Simple Really Is Better Sometimes

I have always been a fan of Timberland’s email marketing campaigns. The combination of aesthetics and messaging have always been a good fit for my “simple is better”  philosophy around marketing design. (When you’ve worked with local car dealers, you’ll understand why I feel that way.) Anyway, while yes, I am about a month and a half late on reporting this email, I wanted to show you a great example of why I like Timberland’s campaigns: Let’s dissect this bit by bit: The Subject Line: I am a huge movie fan, and have always been able to ramble off movie quotes at the drop of a hat. So naturally, this subject line (“I coulda been a contender”) jumped out at me and appealed to the movie geek side of me. It also flows nicely into the content. Strong, Simple Image: Timberland is known for its boots. It’s also a sponsor for the Sundance Film Festival in Park City (which is known for its snow). Talk about a great way to showcase your best product in the best surroundings while in a very nice way announcing your sponsorship. Excellently done. Simple Yet Provocative Headline Content and Drive to Primary CTA: There is a bit of fun in the headline, and I appreciate that they’re not necessarily trying to sell product first. They really are putting the event first. Simple. Effective. I dig. Navigation, Preheader, and Mobile are all there: Timberland didn’t miss the basics in this, but also didn’t allow the

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Email Marketing Pro Tip: Use Excessive Images in Email

Are you tired of email marketing tips? No? Excellent. We hope you guys have a pencil or something because this content is pure gold. Gold I tell you, gold. When talking about email marketing, you really never can have too many images. A good rule of thumb — when you think you have enough images, double it. About the author: Evan Diaz is managing director of Lucky Red Pixel. You can also find him at @evandiaz

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Email Marketing Personalization, Nullified

I just wanted to share some Null-ification spotted on twitter last week. Do you see how well personalized this email is? Our friend Null tried to send us a great follow up, just to check in. Actually he is not just a run of the mill Null, he is the best Null according to his sign off. I definitely like the way his phone number is personalized too. Isn’t that cool? Your name is Null and your phone number is also Null. It must be super custom, because normally phone numbers have more than 4 digits. The best part of it is that they remembered not to address me by my first name. Yes, some people like that, but I don’t know Null personally, so that would be awkward. If you look very closely, you can see how they left my name out, by the extra spaces between Hello and the comma. One Pro Question remains, did you survey to get this brilliant personalization or was it via analytics? All props go to @rorycarlyle for sharing this great example of #bad #personalization with us on twitter. About the Author: Jordie van Rijn is an independent email marketing consultant at EmailMonday and editor of Emailvendorselection.com. You can also find him @jvanrijn.

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You Might Be a Spammer If

Nice to meet you, Mr. Legitimate Email Marketer. Actually, you look kind of familiar. Have we met before? You look just like this guy I know…what was his name? Oh yes! You look just like Mr. Spam! Oh – I do apologize. I didn’t mean to make you angry. You’ve heard of him, then? Oh, you’re talking about the guy with the Viagra and Rolexes you can win and free iPads and friends in unfortunate situations who just happen to be rich, generous Nigerian princes. Yes, I know him – that’s Scam Spam. But I’m talking about his brother, Oblivy S. Spam. That’s the one you look like. Oblivy’s got a real business and just wants to promote it honestly. But he’s a little desperate for results, so sometimes he crosses the line. Know who I mean? He’s that guy who: – Is an affiliate for twelve companies – and promotes them all to that one, tired list. – When asked where he got those new addresses he’s importing to his list, whines, “I just found them!” – Has accounts with multiple email service providers. When his message doesn’t go through from the first one, he just sends it from the other! – Is trying to write an app to dump each new Facebook contact’s details into his subscriber list, and can’t understand why no one will help him! – Puts {firstname}in the from line of his email to {firstname}. Everyone likes to hear from themselves. – Considers it perfectly

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Ignore Email Marketing ‘Best Practices’, Period.

Before you disregard this post due to its title, humor me and read through the first paragraph. If you agree, disagree or have something to say; please comment. This post is more for brain food than expertise for you to follow. Understand; there are many “good practices” or “general practices” within the email marketing space, but not all apply to every company’s needs or even the needs of the general email marketing populous. Still reading? “Best practices”, the phrase, is a bit misleading.  It leads one to assume that what’s good or ‘best’ for one is just as good for another – that’s false.  My suggestion is to use the general practices of the industry to create a solid foundation for your email program as a beginning. If you’re already waist deep in a program that’s in need of new life, I recommend you remove practices one at a time till you can pin point where the program lacks and apply what’s generally working to fill the void. Sound dumb? I hope not, it’s not where it ends. From that point, application of the “best practice” for that program is where the difference is made. Defining key indicators and recipient trends will reveal where the real jewels are. That’s your “best practice”; what’s best for your recipients, customers, prospects and partners is the motivation. Finding what they like, react to, spend time/money on and garner value from is your programs “best practice”. Make sense? Relationship and expectations are what drive

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GoDaddy Attempts Re-Activation

I would classify GoDaddy as pretty aggressive in their campaigns, always harping on discounts and deals to get additional sales. That said, their creative stands out to me sometimes. Like the following reactivation email message.

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