Let Me Apologize for Saying This:  Happy Holidays.

Posted by Joel Goldstein

Jan 20, 2016 10:20:20 AM

Extending a Happy Holidays greeting to someone doesn’t seem to be too “edgy” or a wild idea.  At least I didn’t think so.  But perhaps I’ve always been wrong, or perhaps the national narrative lately has changed how we behave toward each other, and how we interpret another person’s agenda.  Here’s what I mean.

One of our clients sent a lovely little email to their customers a few weeks back, wishing them a Happy Holidays.  Nothing odd about it, and nothing I haven’t seen thousands of times and shared thousands of times myself over the years.

But then our marketing director client got an email.  Angry.  Really angry.  But it was one email, so she ignored it.  Until she got another.  And another.  And another.  It was just a handful, but they were all united in their outrage, in their conviction that our client had treated them wrongly, shabbily, even immorally.

“How dare you wish me a Happy Holiday” instead of “Merry Christmas,” the emails said.  They were hurt, offended, shocked that our client would do such a thing.  And several went further, saying they’d never buy from our client any longer, and that we should immediately remove them from all communication lists we keep. 

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Topics: email marketing

One Really Good Thing about CASL and Five Ways to Use It

Posted by Loren Meck

Jul 17, 2014 3:36:00 PM

There’s no question about it: CASL is a new frustration for legitimate marketers. 
In19 Ways to Brainstorm New Blog Content Understanding the CASL Hassle, we’ve addressed a number of the FAQs related to the new Canada Anti-Spam Law. Now that you’re informed, the next step is to decide what to do about it.  

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Topics: email marketing, CASL, Goldstein Group Communications

Understanding the CASL Hassle: FAQs We All Seem To Be Asking

Posted by Joel Goldstein

Jul 10, 2014 9:30:00 AM

What is CASL?

Canadian Anti-Spam Legislation took effect July 1, 2014 with new restrictions about what permissions – consent -- companies must obtain before they can email customers and prospects.  While it was really created to stop those mass consumer spammers from dropping 1 million emails at a time, it does contain a few provisions legitimate b-to-b marketers have to account for.

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Topics: email marketing, CASL, Goldstein Group Communications

A Valentine’s Day Message: Are we falling in love with email again?

Posted by Joel Goldstein

Feb 14, 2014 8:30:00 AM

Email inboxes have become a true horror story for many of us.  The flood continues, and it’s getting to be a daily chore to manage the flow of information.  So that presents a problem for those of us who rely on email marketing as an important lever of lead generation.  In fact, for the last few years, most companies have seen a steady decline in click through rates from a 6% overage to something more in the 3% range.

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Topics: Marketing, advertising, email marketing, 2014 ad planning, business-to-business

Marketing Budgets for 2014: Where to Spend, What Drives ROI

Posted by Joel Goldstein

Jan 16, 2014 4:25:00 PM

It’s the natural time of year to talk about how to spend marketing dollars.  As we make our plans for next year, it’s common to look for new concepts, new trends and directions, and to pay attention to what others are doing for clues about what’s working and what’s not.  That’s really the big challenge – marketing is so in-flux today, that the list of programs that always work is rapidly evolving and quite frankly different from company to company.  So we’re all paying close attention to what we can learn from others’ experiences and how to apply that to our own spending decisions.

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Topics: social media, email marketing, 2014 ad planning, mobile marketing, Goldstein Group Communications, business-to-business, content

4 Magic Words That Lead to More Email Opens and Clicks

Posted by Cyndi Friedel

Jan 13, 2014 12:40:00 PM

I always thought the word “newsletter” in a subject line was a turn-off.  Who, after all, really comes to work in the morning just hoping they can find more newsletters to subscribe to?  And, now thanks to list rental company Avrick Direct, we’ve got stats to show which words lead to more opens – and which words get you ignored (yes, Virginia, newsletter is on the “no” list).

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Topics: Marketing, email marketing, Goldstein Group Communications

B-to-B Marketing: 5th Idea for 2014

Posted by Joel Goldstein

Dec 17, 2013 2:37:00 PM

Conversations, not campaigns . We mentioned previously that response rates for bulk email blasts were declining. We also commented on the growth of social media for driving search. Those two concepts come together with savvy marketers who are using Twitter and email to create individual sales conversations rather than bulk blasts. We’re even developing the concept in our agency of the Twitter Salesperson – an individual in the sales department who reaches out to company followers with specific tips, advice and help based on their tweets, rather than relying on Twitter for blast messages about webcasts or trade shows that are sent to everyone at once. The speed of conversations in engineering-based marketing is important. When people are searching and researching products, they have a question NOW. Live chat or immediate response to emails isn’t creepy – it’s valued. So mindsets based on speed will become more critical.
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Topics: Marketing, social media, email marketing, business-to-business

B-to-B Marketing: 13 Ways to Change Your Approach for 2014

Posted by Joel Goldstein

Dec 4, 2013 3:45:00 PM

It’s planning time for many companies as they build their marketing programs for next year or at least begin to think about them. Our agency specializes in working with companies who have some degree of engineered content in their products, helping them create powerful campaigns that communicate at an engineer-to-engineer level. So when a client asked how they should think about the coming year, we rattled off a few suggestions that we’ll share in this and future blogs.

  1. I wish it were as simple as just email marketing.
    The fact is that email marketing is no longer the slam-dunk in B-to-B marketing that it used to be. Click-through rates today average 1.5%, a far cry from the 6% of just a few years ago. No matter how personal or relevant, no matter how much you tailor the message to the recipients’ stage in the buying cycle, no matter if you put stars and symbols in the subject line (the latest tactic), people are simply too flooded with email to respond to campaigns the way they did in the past.

A client told me recently she came to work one day with a single goal: to get her email inbox down to 1500 unread emails! She’s not alone, and I’ve heard other clients complain of being hundreds of emails behind. So although we still send out more than 2 million emails a year at our agency, and although that still is at the top of the list for what’s MOST effective on an ROI basis, it’s not what it used to be, and we’re going to have to develop new techniques to supplement the lead flow that email marketing used to provide.

Throughout the next couple weeks we will be posting the 13 Ways to Change Your Approach for 2014.  Sign up for our blog to see all 13 tips

 

 

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Topics: email marketing, 2014 ad planning, Goldstein Group Communications, business-to-business

About Us and this Blog:

At Goldstein Group Communications, we believe passionately in the power of great ideas, coupled with the impact of measurable results. It’s a philosophy that delivers customers to the sales team, profits to the CFO, and sustainable growth to the CEO. Inspired ideas that are grounded in the real world demands of the market.

We call it Measurably Better Marketing. 

 

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