Tag Archives: email

Email marketing: I was a dreamer

This week in his Power of Connection chat (#PoCchat), on the topic of email marketing, Bobby Umar asked this question: How did you feel when you sent your first e-mail newsletter or announcement?

Old letters and postcards

My first email newsletter didn’t exactly look like this – but it was a long time ago.

How did I feel? Wow! My mind flashed back to the late 1990s and the moment I hit Send on my first email newsletter. I remember feeling this insane hope that my newsletter would be different. That I’d succeed where all those around me were failing. That my recipients would read my newsletter because somehow, magically, they’d recognize that it was a cut above all the others.

You might say I was a dreamer. And undoubtedly I was. But I wasn’t the only one.

Bobby’s question also brought me up short as I recollected how little I knew about content marketing at that time. I didn’t fully understand that my content needed to focus on the reader and not on my products and services. I didn’t understand the importance of developing relationships with my readers before I started lobbing content at them.

It all seems second nature to me now. But, looking back, I can see that I had the keys to this marvelous marketing machine — with barely a clue as to how to run it.

It occurs to me that there are people like that today. In fact, judging from the contents of my inbox, there are a lot of people like that.

So, for their benefit, here are four basics for email marketing: Continue reading

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IBM Verse: A new way to work, or just solving an old problem?

Have you heard? IBM is giving us a “new way to work.” It’s turned up its marketing fluff machine full blast, on behalf of software called IBM Verse.

According to the fluff, IBM wanted to create a technology platform that would make workers more efficient, by finding and connecting the myriad pieces of information they had at their disposal. To build this platform, they say, they decided to start with email.

Screen image of IBM Verse user interface

IBM Verse user interface

 

 

 

Email?

Yep. Email. If you listen to the fluff, email is the bane of every office worker’s existence. IBM’s webinars and YouTube videos describe the demoralizing and productivity-draining experience of starting each day with an overflowing inbox and never being able to catch up.

Maybe that’s how it is at IBM. But here in the rest of the world, that sales pitch is outdated.
Continue reading