QViews: Emailing responsibly (with purpose)

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Emailing responsibly (with purpose)

May 20, 2015

I'm torn by the necessity of sending regular contact to customers and the desire to wait until I have something important to say. It's a natural tension, and one I just have to confront on a monthly basis. If I haven't found something to email about at the end of the month, then I have to give up and email something anyway.

"I still care about you" is the message I'm trying to convey.

Code School blog: Forget About Clicks, Design Emails With Purpose, 2015-May-15 by Corey Rabazinski

Here at Code School, we spend a lot of time thinking about, designing, and analyzing our emails. They’re not only a great way for us to communicate with the Code School community, but they’re also some of the most viewed “pages” under the Code School brand. In April alone, 4 of our emails were opened by over 200,000 people. Over that same time, only 2 of the pages on our site were seen by that many unique users.

But with great power comes great responsibility — we understand and respect that the inbox is not something to be abused.

Posted at 08:54 AM in Timing the marketing | Permalink | Comments (0)

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Theresa has been writing the QViews blog, her perspective on marketing, Houston, organizations, and innovation for fifteen years.

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BACKGROUND

Theresa Quintanilla

- With MBA in Marketing from Columbia University, began career at Ogilvy & Mather on the advertising account for COMPAQ.

- Discovered passion for using data and technology to surmount marketing challenges.

- Managed various technology accounts and helped win the home decor account Deck The Walls.

- Doubled the size of team at Ogilvy by increasing client satisfaction and account profitability.

- Helped diverse companies uncover fresh data about customers, opening up new opportunities.

- At Service Corporation International, helped prearrangement customers experience new services to help them manage their future.

- At Griffing & Company accounting, discovered accountants were loved by customers for unexpected reasons, opening up new opportunities.

- At Microcomputer Power, CGI, Shell and Service Corporation International, managed complex marketing databases and supported sales with leads and CRM tools.

- Managed and installed several customer relationship management systems, including Salesforce, Goldmine, ACT and Nimble.

- Launching a startup called Steady CRM, and developing the first alumni loyalty program for Columbia University using a regional pilot program.

My Other Accounts

Recommended Books

The Cluetrain Manifesto: The End of Business as Usual
by David Weinberger, Doc Searls, Christopher Locke, and Rick Levine. The bible of marketing in the 21st century. Defines a new foundation between organizations and their audiences. (*****)
Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
by Seth Godin. The other foundational book for marketing in the 21st century. Ought to called The Law of Permission Marketing because ignoring it is as dangerous as ignoring gravity. (*****)
Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
by Ben McConnell and Jackie Huba. The best book on how to build and maintain a brand community. (****)
The Rebel Rules: Daring to be Yourself in Business
by Chip Conley. Guidebook for designing a company that will be clearly focused on creating an excellent customer experiences. (****)
Positioning: The Battle for Your Mind
by Al Ries and Jack Trout. Only rated three stars because so much here is now 'common knowledge' in marketing. Still, one of the best marketing books of the last century and essential reading if you're new to the field. Plus, a fun, quick read. (****)