Category Archives: Email lists

How to Avoid the Post-Holiday Sales Slump

Photo By: Quinn Dombrowski (Flickr)

Get your customers thinking about the next important shopping day to avoid the after-holiday sales slump.

How to Avoid the Post-Holiday Sales Slump

Pre-holiday sales numbers can be very exciting for retail businesses; post-holiday sales numbers… not so much! You might be throwing your hands up in the air every January, wondering how you and your sales staff can keep people spending money after their holiday shopping sprees. There are many ways to encourage your customers to keep spending money and avoid the annual post-holiday sales slump.

Segment Your Sales Data

Now is the perfect time to review what your current customers are purchasing from you and encourage them to continue spending money after the holidays. Take your sales data and segment it as you would your marketing data. Lump your customers into groups based upon their purchases and send them either a targeted email and/or mailer encouraging them to make additional purchases based upon their sales history. Of course your customers need the latest and greatest accessory to complement their most recent purchase. They just don’t know that if you don’t tell them about it!

Send Coupons Too

While you’re at it, make sure to send a coupon for that latest and greatest accessory, and make the coupon as good as you possibly can. Your customers are sitting at their computers as we speak, looking at their bank accounts with their heads in their hands. How on earth did they spend that much money over the holidays? You aren’t going to get the sale if you don’t tempt them beyond their wildest imagination. So send the coupon for the accessory and make them an offer they cannot refuse.

Switch Things Up a Little Bit

Are your customers still not biting no matter how tempting a deal you make? Okay, they’re over the holidays; after all, they’ve been hearing about them since before Halloween. We are never satisfied. We want summer to come because we’re sick of spring; we want fall to come because it’s too hot in the summer. Why can’t it be winter yet? It’s too cold! When is spring coming? You know exactly what I’m talking about, so if the sales segmentation and coupons aren’t working, move ahead to spring and tempt your customers with sales items sure to take them out of the winter blues and into the excitement of warmer weather and spring showers.

Switch up Your Stock Too

While you’re removing the visions of sugarplums out of your customer’s heads and putting in the visions of spring training and the Boston Red Sox winning another world series… of course I went there! Do some spring-cleaning, get rid of the holiday stock, and design new displays – brick and mortar and/or virtual – showing your customers the new items you’re offering. Send out emails and/or mailers, too, picturing your new stock to give your customers a reason to get excited about something other than all of the holiday items of which they have been over-stimulated.

Make Your Presence Known

As important as segmenting, targeting, and reaching out to your current customers is, do not just sit behind your sales numbers and hide. Get out into your community and make your business’s presence known. I cannot stress enough how important networking it. This is one marketing tool no business should ignore, no matter how big or small you are. Get out there! Meet people! Sponsor events, local sports team, have your own events… whatever it takes to get your business name involved in your community. If you build a community presence, they will come!

Have a Contest

While you’re making your presence known, throw a fun contest to entice people in your community to walk through your doors. If your business is strictly online, all the more reason to hold a contest on your Facebook page or other social networking pages. People love contests; they love to win things. Plus, they’ve just spent a ton of time and money on other people and they’re going to want to do something for themselves. Hold a contest to bring your current and potential customers into your business and get them spending money after the holidays!

7 New Years Resolutions for Businesses

PHOTO: / Photo By: Mathias Erhart (Flickr)

Ring in your business’s New Year with some fiery resolutions sure to be profitable.

7 New Year’s Resolutions for Businesses

When it comes to business, your New Year’s resolutions aren’t going to be losing weight or quitting smoking. They could be exercising more, however. Exercising your business’s market outreach and position within your community, that is. The New Year is the perfect time to re-evaluate your business and make some resolutions to ensure that you ring in a profitable New Year. Here are some resolutions for you to consider.

Resolution #1: Start an e-Newsletter

If you aren’t already sending a regular e-newsletter to your potential and existing clients, start doing so. If there is one facet of email marketing of which I am truly a fan, it is e-newsletters. These are the perfect marketing tool to establish a human connection with your customers by letting them know what’s going on with your company and your employees. E-newsletters are also the perfect way to solicit new business. You can use them in your email marketing campaigns to try to lure people away from your competitors and through your cyber or brick-and-mortar doors. How do you do this? Again, by sending a brief, but fun e-newsletter allowing people to connect your company with the faces that make it the success that it is.

