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

Marketing Does Work If You Untangle The Data Disconnect

Ilene Rosenthal, CEO

Only three percent of customers believe marketing is relevant. As in, 97 percent of customers do not

It’s a staggering statistic for those of us who put everything into helping our customers define (and refine) their brand voice, craft the right messaging, and effectively deliver it to their target markets. Unfortunately, many companies don’t fully comprehend the intricacies of what makes marketing work. Simply throwing money at “marketing” is an inefficient and wasteful strategy.

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Topics: email marketing, marketing strategy

The Creds Deck: A 2D Representation Of The 3D You

Ilene Rosenthal, CEO

Recently, a friend asked for a WSMG credentials deck to send along to a referral. I’m so grateful, but I always pause and ask: Is this really a good idea?

Credentials decks are about the “what” of what you do. It functions like a checklist. Do they do what I need?

But, it’s hard to convey the unique why-and-how in a two-dimensional asset.

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Topics: email marketing, marketing strategy

Optimize Your Impact: How To Bring Storybrand Into The ABM Fold

Ilene Rosenthal, CEO

A recurring theme in my recent history of blog posts has been the Storybrand framework, which really focuses on tightening up your messaging and setting your audience, your customer, as the focal point. They become the hero of the story.

A common belief is that Storybrand is best utilized in smaller to mid-sized companies. 

I'd argue that’s a misconception.

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Topics: email marketing, marketing strategy

Breaking Down Artificial Silos In B2B vs. B2C Healthcare Marketing

Ilene Rosenthal, CEO

As we know, physicians hold the golden ring: the referral or endorsement of health-related products and services.

On paper, it looks like we have to jump through a lot of hoops to reach referring docs who might send patients to physical therapy, weight loss, wound care, or diabetes locations to get the care they need. But, physicians are people too, and you can often reach them with integrated marketing tactics without duplicating spend, or devising physician-only messaging. 

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Topics: email marketing, marketing strategy

Why Abandoning Sales Tech During The Sales Process Is A Miss

Ilene Rosenthal, CEO

Technology is changing the way we look at--and proceed with--sales. Sometimes, we rely heavily on technology and its predictive capabilities, especially in the beginning stages. The good news is that over half of organizations are using sales tech to effectively accomplish the following:

  • Social selling (57%)
  • Lead gen (57%)
  • Activity management and tracking (56%)
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Topics: email marketing, marketing strategy

Calling All Org Chart Snobs: Where’s The Customer’s POV?

Ilene Rosenthal, CEO

The clock is ticking towards 2020, faster than many would like. All the slicing and dicing of budget planning that takes place during the next two months is a necessary evil--and is often dictated by a predetermined (and stiff) organization chart. But, just because the org chart provides structure, it doesn’t mean it’s truly cost efficient.

Here’s an example, another “blast from the past” reference...

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Topics: email marketing, marketing strategy

The Secret Sauce Of Storybrand Makes The Meal

Ilene Rosenthal, CEO

Since my Storybrand certification in July, we’ve been contacted by quite a few companies looking to apply the framework to their business. But, when we’ve drilled down in discovery, we’ve found that what they really want is better copywriting. A noble goal!

Perhaps the confusion comes from reading a book. There’s nothing wrong with that. I read it too! 

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Topics: email marketing, marketing strategy

Halloween’s Black Cat Vibes: How Email Lives 9 Lives

Ilene Rosenthal, CEO

Oh, email. So old and tired. Right? 

Wrong!

So many data platforms… so little time. New technologies are in place to identify behaviors, buyer journeys, levels of engagement, and interest. But, to actually connect with a human being, more often than not, you need a valid email address.

It's like the good ol’ standard Snickers Bar in your Halloween bag of treats.

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Topics: email marketing, marketing strategy

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