Kim MacPherson

Kim MacPherson is President and Founder of Inbox Interactive, a full-service email marketing agency specializing in promotional copywriting, HTML design, planning, and deployment/tracking solutions. Kim is also the author of "Permission-Based E-mail Marketing That Works!" Download a free chapter here.

Recent articles by Kim MacPherson

Reach the Readers -- and the Skimmers
Much of your wonderful email message will go unread by a good portion of your target audience. And with that assumption comes a set of rules that you may want to keep in mind as you work on your promotion's copy and design. Sep 20, 2001

It All Began With a Little Cheesecake
This is Kim's last Email Marketing article for ClickZ, and we're going to miss her. Of course, she reminisces a bit about the good old days, and who can blame her? They were good times, and she helped make them that way. Good luck, Kim. See you around. And we hope to keep seeing you Email Marketing readers here, week after week. Jun 26, 2001

The Forest and the Trees
If you ever find yourself in a quandary with respect to the creative development of a particular campaign, try going back to your roots. Step back far enough to take a look at the entire forest before trying to figure out what each tree looks like. Jun 19, 2001

Growing a List With Greetings and Sweeps
Develop and grow a house email list, and the world will be your oyster. But how can you stand out in the crowd of free reports and e-newsletters and update services? Start by reviewing statistics on the most popular things to do online. Jun 12, 2001

Tests Only an Internet Marketer Could Love
Why not break away from the tried-and-true and instead test some other potential response boosters out there that are both specific to and take advantage of the best that the Internet has to offer? Jun 5, 2001

The Weakest -- and the Strongest -- Link
When links in a promotion are tracked individually, almost always a clear-cut winner emerges. That is, one piece of email real estate, above all others, pulls a significantly greater response than its neighbors. May 29, 2001

Time to Clean Up the Neighborhood
You're a respectable email marketer, an upstanding citizen of the permission-marketing space. You ask nice, you play nice. But you're surrounded by those who don't ask and who don't play nice at all. And they're ruining YOUR reputation. Are you ready to do something about it? May 21, 2001

Time to Outsource?
"Survivor": It's the word of the day in this age of reduced budgets and staffing cuts. So sometimes your team doesn't have the resources it needs for your company to be what you want it to be. Yeah, that's right: a survivor. May 14, 2001

Fresh Ideas
The tried-and-true. It's hard not to stick with it. Problem is, that can leave you stuck in one place. Take some lessons from email marketers who stepped out of their comfort zones and upped their response rates in the process. May 7, 2001

Pump Up the Volume With Copy That Sells
What's the secret to creating strong copy? Copy that grabs the reader's attention and doesn't let go till a sale is made? Alas, a magic formula doesn't exist. But following some guidelines can turn copy that's just passable into copy that packs a real punch. Apr 30, 2001

More articles by Kim MacPherson ...