Can you pass the email test?

Brent Rosengren of BrightWave Marketing took a close look at the email messaging programs of Obama, Clinton, Edwards, Huckabee, Romney and McCain — and offers examples of how each can be (or should have been) optmized. He looked at three categories: Email Registration, Inbox Presence and Email Messaging. So my question is, “can your organization… Read more

flipping the funnel and letting go

You’re ready to let real word of mouth happen on your behalf, but you have this one nagging anxiety — what happens when a well-meaning self-appointed evangelist for your cause gets the message a little bit wrong? Here, dear readers, is one very thoughtful response.

less really is more

From a recent Sherpa meta-study: Without question, fewer action items bring better results. One-action emails received 55.9% clickthroughs, soundly beating two-action emails, while newsletters with three, four or five action items were all under 5%. This confirms numerous MarketingSherpa studies in landing page design that have pointed to the power of focusing an email or… Read more

a rule of thumb for “viral videos”

I actually dislike the term “viral video,” largely because the vast majority of videos designed to be passed around by word of mouth never really get far. Here’s why: they are DULL. Designed by committee. De-fanged. And here is a suggested rule of thumb: if your senior staff and Board are comfortable with the video,… Read more

leveraging the faithful — a second opinion

This Fast Company piece purporting to debunk the tipping point as described by Malcolm Gladwell, is making the rounds. It argues that so-called “influentials” are no more likely to spread your messages than “ordinary everyday folks.” Well, duh. When marketing mavens are bandying about such terms as “Influentials” or “opinion leaders” they are are usually… Read more

a tip jar for activists

I wish i could remember what far-sighted cyber-organizer first shared with me the idea of offering a “tip jar” for activists to make small donations at the time they take online actions. This new technology may make that idea a wee bit more plausible.