Raise your hand if you want to be talked at

I saw Toy Story 3 (again) this weekend, and was struck by a scene in the film where one toy-character complimented another toy on his acting abilities. An odd choice of compliment, since neither had choice of expression or movement while their owner, a little girl, spun disjointed fantasies. The same is true for marketing emails. We may aspire to “conversation”, lead “nurturing” or any number of euphemisms that imply…

Read More

The Relevance of Relevance

Last Wednesday I had the pleasure of moderating a panel on relevance at MediaPost’s Email Insider Summit. One of the thornier questions to come up was, “What do you do when your subscribers’ information changes?” I would add, “… and how do you know?” These aren’t easy questions to answer. Email marketers have two tools which ask subscribers to share their information. A quick overview for anyone not familiar with…

Read More

Should Permission Need to be Explicit?

Earlier this month, the topic of permission spurred heated debate on Inbox Insiders, an industry discussion group in which I participate. One group argued that explicit, up-front permission is the gold standard and that anything less – including eAppends – are unethical. The other group suggested that it should be fine to send an email to someone who has chosen to do business with you and hasn’t opted-out of communications.…

Read More