The Four Keys to Power in Email


By Jeanniey Mullen, Vice President of Marketing, NOOK by Barnes and Noble

By integrating the four keys to your email messaging strategy, you will ensure a productive, profitable and positive email experience for all.

This week, I gave the keynote speech at the Media Post European Email Insider’s Summit. My topic – why email is the most powerful channel.

Crowning email as the most powerful channel in marketing, in today’s Pinterest, Mobile, SEO, Vessel-filled world of media options is a bold statement. But I still believe it to be true, and here is why.

In order to draw a line in the sand and “name” the most powerful channel in marketing, we must first understand what power is. I’ve broken the elements of power down into four factors:

1. Opinion – You must define who you are and what you are responsible for as a brand. If someone interacts with you – what do you expect to happen?

2. Audience – You need to know who matters to you. The world has over 7 billion people in it. Not every one of them is your target buyer. Create an audience that is meaningful to you.

3. Influence – Your message much be built so soundly that it influences people to take the action you want them to take without it seeming salesy.

4. Persuasion – Just because you have influence (aka a brand position), doesn’t mean that you own the action. You must still present a persuasive argument and convince people to do what you originally wanted them to do.

In order to evaluate how well email stacked up to other channels in this space I built a Power Grid and analyzed the potential impact of various channels across these four key factors. The results can be seen here.

This grid demonstrates that, while every channel has strengths, only email is able to be deliver in all four power categories – this doesn’t suggest that omni-channel marketing shouldn’t be considered, it absolutely should. But it does make a clear point about how flexible and impactful email’s reach can be.

Once you agree on the power of email, the next step is to ensure the four keys to power are integrated into your email messaging strategy, automation initiatives and analysis. Without this, you could lose focus and your emails can get off track.

By leveraging the four keys to power, you will ensure a productive, profitable and positive email experience for all. And your email efforts can be successfully integrated into a larger omni-channel offering.

Do You Really Know Your Target Audience?


By Sibel Gray, Wearables Lead, Internet Marketing Association

Despite all the negative reviews I’ve read regarding the Apple Watch, after using it for three weeks, I feel spoiled.

I value the privilege of being able to keep my phone in my purse. To be able to answer quick phone calls, receive notifications, and with a simple voice prompt send text messages. For someone who is also directionally challenged, having quick access to maps and location guidance is just fantastic! The glances feature is an added bonus, providing summaries of information needed frequently which are simple to access with a quick swipe. Not to mention the convenience of using Apple Pay.

Getting use to the advantages of the Apple Watch is apparent. Sure you don’t have to get the first version, and can wait if you’re not an early adopter. But after getting use to it, there is no way I’d part with mine.

For a piece of tech jewelry, the expectation is for it to be perhaps more futuristic in design. Nevertheless, it is elegant and the functionality provides freedom from being enslaved to your Smartphone. In essence, you are exchanging one device for another; however, the Apple Watch is handier.


Like most apple products, the watch is intuitive and simple to setup. It pairs with an Iphone5 or later running iOS 8.2. Bluetooth must be enabled on your Smartphone, including Wi-Fi or cellular network access. With both devices charged, they can be paired via the Apple watch app on the iPhone.

One area I experienced a challenge is sending texts to non-iPhone users. In settings > messages > send as SMS needs to be enabled, and iMessages needs to be turned off, and then back on again in order to resolve the issue.

Workout & Activity Tracker

Overall, the health and fitness features of the Apple Watch are great for general wellness. Though you may reconsider using it as a fitness tracker if you are looking for athlete grade workout statistics.

In comparison to other fitness trackers + smartwatches I’ve used, the collected data is minimal. Still, it took a bit of time for me to process how all the information is gathered and presented.

Apple Watch has two apps focused on tracking fitness – “Workout” and “Activity” – both feed into Apple’s health app.

Workout Mode

The device automatically detects your exercises and movements. However, for runners focused on their distance and pace, the “workout” app is required to gather details. Also GPS tracking is unavailable, but with the assistance of your iPhone it can be recorded.

To capture workout statistics, launch the app. A number of options will be presented – outdoor and indoor walk, run, cycle as well as elliptical, rower and stair stepper. For someone who does high impact cardio like me, the “other” category is my only option. With that choice, alternative exercises are calculated as a brisk walk.

