Archive for Kim MacPherson

86 articles
Showing 1 to 20
Page: 1 2 3 4 5

• 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
• The Value of a Lifetime
  Building a relationship with a customer can take a good deal of time. And money. And maybe the short-term payback isn't there. But think beyond the initial conversion. Think big picture. Think long term. Think lifetime. Apr 23, 2001
• The Name of the Game
  Sometimes it's called retention marketing. Other times loyalty or database marketing. But no matter what you call it, email's perfect for it. So get on it. Now. Apr 16, 2001
• HTML Versus Text: The Saga Continues
  So HTML's losing steam? Don't believe it. Despite what HTML naysayers say, Kim's finding that HTML messages consistently return stronger results than plain-text ones. But don't take her word for it -- put HTML messaging to the test. Apr 9, 2001
• It IS a Small World, After All
  Yes, it is a small world... at least so far as email marketing's concerned. But significant differences still exist when we're talking about the wireless world. Guess who's lagging behind? Apr 2, 2001
• Database Marketing 101: Part 3
  Now that you've got a clear sense of the importance of your customer data, it's time to lay out a solid strategy for building an effective CRM model. How to start? With plenty of testing. Mar 26, 2001
• Database Marketing 101: Part 2
  Sure, we're seeing personalization become the norm in email promotions. But we've still got a long way to go. What's going to get us there? Behavioral and transactional information, to start. Mar 19, 2001
• Database Marketing 101: Part 1
  Get relevant or get out. Out of Kim's email inbox, that is. The key? Database marketing. Think of it as your strategy for keeping your marketing messages in front of recipients -- and out of recycle bins. Mar 12, 2001
• Strategies for Achieving Momentum: Part 2
  She threw down the gauntlet, and ClickZ readers rose to the challenge. And what exactly was the challenge at hand? How to apply offline momentum-building tactics to an email campaign. And how to do this? Read on... Mar 5, 2001
• Strategies for Achieving Momentum
  A sales arena is a sales arena. Whether it's physical or virtual, similar concepts apply. And here's a key one: building momentum. This week and next, Kim will look at how to rev up the sales process to seal the deal. Feb 26, 2001
• Reaching the Wired and the Restless
  Click here to get this. Submit there to get that. Gimme something NOW. Many Web users expect instant gratification and have short attention spans. So how do you get your message through? Feb 19, 2001

86 articles
Showing 1 to 20
Page: 1 2 3 4 5

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