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There aren’t many canonical examples of great email marketing, but CD Baby founder Derek Sivers is responsible for one. Years before it was trendy to create kooky transactional emails, Sivers decided that his shipping confirmation email “felt really incongruent with [his] mission to make people smile.
While everyone else is working on their next promotional email, why not take a minute to think about sending emails that your customers and subscribers actually want? During the holidays, most marketers seem to forget that email isn’t about yelling, it’s about listening. Segmenting, for example, is essentially listening: you gather data about people and respond, rather than ...
Has this ever happened to you? You venture over to Twitter to share your latest blog post. You type your message, click Tweet and you’re just about to leave when… Something in your timeline catches your eye. It’ll only take a few seconds to check it out, right? Then you see something else. Then something else.
How many of you breathed a sigh of relief when you saw this headline in the New York Times: “For Email Newsletters, a Death Greatly Exaggerated”? I’ve heard more than a few marketers say that email is dead, vanquished by the increase in social media usage, SMS and even absurd experiments like Yo. “Email just isn’t relevant anymore,” they say.