The sensors on the watch track duration, active calories, and heart rate while you exercise. From within the app, you can set goals for your routine and view your progress while sweating it out.

Personally I found it difficult to view my statistics while working out. Trying to swipe between calories burned, and viewing my heart rate was challenging. It definitely would be easier if all the information fit on one screen. Also, notifications were bothersome. So the do not disturb mode is appreciated.

Activity Reporting

The “activity” app on the Apple Watch is colorful, and presents a summary of your daily movement. It is accessible via certain watch faces, through quick glances and the activity app.

At a glance, you’re provided with a quick review of the goals achieved within your day – for total calories burned, steps, and distance. The data points are presented as 3 nested rings. Each loop is represented by a color. Red for movement, the amount of calories burned in your day. Green outlines the length of your workout duration, and blue shows how many times you’ve stood up. When you’re goals are completed, the Apple Watch gives you a pat on the wrist.

To see reports of your daily, weekly movement, and exercises you can also go to the accompanying activity and Health app on your iPhone. Third party fitness apps are also available for workout enthusiasts who want to record more than what Apple can provide.

With time the device is suppose to learn your habits and provide reminders of how to keep up with your goals. It’s a great start, but falls short for me in the workout-tracking category. I questioned the accuracy of the data, and used it as a best effort estimate. As I know how many calories I usually burn with a specific workout routine. Hopefully improvements will come sooner than later so I can eliminate devices from my wearable tech box.

My Wish List

Improve Battery Life: Battery lifespan is about a day for my particular usage. It’s annoying. You have to remember to charge it often, or put it in power reserve mode. There are rumors of wearable wristbands to save battery life in the works. Perhaps by fall they will hit the market, but will come at a price.

Experimenting with settings to reduce data exchange between devices and simplifying notifications will improve battery life but it’s not enough. Also closing running apps in the background, reducing sound & brightness features, removing apps from glances, limiting emails to your VIP list, as well as enabling power savings mode in the workout app (heart rate will not be tracked during walking and running workouts) will all assist in improving battery life on the Apple Watch.

It’s a challenge to know which apps are open. As a habit closing an app after using it would be helpful. To close an app, press the button located under the digital crown. After the power reserve screen appears, keep pressing the button and the app will close.

Monitor Heart Rate Continuously: After it’s first update, the Apple Watch no longer monitors heart rate in the background every ten minutes. Its presumed Apple took away the functionality to improve battery life. It only monitors heart rate when asked, or during workout mode. As well as when you want to send your heart beat to another Apple Watch user. The feature is cute, but gimmicky especially if you’re not a teenager.

Personally, as long as my workout data is accurate, it’s not that important to me. However, somehow I would still prefer to have an option to turn off background heart rate monitoring myself, than have Apple take away the privilege of a device that has the capability to do it.

Customize Activity App: Now, I’m being really spoiled. But I would really like to have the option to change the “activity” app colors, and customize it. I find the color combinations, and graphs overwhelming in presentation particularly on the iPhone.

Edits to Activity App: For a device that is learning your habits, I’m surprised that the Activity app restricts edits. I would appreciate the capability to manually enter exercise input.

Customize Watch Face: I am disappointed with the watch face options provided by Apple. Personalization is key for me with a wearable device. It’s part of the beauty of having a digital accessory. Unfortunately with the Apple Watch, options are limited, and not necessarily cool. A couple of them have potential, but the ones I like, are not customizable. At least third party apps should be allowed for watch faces.

Track Sleep: It would be a novelty if the Apple Watch had a sleep management app.

In Conclusion

I enjoy the conveniences of Apple Watch. For a first-generation device, it’s adequate. Though I am curious how it will evolve.

Although basic, the health and activity tracking apps are great from a holistic perspective. The device gathers a lot of data. Learning about your habits, your activities etc… however, at the end of the day, like most wearable devices I’ve tried, you’re still left to evaluate your own routines and metrics. It’s not so bad if you’re capable of understanding the information provided. Yet, it needs to get smarter to entice users and provide valuable benefit from the statistics gathered.

Having said all that, I still love mine.

Marketing Agility Requires Good Analytics


By Jeff Marcoux, CMO Lead, Microsoft, and Board Member, Internet Marketing Association

In a 2014 Study by CMO Partners, marketing departments who considered themselves agile were three times more likely to make significant gains in market share.

