My way

I (really) think you should see this.

Seth Godin ( who else) on :Quieting the Lizard Brain

Marketing stories worth reading 7

Our lesson learned was how to improve email marketing. Our challenge wasn’t so much the opt-in database, but getting the folks in that base to read (open/click on) the newsletter and the stories in it. Our first move was to create a sense of involvement or empowerment for the recipients. We provided them an opportunity (raffle for five) for a discount on a significant service, which many of them already utilized, for those who responded with suggestions/requests for topics about which they’d like to read. We offered the respondents the chance to be credited with the topic suggestion, which would give their business promotion to our audience.
This improved our click through rates on the newsletters by more than 25% (a rate maintained after the second issue with these changes implemented). It improved our click through rates into the stories  (usually two stories per issue) by more than 30%. Our second move was to switch the TO line to be from the company, not an individual. This, implemented two issues after the above change, had an  immediate impact with open rates improving another 15%.
Our third change was to the subject line, changing it to highlight the main story in the following format: NEWSLETTER TITLE: You asked for: TOPIC. From this, we saw another 8% increase. Our fourth change was to follow up more thoroughly with those who clicked through and opened the newsletters and the stories. We were establishing patterns from the recipients that suggested additional services in which they’d be interested. We found that specific and personal emails to these people by email and phone resulted in improved customer service at a minimum. Some of the recipients did not necessarily jump at
new offerings, but many had questions/concerns about existing services or even services they were  getting from other vendors. Now they’re more engaged and more satisfied/impressed.

Michael Beresford, President, NetScope, www.net-scope.com

Great speech. A Guru speech

Benjamin Zander .
In this programme, Benjamin Zander, conductor of the Boston Philharmonic Orchestra, extols the virtues of positive thinking.

Watch it over here.

Thanks to Bogdan Nastase for sharing this with me.

Ieri la NetCamp...

S-a scris mult despre NetCamp si nu voi insista ( mai ales ca am avut o zi de cosmar in care am alergat in 10 parti si am ajuns tarziu la event...destul de devreme insa ca sa imi fac taskul de moderator). S-a vorbit mult despre antreprenoriat dar am remarcat ca nu este cunoscuta una din cele mai bune carti despre antreprenoriat: Founders at work. O carte pe care o recomand cu toata caldura. Revin la o mai veche idee a mea.... start reading or.. read more. Daca as avea de ales intre o conferinta cu Seth Godin si cartile lui Seth as alege cartile. Daca le-as fi citit pe toate ( well.. in acest caz particular le-am citit pe toate, zilele trecute terminand The Dip) as veni si la o conferinta. Prea multe conferinte. Prea multe vorbe. Prea multe bloguri. Prea multe vorbe la cafele. Prea mult social-networking. Prea multe idei presonale ( ma rog..idei copiate din carti si adaptate, speakerul mizand pe faptul ca audienta nu a avut timp sa citeasca sursele). Prea multe poze. Prea multe interviuri. Prea MULTA barfa. Prea putine informatii. Prea putine studii de piata. Prea putine planuri de afaceri. Prea putina analiza. Prea putina auto-analiza. Prea putine workshopuri. Prea putine nume noi. Prea putina liniste creativa. Prea putina auto-cenzura. Prea putine falimente. Mi-a placut insa prezentarea lui Dragos Manac. Poze are Zoso.