St. Patrick’s Day: How to Create a Worldwide Phenomenon

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Want to throw a St. Patrick’s Day party? As you know, it’s pretty easy — just start inviting friends. Want a parade? That takes a little more organization, but it can be done. Somehow the name St. Patrick has become associated with all kinds of celebrations throughout the world. How did St. Patrick start this worldwide phenomenon? The answer may surprise you. Read more

New Research in the Epic Battle Between Double and Single Opt-in

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“To confirm or not to confirm, that is the question.” from Shakespeare’s lost manuscript, The Opt-in Dilemma*

Email marketers are generally agreeable people. But there is one issue that divides us: Double versus single opt-in. Some of us think double opt-in is unnecessary. Others think single opt-in creates a less responsive list. While I can’t resolve the dispute in one post, I do have some new information to help you make the decision for yourself. Read more

20 Action Items for a Successful Email Marketing Campaign

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Email marketing is an effective way to engage your contacts and promote your business. You can send offers to people who have subscribed to your email list in real-time. Emails involve no expensive overheads, saving both paper and postage. Better yet, you can monitor whether or not the recipients of your email actually open, read, and act on it. Email continues to be an important marketing channel for many businesses. Read more

The Email List Building Nemesis: Churn Rate

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There’s a sinkhole in your list building efforts. Nobody talks about it much, but it is definitely there. It’s called “list churn”, “attrition” or “churn rate”. List churn eats up about 25-30% of the average email list every year. Your list growth efforts have to outpace your list’s churn rate. If they don’t, no matter how much list building you do, your email list will stay the same size. It might even get a bit smaller.  Read more