Another email service provider breached. A laughing matter?

Don't laugh at the Epsilon data breachBy now, you’ve heard about the massive breach at Epsilon on March 30.

First, I should tell you, this is no laughing matter. There’s lotsa bad here. Anybody guessing that a few email addresses are not a big deal should know that an enterprise marketing service provider like Epsilon probably got hacked by very determined and highly motivated professional spammers. These guys know the value of an email address, both a lousy one scraped from the web and a good one stolen from a provider to Fortune 100 companies.

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GMail Changes Ad Display Rules – Now What?

Google is changing the game for email marketers – again. They’ve reconfigured their ad-delivery mechanism to bring GMail users fewer, better-targeted ads. That they’ve changed some code is not a big deal. That they’ve further honed their Priority Inbox technology to drive targeted content is.

Priority Inbox is already a turbocharged email engagement algorithm designed to funnel only the inbound emails that are most likely to be opened to the reader’s immediate attention. Everything else goes to the regular ole’ inbox. It’s not in the junk folder, but more like email purgatory.

Well, Google figures, if you can make a piece of code do that, you can certainly make it prioritize the ads that display while a reader uses GMail.

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Marketing Spin: How Far is Too Far?

Marketing Spin: How Far is Too Far?Try #1:

While trying to start my car the other day, I heard that terrible clicking sound that you hear when the key doesn’t do what it is supposed to. I also felt that instant of internal disappointment, knowing that something I trusted had suddenly let me down. A few more times turning the key didn’t change things; the battery was dead. (The next sound I heard was the clinking of money ringing in my ears). I was going to have to find another way to get to work.

Then it hit me: the dead battery was a lot like some email marketing campaigns I’ve seen. You know when you see a brilliant subject line from a trusted sender, you open the email, and are disappointed by the content? It turns out not to be the insightful and enjoyable read you thought you were getting, but instead just another lame pitch. Don’t be the dead battery in your reader’s inbox.

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From: sales@company.com (aka DELETE ME)

Readers delete impersonal emails

What is the best email address to use for your email marketing messages?

If you’re struggling with this question for your own campaigns, congrats! You’re thinking pretty deeply about optimizing engagement and interactivity with your readers. There are basically two schools of thought: 1) Your readers want a ‘personal’ approach and will respond to an email from their friendly sales executive named Joe instead of an impersonal, faceless corporation, or; 2) Your readers understand your brand and will welcome news and updates from your company, but will feel ‘tricked’ by your attempt to use a personal name.

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Lotsa leads? Or quality leads? Pick one.

If you’re in marketing, you’re building a business. If you’re building a business, you need sales. To get sales, you need leads. It’s a basic equation. Whether you’re delivering campaigns for a storied global enterprise, or printing business cards in your dining room, you need leads. Names. Contacts. Prospects. Suspects. We’re talkin’ people, people!

And the more, the merrier, right? So throw all kinds of budget at the wall. Banner campaigns. Events. Lists. Who cares how you do it, just flood the joint with leads. Leads galore. Leads up to your eyeballs. You want to be sifting through sales prospects until you can’t see straight. You’re swimming in a pool full of 24-karat gold-plated leads. You’re in the money!

Except you’re not.

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B2B Lead Generation: It’s All In The Timing

We B2B marketing professionals think about our target audience practically every minute (It’s kind of an obsession). We know their revenue, number of employees, titles they hold, their budgets, their hobbies, and most importantly, their decision roles. This is static lead info, and we try to know as much as we can.

But what about dynamic info, that changes over time? For instance, are people ready to buy?

That’s where decision staging comes in. A decision stage is a unique point in time a B2B prospect is in during the lead cycle. It’s another way to segment leads, because they have such different needs in each stage that we may as well treat them like different people. This affects how we find them, how we evaluate them, and how we pitch them.

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