Resolution #2: Increase Your Community Presence

While you’re setting up your e-newsletter outreach campaign, get out there and get involved in your community, as well. Sure, people can get to know you through an engaging newsletter, but they’ll get to know you even better if your company has a local presence that can be seen offline. Make certain your business is registered with your local Chamber of Commerce, but don’t stop there. Get involved with your local charities, sponsoring events and volunteering to spread the word that your company cares. Get involved with local sports teams, as well, including little league and middle and high school teams. Again, this shows the parents of the athletes that you are an active member of their community and take an interest in what’s going on. This is sure to get people through your business doors.

Resolution #3: Touch Base with Your Employees

The New Year is the perfect time to reconnect with your employees. Your employees are your business’s bread and butter, and if you think otherwise, your fourth New Year’s business resolution should be to get therapy! Take time out of your busy schedule and touch base with each of your employees. If you can afford it, take each one to lunch individually. Find out what’s going on inside their mind, what their business goals are for the New Year, and what you can do to ensure they achieve them. You’d be surprised how this simple gesture will make your employees happier and more productive. It’s a win-win for everyone involved.

Resolution #4: Clean House

I don’t mean literally clean your business space, and I don’t mean fire a bunch of your staff either –unless you really need to, I guess. I mean clean your cyber house. If you haven’t already, New Year’s is the perfect time to invest in an offsite cloud storage space to back up your company’s electronic files. You need to ensure your company’s data is properly backed up at all times, especially in the winter if you do business in inclement areas where power outages and other weather-related issues are prevalent. There is nothing worse than losing everything you’ve worked so hard to achieve, and that includes losing your electronic data. Clean your data house, including your inbox, and get everything backed-up to a secure outside server. This ensures the data is safe should something happen to your in-house equipment.

Resolution #5: Take a Look at Last Year’s Mistakes… and Move On

I could’ve made this resolution to set your annual business goals, but… um… everybody knows that! Instead, while you’re setting your game plan for the year, take a look at what didn’t work the previous year and – drum roll, please – learn from it! What did your company do last year that failed miserably? More importantly, why did it fail? Until you can determine what doesn’t work, you just might keep spinning your wheels with marketing campaigns and business strategies that don’t work. Instead, learn from your mistakes and retool your campaigns and strategies to avoid making them again in the New Year. You just might find that your past mistakes are the springboard for your future business successes.

Resolution #6: Do Something Fun Each Month

Who says that work can’t be fun? Part of creating a positive working environment is engaging with your employees and allowing them to engage with each other. Company fun shouldn’t be left to just the annual holiday party. Why not have a monthly – whatever – where everyone, and their families, can get together and just chill? Perhaps a company potluck luncheon, or maybe take the afternoon off and go bowling. Have a business sports team. During the summer months, a company picnic at the park costs you nothing, especially if each employee’s family brings their own food. Downtime is equally important as uptime, and a group of people who work and play well together make for a cohesive group of people set on achieving the same business goals.

Resolution #7: Write an e-Book

You own a business because you’re an expert in what you do, so why not write an e-book to show potential and current customers how much you know your stuff. It doesn’t have to be a 300-page novel. It can be something short and sweet, strutting your business knowledge in your particular industry. You can generate additional profit on the side if you decide to sell your e-book, or you can use it as a marketing tool by providing access to the e-book at no charge. Another perfect way to market your business is combine Resolution #1 with this one. Purchase a new email list of potential clients and instead of sending them an e-newsletter send them your e-book!

Do’s and Don’ts for Using an Auto-Responder

Photo By: Danard Vincente (Flickr)

Email auto responders are an important business tool… as long as you’re using it correctly!

Dos and Don’ts for Using an Auto-Responder

You know them well; we all use them: email auto responders. They’re an incredibly handy tool for any businessperson, unless you annoy the heck out of your recipients with them! The concept of an email auto responder is a great one; you need to let your clients know why you haven’t responded to their email. Clients get annoyed when they receive an email auto response, however, because they want your reply to their email right away. It’s a double-edged sword, so here are dos and don’ts to soften the email auto responder blow.

