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Heart of Business Round Table: Spring Cleaning

Heart of Business Round Table: Spring Cleaning

Beyond • April 19, 2016

Spring Cleaning is a time to refresh. We purge our homes or offices of clutter and scrub them clean. The ideals can be applied to email marketing. We sat down with some of our top experts to discuss just how you can do that for your business. CEO Curt Keller, Director of Marketing Daniel Miller and Director of Design TJ Taylor weighed in on how to clean your list, the best ways to declutter your design and more.


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MarketingSherpa Summit 2016 Wrap Up

MarketingSherpa Summit 2016 Wrap Up

Beyond • February 29, 2016

MarketingSherpa Summit 2016 is in the books and we learned a ton. There’s a lot to digest in the two days worth of live blogs. So, I highlighted many of the key takeaways here. Hopefully, it will make you feel like you were there in Vegas with all of us … or at the very least will help you get a new perspective on marketing. Flint McGlaughlin on The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging \"There are no expert marketers, only experienced ones … the more expert we become as marketers, the less expert we become as consumers.\" - Flint McGlaughlin Of headlines studied in regards to point sequenced grammar, point-first headlines all ranked highest in testing. Customer-Centric Logic: Customer Logic: What I Get — ranked highest Company Logic: What I Do — ranked lowest Conversion Heuristic: Enables a marketer to invert their perspective and see through collateral into the thought sequence of the prospect. Probability of Conversion Motivation of the User Clarity of the Value Proposition Incentive to Take Action Friction Elements Present Anxiety Elements Present Naked Wines Key Takeaway: Identify top drivers of customer quality and create process to foster desired behavior during onboarding Tips from Dell: Don’t forget the bones of the email—a lot of business performance can be won or lost in the structure. HomeAdvisor Top Takeaways: Manage the lifecycle Focus on engagement Improve deliverability How Humana\'s Strategic Testing Drove a 60% Increase in Customer Engagement When analyzing your marketing strategy, you may want to update many aspects. It’s important to test one at a time … and then combine what works later on into a “Super Funnel.” Charles Duhigg, Pulitzer Prize-Winning Author & New York Times Best-selling Author, on The Power of Habit Takeaways: Know your customers’ keystone habits. Which kinds of change seems important? Look for opportunities to piggyback. Find rewards that deliver emotionally. Morgan Spurlock, Academy Award-Nominated Director, Super Size Me: The Greatest Lecture Ever Presented Surround yourself with people who believe in you and your vision. Have persistence of vision. Own your derivative impact, but don’t be afraid to do things other people think are crazy. Alignment of ideologies. The more risks you take, the less risky things become. It becomes a part of your DNA. Finding a good story is only the beginning. Getting it into the hands hearts and minds of your audience is the greatest accomplishment. DonorsChoose.org Takeaway: Know that one out of every 10 tests will actually yield results—commit yourself to running those test to gain insights. Sundeep Kapur, Educator, Email Yogi Checklist to improve: Personalization Segmentation Deliverability Perpetual list building Mobile (and mobility) Feedback Most importantly: Anticipate


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Robin Chocolates: A Sweet Story

Robin Chocolates: A Sweet Story

Beyond • February 9, 2016

Robin Autorino was named one of the top ten chocolatiers in North America. That alone would be reason enough to learn more about Robin Chocolates and the woman behind the sweet treats. Her story only gets more interesting when you learn that she was in the Navy, thrived as a single mom in a job that afforded her a comfortable living, before turning her sights on a passion and headed to culinary school. There, the girl who had been allergic to chocolate her whole life fell in love with desserts and even learned, while interning in France, that she wasn’t allergic to all chocolate … just the mass produced products. What started as a partnership with a local flower shop for Valentine’s Day blossomed into Robin Chocolates and the awards and accolades soon followed. Listen and hear Robin’s awesome story. It shows that it’s never too late to find the right career for you. Enjoy!


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Talking Content, Context and More with Fast Company’s Jason Feifer

Talking Content, Context and More with Fast Company’s Jason Feifer

Beyond • December 24, 2014

Jason Feifer is a senior editor at Fast Company. We talked about how he got there and a whole lot more about him. What is and isn\'t appropriate as content and for social media, about The Interview and Selfies at Funerals. Engineer Claude even dug up some old dirt on Jason in the form of videos from college. It was a fun conversation and great info for anyone looking to explore a career in journalism. We discussed what it takes to make it as a journalist today, where to draw the appropriateness line in your content and all sorts of other fun stuff. Listen and enjoy!


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Getting Chummy with Brian Kaldenberg of ProofreadingPal

Getting Chummy with Brian Kaldenberg of ProofreadingPal

Beyond • May 27, 2014

Those autocorrect fail posts are always good for a laugh. It’s far less funny when those typos appear on your company’s website. Enter ProofreadingPal. Brian Kaldenberg didn’t invent the wheel with his proofreading company, but he sure improved upon it. Hear Brian’s story and find out the advantages of using a service like ProofreadingPal.