CMOs and Marketing Leaders are turning to technology and big data for help with becoming more agile, but as more data insights become available, sorting the signal from the noise becomes harder and harder.

Technologies like predictive engines and machine learning have been brought to life by cloud computing and are finally catching up to the demand and speed required to make analytics useful for agile marketing.

Our research tells us that agile marketing relies on four phases of business analytics: descriptive, diagnostic, predictive and prescriptive. Marketing leaders with a clear understanding of the four phases and how to connect them can more effectively lead an agile marketing strategy and drive strong return.

Check out this whitepaper for more detailed information on the four phases and our recommendations for Agile Marketing.

Marketing Director vs. High School Teacher: What’s the Difference?


By Dominick Sirianni, VP of Operations, Primavera and VP Interactive Education, Internet Marketing Association

As marketers, we seek to share a brand with an audience.

As educators, we seek to share a concept with a classroom.

There isn’t a difference. At their core, marketing and education are one in the same. As host of the IMA Leader podcast, I’ve engaged in a series of episodes that explore the intersection of education and marketing. You’d be surprised how much a Social Media Manager can learn from a former 9th grade teacher and vice versa.

Modern marketers know that success no longer comes from shouting the loudest. Chris Moody is a Director of Marketing for Oracle and a recent guest on my show. He said in episode 37 that it’s not like the days when if you built it, they would come. There’s a boatload of content out there now and, like a teacher, you have to look for signs that your audience is listening and then present your concept in a way that can be easily consumed.

Otherwise, today’s consumers act like the kids in the back of the room and just tune you out. Now they can even take action like barring telemarketing calls, shutting off ads, blocking emails, and surfing incognito. As Brian Wong the CEO of Kiip said in episode 18, marketers who do their jobs poorly might end up pushing the entire industry over a cliff.

Today, success comes from asking, listening, responding, and engaging. This is where good educators shine. They know that what they are teaching may not be the stuff of a Hollywood mini-drama, but they get creative and pull their audience in. They differentiate the instruction and personalize the learning experience as much as possible for each student. Good teachers are true modern marketers and most don’t even realize it.

Here’s how to rock marketing like an expert teacher:

1. Present Material in a Creative Way

Diane Senffner, the CEO of Cine Learning Productions, describes in episode 34 how she was commissioned to educate a community about chronic illness and Type II Diabetes. Past campaigns just listed off symptoms and recommendations on a brochure which put the entire audience to sleep.

Instead of avoiding drama, Diane and her team went looking for it. They created a short telenovela about a family facing chronic illnesses. Through a story, they made sterile and confusing medical terms personal and emotional.

They saw a 20% increase in the health literacy rate of their audience.


Photo: The Perez Family – Created under the Medicaid
Transformation 2 Grant, AHCCCS – Summer 2008 

2. Tell Someone Important

David May (guest in episode 36) is the Director of Web for Chapman University and has website designers and content developers working for him. He’s also in charge of the University Phone Operator.

Just like a student who tells his teacher about a problem from the book he can’t figure out, empowering the teacher to cover the material in a different way, when a prospective student calls Chapman with a question, the Operator is able to escalate trends in those questions to his boss who can then directly affect change to the school’s website.

Schools tend to be very flat organizations with teachers empowered to facilitate learning without a lot of direct oversight from Administration. Is your organization structured to facilitate the free flow of information from the area who talks to your customers and the area who markets to them?


Photo: Chapman University shows how they embody innovation 

3. Give it Away

Good teachers teach anywhere and any time they see an opportunity. Good parents look for teachable moments when they can teach their children something important because the child asked a question.

Entrepreneurs and companies who believe in giving away valuable information for free are more likely to be viewed as an expert on the topic and sought out for objective feedback in the future. Laura Petersen – the co-founder of Student-Tutor, a former high school math teacher, and episode 33 guest –  took her company from zero to 36,000 website hits a month by giving away insights about SAT prep, scholarships, and tricks to make math easier. Student-Tutor hit the first page of Google for important search terms by giving away relevant information.

As Christoph Trappe said in episode 5, quality content will always rank high. Whether that’s on a search engine or in the minds of your potential customers, learning to market like an educator can give you a leg up on your competition.


