Weekly Blog Roundup – August 26, 2016

There are many articles I read on a daily basis for both work and pleasure. Below are some of the most recent ones I’ve read in the last week, along with some commentary about each article.

Email Marketing

5 Things That Have Changed Since the FixOutlook Project” – Litmus

With the awesome news out of #LitmusLive a couple weeks ago, some email marketers are reticient to celebrate. Those marketers point to previous efforts to repair the horrible rendering in Outlook, such as the FixOutlook.org Project. Chad White from Litmus goes through a few of those concerns and how the environment (and Microsoft) has changed since 2009.

Lessons learned from Airbnb’s Email Specialist” – Really Good Emails

A look at Airbnb and their email marketing. In the vein of Ways We Work (one of my fave sites) and a great read.

Why Email Marketing Beats Social Media in Lead Generation, and What You Can Do About It” – StrongSocial

I had a conversation with a co-worker earlier this week about her Google AdWords test campaign to get more blog subscribers. In a two week trial, she’s quadrupled her blog audience and tripled her email subscribers! Email is incredible for reaching your audience, provided you do it right.

Everything You Wanted to Know About Email CTA Buttons” – Really Good Emails

I passed this article around work this week for the insight provided. It’s amazing how many CTA buttons still say “click here” or “learn more.” Try something new!

Marketing

How to Measure Brand Awareness” – Hubspot and Distilled

Researching “brand awareness” for work, and came across this wonderful video from Adria Saracino from Distilled. Adria walks you through the steps to figure out your brand awareness goals and how to measure those goals. I’ve already set up an Excel Spreadsheet based on the information from this video and measuring some of those important metrics!

Lessons Learned After The First 5 Years as an Email Marketer

This post is a tongue-in-cheek response to a post by Joy Ugi over at Only Influencers about her first 12 months as an email marketer. 

It’s your fifth year as an email marketer.

Then you blink and a whole decade has flown by. It happened to me, and I bet it already happened to you. After five years of email marketing, you haven’t learned everything there is to know, but you damn well feel like you know everything.

But then you still get those rude awakenings when you feel a disturbance in the email marketing Force.

Learn. Do Something With What You Learn.

It’s easy to read what other email marketers are doing. I do it every day. I have a weekly blog roundup listing those same articles and posts I read. We go to conferences and attend webinars where we learn to be a better email marketer.

But all of that is for naught if we don’t do something with that knowledge. This is the biggest thing I’ve learned over the last five years in marketing, specifically as an email marketer.

It’s easy to see the new Engagement Studio from Pardot, get some best practices, some example drip campaigns, and go to your team saying, “Look at this great new addition to Pardot!” But what separates you as a “veteran” of email marketing is your ability to do something with that knowledge, something to make your marketing efforts and campaigns better.

Be Humble. Educate.

It seems as though the egos of those in Marketing are only second in size to the egos of those in Sales. It’s easy for us in email marketing to feel that we “know better” than most, because outside of marketing, most people still think of email marketing as spam. It’s easy for us to look down upon those who “don’t know better.”

Why educate someone who wants to buy a list and blast out the latest sales promotion?

You- the email marketer – educate them because it makes the entire organization better. You are only as strong as your weakest point, and if the stakeholders in your organization continue to believe email marketing stands alone and is meant for blast emails, well, you’re not doing your job. Period.

So you need to be humble and educate those around you. Teach them the same values you hold dear about clean email design, responsive and mobile-first principles, connecting email with marketing automation and your CRM. All of these take you, your colleagues, and your organization to the next level.

Be More.

Many organizations, mine included, don’t have the luxury of having one staff or employee focusing solely on email marketing, let alone having multiple staff focusing on email marketing. Here where I live and work in Cedar Rapids, I know a few email marketers from GoDaddy. They’ve presented to local marketers a few times about email marketing best practices. Now, they have the luxury many of us don’t: dedicated designers and dedicated writers. Awesome!

Most of us don’t have that.

And so we need to do more. Show value and bring value in other ways. For you, is that marketing automation? Analytics? Digital Campaigns? Social? Take the strengths you’ve developed working in email marketing and transfer them to another interest, find ways to bring value to your organization with your strengths.

It’s A Journey.

When I took my current job almost five years ago, I would be hard pressed to imagine where I am now. I code in my sleep. I know Pardot menus in my dreams. I know what Custom Fields are linked from Salesforce, and what Custom Objects we can only report on in Salesforce.

It’s been an incredible journey. And it’s not over, yet. Just keep swimming.

Weekly Blog Roundup – July 1, 2016

Happy Fourth of July Weekend! I know I haven’t written a blog post in a while aside from these “roundups,” but I’ve got something in the works! In the meantime, here’s some of the articles I’ve been reading the past week.