DO: Explain Why Your Customer is Receiving an Auto Response. It bears repeating. Your customers are going to be slightly annoyed to really ticked off that they are receiving an auto response to their email. You deserve a vacation, especially around the holidays, but customers don’t always see that. They want your attention and they want it now! So, make certain that you explain to your customers why they are receiving the computer-generated reply. If you’re going on vacation, tell them; if you’re on a business trip, tell them; if you’ve given up email for lent, tell them! Most customers are reasonable, and if they know why you can’t give them your undivided attention at that particular moment, they’ll simmer down and be patient… but only if you do the next do.

DO: Include the Dates You are Out of the Office. You’ve simmered down your customers by letting them know that you’re on a much-needed vacation, but you also need to say how long you’re going to be gone. This is important for two reasons. First, your customers are simply going to want to know, whether it’s their business or not. Second, your customers need to know when you’re returning so they can assess whether they can wait for you to address their concern, or if they should contact somebody else within your company. Oh, and third, it’s polite – plain and simple. Include the dates you are going to be out of the office in your auto response email.

DO: Include Alternate Contacts. So, let’s assume for a moment that you are going to be gone for an extended period of time and your number one client needs something addressed prior to your return date. This will be a disaster if you don’t include an alternate person who your customers can contact during your away time. You’ve most likely delegated some of your responsibilities to various colleagues anyway; make certain that you also designate a person in your absence to aid your customers who cannot wait until you return. Include your alternate contact’s email address and phone number(s).

DO: Say It All Concisely. I harp on this all the time but don’t write War and Peace in your out of office auto response. Remember, your customers are mad you aren’t in to help them, don’t make them see red – unless it’s Red Sox red! – by writing a four paragraph diatribe on why you aren’t around! People rarely read past the first few lines of an email, so keep your auto response reply brief and to the point. You’re out of the office from x-date to y-date on a business trip; contact such-and-such at email/phone if the need is immediate; otherwise, you’ll respond within x-amount of hours upon your return. Boom! Done!

DON’T: Use a Vague Return Response Timeframe. I love it when I manage to write a good segue into my blog posts, and I did it here! You’ll notice the last line of my sample auto response above gave an anticipated time your customer can expect a return response. This is important, because your customers know when you’re returning to the office and they’ll automatically expect your response to be the minute you get in on your return date… not always realistic! Don’t further annoy your customers by saying you’ll get back to them within 24 hours. Give them specifics. If you’re returning on Jan. 2 and plan to reply to all of your emails that day, tell them you’ll reply by business day’s end Jan. 2… and then make sure you do it!

DON’T: Use Generic and Annoying Verbiage. Thank you for your email… I am currently out of the office… I am unable to respond to your email right now… ugh! What’s wrong with these statements? Let me tell you. Thank you for your email, or any derivative of that, wastes space and is even insulting in some cases. If a customer just went off on you in his or her email, he or she is not going to want to receive a “thank you note.” What’s wrong with the other statements and derivatives of them? Thank you, Caption Obvious. Your customer just received an auto reply. Enough said!

DON’T: Respond to Your Emails While You’re Out of the Office. It might be tempting to just handle a few emails while you’re in the airport waiting for your flight or sitting in your hotel room waiting for your significant other to get ready for dinner, but don’t. Why? It’ll save you time when you get back to work! That’s your favorite client and you really want to keep him or her happy! Because your customer might reply to your reply and, guess what, get another auto response email. Don’t forget, you’ve got your auto responder turned on, so every time you get a new email, it’s going to send out auto response.

DON’T: Forget to Turn the Auto Response Off. Another segue! Whoop! Whoop! And when you get back into the office, grumbling because you had a wonderful time and don’t want to go back to work, do not, whatever you do, forget to turn off your auto responder. It might be tempting to leave it on for a couple of days while you get caught up, or you might genuinely forget it’s on, but do whatever it takes to remind yourself to turn it off the minute you turn on your computer. Your customers know you’re back and they’re going to get really angry if they get an auto response two days after your return.


The Best Email Marketing Blogs You Should Start Reading Today

Bloggers and the blogs they write can be a wonderful resource of information for business owners!

