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Rare Bird Blog

What matters now?

Wednesday, December 16, 2009

I came across this little ebook today and thought I'd do my part to pass it along. Here's a brief introduction from Seth Godin:

"Here are more than seventy big thinkers, each sharing an idea for you to think about as we head into the new year. From bestselling author Elizabeth Gilbert to brilliant tech thinker Kevin Kelly, from publisher Tim O'Reilly to radio host Dave Ramsey, there are some important people riffing about important ideas here. The ebook includes Tom Peters, Fred Wilson, Jackie Huba and Jason Fried, along with Gina Trapani, Bill Taylor and Alan Webber.

Here's the deal: it's free. Download it here. Tweet it, email it, post it on your own site. I think it might be fun to make up your own riff and post it on your blog or online profile as well. It's a good exercise. Can we get this in the hands of 5 million people? Please share."

Download the free ebook, "What Matters Now."

Labels: email marketing, permission marketing, seth godin

Put Transactional Email to Work

Wednesday, June 11, 2008

Speaking in Washington last week, I encouraged the attendees to use the power of transactional emails as a viable means to improve their customer relationships. I noted that these messages tend to break through the clutter and are generally perceived as helpful tools for customers to remain current with the latest information regarding their orders.

To illustrate the point, I suggested that retailers send emails at the following times (as examples):

• Order Confirmation


• Shipping Confirmation


• Customer Service Messages (e.g., "By now, you should have rec'd your order..."


• Requesting Feedback (e.g., "Please come back and write a review about your experience..."


• Re-Order Reminders


• RE-Engagement Efforts

Today I saw this chart from MarketingSherpa that speaks to this very issue. Customers pay attention to these messages, so they can be a valuable tool, but it's important that they are heavy on the information and light on offers.

Labels: email marketing, permission marketing, strategy

If You Read Nothing Else Today, Read This:

Monday, February 4, 2008

Seth Godin, pitchman for common sense and a marketer's marketer, wrote a post recently that should be printed, laminated, and stuck on the wall of every single person who is even contemplating sending a 'promotional' email out to a customer or prospect. Marketers everywhere should read it every day (some, probably twice a day.) They should point to it every time someone walks into their office and says, "Hey, we have an email list, right?" They should print extra copies and have them on hand for marketing meetings, sales meetings, board meetings, and water cooler gatherings.

In a word, this is the truth, as hard as it is to hear and as hard as it is to follow. Do this, and reap the rewards. Don't, and, well... The world is full of people who squandered long-term opportunities in pursuit of short-term gains.

[Read Permission Marketing from Seth Godin's blog.]

Labels: branding, email marketing, marketing, permission marketing