The 120 Commandments

It took Moses four decades to write his laws, so we should be grateful it's taken only half that time for someone to codify the rules of email marketing.

And it was well worth the wait.

Writer, editor and e-mail marketer Chad White's extraordinary handbook, Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success, is by far the most intelligible, comprehensive and practical handbook yet written on the subject.

The 300-page book makes it unassailably clear—and not just from his bio on the back— that White is an accomplished "hands-on" email marketer; that he's not only been to the mountain, but around the block.

White walks you through 120 essential e-mail marketing rules-of-thumb, or in his words "the rules that separate great marketers from good marketers."

And the trip is eye-opening.

Encyclopedic in scope, Email Marketing Rules covers everything you ever wanted to know, and leaves out the hucksterism that normally pollutes books of this sort.

Rules aside, the glossaries larded throughout the book make it worth reading. So does the concluding chapter, "The Future."

 
My sole criticism of White's book: I couldn't read it 20 years ago.

Five stars for Email Marketing Rules. Buy it. Read it. Keep it handy.

The Return of Mad Men?

Once upon a time, people believed corporations weren't crooks.

The Great Recession changed that.

It was Corporate America's Watergate.

In today's Post-Recession period, corporations look no longer to Mad Men to tell their stories, but to brand journalists, who pride themselves on eschewing '60s-style corporate hokum.

"I've been a reporter, and I've also been a marcom writer," says David B. Thomas, posting on LinkedIn. "There's a big difference."

The marcom writer, according to Thomas, produces only "buzzwords and grandiose claims."

The brand journalist tells a story. 

"The people who read [the story] appreciate it because it gives a straightforward, unbiased analysis of the situation," he says.

Above all, the brand journalist strives to be informative. 

"Before she starts writing, she asks, 'What's important here for my audience? How will this help them solve their business problems? How can I make this interesting, informative and fun so that people will remember it and share it?'"

A practitioner myself, I appreciate the difference between a marcom writer and a brand journalist, too.

But then I remember how the Original Mad Man, David Ogilvy, once insisted, "The more informative your advertising, the more persuasive it will be."

Ogilvy also scolded contemporaries who relied too heavily on buzzwords. 

"Our business is infested with idiots who try to impress by using pretentious jargon," Ogilvy wrote.

What's old, it seems, is new again.

Picture This!

Emerson once wrote in his Journals, "In good writing, words become one with things."

It turns out to be true of all writing.

Neuroscientists at Georgetown University Medical Center have discovered that, when you read, a tiny portion of your brain behind your left ear sees the words not as strings of letters or symbols, but as pictures.

The neurons in that part of your brain store words in their entirety, as if there were a little dictionary inside your skull.

When you look at a word you know, your brain instantly sees a picture.

Your spongy little dictionary (called the "visual word form area") works precisely like the miniature photo album located in the opposite side of your brain, behind your right ear. 

In that part of your brain (called the "fusiform face area"), pictures of people's faces are stored.

The researchers also discovered that students with reading disabilities can improve their skill by learning words as visual objects, instead of struggling with phonics and spelling.

Shoddy Content Can Only Fail

Introduced in 1813, shoddy is a cheap woolen cloth made from recycled rags. Victorian-era manufacturers used it to make low-end clothing.

Civil War soldiers—whose shoddy uniforms would disintegrate after only days—are responsible for our use of the word to mean cheap workmanship.

By flocking to shoddy content, today's marketers are trying to pull the wool over our eyes.

But it won't work, says Jeff Rosenblum, a columnist for Ad Age.

A marketing movement is underway to deluge customers with shoddy content—a movement that gives Rosenblum deja vu.

"I'm getting nasty flashbacks to the early days of banner ads," he writes. 

"When banner ads first came out, the marketing industry treated them like rebranded laundry detergent—'new and improved!' So, we shifted a bunch of dollars online and used half-baked data to prove it worked. Until, of course, we realized it didn't."

Banner ads bombed because marketers didn't grasp their value.

"The same will be true of content if we don't apply the lessons we learned. If we simply develop content because we think it's new, improved, quicker and easier than previous tactics, we're doomed to get the same disappointing results that we got from banner ads."

Content works, Rosenblum says, when it's understood:

• Content improves brand perceptions. "Great content shows customers why a brand is different and better than the competition. It creates evangelists that carry the brand message more effectively than paid media ever could," Rosenblum says.

• Content empowers customers. The premise is straightforward: customers give you their time; you give them useful information. "It's easy to create a social post with a cute kitten and generate a bunch of social shares, but that doesn't do anything for the brand in the long run."

• Content is more than clicks. Marketers need to measure more than likes and shares. "You need to understand how well the audience understands what makes the brand different and better. You need to understand what, specifically, shifts them down the sales funnel and generates revenue."

• Content isn't cheap. "Too often, brands spend countless hours talking about the power of social media, but spend an infinitesimal amount of their overall budget creating content."

"Unlike banner ads, content marketing can fundamentally alter the future of a brand. But it won't be quick and it won't be easy," Rosenblum concludes.

As F. Scott Fitzgerald once told a would-be writer, "Nothing any good isn't hard."

Spotlighting the Skeptics

Can you be trusted with customers' data?

The answer depends on who you ask, according to a new study by Royal Mail MarketReach.

The firm asked 7,000 consumers in the UK whether they trusted marketers to use their data ethically, and protect it from thieves and hackers. 

Its findings show:

• Older people worry about potential data abuse more than younger people;

• Women are more reluctant to give marketers data, and want greater reassurance that their data will be safe, than men; and

• High-wage earners trust marketers with their data more than low-wage earners do.