The Best Email Marketing Blogs You Should Start Reading Today

The best email marketing blog that you should start reading today is mine! Oh, wait. You are reading it! Well, I’m biased and mine is the best, but I’m also professional, so let me refer you to some other knowledgeable bloggers. You might be wondering why I’m doing this, and my reasoning is simple: My goal since the beginning of my blog has been to teach you all there is to know about email marketing, and these bloggers can help you out to!

Special Databases

Of course I want you reading my blog and the other contributors’ blog posts on our Special Databases website blog first. The reason why we are the best is two-fold. One, we are all experts in what we do and what we blog about. Two, we’re experts in email marketing and we have the email address databases for your business to prove it! You see, we can tell you how to design the perfect email marketing campaign and then give you the email addresses to send it to!

Constant Contact

Constant Contact has a marketing blog that covers email and many other facets of your business marketing needs just as the Special Databases blog does. Constant Contact’s posts are informative, fun, and provide a good read for any business owner looking to extend his or her social networking marketing reach knowledge. Constant Contact has been in business since 1998, and its blog is one that is definitely worth checking out.

Duct Tape Marketing

Written by marketing expert John Jantsch, as well as several guest bloggers, Duct Tape Marketing’s blog is another must-read, especially for small business owners. Duct Tape Marketing’s posts cover a variety of small business and marketing solutions, including business start-up topics and email marketing tips. This informative blog has a wide variety of posts covering numerous topics, so readers never tire of what the Duct Tape Marketing bloggers have to say.

Email Institute

Email Institute’s mission is to teach email marketers the best practices in the business. As I’ve discussed in previous posts, email marketing is regulated by the federal government. The Email Institute blog covers all there is to learn about email marketing the right way, and the best practices your business can put into place with your email marketing campaign. If you have a question about the appropriateness of your email campaign practices, you’ll probably find your answer in this blog.

Email Marketing Rules

Another email marketing blog dedicated to conducting email marketing campaigns the right way is the Email Marketing Rules blog. Written by Chad White, Email Marketing Rules gets down to the nitty-gritty of email marketing, including informative blog posts about birthday marketing campaigns and how to grow your email audience. White’s approach provides informative and easy-to-read content, making this email blog worth your time.


The Litmus blog takes a more technical approach to email marketing and often gives readers tips on the importance of email marketing testing and tracking marketing results. The Litmus team is dedicated to full-proof email marketing techniques confirmed by testing first. Reading this blog is a must for any small business owner, because it provides some comprehensive information about the technical part of email marketing, including HTML programming and campaign results.

Vertical Response

Dedicated to helping small businesses everywhere, the Vertical Response VR Marketing blog is another all-encompassing read. Bloggers for Vertical Response discuss everything you need to know about business, including email marketing. Other blog topics include business social networking, small business management tips, and even some interview tips for job seekers out there. Add the VR Marketing blog to your reading repertoire for an all-around business education experience.

Special Databases

Okay, I’m just messing with you! Yes, I put our blog first on the list, but I’m going to mention it again because our blog, too, covers a wide variety of business topics designed to aid in your business marketing needs. Our experts know their stuff and, hey, our blog posts are a lot of fun because we’re a lot fun. I encourage reading the blogs I’ve mentioned in this blog post, but I also encourage staying on top of our posts as well. If we don’t cover a topic you need, give us a shout! We’ll see what we can do. And, don’t forget to contact us for your emailing list needs. We’ve got the emails lists that you need to expand your business customer base!


email marketing campaign

How to Create A Successful E-Mail Marketing Campaign

If you’re following my blog – and I hope you are – you’re seeing a pretty obvious pattern. I’m an expert in marketing and I’ve been writing a lot about email marketing and social networking. You already know the reason why. Marketing for any-sized business has changed drastically over the last decade, and if you don’t have an online presence, you aren’t competitive. What might surprise you, however, is having a Facebook page still isn’t as effective as a successful email marketing campaign, despite all the fuss over Zuckerberg and his multi-billion dollar empire. So, how do you harness the magic of this marketing dynamo ? Don’t worry, I’m about to tell you!

