VerticalResponse Email Marketing Blog for Small Business

Apps Us Marketers Can't Live Without

Here at VerticalResponse we have roughly 70% of all employees using Apple computers. Our engineering department refuses to use anything else, and our latest convert was our Vice President of Product Management, Josh, who is on the latest Macbook Pro - where if he really needs to, he can run Windows.

As a side note, check out one of our customers, Due Maternity, talking about us on the Apple website.

We love our Macs and we love web-based software (after all, our product is web-based). I figured I'd share some Apple-specific software that works for us and web-based software that anyone can use. I've asked Alf, our Director of Marcom, and Ivan, our Web Producer, to weigh in on what they like too.

Janine's Picks

	Typepad - Online tool for blogging. I use it to publish this blog - it's about $5/month and totally easy to use.
	Salesforce.com - Online CRM tool for managing contacts and marketing to them. You can use VR from within this application. It has a few limitations with a Mac but still worth it! Just $95/month or $65/month depending on your flavor. The best part? You can use VerticalResponse right from within you salesforce account, then when someone clicks or opens your email, it is reported right back into the lead record. Booyah!
	FileMaker - Software to customize and store your database if you aren't into the online thing like Salesforce.com. $299 for the product, and you can totally customize your database.
	NewsGator - This is a great online tool for tracking keywords that appear on blogs and in the online world. We use it to see who is talking about us, and better yet, who is talking about our competition. You can really track where your press releases are being picked up more or less, real-time. I think we pay about $15/month.

Alf's Picks

	Firefox Extensions - Alone, Firefox is a great browser, but add the treasure trove of extentions available, and it becomes an invaluable tool for marketers and developers alike. On the marketing side, one of my favorites is SearchStatus, it shows me the Google PageRank & Alexa Rank for any page I browse right in my status bar and lets me instantly check a page's keyword density, backlinks & indexed pages in a variety of search engines (among a few other goodies). On the development side Web Developer is da bomb, I know there's been a lot of buzz about FireBug (I have that one installed too) with all its Web 2oh AJAXy Goodness, but my loyalty is still with Web Developer ... it's just too useful.
	Apple Keynote (Mac Only) - Them special effects is fantastic. Mac only (you can save to ppt for pc but why?) presentations & slide shows, this app kicks PowerPoint's *#$%. We use it to create the big-screen product presentaions for our trade show booth, and it's as easy as pie to use. Sync it up to a playlist in your iTunes library...click... and you have yourself an instant soundtrack, Rock On! Don't beleve me? Visit us at a tradeshow and see for yourself.
	OmniOutliner (Mac Only) - When I need to structure my thoughts on various marketing projects, I find OmniOutliner from the Omni Group to be the simplest hierarchical outlining app around. You can organize almost anything with this app, complex road maps, or simple to-do list. Its super flexibility and scriptability make it an irreplaceable tool. Can't wait to get my hands on Omni's sister app OmniPlan once its out of beta.

Ivan's Picks

	QuickSilver (Mac Only) - Remember the LiveStrong bracelet at the apex of its popularity? Being marginally tech-savvy and not having this installed on your Apple is like forgetting to wear your LiveStrong bracelet in 2004. If you are fond of keyboard shortcuts, this is the app for you. Despite its overbearing trendiness, it turns out there is reason it fosters zealotry among its users - if you take the time to learn it, it really speeds up your workflow while simultaneously impressing your haughty, hipster friends.
	NetNewsWire (Mac Only) - Just about every site these days has a news feed you can subscribe to, and this gem for OS X is the best way to manage those news feed subscriptions.  Subscribe to all your competitor's feeds, industry blogs and publications. Become one with your business' marketplace. There is a free version (NetNewsWire Lite) and one you can purchase ($29.95). The paid version integrates into your NewsGator account, allowing you to synchronize your feed subscriptions across multiple computers, and even access them through a web browser if you are jonesing for an information fix.
	Basecamp - This web-based application is a great tool to manage your ongoing projects, streamline communication and enhance collaboration within a team. It came quite in handy when we were re-designing our website and needed to keep track of the seemingly-endless task list.  If you're an Apple user, you can also integrate Basecamp into your dashboard with either the Telescope or the Basecamp widget.

Got any applications your marketing can't live without? Comment and tell everyone!

5 Tips on a How to Write a Better Subject Line

A friend of mine just asked me, "How can I increase my open rates?" Well I've talked about not "Putting all of your eggs in the open-rate basket". Unfortunately the subject line is "usually" the last thing many people think about when they put together an email marketing campaign. I know, it happens to us too.

Three things to think about when writing a subject line for your email marketing campaign:

1. You need to write it so that it gets through filters
2. You need to write it so that it's compelling enough to get your email opened
3. You need to keep to the expectations you set - If you are living up to the expectations you set in the beginning of your e-relationship, chances are you've got a good shot at getting your email opened with a good subject line.

