How the Tidiest Woman in the World Organizes Her Email

2016 Time 100 Gala

Japanese decluttering guru Marie Kondo finds catharsis in organizing just about anything, including her inbox. She told Fortune that people shouldn’t get too carried away with too many subfolders in the inbox. Instead she recommends sorting email into two categories: “Unprocessed” and “Save.”

She has five good tips:

  1. Don’t create too many folders
  2. Take a “one shot” approach
  3. Embrace the delete button
  4. Minimize distractions
  5. Quit Facebook if it doesn’t bring you joy

Read more about her Top 5 tips on Fortune here.

Watch her Google Talk here:

Email marketing should be at the top of your marketing campaign

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Let’s take a look at why so many companies are relying on e-mail marketing as one of their main sources of lead conversion.

Email marketing is inexpensive. Compared with other marketing channels, and even with traditional direct marketing campaigns, e-mail marketing has the great benefit of being low cost. Even if your company chooses to pay for a service to distribute, track and manage e-mail marketing campaigns (which we absolutely suggest you do), the cost is a small fraction of what it would cost to pay for exposure on a magazine, billboard, television broadcast or other marketing channels.

Email marketing is highly targeted. Most businesses relying on e-mail marketing to convert clients are targeting their campaigns to people who have signed up to receive such e-mails. Sending an email to someone who has requested to receive it increases a brokerage’s chances of conversion dramatically. You can obviously send unsolicited e-mails as well, but you are more likely to damage your brand’s image than you are to convert such leads.

Email marketing lets you segment your audience. When you send an e-mail to a specific segment, your chances of generating a desired action are great. Let’s say you segment your leads according to the banner they clicked on or the region in which they are located. You can then send different e-mail campaigns to each segment, meeting the specific needs of those customers.

Email campaigns are easy to create. With the proliferation of e-mail marketing platforms, you don’t need a team of designers and IT personnel to create an engaging e-mail campaign. Great looking templates with the ability to include pictures and video are available at the click of a button. All you need is valuable content to share.

Email campaigns are easy to track. Most email marketing platforms allow you to track your campaigns for delivered, open, click-throughs and more, making it easy for you to evaluate the success of your campaigns.

Emails are easily modified. Have you ever printed a flyer only to discover your phone number was wrong? With e-mail, you can make adjustments easily for future campaigns without the added cost of additional printing. Additionally, if campaign is not working as you expected, you can easily make changes on the wording, change CTAs, etc and test in smaller batches.

Email marketing is the shortest way to a purchase. In as little as two clicks of the mouse, a customer can go from seeing your email to opening an account r making a deposit. With an engaging call to action and a link straight to the designated page on your website, e-mail campaigns can be great drivers of sales.

Email campaigns have no borders. Email marketing allows you to send an e-mail to your client base across the street or across the globe, just as easily. If your clients are spread throughout the EU, you can send an email campaign to clients in France just as easily as you do to your clients in Germany, something that would be much harder and more expensive to do using other traditional media.

Email campaigns are shareable. If one of your clients finds your offer interesting, he/she can easily forward it to a friend, effectively becoming your brand’s ambassador.

Email is immediate. Because e-mails are deliverable immediately, you can begin tracking and measuring the results of your campaign right away. You can also create time-sensitive campaigns.

Email marketing has phenomenal ROI. According to a study performed by the Direct Marketing Association in 2011, the typical returns of an email marketing campaign is £40 for every £1 invested, a fantastic return compared to other media.

[Press Release]

Text Is Dead: Images in Email vs. Text

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Casey Seiter writes on Techsmith:

No, I don’t mean every email you send has to be pure Emoji’s. Sometimes text is required to give context or extra meaning to your visuals (source: this sentence). That being said, often you can convey your meaning more efficiently with a smart visual than you could with the written word alone.

The truth is that humans have a shorter attention span than goldfish, and that isn’t going to be changing anytime soon. The average American worker is trying to be more effective and articulate, while managing a much bigger workload than we’ve ever seen in history.

We’re being pushed by necessity to make shorter and clearer emails that don’t waste the readers time and get straight to the point. We simply don’t have the time to waste—we must find the most efficient and effective form to communicate. Either writing emails or reading them; no one can digest an entire novella with every email.



Read the full blog article on Techsmith here.

How a university improved email marketing on a shoestring budget

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Nadia Cameron writes on CMO:

Griffith University’s Asia-Pacific Centre for Franchising Excellence has cut its marketing expenses in half and is generating customised and segmented emails in-house after investing in a new digital marketing platform.

The centre’s business model is to provide research and education-based commercial products that help Australia’s franchising sector grow. Its core audience includes franchisees and franchisors, sector supports such as consultants, lawyers, people interested in starting small businesses and buying a franchise, and individuals working for franchises.

Its business model is based around its Web presence, while its marketing budget is spent almost exclusively on email marketing.

The division’s general and business manager, Kerry Miles, told CMO its business model is based around its Web presence, while its marketing budget is spent almost exclusively on email marketing. The franchising centre has a database of 7000 subscribers globally, which it’s looking to grow to 10,000 over the next few years by leveraging digital automation.

With a small team of just three, finding easy-to-use technologies that make the process of communicating in a tailored and effective way to its database is key. This was the reason for its decision to swap out IBM’s platform 12 months ago in favour of a new email marketing platform.

Read the full story on CMO here.

The Key Differences Between B2B and B2C Email Marketing

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Email marketing is used by all marketers, but rules differ depending on the nature of your audience. One key area to focus on is separating your business and consumer campaigns, and understanding the difference between the two in order to send relevant content and the right time.

So, what do you need to look out for when planning your business-to-business (B2B) and business-to-consumer (B2C) email marketing campaigns?

Read the full article here.

The Email Marketing Enigma

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Steve Olenski writes in Forbes:

So there I was reading Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility, the latest edition from eMarketer. Had my omnipresent cup of coffee within arm’s length. I’d say I got about halfway through the report when I realized that the current state of email marketing is a puzzling or inexplicable occurrence or situation, AKA an enigma.

One on hand open rates for emails sent in 1Q 2016 were the highest (33.3%) they’ve been over the previous eight quarters. Conversely, the non-bounce rates were the lowest they’ve been in two years, implying, as the report states, ” fewer emails were finding their way to recipients on average.” So deliverability issues are at play.

Then there is the matter of mobile.

Ah mobile. Surely by now you know of our collective human penchant to “be mobile” – literally and figuratively.

Perhaps nothing illustrates the email enigma better than this chart above.

Read the full article in Forbes here.

The future of email marketing is about contextual data

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Trigger-based emails that combine a brand’s first-party behavioural data on customers with third-party insights are just one of the ways marketers can strive to ensure their email marketing stays contextual and relevant.

Speaking during a panel session at the ‘Future of Email Marketing’ event in Sydney, the vendor’s president, Matt McGowan, cited a rapid increase of US marketers sending automated emails based on triggers that unite CRM and first-party data overlaid with third-party insights, such as weather, time of day and external audience data.

“That’s a trend that shows advertising and marketing are starting to come together for the first time,” he told attendees. “When ads get relevant people often start freaking, but in the marketing world, if you send that email at the right time and to the right audience, it’s valuable and personal because email is permission-based.”

McGowan also suggested marketers still sending indiscriminate emails should cut their ad budgets to zero.

“Until you have your CRM and your first-party data in order, and you’re sending smart messages to customers, what’s the point in going out and acquiring new ones?” he asked. “If you don’t have processes in place to engage those customers, understand who they are and send intelligent messages, you’re wasting a big portion of those acquisition dollars.”

Read the full article here.