Perform Your Demographic Research

Many businesses make the mistake of simply sending generic emails out to everyone on their address list. It doesn’t matter who the people are or what their interest in the business might be; this is a major boo-boo that you must avoid. Email is not a marketing “easy way out.” You can’t avoid performing your demographic research just because you’re emailing people and not using some other marketing strategy. You need to determine who your customer is – even when emailing – and then email them. If you simply bombard 1,000 generic inboxes, you’ll probably get tagged as a spammer and, worse, you’ll probably email a ton of people who could care less about your business. They aren’t even going to read your subject line. They’re going to hit the “Spam” button or “Unsubscribe” link immediately. Do your demographic research and determine who is best suited and who wants to hear from you.

Understand Your Email Audience

Once you’ve done your homework and you know you are emailing to people best suited to receive your solicitation, take a moment to “get to know” them personally. Who are you emailing to and how did you get their email address in the first place? These are important questions that you want to ask before you even think about writing your email. Customers who have opted in to receiving your emails as they checked out of your online store are going to be interested in sales solicitations. Customers who signed up on the paper list you have at your brick-and-mortar checkout counter also want to know what you have on sale. Customers who signed up to receive emails from your trade show booth, or who subscribe to your blog or social media pages, want to know about your business. Make the distinction before crafting your solicitation. Oh, and one more thing, don’t send a sassy email filled with instant messaging slang to an email list of 55-plussers… SO NOT going to make a good impression! Understand who your audience is and be playful where appropriate and professional where appropriate .

Write the Email Toward the Audience

Let’s talk about that last point a little bit further. Sometimes it’s okay to be fun, playful, a bit unprofessional – a LITTLE BIT – other times it’s definitely not. You should never be completely unprofessional – ever – but as you’ve seen in some my blog posts, it’s okay to have a little fun. But, overall, you do need to remain professional while still writing your email toward the audience you just familiarized yourself with. Aside from just knowing what they want to hear about, think about the best way to present it. Speak your audience’s language when writing the email. If you are a skateboard retailer, there is a specific slang you must know; if you are a fine china distributor, you’re going to be very formal. Make certain the tone and verbiage of your email speaks directly to your intended audience .

Don’t Forget the Email Marketing Basics

I’ve written about this stuff in the past, so check out my previous blogs for more detail, but keep in mind the following after you’ve come to a complete understanding of who you are marketing to. Remember to:

  • Write a subject line that will get your recipient’s attention.
  • Keep your email concise and to the point – don’t waste people’s time with a long-winded correspondence.
  • Make sure everything is spelled correctly and grammatically correct – don’t give a bad impression.
  • Use graphics and photos to enhance your email’s impact.
  • Include links and buttons that call your recipients to take action, especially links to any sales pages, your website, and social networking pages.
  • Include coupons or other incentives to spur customer action, as well.
  • Make your customer feel as if you are speaking directly to him or her and as if they are a king or queen.

This is not as hard as it may seem, so don’t avoid using this extremely important and effective marketing tool. And, hey, if after all of this you still feel like a duck out of water, do the one thing that will be sure to get you results: Ask your customers what they want. Ask them what they want you to email them about and how often they want to receive emails from you. If you do that, you’re sure to create email marketing campaigns that return profits instead of “Unsubscribe” hits.


7 Things That Make Your Business Look Bad on Twitter

Don’t over-tweet your followers!

A few posts back, I discussed 15 Things That Make Your Business Look Bad on LinkedIn . Twitter is another social media tool you should take advantage of to market your business, but beware! You can make yourself look bad on it, too. Social media has the capability to shoot your business into the stratosphere if you use it correctly. Because it began as a “social” tool for personal networking, however, it might be tempting to shed the professionalism when using Twitter, or any other social networking site for that matter. Don’t! Make certain your business looks good on Twitter.

Don’t Tweet Junk

For the love of all humankind, don’t sit at your laptop or mobile phone and tweet everybody that you’re sitting on your couch watching the latest episode of… who cares?! One mistake everyone in my opinion, not just businesses, makes is tweeting random junk that doesn’t really matter. I don’t care if you’re sitting on your couch watching TV, and neither will your potential customers. Make it count when you tweet. Provide important information about your business that your followers can sink their teeth into and retweet to others .

Don’t Overdo it Either

Although you should avoid tweeting junk and stick to informative, useful, and helpful tweets, don’t be a know-it-all or tweet too much , either. You know your business, and that is where you should focus your tweets. Sure, you probably have some intelligent things to say about stuff outside of your business, and that is fine in the appropriate context. But if you begin to tweet about everything as if you’re an expert in everything, your followers are going to drop you like a hot potato. After all, none of us knows it all.

