Recommended Reading (weekly)
Nov 13, 2011
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Best Tactics in Landing Page Optimization
breaking down the landing page optimization into actionable steps.
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Managing expectations in B2B content marketing
As content marketing gets more sophisticated and granular, we're all busy 'mapping' our content to stages of the 'purchase journey' (ever get caught using marketing jargon in a civilian dinner party? Embarrasing or what?). That means your content will become more and more targeted along dimensions like buying stages, job titles, levels of experience, geographies and customer relationship status.
And these are precisely the dimensions you need to manage expectations around.
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Switching ESPs? Use these key deliverability tactics
The safest way to move between ESPs is to actually run two at the same time for at least month. You can in fact do this for longer if you wish; in some scenarios you might need to, depending mainly on your volumes and the set-up you have purchased from your new ESP.
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Spam Filter Trigger Words -- Are they important?
I've often heard that using words like 'Free' and 'Viagra' will get your email delivered to the junk/spam folder. My response is, it depends. What does it depend on? It depends on two things: First, it depends on your sender reputation and second, it depends on how you use those words in combination with other words or phrases.
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Facebook Likes Are One Thing While Referrals Are Another
In the new Facebook Age what is the meaning of Like after all? It’s becoming like a retweet which is an easy way to appear to be engaged but without needing to even come close to being that way. It’s for this reason, a least in part, that only 7% of Likes are about referrals. A referral requires thought and intention. If you refer something you have gone past the point of blindly passing something along the way. At the point of referral you have put your reputation on the line. Maybe that’s why so few actually do this. It takes time, thought and consideration; three elements that are in short supply on the online space these days.
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Holiday Email: A 12 Point List to Check Twice Before You Hit Send
Before you hit send, make sure you’re maximizing your opportunity by answering the following questions:
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6 Guaranteed Tactics to Turn Facebook Likes Into Leads
Facebook fans offer a great opportunity for lead generation if you know how to leverage them. As they say, it's not size that matters -- it's how you use it. To get you well on your way to use Facebook effectively for lead generation, here are 6 guaranteed tactics for turning likes into leads.
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Increasing email frequency increases delivery rate
Sounds odd? However the delivery rate goes up if you send more email. I noticed that companies sending very regular email have higher delivery rates than those that send infrequently.