And let’s be honest, I’ve been reading a lot this week, so a thousand apologies for the thousand links. On the other hand, it’s some good reading material for you for a long weekend! 🙂 

Pardot

Introducing Enhanced Social Posting” – Pardot

Pardot definitely is not meant to be your daily social media management tool. But their recent update to the tool makes Pardot one step closer to a one-stop shop.

Email Marketing

8 B2B email marketing examples that deserve a trophy” – Emma

Some pretty amazing email marketing examples in here. The Caterpillar example is one that you don’t see every day from the construction industry.

What is Emmet?” – Litmus

Emmet is an amazing tool for those who need to craft marketing emails on a regular basis. This isn’t Taxi for Email or anything like that. Emmet is meant to help you with the coding of your emails. Personally, I haven’t dug into it yet, but will definitely need to see how this could help my team.

The Top 3 Items to Consider when Logging Pardot Emails in Salesforce” – Paul B. Fischer

Paul hits on something here that I come across daily with my company, how do you choose what’s important or not important for your reps to see in Salesforce. I think the best point made is regarding the visibility of the information in Salesforce. I may have to write a follow-up post to that end. Thanks, Paul!

Marketing Automation Needs The Human Touch, Too” – GetResponse

The first of two posts from Kath Pay. This GetResponse post does a great job of reminding us that our marketing needs to be person-to-person, and not business-to-consumer or business-to-business.

Email Marketing Should Become Customer Service” – Mediapost

A second post from Kath Pay. This one is near and dear to my heart, even if it’s short. Great customer service is great marketing. And the reverse is also true, great marketing should be about great customer service. To that end, Kath Pay stresses that we marketers need to respect the expectations of our customers and “must deliver the promises they make when a consumer signs up for the email program.”

3 Ways the Job of Email Marketer Will Change by 2020—and How to Prepare” – Litmus

Some scary stuff in here if you or your company isn’t ready to change. If you are ready for change, some really fun stuff! I’ve been reading a bit about machine learning and email marketing, and this post from Chad White at Litmus brings up machine learning as one of the biggest changes coming to email marketing in the next 4 years.

The Importance of Email List Building” – Social Fusion

Short and sweet article with some basic steps on how to build your email list, and how to properly nurture your list.

Marketing

What You Need to Know About the Voice Search Revolution From Microsoft’s Purna Virji #MNSummit” – TopRank Blog

Fascinating! While I don’t focus much on search in my current role, as a consumer and techie it’s always fun to see where tech is heading.

People

I’m not necessarily going to write about each of these, but I love reading articles on how other people work. My favorite spot for that is “Ways We Work.” Be sure to hit that up!

How the creative team at Favor works” – InvisionApp

Ways We Work – Becky Simpson” – Ways We Work

See Girl Work, Podcast Episode 12: In Conversation with Amandah Wood, Founder & Editor, Ways We Work” – See Girl Work

Politics

Could Trump Be Nurturing the Next Hitler?” – History News Network

There’s a lot of hyperbole in politics, so it’s hard to sometimes decipher the crackpots from the conspiracists from the actual historians. I don’t know much about the history of the US prior to World War I, nor the history of Adolph Hitler, but to me, the theory presented here seems more plausible than Trump actually being the next Hitler.

What the 1880s tell us about why the rich are moving to cities today” – Washington Post

“We have 80 years of essentially zero production of neighborhoods with these qualities,” Grant says. “We’ve spent the last 80 years building car-oriented suburbs. Then when the elites decide they want to go back into the city, there’s not enough city to go around.”

I’m a huge Jane Jacobs and Richard Florida fan. Huge. One of my favorite memories of my first job out of college was getting to tape Richard Florida speak at Iowa State University. Awesome. So, whenever I read a great story about cities, how they’re built, how they’re designed (or not designed), and how people move, well, I eat it up like my dog eats peanut butter.

What a real ‘Brexit Britain’ would look like” – Washington Post

A lot of noise these past few weeks about Brexit. While my personal stock portfolio has already jumped above pre-Brexit, there are several articles going around about the future. This is a fun little piece, not too based in reality, but fun nonetheless.

The Blogger Who Saved the Economy” – The Atlantic

GREAT short documentary. On par with the writing of Michael Lewis. Wonderful.

The Money Illusion

The blog of the aforementioned blogger. Good stuff.

For Fun

Yes, The Infield Shift Works. Probably.” – Fivethirtyeight.com

I love 538. Been reading since pre-Obama. They do great write-ups on sports as well (given they’re owned by ESPN these days, not the NY Times.) The Infield Shift is a weird aspect of baseball. Does it work? Is it baloney? Check it out.

 

The Next Revolution of Moneyball

The Rays will be the first team to install Kinatrax, a markerless motion-capture system, in their stadium, sources told Yahoo Sports. An announcement touting the move is expected Monday.

Would love the job of data-wrangling for KinaTrax. Article says there could be upwards 2 terabytes created per game. Wowzers.