Don’t Tweet Your Problems

I did what I’m about to tell you not to do when I talked about tweeting junk, but man do I hate useless tweets… I did it again! Don’t use Twitter as your therapist and vent. That’s not what it’s there for. Sure, many people tweet about current events and have some pretty fiery things to say about them, but that’s only appropriate in certain circumstances. Twitter is not a good place to complain about anything, especially your business. Even if you’re upset because you own a transportation company and gas prices are killing you, you’re going to turn off a lot of people if you tweet complaining about it. Tweet solutions instead, and engage your followers to get them involved.


See how annoying that subhead was? This really should be a no-brainer, but you’d be surprised how many people still, after all this time, type with their CAPS LOCK on. Unless you’ve been living under a rock for the last 20 years – and if you have, you’re about to learn something new–CAPS LOCK means yelling or screaming in online etiquette , and you should never use all caps, especially when you’re tweeting. Keep in mind that while you are trying to draw attention to your business via your tweets, you don’t want to draw the wrong attention. Don’t “yell,” even if it’s to express excitement or add emphasis to certain words in your tweet. Somebody will take it wrong.

Don’t Market Incessantly

Aside from yelling, your followers will also get annoyed if all of your tweets are marketing ones. Yes, Twitter is a great avenue to get the word out about specials and promotions your business is offering, but you need to think about “spamming” when you’re tweeting, too. Your followers want more than just marketing mumbo-jumbo; they’re following you to hear what you have to say. Yes, use Twitter as a marketing tool , but use it wisely. If you have a bunch of product to offload, use the marketing demographics to target your proper audience, and tweet about it to the right people at the right time. You shouldn’t tweet about the 100 Boston Red Sox Jerseys you have on sale to a bunch of New York Yankee fans… or should you?! [Wink, wink!]

Don’t Just Follow

Be a leader in tweeting and not a follower. Don’t randomly follow a bazillion people to try to get them to follow you. Again, think marketing demographics, which are the same online as they are offline. You are better suited to get involved and network with the peeps who are in your business, interested in your business, interested in hearing what you have to say, and have interesting things to say to you, rather than just follow, follow, follow. It’s useless to attempt to get a bazillion followers by following a bazillion tweeters if you have nothing in common. Numbers are not the name of the game here; networking strategically is.

Don’t Twitter Stalk

Part of what happens if you follow a ton of people just to try to get more people to follow you is you lose interest and you stop following them. Then, you realize that you don’t have a lot of followers, so you start following them again. Then you lost interest, and you stop following them… yeah. You’re a Twitter STALKER! Oops, sorry, yelling there. Constantly following and unfollowing someone is, one, annoying, and, two, might get you reported as an abuser. You need to connect with people who really have an interest in your business and stick with them. Again, it’s not about how many followers you have; it’s about the importance of those followers to your business.

Follow me on:


Introducing Max Zaron

Hey everybody! My name is Max Zaron, and I am really excited to be blogging on I’ve got so much to share with you in terms of advertising and sales and marketing strategies designed to drive your business into the stratosphere. I’m an expert in business branding and sales force motivation, but before I get carried away and my inner “marketing manager” takes over, let me tell you a little bit about myself.

I really am a Marketing Manager, and I have been in the marketing industry for over a decade. I graduated with my Bachelor’s Degree in Marketing in 2000, but being the glutton for punishment that I am, my bachelor’s wasn’t enough, so I immediately dove into my Master’s studies. I earned that, too, moved to New York City, and quickly began my career. I am currently working with, sharing my advertising and business expertise.

Although I live in the Big Apple and truly love it, I’m a Boston boy at heart. I was born in Boston in 1979, and I have two younger siblings. Being the oldest had its advantages. I learned to take charge at an early age, and I learned the importance of setting a good example. Both of these qualities really help in advertising and sales and marketing, and I have embraced my “take charge” mentality and used it to help my clients throughout my career.

Another quality I learned in my youth was the value of creative thinking. My dad was an entrepreneur in the promotional product industry, and he taught me to always think outside of the box. It is no wonder I have found myself in marketing, as I was always surrounded by marketing, and I learned how to best utilize it at an early age. And for the record, creative thinking comes in very handy when you live in New York City, yet remain a BoSox fan – you can take the boy out of Boston, but you can’t take the Boston out of the boy!

