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).

Here are a few more questions to spur your mental gears:

Continue reading?



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?

Consider just the address. As the Oatmeal has observed, the domain you choose is like a Rorschach test, betraying your sophistication, or lack thereof. A few examples:

Continue reading?



Saying “No” Is Better Than Saying Nothing


Reply to This E-mail?

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.

Amen.

Continue reading?



How Email Signatures Can Brand and Promote Your Organization


How Email Signatures Can Brand and Promote Your Organization

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.

Continue reading?



The Single Best Way to Alienate a Recruiter


The Single Best Way to Alienate a Recruiter

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:

Continue reading?





The Pros and Cons of Communicating via E-mail


Email Marketing

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. I appreciate the chance to think before responding. And, above all, I embrace the opportunity to stay organized and keep everyone accountable. Here are two examples of the latter:

Continue reading?