Photo: Student-Tutor’s blog post #1 for “top math websites” search on Google 

Adding it All Up

I spent several years working for a Tony Robbins and Chet Holmes company that assisted CEOs in learning how to properly tell stories that sold their products. The education I received was invaluable.

At any given point in time only 3% of your total market is actually looking to buy the product or service you are selling and about ⅓ wouldn’t take what you are selling if it were free! (Source: Chet Holmes, best-selling author of The Ultimate Sales Machine)

If you have a solid product, you will get a piece of that 3% automatically. Most of your competitors are going to be focused on getting as much of the 3% as possible. Even bad teachers have students who learn the material. A portion of every class is filled with high performers who either already know the content or can teach themselves. Teachers focus on the kids who need the help.

Start looking at your audience like a teacher looks at a classroom. Find the prospects who don’t yet know they need what you’re selling and educate them.

31 Marketing Tweetables You Can Tweet Right Now


By Laura Petersen, Co-Founder of Student-Tutor and IMA Individual Contributor

This year I have decided to embrace Twitter. And I’ve become a bit of a fan for business and personal use. But it can take some time to compose and curate valuable tweets to share with your audience.

If you use Twitter to share relevant, interesting, and funny tidbits with your followers – specifically on the topic of #marketing – here are some unbeatable tweetables you can steal and use, today.

Follow these simple steps below:

  • Step 1: Copy a tweet
  • Step 2: Paste tweet into your twitter
  • Step 3: Hit “Tweet” button


  • Step 1: Click the “Tweet this!” link next to each tweetable. Voilà!

Done and done!


If you tag me @lsp_s, I’ll retweet and like your post! [But not required for use. ;)]

Tweetables: Marketing Stats, Quotes, and Articles

Source for tweets #1-7: Social Media Examiner 2014 Report

1. 72% of #marketers say they use #socialmedia to develop loyal fans. Tweet this!

2. 68% of marketers surveyed in @SMExaminer report analyze their #socialmedia activities. Do you? Tweet this!

3. #Success depends on your ability to measure and understand your efforts. #contentmarketing @SMExaminer Tweet this!

4. 64% of #marketers use #socialmedia 6 hours/week or more. 37% for 11 or more. 19% more than 20 hours. Tweet this!

5. [Surprise] The younger the marketer, the more time he or she spends on social media. @SMExaminer Tweet this!

6. “Of those who have been using social media for at least 1 year, 69% found it useful for building loyal fan base.” Tweet this!

7. Self-employed marketers more likely to use blogging (62%) than large businesses (50%). Tweet this!

Source for tweets #8-16: Twitter Blog

8. #Social #Tip: Keep a calendar of upcoming live events and prepare ways to engage in advance. Tweet this!

9. 81% of people are more likely to take action from info shared on #Twitter. Tweet this!

10. 51% of people say Twitter influenced their consideration of a travel brand. Tweet this!

11. Twitter Ads drive leads at one-third the cost of other paid channels. Tweet this!

12. Auto brand Twitter followers nearly 3x as likely to purchase a new car. Tweet this!

13. Millennials say they use #Twitter because it brings fun and laughter into their lives. Tweet this!

14. Millennials think #Twitter enhances live experiences. How do you leverage this? Tweet this!

15. 80% of millennials access #Twitter on a #mobile device. Tweet this!

16. Use organic success to inform paid strategy. #twitterads Tweet this!

Source for tweets #17-22: Marketing Tech Blog

17. 46% of web users look to #socialmedia when making a purchase. Tweet me!

18. 70% of B2C #marketers have acquired customers through #Facebook Tweet me!

19. Over 90% say they follow businesses on #Twitter to get discounts & promotions. Tweet me!

20. 83.8% of luxury brands have a presence on #Pinterest. Did you know? Tweet me!

21. 90% of US online speciality retailers use #Pinterest Tweet me!

22. Top 5 Reasons Why People Follow Brands on #SocialMedia [infographic] Tweet me!

Source for tweets #23-31: Miscellaneous and indicated in tweet

23. Companies that publish new blog posts 3-4 posts/week generate 5x more traffic than companies that don’t blog at all. Tweet me!

24. 50 Stats You Need to Know About Content Marketing Tweet me!

25. “Red images get more repins than blue images on #Pinterest.” via @rocket_post Tweet me!

