Tips for an effective email marketing program

September 17, 2010 // 0 Comments

***Retrieved from Archives*** First published on September 17th, 2010.   Email marketers are busy people.  Between management of email campaigns, working with agencies and dealing with the day-to-day business, we often forget things that should be done regularly in order to optimize our campaigns efficiency.  Here’s how to stay up-to-date.   Reserve 3 hours a week in your schedule for the maintenance of the email marketing program. Make sure to include this time in your “busy” schedule, otherwise you could be tempted to skip the job. Take this moment to do what you wish you had time to do during the week. Use those 3 hours per week to optimize or research those features: Special A/B testing, database clean-up, CAN-SPAM compliance updates, special reports, ROI results or other metrics, industry’s best practices, etc.   Special A/B testing: If you are not yet doing any A/B testing in your regular schedule, this is the time to do it.  Start with the basics, such as demographics or type of customers/members.  If A/B testing is already part of your routine, then it’s time to try something new: try cross-data A/B testing, such as clients who a type of product in a select state or region, and see if you get different results.   Database clean-up: I shouldn’t even mention it, because it’s so simple.  Spare some time to remove those member who sends you an email […]

Diving in Los Cabos – Baja California

September 17, 2010 // 0 Comments

***Retrieved from Archives*** First published on September 17th, 2010.   I was out of the Internet world for a couple of days lately.  I don’t want to bother you while you are working 60 hours weeks, but I went on a short vacation with my boyfriend to Los Cabos, Mexico 🙂   For those who might not now, this place is full of resorts and all-inclusive packages; it’s the American equivalent of Cuba for French Canadians.   My boyfriend and I wanted something different. So, instead of booking in an all-inclusive resort and cooking ourselves on the beach, we decided to go there and have a good time scuba diving.       We indeed had a great time, logging 6 dives in 3 days.  I would have done more scuba, but the prices were hard on our wallet!  Anyway, I got to see lots of tropical fishes, which I love: Pufferfish, Butterflyfish, Porcupinefish, Rays, Moray eels, Nudibranchs, Groupers, Boxfish, etc.  But no sharks and no sign of my favorite fish (the Redtooth Triggerfish), even if I saw it’s close family member – a small version of the Titan Triggerfish.   Weather was great: hot and sunny everyday.  And after having dived in the Monterey Bay, I was amazed by the visibility; (we had about a 60 feet visibility – 20 meters).  Almost as good as what we had in Indonesia!   […]

The Sandwich Advice

September 1, 2010 // 0 Comments

***Retrieved from Archives*** Originally published on September 1st, 2010. I was a cheerleader during my teens. Just before going to college, I became a coach. There I learned what I would now consider as my best managing advice, in life and in business. Maybe you know it: it’s the Sandwich method.  You can use this technique when managing a team or event with your friends and family. The sandwich method is one that can be used in your everyday life, as well as your professional life. And as a manager, you can get a lot out of this technique.  To make a sandwich, you need two slices of bread, and the filling (meat, cheese, vegetables, mustard, etc.). Here’s the parallel. The two slices of bread contained in a sandwich stand for a good compliment. This means that when you need to approach someone to discuss about a negative concern, NEVER start with it. Engage the conversation by saying something positive about the person (a part of the job he/she’s doing well if it regards work, a compliment if in your personal life). You can always find something positive about someone. Let’s say you need to talk to one of your employee because he is failing to do its job. He may be kind or has a beautiful personality. Maybe he’s always on time or is a hard worker. Even if […]

Things to consider when advertising on the French Canadian market

August 23, 2010 // 0 Comments

***Retrieved from Archives***   Originally posted on August 23rd, 2010.   In an organization’s lifetime, there will always be a period when it thinks about expanding its offer to a new market. Quebec and the French Canadian market are often a new target. Keep in mind that it’s a different market then the United States, or even the rest of Canada. You will need to adapt your marketing strategies to reflect those differences. Here are things to consider when launching a new product on the French Canadian market, specifically in the Province of Quebec.   1 – Opportunities Is there really an opportunity for your product or service or is there plenty of good offers already available? When Virgin Mobile launched its services in Montreal, it didn’t make the hit the company thought it would. Simply because there were about 6 other organizations offering similar products. Those corporations were already into the marketshare and had strong marketing strategies. This situation placed Virgin Mobile as a secondary player on the telecommunication providers industry.   2 – Location, and weather Get to know the place where you plan to launch your product/service. Chase bank did it pretty well in San Francisco with their billboard ads saying: “If you can’t spot a Chase Bank, it’s probably the fog”. It focused well on the location’s weather and hit the target. In Quebec, weather is […]

Tips to build an efficient Request for Proposal

August 18, 2010 // 0 Comments

***Retrieved from Archives*** Originally posted on August 18th, 2010.   My last job, before leaving for a 4-month trip to south-East Asia and Australia, was Web Project Manager.  I built an e-commerce website for a company.  Throughout the whole process, I learned a few things about how to build an efficient Request For Proposal (RFP) when launching a new e-commerce website.   The RFP allows you to put in one big document all that you will require from your web platform supplier (ex.: email marketing platform, classified ads, A/B testing on web pages, canonical tags, sweepstakes program, picture enlarger, comparison engine, etc).   Compare what you would like to have with what other competitors have on their website and what could add value to your organization.  You can also look at what other companies in different industries are doing to get different ideas.   Take time to ensure that nothing is forgotten, because this is usually into those forgotten features that your new supplier will make a lot of money from you.   Make sure you divide the project into phases and write down realistic deadlines.  Keep to yourself an extra 4-8 (or more) weeks, if you are putting up a big project.  For sure, something is going to go wrong and you have to plan ahead if you don’t want to be in trouble!   List down the criteria that you will consider when making […]

E-marketing is the new marketing

August 11, 2010 // 0 Comments

***Retrieved from Archives*** First published on Aug 11, 2010.   You’ve heard this a zillion time in the last 5 years.  Things like “Internet is changing the way we do marketing” or like “Internet marketing is growing and should be a part of your marketing strategies” or even worse ” Internet is changing the face of the world”.  Catchy sentences like that, you’ve heard more than a ton.  From supposedly marketing professionals who want to look like they know what they’re talking about.  These are expressions professionals said 3 years ago.  Everyone knows now that Internet is changing the way we do marketing, and that a web-based marketing strategy should be part of the budget.    Here is a different mindset than what a lot of marketers have when it comes to e-marketing.  E-marketing shouldn’t only be a part of the marketing budget.  Because today, e-marketing is the new marketing.  The way we do marketing has changed enormously in the last 5 years and it cannot go back to what it used to be. You have to stop thinking of your marketing plan like traditional marketing channels plus e-marketing.   The web is now the most important medium now (another catchy expression) and should be more than just considered. E-marketing is not only a marketing channel, it is now a whole strategy. E-commerce website, Email Marketing, Social Media, PPC, SEO, […]

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