTarget, FanMail

Hershey Entertainment and Resorts increases their subscribers by 33% in 10 months through custom profile centers, a streamlined opt-in process and more. Check out the video case study from our partner ExactTarget.

Labels: database, email marketing, ListGrowth, strategy

Labels: design, email marketing, marketing

Another Planet Entertainment (APE) had been blasting their e-mail list without the ability to track how effective those sends had been. Getting past spam filters presented another problem. Using tracking features within FanMail, Another Planet was able to clean-up their list and in turn base sends on past behavior. Streamlining the process and using information on hand enabled APE to drive ticket sales through pre-show e-mails. Also, they were able to directly track money spent on a specific send and the ticket income received.

Check out this case study on Another Planet Entertainment.

Have you made $28,000 on a $75 investment? You should.

Labels: Another Planet Entertainment, conversion tracking, email marketing, FanMail