Even though I remain a Boston Red Sox fan, I have completely embraced New York City, and I love living here. NYC is definitely the most remarkable city in the world, and you want for nothing… except maybe some space! No matter the food, sport, or entertainment, you’ll find it in New York City, and it’ll be bigger and better than anywhere else. My wife, Rebecca, and my daughter, Addison, truly love it here; so much so, my wife and I plan to retire in NYC… and still root for the Sox!

As you can probably tell, marketing is my passion, but I’m not an all-work-no-play kind of guy. During my “me” time, I enjoy sports, such as pretending to be my favorite Red Sox and playing baseball or taking a run through Central Park. I also craft my own beer – of course I do, I’m from Boston! – and it’s pretty darn good if I do say so myself!

So, that’s pretty much all there is to say about me, except that I truly am looking forward to blogging and passing on all I know about advertising and sales and marketing to you. Our goal here at is to provide you with the best tools possible to engage and empower your sales force. Now, please comment and tell me about yourself. I look forward to “meeting” you all!


Targeted Email Lists vs. Email Marketing Lists

Over time, sending repeated emails to a single database can result in a downward trend in clickthrough and impressions. Attrition of an email list is simply one of the factors we deal with in email marketing. It is a fact of life. However, there are many ways to mitigate this effect and to extend the useful period of an email database.
For one, it is always important to send good content to your email list contacts. I have talked about this before in these blogs at some length, but the long and short of the matter is that the more frequently you send emails, the more frequently you should have something new to offer your potential customers. If you email your list subscribers every day or every week, soon they will relegate you to the spam folder, one way or another.

Additionally, using an email database like a B2B business list is the best way to get your offers to the greatest number of people, but not necessarily to the greatest number of potential leads. It is much more efficient to send your content to a targeted email list. This means that your offers go to people who are assured to be in the industry you are marketing to, or in the region you are marketing to. For example instead of a B2B mailing list, send to a healthcare email list. This smaller subset of your entire list will undoubtedly respond better, thus extending the life of the list itself.

By Alec Wilcox

Follow me on:


What are Email Lists?

Email Lists
I talk a lot on this blog about email lists, usually with the assumption that the definition is a foregone conclusion. Typically with internet marketing, this is the case. However, there is some nuance to the term. In general, an email list is a list of addresses to which the same content is sent. However, when referring to internet marketing, this definition is perhaps too broad.

Opt-In Email Lists
In marketing, there are opt-in email lists. Typically, these will include a link or some other method for assuring that the customer wants to continue receiving the offers. In many cases, list emails will include an unsubscribe button for letting the administrator know that the user is “opting out.” of a particular email list

Targeted Email Lists
There are also non-opt in lists, usually purchased in bulk for mass mailings (or email blast). Often times, these lists are a better tool for the job than opt-in lists. Curating an opt-in list is a much greater time-commitment and is usually more-suited toward newsletters and occasion offers. Purchasing an email list (or email database) in bulk is a great way to get a precompiled list of thousands of addresses ready to be contacted. In many cases, these databases are sold or leased based on region or industry, lending them much better for targeted email marketing.

Feel free to contact me below if you have any questions about email lists!

By Alec Wilcox

Follow me on:


Send Better Content to Your Email Lists

The name of the game in email marketing over the last 2-3 years has changed from sending out mass emails to huge lists to focus primarily on useful content targeted at specific users. Even though you may be trying to sell your prospects on your product, you can still appeal to their sense of utility by trying to present helpful information or informative content alongside your call to action and sales pitch.

Many email marketing specialists place great emphasis on effective subject line writing (since this is the first line of communication between you and your customer). In addition, your marketing emails should have a strong, personal voice. This is the first step in maintaining utility for your recipients. Try to include some recent news or factoids about your industry in each email. If you can insinuate that your customers may need your product due to a change in the field or a recent development. This is a great way to boost your conversions.

Finally, the mantra of internet marketing: see what works for you. Your customers may not respond to the same marketing as someone else’s customers. See what type of content your leads are responding to and cater to this content.  

By Alec Wilcox

Follow me on: