The From Line

Sending, Managing & Monetizing Email

Gold Lasso's Joint Study With Azam Marketing Reveals Five Variables of Scaling Email Volume

We are happy to introduce to you our newest whitepaper, in collaboration with Azam Marketing, entitled The Five Variables of Scaling Email Volume.  It is free for all to download in our resources section.

In collaboration with Azam, we have uncovered the complex balance of scaling and successfully executing a high volume email campaign and are overjoyed to be able to share that knowledge with you.

This whitepaper addresses the importance of the five key components for success in scaling email volume: Sender reputation, bounces, list management and cleansing, content and engagement, and finally, technology. We believe these components can be mastered if the following key points are kept in mind:

• Managing deliverability for high volume is a joint effort between the ESP and client.
• Reputation success stems from data cleanliness and a good sending strategy.
• Abrupt strategy changes can cause issues and must be planned.
• There is no direct line to the ISPs. Vigilance and responsible sending practices are a must.
• Be prepared for a long scaling process. Extreme volume swings will not be effective.


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Trend: Niche Social Media Creates New Opportunities | Marketers Find Big Potential in Small Places

Marketers who take advantage of niche social media (primarily in the B2C space) are a step ahead of the competition. Rather than sticking with a blanket approach on popular-yet-general Facebook or Twitter, socially-savvy businesses are developing relationships with very specific market segments. By posting content, asking questions, creating public lists and rewarding followers who share a common interest, they’re helping to develop a brand and generate product interest.

Niche social media sites are attractive to hobbyists and fans who enjoy sharing and discovery. Their users are passionate about particular topics such as investing, fashion, art, cars and sports. Like Facebook, niche sites allow people to build a group of followers and find other like-minded users.

For marketers, niche social sites like Polyvore for fashion-minded women and GoodReads for bookworms open doors to specific target audiences. They are growing communities of individuals looking to benefit in some way – either through meeting new people, learning new ideas or finding great discounts. Niche social media participants are receptive to marketers who add content, provided it is presented in the right way. The key goal is to remain conversational and fun, and to respect the community itself. Promotions that lack interactivity are unwelcome, and it takes time to build trust.

Many industry-specific niche social networks haven’t yet been tapped by marketers. Some sites award points to the most useful content, so it’s important to collaborate and add value while remaining transparent. Posting is usually a manual process, and it takes time to build a solid following based on trust. Get to know your followers and invite them to know you.

Here are a few niche social media sites of note. A longer list is available after the jump.

Fashiolista - Fashion photo, blog and link-sharing site with sponsors, rankings and followers
Feed the Bull – Message boards and education on investing topics
Yard Barker – Sports blog network with quizzes and news
DesignBump – Arts link-sharing with news, trends and discounts ranked by popularity
Fark – A link-sharing site where users thrive on sarcasm and create viral activity – User-submitted restaurant reviews, ratings and recommendations.

Click "Continue Reading" for a list of over 30 growing niche social media sites.

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How Ad Agencies Can Get Social Marketing Project Publicity a'la The Old Spice Guy

A letter to ad agencies:
All of your agency’s clients are hearing social media campaign pitches right now from your
biggest competitors. Okay, so while that might not be totally true, it’s possible that your
clients are wondering if another agency would be a better choice to raise their social presence.
Your website lists it as a capability, but perhaps still can’t point to the success of completely
viral campaigns such as
the Old Spice Guy
Well, I’m here to tell you this: that could be you featured on Mashable just like the Old
Spice Guy
and I’m going to tell you how to get a leg up on the competition.
I'm not going to tell you how to be creative -- that is clearly what agencies have always been
good at. But once you have your concept in place, the most important part of going viral?
Get that first burst of activity within the first hour or two of campaign execution. To fuel an
important exponential response early, you should immediately execute an email campaign.
Email is the only direct form of viral marketing (versus passive mediums like twitter, facebook
and youtube
which require fans to “catch” your news feed…when they get around to it).

This is one reason why email is never going to be replaced by social media. Social sharing sites

are still destinations while email is targeted, lists can be segmented, and ROI can be clearly
measured and analyzed. Plus, you are able to control timing and measure when someone
received a message and if they opened it.

     -- Lauren

PS: Nobody has created the ability to do A/B split campaigns for social sites. If you hear of it,
let me know because given the technology behind how social media sites work, I am willing to bet
it’s not the real thing. Trust me on this.
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Congratulations to David Baker! New Vice President of E-mail Solutions for aQuantive

It seems as though Avenue A/Razorfish picked up a rock star to run their email marketing practice.   Avenue A/Razorfish will need a guy like Baker since I'm sure they are starting to feel a little heat from traditional media agencies trying to steer in the interactive direction.  Good Luck Dave!

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