December 14, 2014

Email Marketing as Easy as Webmail

girlSortingMail

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamFor more than a decade, guys I respect like Chris Brogan, John Hlinko, Nicco Mele, CC Chapman, and Christopher Penn have been a broken record when it comes down to brass tacks: cultivating an email list is the only real reason to do social media marketing, content marketing, inbound marketing, guest blogging, or column-writing. I take that back, selling and making money is the only reason, at the end of the day, but just ask anyone in the world of fundraising, ecommerce, and sales the true value, in dollars, of a fresh, segmented, double-opt-in, targeted list, per subscriber, and I bet you’ll pop your wig (upwards of $3+ per-record for really desirable lists)

I have never started a list. I have everything else. I have never wanted to commit to wrangling the content needed to support a hungry list. Collecting a list is one thing but actually working the list, engaging the list, and setting aside the resources and creativity necessary to get an interesting, informative, compelling, well-written, entertaining, and salient newsletter out the door, checked and edited, every week is hard enough but actually shoehorning everything into a format that is both professional-looking and also deliverable.

I have gone through the discovery phase a number of times. I think I started, back in the day, with Mailman. I loved mailman because it was just an Open source Listserv software, not a proper broadcast list.. Of course, my next try was MailChimp.com, which is at least integrated with most every other app, but while it’s come a long way, it’s still more of a framework than it is a wizard.

I live in a world of Gmail,Wordpress and SquareSpace. I live in an app world. My tools should enable me to spend all my time writing content for my list subscribers instead of all sorts of post-production “splicing” — I want to do what I do when I blog: write it up, add some photos and a title, and then click [Post].

Easy peasy.

So, in my exploration, I have come upon GetResponse, which seems to me to be sort of like the SquareSpace of direct email. Everything’s drag-and-drop, everything is template-based. The job of a perfect app, in my opinion, is a service program that makes it so easy to get to 80% perfect — totally good enough — so that all the hard stuff — setup, design, branding, customization, production, post-production — out of the way as much as possible so that you and I can get to the business of trying to fit one or more weekly missives to my prospects, clients, fans, friends, and followers (okay, twice-a-month; okay, then, monthly).

Painless Email Creator — If webmail weren’t absolutely painless to use, nobody would use it. I believe that all web apps need to be as easy at Gmail or it’s a failure. As an app developer, you have about ten minutes of good faith and attention before a new user hits the eject button and leaves forever.  This all needs to be dead simple, template-driven, and every template needs to be professional, gorgeous, and good enough to only require a couple simple uploads, like a photo or two, a profile photo, and a logo and good-to-go. And, one needn’t care about file size, format, density, height, or width. You should be able to upload anything and the back end should be able to resize and optimize (hell, there are even server-based tools that can do amazing things with image-fu, including gifsicle, jpegtran, optipng, pngquant, etc.).  GetResponse seems to do it’s very best to get out of the way towards getting me on the road. Writing up newsletters for the wise and sage subscribers to whom I aspire to entertain, compel, and sell should not be any harder or laborious than writing a memo to my staff or writing my weekly blog post for Biznology.com. The easier it is, the more often I will engage with my followers and, presumably, the more top of mind Gerris and I will be (if I do my part).

Simple List Building — another thing that top-of-the-line email and social media tools offer is contact-slurping. First you register, then you validate your email, then Facebook, Stitcher, LinkedIn, and even Gmail, Yahoo! Mail, and Hotmail/Live.com/Outlook.com slurp up all your other contacts, onboarding them as completely, painlessly, and quickly as possible. GetResponse slurps up everything and anything from everywhere, it’s up to you to control your lust and be smart about who you really should be sucking into your list and who you should probably just leave alone. Do all 14,000+ of your contacts really want to be on your weekly Social Media Marketing and Digital PR missives? I mean, it would be pretty nice to start a list off with over ten-thousand members, but think about it: blowback’s a bitch. Don’t include anyone who might be interested in reporting your unrequested email to the spam police (called the “List Booster”)

Landing Page Creator — Chris Brogan, John Hlinko, Nicco Mele, CC Chapman, and Christopher Penn are smart. They realize that you can play patty cake with your subscribers and followers and friends on your email lists and social media all you want; however, if you want to convert folks to customers, you need to take them further into the funnel and a landing page is, generally-speaking, tailor-suited for selling and converting casual visitors to investors in your fruitful future of milk and honey.  But don’t be coy. A landing page is not the place to be all “shucks,” it’s where you can take the 7+ touches that your email marketing has proffered and turn that into a proper business relationship.

Autoresponder — I don’t use these very much but what they do do – if you’re the sort of person who is able to put the sort of work into setting up automated follow-up email cycles, birthday emails, 1-to-1 communications, and customized offers – is probably really very cool. I’m not that guy.

Responsive Email Design — this matters to me. Responsive design is one of those trendy buzzwordy trends you and I want to just dismiss out-of-hand — but don’t. It’s really something else. And, when it comes to grabbing peoples’ attention from wherever you reach them, you need it. What responsive design does is customize the look, feel, and usability exclusively based on what device, mobile or desktop, phone or tablet, big or small monitors, tiny iPhone 4 or phabulous iPhone 6+. So, since GetResponse offers responsive email templates, your email will always arrive premasticated bespoke for each and every one of your subscribers.  You can check it out by using their Inbox Preview tool which allows you to preview the email you’re sending out to make sure it makes a splash on as many devices, email clients, operating systems, and browsers as possible.