What to think about when you're writing your subject line:

1. Avoid too much punctuation - A lot of filters pick this up as spam since it's a spammer technique. Putting an exclamation point after the word FREE! is not advisable. It's ok to use some punctuation, just don't overdo it.
2. Avoid using the word FREE in all caps - Some say it's ok to use the word "Free", others say it isn't. If you have to use it don't abuse it.
3. Put the most valuable information up front - Many of your recipients show 40-50 characters as the default unless your recipients widen their subject line area.
4. Don't repeat your "From" label - You've already told your recipient who you are, tell them why they'd want to open it. You've only got a small amount of space, don't waste it.
5. Give your recipient a "reason" to open your email - Don't generalize if you can, hit them where it counts. If there is an interesting article in your newsletter call it out. If you've told them you would send them discounts, just do it.

Subject Lines We'd Change and Why

Here is a subject line I've seen recently about a sales conference:

Learn winning strategies from top executives at the Sales Leadership Conference           

Most email readers would have seen:

Learn winning strategies from top executives

Diving into the content a bit more I might have suggested something like these subject lines:

{Keynote Speaker Name} talks of winning sales strategies
{Conference Name} - Increase your sales by 30 percent
Learn ten new ways to cold call
Increase your close rates by 30 percent Learn How

I got this in my junk folder from GoDaddy:

3 Days Only: Act Now and Save 10%!

Here, there is an excessive use of numbers, a colon and an exclamation point.
I might have suggested:

Ten percent discount on new domains - 3 days only

In my junk folder from Macy's:

From Label: Macy's Wedding Registry
Sub Line: Macy's Wedding Registry | Four days left to shop our Biggest Home Sale of the season!

The subject line would have been cut off at:

Macy's Wedding Registry | Four days left to

Here the most important information is at the end of the subject line because they used the most valuable subject line real estate by repeating the from label. They've also included an exclamation point and separator.
I might have suggested:

Four days left to save big with our home sale
Four days left - Biggest Home Sale of the season
Biggest Home sale ever - Four days left
Up to 40 percent off {biggest sellers here}
Four days left 40 percent off {biggest sellers here}

So you see, don't take your subject line lightly. It is the most important part of your email.

Got any clever subject line ideas, love to hear them!

VerticalResponse Named to the Inc. 500 Fastest Growing Company List

Well it's been years in the making but VerticalResponse was just named to the 2006 Inc. 500 Fastest Growing Company List. We're pretty excited about it.

The list is based on revenue growth from 2002 through 2005. We're ranked #402. Look out next year!

I want to give a HUGE thanks to our customers for the trust you put in us with your marketing campaigns, and I also want to thank the employees at VR. They work really hard to make sure everything goes as you, our customers, expect it to go.

I also want to say congrats to some of our marketing friends at Return Path, Fishbowl and Exact Target, as well as our customers Dogfish Head Brewery,  Signature Wines and Salary.com for making the list. (We're open to receiving beer, wine and salary info if there are barter opportunities with you all ;-)

Check out the September Issue of Inc. Magazine, there are some great stories to be told.

Did you make the list? Tell us what number!

Poll Results: What Day of the Week Do You Send Your Email?

The data is in and looks like Tuesday is still the day to email for most of you, 75 of you that were polled anyway.

According to a report published by ClickZ and eroi, if you're sending email to businesses, earlier in the week is better. If you're sending email to consumers, the study shows consumers prefer Wednesday or Friday to get their emails. Check it out for yourself here.

Use this report as a guideline for testing things out yourself. If you can, divide your list in half and send out 2 separate campaigns to test this. See what works best.

Any comments on what days you like to send your email marketing campaigns?

Top Ten Ways to Break Writer's Block

Karen Gedney wrote this great article for ClickZ today. Everyone gets writer's block at one point or another. What do you do when you can't think of what to write? My personal faves? The top "anything" list and FAQs. Check out the article if you've got 5 minutes. Print it out and put it next to your computer if you can.

Do you have any suggestions of what you do when you get writer's block? Do share!

Love your stuff Karen! Keep it coming.

Realtors - Build Your Email Lists

I've already talked about how Realtors make great marketers here, but how can Realtors go about building an email list?

Keep your data clean and up to date! Collecting business cards? As you know this is how most realtors build their prospect and client lists. You'll absolutley need to put them into your TopProducer, Salesforce.com, Realty Star, ACT!, FileMaker or whatever contact management system you use. Then it's easy to upload your data to VerticalResponse or your provider for you to do email marketing campaigns. You can download specific lists of prospects, past clients, brokers or fellow agents and do specific email marketing campaigns to each group!

Include an opt-in form on your site - As an accomplished real estate executive, chances are you have a website. If you don't and need one fast, check out WorkZ Sites. Make sure that you have an opt-in form on your site to collect addresses you'll send regular newsletters to. VerticalResponse offers a free one so check it out here. Make sure the information you are sending is pertinent to what they'll expect. Housing prices, homes that sold, lending rates are all great pieces of information for you to send to someone. You may hit them at just the right buy or sell time.

Send snail mail postcards to build your list - Do a snail mail in a given zip code, then drive people back to your site to sign up, to email you or to call you. Give your clients a reason like "get your monthly update on what's sold in your area." If you want to rent a postal list in a certain zip code, you might check out USA Data or InfoUSA. You can get a one-time mailing or multiple mailings of lists. Then simply upload them into your VR account, create your postcard and click send. It's that easy.