26. An email that includes social sharing buttons drives click through rates by 158%. via @rocket_post Tweet me!

27. “78% of CMOs think custom #content is future of marketing.” via @beewitsapp @HanleyWood Tweet me!

28. A/B Testing doesn’t mean you have two players; it means you have one variable Tweet me!

29. Gmail tested 50 shades of blue for their CTA color and found the highest converting shade via @neilpatel Tweet me!

30. 11 Ways to Improve Your Calls to Action via @neilpatel Tweet me!

31. 9 Formatting Tactics That Will Double Your Readers’ Average Time on Page via @neilpatel Tweet me!

Tweet-Writing Done for the Day!

2015_07_f2bHopefully this list of tweetables gets you moving on your social media goals. If nothing else, schedule one to go out per day for a whole month!

As a suggestion, Hootsuite is a great free option for managing the scheduling of posts. Compose or curate your tweetable content in batches to best leverage your time and mental focus. Then, when you check back into Twitter throughout the day you can concentrate on engaging with others and use Twitter to the fullest.

See you in the Twittersphere.

PS: Know of other great marketing tweets I can add to the list? You know what to do!

IMA Teams up with Tony Hsieh’s Life Is Beautiful in #DTLV

[:en]2015_06_f6By Erik Leist, Internet Marketing Evangelist, Internet Marketing Association

The momentum and excitement for the Internet Marketing Association’s pinnacle event, IMPACT15, has already been building. The newest addition to the calendar of events is IMA’s partnership with The Life Is Beautiful Music and Art Festival in Las Vegas.

During the tail end of IMPACT15, conference attendees will have the opportunity to take advantage of a VIP experience to fully immerse themselves in all the excitement that encompasses Life Is Beautiful.

The focal point for the festival is the eclectic and phenomenal musical lineup. Artists performing encompass multiple genres of music. Performing throughout the three-day festival are Stevie Wonder, Imagine Dragons, Kendrick Lamar, Snoop Dogg, Chance The Rapper, Duran Duran, Hozier, Weezer, Major Lazer, Death Cab for Cutie, Porter Robinson, Edward Sharpe & The Magnetic Zeros, AWOLNATION, Walk The Moon, Clean Bandit, Cashmere Cat and many more!

Life Is Beautiful will also showcase sections for art pieces, culinary art, and inspirational speakers. The festival will boast a various array of artists who will create works of art in Downtown Las Vegas. While attendees survey the incredible music and art pieces, they are invited to enjoy the highest quality food one will ever find in a festival. Famous restaurants like Nobu, Due Forni, and Honey Salt will be showcasing there, as well as, surprise celebrity chefs! The festival will not only touch the sense of sound, sight, and taste, it will provide stimulating material for the mind. Nationally prestigious speakers will converge and provide “the most inspirational learning series yet!”

This is a definite not-miss event! Register for IMPACT15 and enjoy the perks that come along with it.

For more information about Life Is Beautiful, visit their website.


Island Paradise Hub Unleashes Creativity and New Offshore Payment Gateway Integration Software is Born

[:en]2015_06_f5By Hilary Cahill, Vice President of Marketing, Cayman Enterprise City

Dave Ward, serial entrepreneur and CEO of Meticulosity made a bold move two years ago to escape the brutal winters of Upstate New York. Looking for the ideal environment to rapidly grow his web and ecommerce company internationally while also seeking a great place to raise a family, he relocated to a paradise island. Ward found the ideal place at Cayman Enterprise City (CEC), a technology-focused special economic zone in the Cayman Islands. Sunshine and tax benefits lured Ward, but when he set up in the Zone he was pleasantly surprised; he became part of a vibrant, burgeoning community of like-minded Internet and digital entrepreneurs who says Ward, unleashed his creativity. His company now boasts an impressive book of international brand clients and has just launched a new software division.

Meticulosity’s latest product provides custom integration between website platforms and First Atlantic Commerce (FAC) a payment gateway that allows secure credit card processing offshore. Meticulosity is currently developing plug-and-play integrations with Magento, Miva, Bigcommerce, and 3dcart and can build custom solutions for any website platform. Additionally, with CEC partners Brac Informatics Centre, Meticulosity assists clients in moving their transactional servers offshore to provide a physical presence in a tax neutral jurisdiction. FAC offers:

  • Realtime Secure Processing
  • Muti-Currency Options
  • Virtual Terminals and Hosted Processing
  • Fraud Mitigation

It appears that warm winters, no commuting, and time to enjoy an active island lifestyle, are all factors that stimulate creativity and business growth – just ask Dave Ward!


