History Lesson: Maintaining Marketing Spend During A Downturn

Ilene Rosenthal, CEO

If you happen to be married to a financial risk analyst, who moonlights as a historian, you have to turn an eye toward history in order to gain any perspective on what’s happening today.

Here are a few of those tidbits, culled from a Forbes article from last year. 

Yes, last year.

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Topics: email marketing, marketing strategy

Brain Building: Growth Strategies Live Outside Your Industry

Ilene Rosenthal, CEO

Over our eight years in business, many White Space advisers have suggested I focus on a single vertical in my work. While we do have a concentration in certain industries—healthcare, for example—I’ve resisted this approach for one reason: It’s not right for growth businesses.

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Topics: email marketing, marketing strategy

What to Know Before Attending An Industry Conference

Bari Cener, Senior Director, Marketing & Client Services

Why do we attend industry conferences? To see and be seen, to be part of the industry camaraderie, and if we’re being honest, to take advantage of a few days in sunny Florida.

If you’re lucky, you walk away with a few nuggets of information that you could apply to your everyday business and a fistful of potential clients. But, in order to get there, you have to do the work.

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Topics: email marketing, marketing strategy

Bowie, Brothels, Horse Breeding And Risk

Ilene Rosenthal, CEO

One of my favorite podcasts is How Do We Fix It?, hosted by Richard Davies and Jim Miegs. It reeks of nuance, alternate views, reason, and charm.

I recently listened to an episode with Alison Schrager, who has looked at how risk is managed across circumstances and environments. Some of her conclusions from her book, An Economist Walks Into a Brothel: And Other Unexpected Places to Learn About Risk, really moved me.

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Topics: email marketing, marketing strategy

The Fractional CMO Balancing Act

Ilene Rosenthal, CEO

In an article written by Kevin Chesters, owner and partner at Harbour, an independent communications collective in London, he notes that marketing strategy is often an in-house function because of budget, time constraints, or convenience.

Well, who doesn’t want to save money, time, or hassle?

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Topics: email marketing, marketing strategy

Optimizing Member Retention: 5 Email Marketing Strategies for Nonprofit Organizations

Bari Cener, Senior Director, Marketing & Client Services

One primary concern of nonprofit organizations is budget. There’s not always a lot of money to dedicate to comprehensive marketing campaigns. But, these organizations are uniquely positioned to benefit from email marketing thanks to its comparatively low cost.

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Topics: email marketing, marketing strategy

What Moms and CMOs Have In Common

Ilene Rosenthal, CEO

We recently onboarded a new client who doesn’t have a CMO. They have tons of experience supporting their brand with the digital channels and PR. They’re in the design industry, so they’re fueled by creativity and innovation. They understand the value of metrics in proving the ROI of their marketing.

But, they came to us because they realized they needed something they called “high-level strategy” in order to use their marketing budget more intelligently. 

Seriously, when I heard that I thought I’d died and gone to heaven.

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Topics: email marketing, marketing strategy

Partnerships Are The New Lead Gen

Ilene Rosenthal, CEO

In the past few weeks, I’ve had the opportunity to be introduced to other marketing related firms that do things I don’t do--or don’t do well enough. In the past I viewed this as competition, but now my mind is changed. 

Oftentimes, we come into a business relationship to help focus strategy, messaging, and planning. We have implementation programs with our in-house “machine,” and project manage to sustain aggressive timetables and provide air-cover for client teams.

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Topics: email marketing, marketing strategy

An Unsubscribe Is Not The End Of The World

Ilene Rosenthal, CEO

Email unsubscribes are okay--really.

Your email unsubscribe experience will influence how people feel about your brand.

Helping people unsubscribe from your emails will actually have a positive impact on your email deliverability and internet service provider reputation, the goodwill of your customers and prospects, the health of your email list, your bottom line, and more.

Here are some stress-free concepts to think about.

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Topics: email marketing, marketing strategy

5 Values-Based Factors That Elevate Customer Engagement And Retention

Ilene Rosenthal, CEO

As we embark on two late-2019 brand messaging projects, I’m reminded to stand my ground on the balance between brand values-based messaging and product features.

Customers (whether B2B or B2C) are increasingly adamant that the buyer experience be holistically enjoyable. Yes, they need your product or service to solve their problem, but they also want to believe they're making a good decision -- and you need to be able to describe why they should invest in you.

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Topics: email marketing, marketing strategy

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