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BTW, This blog has been nominated for an award in the Marketing Sherpa Readers Choice Awards. There are lots of blogs on this list that I follow, but in the online marketing catagory please vote for me :-)
You can cast your vote here...
Last week..(Wait; that was this week) :)
Anyway, I had the pleasure of addressing the Annual Catalog Conference in Orlando. This is the premier catalog event and it was a great opportunity to present some new ideas on effective email marketing. Basically, I came up with 13 trends for the second half of 2005 that everyone should be thinking about. For those of you who receive email from catalog companies, you recognize that is spite of a tremendous access to data, most catalogers are not very good emailers.
Ok, so for the next few days, I’ll share the concepts here a couple at a time. Some you may be familiar with from following along, but I think you’ll find a few to be pretty new.
http://email.exacttarget.com/lp/chris-baggott-blog.asp?WT.mc_id=blog-0001
This past week I’ve met with two very well known and successful interactive agencies.
Both were looking to hire a leader in email marketing.
This is huge for me because it validates something I’ve been pushing our sales team to ask since the beginning of ExactTarget. “How do you get promoted?”
The fact is that people who are involved in data driven email marketing are in high demand. We just lost our interactive marketing manager, Ali Sales, who we are proud to say jumped to a significantly higher salary and a leadership position in a nationally known travel company. (We have an opening if anyone is interested). Ali was 24 years old, came to us right out of school. The experience she gained in that short time bumped her to about triple the average salary of a 24 year old.
If you are looking to boost your career, look no further than email. Also, if you have interest in knowing more about the positions alluded to above or would like to know more about ExactTarget’s opening for an interactive marketing manager, please send me an email.
http://email.exacttarget.com/lp/chris-baggott-blog.asp?WT.mc_id=blog-0001
Please make a point of introducing yourself if you are going to be at the ACC (Annual Catalog Conference) on Monday or Tuesday next week in
Here is the session description:
How to Multiply your Email,
This session will explore how to use email marketing as a powerful marketing and sales tool for the catalog industry. The rules of email marketing have changed, and although it is still one of the most effective marketing tools, you have
to know the new rules and tactics along with multiple examples of how email marketing has been used in real-world scenarios. The session will present an 'email marketing makeover' and how it improved email marketing across multiple facets including deliverability, content and list quality.
The reality is that this will be the envelope pushing session for these Catalogers to expose cutting edge, yet easily actionable strategies and tactics
Most Catalogers are stuck in a rut of “what are my competitors doing?” We are going to expose 10 specific areas that all email marketers should be implementing as we roll into the second half of 2005.
If you can’t attend the session but would like the slides, please just send me an email. chris@exacttarget.com
Orlando
I have the much coveted 7:30am speaking slot on Tuesday morning.
I guess you could call yesterday’s announcement a victory for internet marketers everywhere. What we have talked about all along is proven out beautifully here. The internet is in fact the magic that levels the marketing playing field.
Only on the web can a small company like Netflix out market a behemoth like Wal-mart.
Personalization, relevance and a great customer experience is what wins in web marketing, which includes email and everything else.
Lets all take a moment this weekend and raise a toast to Netflix and another clear victory for Marketing Democracy.
Basically for individuals to have power, they have always needed tools that help them level the playing field and break up tyrnannies.
Thomas Paine was basically a washed up nut, but since he had easy access to some fantastic technology (a printing press and distribution network) he helped spark the most successful revolution in world history.
What has the average marketer lacked throughout history? Information and Power. The result is that Marketing has been tyrannical. Cloistered in the upper reaches of giant corporations, elite agencies and impenetrable IT departments.
This is what has happened in Marketing. 4 years ago the big guys were drowning in a pool of complexity and ineffiencncy (TV, Enterprise Software and Mass Mailing) and the small folks were still using the same tools that were available in the 1930’s. (Yellow Pages, Flyers, Trade Shows & Local Newspapers)
Nobody was happy. Why? No access to information and no power.
Then a movement began in separate corners of the internet that gave the spark to Marketing Democracy. Companies like Ovature, Google, Salesforce.com & ExactTarget created this movement by putting inexpensive, easy to use tools in the hands of all marketers equally.
Marketing Democracy levels the playing field by providing all markekters equal access to informaion & power.
Today is a great day for wine & email marketing. We’ve talked about ‘high priests’, unnecessary middlemen etc….
Yesterday the Supreme Court struck down certain state laws banning interstate direct to consumer sales and marketing for wine sales. The opportunity is that now wine consumers can hook up directly with individual vinyards….and bypass (if they want to) monopolistic wholesalers and the giant wine companies. Did you know the top 50 wineries represent 87% of all wine sold?
Hopefully, state legislatures will take the hint and free their constituents to benefit from Marketing Democracy.
Does this mean an end to the big wine corporations? Of course not. It just means that the “customer” will now become the consumer of wine as opposed to the wholesaler being the “customer” of the wine companies.
This levels the playing field and presents a new opportunity to the smaller and more nimble vineyards & merchants. It also presents the same opportunity to the big guys.
Ok, what does this all have to do with email and automated marketing?
Simply that everyone is going to need to develop a one to one relationship with their new customers.
The old style marketing in this business of taking wholesalers out to the golf course or on trips for moving so many thousands of cases is going to evolve quickly to the one to one, behavior driven and relevant communication that we all crave.
Another Victory for Marketing Democracy.
There are two things necessary for democracy: Information and individual power.
I think about this in terms of technology that enables governmental democracy.
The printing press was an enabling tool for American democracy by permitting anyone with an idea to publish those ideas....even Thomas Payne.
A couple hundred years earlier, information was controlled by Monks and distributed by those who controlled them. Individuals were constrained by the inaccessibility of data.
How is governmental democracy breaking out around the world today? Easy access to information. When they tyrannies can no longer control the information flow, the individual starts to get a much clearer picture of their reality.
Doesn't this sound similar to the Marketers Dilemma?
…..consider: data silos, disparate systems, and creative & mass media outlets. All of this inadvertently conspires to keep information and power out of the direct control of the marketer.
Ok, those last two posts can justifiably be called “Lazy”….maybe even self serving. Sorry. I’ve been on the road a lot. The other excuse is that I was really excited to be mentioned by the inventors of my personal marketing philosophy in 1to1 magazine.
But again; sorry. To make up for that weakness in thought, I’m going to be trying out some new ideas here over the next couple of posts…for a lot of you, this will be a new opportunity to ridicule J
I'm calling the concept “Marketing Democracy”. Just like governmental democracy frees up societies, I’m trying to make the case that Marketing Democracy is finally freeing marketers
Yesterday I shared a couple of good B2B cases, today here is one more. This one is interesting because it adds the twist from one of our Agency partners..Airways Communications.