IMA Leader Featured Podcast: Rand Fishkin Founder of Moz on Turning Failures into Successes

[:en]2015_06_f4-v2By Dominick Sirianni, VP of Operations, Primavera and VP Interactive Education, Internet Marketing Association

Rand Fishkin (@randfish) is the self-dubbed “Wizard of Moz.” An apt name, in 2004 he co-founded what is, today, one of the marketing world’s fastest growing software companies, Moz. From 2007-2014 he served as CEO but decided to take the role of individual contributor so he could focus on what he loves most: internal and external product development and marketing.


Based in Seattle, Moz serves professional marketers around the globe with analytics and recommendations to improve their web traffic and customer acquisition through inbound channels such as SEO, social media, content marketing, and more.


“One of the things that we made a mistake with over time was basically just saying we’re going to have a single subscription that’s $99/month and we’re going to throw everything and the kitchen sink in there. I really wish that I had that whole experience to do over again.” – Rand Fishkin


Rand Fishkin has journeyed from founder to CEO and now is a lead individual contributor of one of the fastest growing internet marketing related companies in the last five years. He candidly shares his thoughts on learning from failures and knowing yourself well enough to make a change when needed, even if that means to hand over the reigns.

Show Links & Social

Rand Fishkin: Personal Blog, Email:


Listen to the podcast here.


CEO of Evite Turns Traditional Business Model on Its Head

[:en]2015_06_f3-v2By Dominick Sirianni, VP of Operations, Primavera and VP Interactive Education, Internet Marketing Association

Victor Cho is part techie, part businessman, and part visionary. Long before becoming Evite’s CEO, Cho started a database building consulting company as a high school student. He graduated magna cum laude from University of Pennsylvania’s Wharton School of Business with a B.S.E. in Statistics and Marketing and then honed his business chops at Microsoft, Intuit, and Kodak before taking the helm at Evite.

In two recent interviews on our IMA Leader podcast Episode 31 and Episode 32, Cho described how the traditional models of B2B and B2C are archaic. Outdated. Limiting. Describing how businesses should and will continue to run in a growingly interconnected world as simply “business to business” or “business to consumer” sets you up to miss the boat.


Instead, he proposes a BBCC Value Flow Matrix. To fully understand the implications of this forward-thinking model, listen to Cho break it down and apply real-world case studies to leveraging it here. Seeing how Amazon and Evite apply this is clarifying and inspiring. But the important take-away is that in an ubiquitously connected world, the value flows bidirectionally in increasing numerous ways.


Global Ubiquitous Connectivity — as Victor Cho coins it — is just at its beginning stages. We are only on the cusp of seeing the real impact of being connected to everyone all the time. Look at the trend of wearables and how that is increasing exponentially. In fact, the wearable tech market is projected to hit about $80 billion by 2020 according to Juniper Research.

Wearables are a perfect example of how companies sell to consumers while also receiving information back that they can further use to refine their products and improve their customer experience. Building in social apps and other experiential features further propagates scale as more and more consumers pull in their friends and family.

The world is no longer so black and white as B2B and B2C would imply.

Technology is changing the way we live, work, and play. This is no surprise to anyone. But as marketers we need to toss out archaic frameworks and look at ways to leverage this new frontier. Marketing techniques are arguably outdated too. Victor Cho urges us to reframe our vision so we can better capitalize on the growing opportunity unfolding all around us. The best companies already are.

To learn more, check out Cho on the IMA Leader podcast and register for IMPACT15 where he will be a featured speaker at this year’s conference.


The Evolving Role of the Marketing Agency

[:en]2015_06_f2By Patrick Boulard, Managing Partner, Axellium and COO, Internet Marketing Association

The evolving role of the agency has been a topic of discussion for some time as the marketing function continues to grow in strategic importance, and the complexities associated with planning, executing and analyzing marketing initiatives keep increasing.

We asked IMA Members and Partners to share with us some of their views on the roles and responsibilities that agencies are or should be playing. The answers are in the report.