David Dennis

Start With a Landing Page (5 Things That Will Happen If You Do)

When kicking off any online marketing effort, one of the most effective and rewarding tactics is to establish a targeted landing page, separate from your main website. Use this landing page (and absolutely not your home page) as the destination for all of the traffic generated from your paid search, display advertising, and email campaigns. [...]

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How Much Email is Too Much?

How often are you sending email marketing campaigns to your customer database? A common fear among brands is that they will send too frequently, and frighten away the database that they’ve invested a great deal in building. More often than not, they’ll default to mailing once-per-month, without having tested the possibilities of more frequent touch [...]

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Personalization Fail (Or, Why Does DSW Think That I’m a Woman?)

by David Dennis

I am not the biggest shoe shopper in the world, but I do need shoes and I do like a good deal. So, during a recent trip to the store, when the DSW sales rep offered me a rewards program membership, I said: Sure. Since then, I’ve received a variety of email marketing promotions — [...]

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Why You Need to Benchmark Your Email Competition

by David Dennis

What is your competition up to with email? If your answer is Not Sure, then they could be outflanking you as you read this. Email is one of the highest-ROI, best direct-response digital tactics available, which is why your competitors have likely implemented robust email strategies. However, not all email programs are created equal. Those [...]

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Email Marketing After You’ve Outgrown Constant Contact

by David Dennis

How do you know when your email marketing program needs a kick start? Let’s say you’re running a successful, in-house email marketing program. You’ve built a decently-sized house list over time, and using a self-serve tool, you’re sending emails to your contacts about once per month. With each send, you can see your website traffic [...]

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Social Media Examiner Nominates Fluency Expert for Top Blog Honors

by David Dennis

Our team at Fluency Media is made up of many talented experts, so we weren’t shocked that, in the midst of awards season, we had a “nominee” of our own to cheer for. And cheer is exactly what we did when our Vice President of Marketing, Stan Smith, received a nomination for the second-annual Top [...]

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Are You (Inadvertently) Marketing to Children?

by David Dennis

This is not news, but you might be unaware: back in 2004, the states of Utah and Michigan enacted Child Protection Registry Acts. The goal was to prevent inappropriate content from getting through to minors — including references to alcohol, tobacco, gambling, or pornographic content. The vehicle for achieving this is a secured, Do-Not-Contact database [...]

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Email is Not a Commodity

by David Dennis

What does email marketing cost? A penny per email? Half a penny? And what does that really get you? If you send out a ‘blast’, you can always expect some response (and perhaps even an outstanding ROI). However, email is not a typical media buy with an easy to predict, CPM cause-and-effect. The right investment [...]

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One-Click Email Surveys: Painless Polling of Your Database

by David Dennis

What do your database contacts really want? Within your email marketing program, all of the A/B testing, tracking and optimization boils down to this one, simple question.

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