How to Flip Off 250,000 People

"No longer are we padding our metrics with vain, inflated subscribers who ultimately harm our deliverability and email performance. Instead, we're keeping our email list smaller, but way healthier and more effective."

Apparently their metrics are more important than goodwill, mistake or not.

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

Company News is No News

Image
"Sign up for our newsletter to keep up to date with us." "Sign up to get company news and other info." Does that make you want to invite yet another email into your inbox? I think not. what NOT to do I did a search on Twitter for #enewsletter . One thing stood out: companies luring people to sign up with the promise of company news. Now, there aren't many instances where I'd be interested in hearing about new employees and new client projects and new branch offices. Here are those instances: you are my friend, you are my client, or you are my supplier. And if you are any of those, it won't be long before I'm telling you what you're doing wrong. If I don't know you, your company news won't interest me or anyone else who doesn't know you. You need to lure me with something useful or interesting first. (And it seems especially lame when those posts are lined up all in a row in Hootsuite.) I'm not saying not t...
Keep reading »

Warm Up those Cold Calls

Image
Many organizations are engaging in email marketing these days – informational newsletters, promotional emails, or both. Some of these organizations have even done a great job of integrating email marketing with their social media efforts as part of a comprehensive online marketing strategy. But few have made the connection between email marketing and sales . This is an opportunity that deserves your attention. Make the most of your email marketing activities by taking advantage of all the ‘intelligence’ you can gather about your subscribers. Email service providers (ESPs) have functionality that enables you to review your overall statistics (opens, clicks, etc.). They also have the functionality to take your sales prospecting to a whole new level – you can actually see who clicked on what link. Yes, dear public, marketers have been collecting this info for years. For example, if you offer two product lines, let’s say Brand A and Brand B, and you include links to more information ab...
Keep reading »

10 Most Read Blog Posts from 2018

Image
It's always useful to check in on your blog stats so you can see what people are interested in reading. This year I'm a little surprised with some of the posts that have been read the most on Work Better, Not Harder. Here they are: #1. 7 Out Of 12 Small Business Bloggers Agree On This When I teach marketing courses, the group eventually tires of seeing this list of key reasons for publishing a blog or newsletter come up on the screen in every class. Focus on only 2-3 main goals. #2. Social Media Day Halifax 2018 Marketing Conference For the first time, Halifax celebrated Social Media Day in grand style this year. I'm proud to be one of the organizers of the first Social Media Day Halifax conference which took place on June 22nd. #3. 3 Ways Having a Social Media Strategy Will Save You Time Guest blogger Anita Kirkbride says, "If your paralysis stems from social media, the best way to get moving is to create a social media strategy and plan out what you need to be do...
Keep reading »

Quick Tip - Avoid Hidden Format Problems

Image
When you're inserting content into your newsletter, website or blog, you're often copying it from other documents.  I suggest you always compose in Word (or similar) to take advantage of its spelling and grammar-checking functionality. Your formatting in Word may not be the same as your default formatting in these various applications.  While there are a raft of applications that make it easy now to do your own newsletter, website and blog, most of them are converting your content to html code in the background.  When you copy in text that is already formatted, you're possibly creating problems behind the scenes .  As well, you'll end up with differing fonts and sizes that all have to be corrected before you publish. You can avoid the potential for problems by stripping off all formatting before you paste into the application.  An easy way to do this is to use Notepad (or similar).  You simply open a blank notepad document, paste your con...
Keep reading »

9 Types of Customer Generated Content

Image
Do you want more customers like the ones you already have? You can use experiences with your current customers to develop content that will attract more of the same. Customer-generated content is akin to 'social proof' - it elevates your reputation . By 'content' I mean all the 'stuff' on your website, social media accounts, blog, newsletter, brochures and so on. How do you get your customers to do this work for you? Success stories: Interview a client and write a blog post about it. Or ask them to write it themselves . Or do it live via Blab or Periscope and save the recording to post online. Prepare a few questions in advance so the advantages of using your product or service will be highlighted. Lessons learned and improvement opportunities: Write about a customer service experience and what you learned from it. This doesn't have to be negative. Case studies and examples: This works great if you do project-type work or customization. As abo...
Keep reading »