One last thing, we released some new real estate email marketing templates today, check them out.

Got any ideas of how you're collecting email addresses? Bring 'em on!

Polling on the VR Blog

I was looking through the TypePad Widget Gallery and stumbled upon a Polling Widget by Vizu. I installed it here on the VR blog just to the left, scroll down. I would LOVE it if you could take ONE second of your time and tell us what day of the week you send your email marketing campaigns on.  When you click, you'll see what days rate, and what days don't. After the poll is done, I promise to publish the results and blog about them.

Cool? Take the poll!!!

Personalization Gone Bad

Kate, our HR Specialist, brought me in a piece of mail last week. Funny thing is, she was laughing. It was an envelope, seemed a bit bulky. Ah yes, a gift from one of those personalized business gift companies whose name I won't mention.

I looked at the address, surprisingly my name is spelled right. That's another story, but ouch...Verticakresponse Incorporated. Bummer.

It gets better... I reach into the envelope and pull out what is looking like a pretty nice pen. Bonus! I can always use one of those. It's slick, it's small and ...ouch again...why should I have thought that if our company name was spelled wrong on the letter it may have been spelled right on the pen! Hoping I guess...silly me. At least they allow you to change it on the order form. Ok, kudos there since we know no one is perfect.

Now I've got a slick looking pen with Verticakresponse Incorporated on it. Basura.

The moral of the story? If you are going to personalize, make sure you've got good data and make sure you test it out not only in your email campaigns but everywhere you personalize.

Got any good personalization stories? Let's hear 'em!

Back-to-School Ideas for Your Biz

Back-to-school promos started, I saw the reams of paper last weekend all shoved into my Sunday Chronicle and the back-to-school email marketing campaigns are starting to roll off the VR servers. Is this an opportunity for your business? The Washington Post reported that computers, printers, iPods and video games will lead the charge in the 2nd biggest shopping season of the year.

Does your product or service have a back-to-school slant? Remember, back-to-school isn't only for the kiddies and teeny-boppers, it's also for college kids. Here are a few I've found.

Retail

• Check out Dell, they're using a sweepstakes as their promo. Choose a notebook on their site and personalize it with a skin. They're giving away 12 computers a day in their promo along with a grand cash prize.

• Staples has a "Geared up for school" sweepstakes where they give away prizes each week, culminating in a grand prize $10,000 shopping spree with a famous teen idol.

• Target has a great "Off to college" section of their site. They even have a "Must Have For College Checklist" of things their student will need from furniture to clothing, and a "Countdown Calendar" for what you'll need to do in the months before the send off. My favorite is the "College Prep Test". You answer a few questions, and Target tells you in a humorous way what type of person you are, along with what you need for your room. Brilliant! Of course, you can forward the quiz to your friends. Viral marketing. A great way to start building a list of college students.

Hospitality

Offer something special for last minute, end-of-summer vacations. How about trying an offer from your spa or salon for "after" back-to-school, to give parents a little breather for a day.

• Catalina Island hypes last minute, end-of-summer vacation on their site. It's timely especially since it's so close to Labor Day.

• Check out the Dallas Convention and Visitor's Bureau. They offer a last minute adventure for the family before the kids go off to school.

• The Wellbridge Athletic Club and Spa takes a different approach by publishing articles on Back-To-School nutrition, heath and safety.

• Best Western in the UK touts getting you pampered now that the kids are away.

Non Profit Organizations

• Robert Wood Johnson Foundation launched a program called Back-to-School Covering Kids and Families encouraging parents to insure their children before the first day of school.

• The New American Dream, a site that helps Americans consume responsibly to protect the environment launched a back-to-school program where they list places to buy environmentally friendly notebooks, paper, computers and backpacks.

Publishing

• Family Fun Magazine launched a back-to-school "A+ Lunches and Snacks" guide for ideas on healthy food for kids.

You may not think you have anything that relates to this spending season, but you just might if you get a bit creative. Got any ideas for back-to-school? Let's hear them!

Microsoft Includes an Unsubscribe Button in New Email Reader Interface

Last week Microsoft became the first ISP to include an unsubscribe link in their new email reader. So why is this important?

Currently  MSN, Hotmail, AOL, Yahoo! and other ISPs all include some variation of a "Report as Spam" button within their interfaces. Many end users of these products tend to click on the "Spam" button instead of the unsubscribe link within the email. Why? Some unscrupulous spammers look at who is clicking on the unsubscribe link as an "active" recipient and ignore the unsubscribe request.

Why do we like that Microsoft did this?

The more your recipients click on the "Report as Spam" button the less reputable you/your sender become in the eyes of the ISP. This differentiation could reduce the number of spam complaints you get in your email marketing campaigns, by clearly delineating an unsubscribe that is controlled by the ISP from a spam complaint.

This product is in beta so we'll keep you up-to-date on it's launch. Stay tuned to see if AOL and Yahoo! follow suit.

For more on this story from Direct Magazine, check out Ken Magill's piece.