The 18 Most Impactful Opportunities Your E-Newsletter Is Overlooking


When it comes to e-newsletters, everyone knows that your subject line is the silver bullet. What’s more, to point out that you should test this line is, by now, so self-evident as to be a cliché. Yet there’s so much more to the rich tapestry that is email marketing—starting with what we call it.

For example, think about the message you’re sending when you refer to your emails as a “blast.” Do you really want to conjure up an image of spam (or bacn) clogging an inbox?

Or consider your sign-up form. Do you thoughtlessly ask people to “subscribe” or to “submit” their email address? C’mon, you can do better than that! Take a cue from the presidential aspirants, who carefully label their CTA buttons “I’m in” (Ted Cruz) and “Join us” (Hillary).

In other words: seize every opportunity for a semantic nudge (a subject I’ve plumbed at length in another deck, Sweat the Small Stuff).

A few more questions to spur your mental gears:

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What Your Email Says About Your Brand


A Case Study: Your Emails

Digital branding starts in your inbox.

It’s something you take for granted, something seemingly trivial, even mundane. When executed thoughtfully, however, it makes a splash. It says, “This guy is sharp—I want to work with him!”

What is this opportunity, obvious but overlooked? It’s the bookends of your emails: your address and signature block—often, the first and last thing your recipients will see. For better or worse, your email bookends are powerful purveyors of your brand. What are yours conveying about you?

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How Email Signatures Can Brand and Promote Your Organization


How Email Signatures Can Brand and Promote Your Organization

A version of this blog post appeared on Technorati (June 13, 2011), GovLoop (June 14, 2011), K Street Cafe (June 14, 2011), and GovernmentCIO (June 1, 2014).

One of the most overlooked opportunities for online marketing also happens to be one of the most ubiquitous: the email “signature”

One of the first things new employees do is create a “signature block” for their emails. These half-dozen lines or so, consisting of your contact info, plop themselves at the bottom of every email we send. Yet few people put any thought into their e-signature, let alone alter it after it’s set up.

This modus operandi reflects a 1.0 mindset. Let’s upgrade it.

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