9 Secrets Email Marketers Don’t Want You to Know

When it comes to e-newsletters, everyone knows that your subject line is the silver bullet. Yet there’s so much more to 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 clogging an inbox?

Other considerations you may be overlooking:

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Saying “No” Is Better Than Saying Nothing

Reply to This E-mail?

A version of this blog post appeared on the Bad Pitch Blog on October 5, 2011.

Practice deftness, not deafness

In a recent blog post, Chris Brogan describes a scenario familiar to anyone not living under a rock: “Today, I sheepishly deleted several e-mails ... that were waiting for a quick response ... Dozens. Maybe 100 overall. So that means almost 100 people got my attention, got me to read something, got me to think that maybe I should do something,” and then never heard back.

Why does this happen so often to so many? Brogan’s diagnosis is convincing: Because “we don’t fully understand the syntax of saying ‘no.’”

He offers a graceful example of how to construct this elusive sentence: “What you’re doing is important, and I’m very supportive of you, but I’m not able to take on what you’d like me to do because of my own full plate of commitments.”

In other words: Thanks, but no thanks.


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How Email Signatures Can Brand and Promote Your Organization

Uniform E-mail Signatures

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.

First, think of the e-signature the same way you think of business cards: they reflect upon your organization’s brand. This is why every employee’s card looks the same and contains the same basic information: because each flows from a uniform design template.

Yet most firms treat the e-signature as an afterthought. They’ll hire someone to design a business card, stationary, and even envelopes and labels, but utterly neglect email—which, of course, reaches far more people than do the aforementioned materials, combined.

As a result, each employee fashions his own e-signature. Some people include their job title; others cite their department. Some link to the company website; others call out the company’s social networks (or their own). Some prefer hyphens or periods to parenthesis in listing a phone number; others want to abbreviate “Parkway” as “Pkwy” or “Pkwy.” Still others include an inspirational quotation, while others favor fancy fonts.

These differences make your company look sloppy and unprofessional. After all, you wouldn’t allow each employee to design his own business card, would you?

By contrast, let’s say you developed a template that standardized these data, so that everyone’s e-signature was uniform. The template might exhibit your organization’s colors, publicize your tagline, link to your website. Your recipients, no doubt, would be impressed that your firm is organized, detail-minded, savvy.

Equally important—yet overlooked even more—are emails sent from your smartphone. By default, a mobile signature consists of advertising such as “Sent from my Verizon Wireless BlackBerry” or “Sent via iPhone.” But just as you wouldn’t let the vendor that printed your annual reports stamp its imprint on each page, so you shouldn’t give corporate giants free ads in your e-mails.

Instead, reserve this precious real estate for yourself, and promote one of your current projects. As with Twitter, a succinct, catchy sentence that’s hyperlinked is most effective. For example, you might write, “Which major news site ‘pays more than lip service to being mobile first’? The one we just redesigned for the LA Times!”

Again, consistency is crucial. To burnish your branding, not only should everyone participate; everyone also should use the same one-liners and change them at agreed-upon intervals.

So how do you herd all these cats? How do you enforce consistency? By enlisting the department that’s best equipped for technical tasks—your IT guys.

For new employees, the solution is simple: setting up someone’s computer infrastructure—what distro lists she needs to be added to, whether she prefers an iPhone or Android—should now include setting up her email signature.

For existing employees, things are more complicated—but not insurmountable. After a signature template has been decided upon, your team can parachute into each person’s Outlook or Gmail settings, and make changes as appropriate.

A tip: make sure to announce and explain this change before you implement it. An all-staff email from your CIO and her HR and/or communications counterparts should suffice.

Is it really an IT initiative? Yes. Left to their own devices, people won’t implement the signature or won’t do it right. Some will complain about technical difficulties; others will raise aesthetic objections. Without a policeman, chaos will ensue.

Is this a time-consuming and tedious project? It is. And, to be sure, the payoff appears to be modest. Yet it’s through such seeming minutiae that good brands distinguish themselves from great brands.

Which are you?

E-mail Agonistes


A version of this blog post appeared on LindsayOlson.com on November 23, 2010.

In the current edition of her e-newsletter, Claire Kittle, who runs the Talent Market staffing agency, recounts an anecdote that immediately rang true for me. With Claire’s permission, I'm reprinting the story, which I’ve edited slightly.

I get dozens of applications every day, and you would be amazed to see how many seemingly intelligent candidates do not follow instructions. If I had to put a number on it, I’d estimate that 50% of applicants fail to send me what my clients request.

I used to give all candidates the benefit of the doubt. I would follow-up with them and ask for the information they neglected to send the first time. But I learned that those same candidates often still fail to follow instructions on the second (and third!) attempts, and worse—they frequently get belligerent about being asked for more information!

Here’s a sample scenario:

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The Pros and Cons of Communicating via E-mail


I love e-mail. I think of it as I think of Google: I'd be lost without it. Indeed, with the exception of family and close friends and personal situations, I prefer communicating via my inbox.

I enjoy the challenge of converting my thoughts into words, of committing something to paper. Additionally, this process helps me to stay organized and helps to keep everyone accountable. Finally, e-mail allows me time to think before responding. For example:

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