Kim MacPherson
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
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