Milestones Mean Business

Image
I firmly believe that you manage what you measure . Numbers provide context so we know when we’re doing good or not so good. Sometimes we’re not even sure what the numbers are telling us and that requires a little more research and reflection. And sometimes we don’t know what to do as a result of the numbers. Take website stats for example – does anyone really know what to do with those? Reaching milestones - now those are numbers to celebrate! This newsletter is our 50th issue. That’s 250 articles we've shared – almost 100,000 words of wisdom for small business owners from 150 different authors. We hope that you've found some useful and interesting things over the years. Why are we celebrating? Our newsletter has brought us lots of great things. More social media contacts More subscribers = potential clients and referrers Enhanced reputation Improved technical skills Better writing skills - practice makes perfect More pageviews - blog and website More ref...
Keep reading »

Sharing Is Endorsing

Image
In the press for time to get everything done, it can be tempting to share content from trusted sources that you do not review. Sharing content from other experts, colleagues and organizations is a great way to let your fans know that you: keep up with current trends actively pursue continued learning are an expert in your field are aware of what other experts are talking about are plugged in to the local business community Keep in mind that when you share content, your fans assume that you endorse the content. Even with trusted sources, things can go wrong. Take the time to read what you share. If you don't agree, say so. If you do agree, mention why. Show your fans that you have read the content yourself. The last thing you want to do is mislead your fans by sharing content that is contradictory to your own opinion. And a fan that has come to rely on you for great shares, will be disappointed if you share something of no value to them other than the catch...
Keep reading »

Is Your Canadian Small Business Compliant with CASL Yet?

Image
It's that year - the Canadian Anti Spam Legislation comes fully info effect on July 1, 2017. Wait, before you roll your eyes and click away, read the next paragraph. The average small business in Canada has nowhere near the list size to trigger an investigation under CASL. And the reality is most small businesses aren't yet CASL-compliant... and that probably includes yours (and even mine). There's no need to get alarmed. Here are the 4 most obvious ways businesses aren't yet fully compliant. #1. Subscription process is missing a description of what content the subscriber can expect to receive and how often You don't want to be misleading and you also can't be too vague. Simply "Sign up for my newsletter!" is not good enough. Besides, you want a killer call-to-action ; it makes good sense regardless of CASL. Offering a free download? If you plan to add the contact to your regular mailing list, you still need to say that. #2. Maili...
Keep reading »

Do what Feels Right to You

Image
photo by tempophage I had what I thought were a couple of smashing ideas for the newsletter design for a new client. She politely declined. Of course, I asked, "Why?" (I must have been a real challenge at age 4.) The discussion that ensued was insightful and interesting and helped me to understand my client's brand, image and personality so much better. Sometimes 'bad' ideas lead to great things. The lesson here? When someone you're working with throws out an idea that they're obviously excited about, don't jump on the bandwagon if it doesn't feel right. Stand up for what's authentic to you , right there, on the spot. Also, embrace the opportunity to explain your position so that everyone can get on the same page. That is how relationships are built.   Click to Tweet this Article
Keep reading »

Count your Contacts: In or Out?

Image
I get it... this anti-spam stuff is onerous and complicated. So you might be thinking that you’ll send your current subscribers a consent request just to be safe. It can’t really hurt anything, can it? Safe, not sorry, right? This is a situation where safety has a significant price tag. Here is an example to show how your current email marketing efforts will be impacted. Let’s say you have a list of 1000 subscribers . (Keep in mind that you may already have express consent from some of them.) We’ll be generous and say you get an average open rate of 25% (industry average is 20%). That means that 250 people open your newsletter, but not always the same 250 people. Out of those 250 who open your email, how many do you think will opt-in? Statistics (and my experience) show that it will be about 30% - in this case, 75 people . With one swift move you've reduced your mailing list from 1000 to 75. Will you continue to publish a newsletter for 75 people? And what about...
Keep reading »