In addition to these basic and essential offering, GetResponse also offers segmentation of lists; A/B testing, allowing you to try out different subject lines, images, slogans, or introductory paragraphs to see if one design, subject line, or introduction works very much better or another. You can test a little bit of the list, see how it performs, and then run with the best-performing one for the entirety of the rest of the list. It’s very cool stuff.

I have always wondered why direct email tools had been so difficult to manage. Maybe it’s because a few people have been making a lot of money by being the experts in this too-complicated and obfuscated industry. Maybe it was to control the space. MailChimp has taken a few steps towards democratizing the process but GetResponse has made direct email marketing as easy and simple as joining Facebook or registering for Gmail.

December 8, 2014

The Goldilocks of Online Collaboration

Goldilocks and the 3 BearsTarget audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamI love my Gerris-branded Join.me but it’s limited in scope. It’s perfect for a virtual meeting, for a conference call, for a screenshare, and in support of a pitch, sales call, demo, or razzle-dazzle. It’s international, there are loads of global local numbers so that people can even call in locally, even if they’re at a cafe in Berlin, so it’s pretty handy and it gets global. But it’s not the right tool for webinars or virtual classrooms. There is GoToWebinar, of course, but the price point sells me a mega-yacht when all I really want is a very lovely and blue sea capable sailboat. Join.me is the boat I tow to the launch but I needed something that I could take on an around-the-world blue water cruise. I don’t need an ocean liner for that and GoToWebinar starts at oceanliner.

ClickWebinar has been the Goldilocks solution for me.  While GTW starts at a minumum of 100 attendees for $79/month billed annually ($99 for month-by-month), ClickWebinar starts you off with only 25 attendees for only $22.50/month billed annually ($30 for month-to-month). If I need more, I upgrade.

In addition, you can brand ClickWebinar white label, allowing me to make it my own. I don’t know if you know this about me, but I have lived around the world and ran a DC-based business from Berlin, German, for a couple years. Like Join.me, ClickWebinar gets global. It’s been developed abroad and is known for its Simultaneous Chat Translation. Simultaneous Chat Translation allows attendees who are not native English-speakers to engage in the conversation via chat using their own language, automagically-detected, with the understanding that their Spanish, German (and 50 others as it uses Google Translate) will go from their native tongue (where they’re their smartest) to your native tongue (where you have the best comprehension).  The reason why it works is that there are a lot of people who may well comprehend English, for example, but might not feel a little shy about participating in English. It’s a very powerful equalizer, both for Q&A and for mutliligual training and support.

Of course, ClickWebinar also has all the other stuff: destop, browser, or presentaiton-sharing, audio & video conferencing, social media sharing, polling, moderated Q&A and chat, and meeting recording. Like Join.me and GoToWebinar, the littler and bigger, the too hard and too soft, the too small and too big, ClickWebinal also offers mobile support via tablet, Android, and iOS devices.

In a perfect world, I would be able to work from anywhere with absolutely anyone. Thank you, Internet. For me, it’s all about finding my Goldilocks solution, finding the solution that’s just the perfect fit for me.  Until now, I only knew about the dinghy and the yacht. It’s good to know that there are quite a few Enterprise-level solutions for the thing that we digital nomads find ourselves doing more and more: taking all of our meetings online, be it via a quick IM, Skype call, conference call, or full-fledged webinar.

For me, it’s all abou the perfect tool tool for the job. Not too big, not too little, but just right.

December 3, 2014

5 tools to build your social media empire

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Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamWhile I aspire to build my company Gerr.is into a great empire, I’m currently interwoven into a patchwork of agencies, partners, clients, vendors, projects, goals, and even some very cool — but very geographically disparate — teams. It makes my head swim. It makes your head swim. Robots will enslave us all; however, until then, they make it possible to get quite a lot done on one’s own. An army of one, if you will.

So, while I am building my empire, here are some of the tools I am looking at and using. Continue reading

November 19, 2014

5 social apps to turbo-charge your productivity

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Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamThere are both a number of applications I use every day and several I have played with that I thought I would share with you today. If you work in the marketing realm, or if you’re running a startup, or you’re the social media guru at your office, you’ll likely find some of these five apps will enhance your productivity.

I have paid for some of these apps and others compel me but I don’t really have a use for them yet; that said, I keep on returning to them.

Circloscope

CircloscopeAfter complaining about Google+ in such articles as Why Google Plus is more like a forum than a social network and Hey Google! Here’s why Google+ is still a ghost town  and Why Google+ Is the Antisocial Network, a number of Plussers came to my aid, telling me what a mess my Circles were. Continue reading

November 11, 2014

5 big ideas for Social UX success

JD LasicaI‘m in Peru for the first time. Over the weekend I headed up to Cusco and spent a day at Machu Picchu (more about that at a later date at Cruiseable).

Today I spoke for the second time at the annual conference put on by Grupo de Diarios America (GDA), this one at the headquarters of El Comercio in Lima, Peru. Continue reading

November 5, 2014

4 startup product blogs that can teach you a thing or two

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Post by Diana Doherty
Chamber of Commerce.com

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Are you just getting your business blog up and running? Maybe your company already has a blog, but it just seems to get lost in the background noise of the Internet. Rather than looking for how-to guides on blogging for business, take a look these other startup blogs to see what they’re doing right.

Buffer blog

This social media sharing app Buffer struggled to gain exposure until they launched the Buffer blog. The content on their blog now gets thousands of shares. How did Buffer create such a far-reaching blog? Continue reading