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Dealing With The Lack Of Universal RWD Email Support

Dealing With The Lack Of Universal RWD Email Support

Beyond • January 20, 2014

You’ve overhauled the entire way you design your emails to take advantage of the phenomenal capabilities of Responsive Web Design (RWD) and you are absolutely thrilled at the way that the entire layout flows and reflows to suit just about any screen size. Then you get an email from a customer stating that your emails are now overflowing their screen, another that says that they can’t read the type, and yet another that says that they look like their dog’s breakfast. What’s happened? You’ve run headlong into the evil RWD app incompatibilities! RWD is nowhere near as universal as we’d like to think it is but there are some workarounds which will restore some measure of cross-app sanity to your email layout displays. Some apps reject RWD We have to remember that RWD is a relatively new development and we can’t expect older operating systems to embrace our responsive emails. That’s why if you’re displaying your emails on: BlackBerry OS 5 Windows Phone 7 Windows Mobile 6.1 …then you’d better just brace yourself as your RWD will be hopelessly messed up on those OSs. However, it’s not just for those older OS variants as there are various extremely popular apps which simply reject RWD: Android Gmail app Android Yahoo Mail app iPhone Gmail app iPhone Mailbox app iPhone Yahoo Mail app The safe list of RWD The “safe list” of RWD mobile display unfortunately is limited to: Android 2.2 Froyo native client Android 2.3 Gingerbread native client Android 4.0 Ice Cream Sandwich native client Android 4.1 Jelly bean native client Android Outlook.com app BlackBerry OS 7 BlackBerry Z10 Good.com Mail app iPad Birdseye Mail iPad full-sized native iPad Incredimail iPad mini native iPhone Boxer app iPhone Evomail app iPhone Mailbox app iPhone native iPhone Sparrow app iPod Touch native Microsoft Surface tablet - Outlook.com/Hotmail Original Kindle Fire + HD native client Palm webOS 4.5 Sony PlayStation Vita game console Windows Phone 7.5 That’s pretty well it... Now you might review that list and wonder if we’ve left out Windows 8 and the answer is yes, and no. In order to keep Windows 8 from misreading your RWD code in many cases you need to add a special little line to your media query: -webkit-min-device-pixel-ratio: 1 Yes, isn’t it just like Microsoft to require a special little tweak all its own? Consider returning to fixed 600 px width So if you’re ready to pull the last few hair you have left on your head over all this RWD confusion, there are some things that you can do to get over these obstacles. The first option is to just throw up your hands and go back to a fixed width 600 px layout and forget that RWD ever existed. While this may be the low tech way of proceeding it does have some advantages in that most devices and apps will display that email just fine. If you’re not ready to just walk away from RWD, then you might want to consider taking the plunge into Conditional Style Sheets, for older versions of Internet Explorer for instance. You create and load a basic style sheet that creates a multi-column layout for any display that is larger than your typical comfortable minimum and let it rip. There are various ways of doing this but Jeremy Keith’s approach seems to be the most logical and workable so check it out. You could also resort to polyfilling with respond.js or css3-mediaqueries-js but now you’re talking about getting knee deep in research and often obtuse details. Whatever you decide, make sure that you have a highly competent expert on board!


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Rob Lowe’s Peyton Manning Tweet Heard round the World…

Rob Lowe’s Peyton Manning Tweet Heard round the World…

Beyond • January 19, 2012

A bevy of Twitter followers does not a reliable news source make. This lesson was learned the hard way yesterday, by NFL reporters, fans and sports talk radio hosts. See, yesterday Rob Lowe tweeted: @RobLowe: Hearing my fave, #18 Peyton Manning will not return to #NFL. Wow. #Colts This caused the most respected NFL reporters in the businesses to tap every insider connection they had to try and confirm or deny the report. During my 30 or so minute drive home from work yesterday, almost every minute of the Chicago sports talk radio I was listening to was Peyton Manning related. Chris Mortensen and Adam Schefter kept coming in, saying something like they’d spoken to Archie Manning and he said he figured Peyton would have told him if he was retiring or that Peyton’s agent denied the report. I know that Rob Lowe has played iconic characters like Sodapop Curtis in The Outsiders, Sam Seaborn on the West Wing and the “literally” hilarious Chris Traeger on Parks and Recreation, but I’m not sure how any of that qualifies him as an NFL expert (though I wouldn’t be surprised if someone started writing the football version of Moneyball for Lowe to star in yesterday). Interns at the radio station I was listening to scrambled and found a photo of Rob Lowe and his two sons with Colts owner Jim Irsay at the Super Bowl and that Rob Lowe was the very first person Irsay followed on Twitter (even before the NFL commissioner and his own players). Mike and Mike were still talking about it on ESPN this morning on my drive in to work. The moral of the story is, anyone can say anything on Twitter. There have been many a dead celebrity hoax over Twitter’s short history. All it takes is one misinformed tweeter with a decent following and things can spiral out of control. The fact that so much time and energy was spent chasing a report that probably took Rob Lowe less than 30 seconds to post is a joke. I will be the first to admit that I get 99% of my news from Twitter. That being said, I get it from respected news sources and reporters, and not actors. It is a powerful tool, that can disseminate news around the world in a matter of seconds. BUT (and it’s a big but) some things need to be taken with a grain of salt. Know who you’re paying attention to, and don’t run with a story until it’s confirmed by a reliable source.


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