your email list is not a community

But it could be the start of one.  Here are a couple of resources to get you started. A nice overview in the GetActive newsletter from the perspective of Care2.com, which seems to be sucking up talent left and right! An outstanding and well-footnoted piece from Benton. I am diving in the Caribbean next week,… Read more

getting personal

Direct mail people all know this (and they’re not all that smart): Personalization lifts response.  Never send a “Dear Friend” email when you are capable of sending a “Dear Aimee” email. Here are some recent comparative stats showing the lift one company got from personalizing subject lines.  Please note that author’s caveats re; open rates… Read more

quote without comment

H. L. Mencken, writing for the Baltimore Evening Sun on July 26, 1920: “As democracy is perfected, the office of president represents, more and more closely, the inner soul of the people. On some great and glorious day the plain folks of the land will reach their heart’s desire at last and the White House… Read more

crimes against nature

While conservatives try to make political hay by gay-baiting, the only true unnatural acts have been the cynical denials of global warming by this ugly Administration. The threats have once again been re-affirmed. The scientific case is closed, and then some. Who is going to hold the Bushies accountable when the coral reefs are gone… Read more

summer sucks

If you live in the tropical DC area, it’s hot and sticky, it actually hurts to breathe, and the sky is white instead of blue. What a great time to do an Internet marketing self-assessment in the air-conditioned comfort of your office. Here’s a great checklist to see if you’re covering all the necessary bases. 

on being a persuasion architect

I am generally skeptical of consultants who invent a whole new vocabulary for things, so it’s taken me a while to warm up to the GrokDotCom guys. Plus their writing is a bit dense. But i am starting to think they are well worth the effort. Give this piece a trial run. The Eisenbergs are… Read more

going with the flow

User flow — the pathway one creates online for list-building and fundraising — is hard to do well and incredibly easy to screw up. [My former colleague Sue Citro is the only bulletproof user flow planner I’ve ever met.] Direct mail folks are used to stuffing a bunch of different crap into the envelope —… Read more