The return of the Magill Report

After a 6 month hiatus, Ken Magill has returned to offer his insightful, and somewhat snarky, take on email marketing. You can subscribe at The Magill Report.
Ken is really trying to make this report an example of how to do ad supported email newsletters right. When I subscribed yesterday I received the following welcome message:

Please click here to confirm your subscription to The Magill Report.
What You Can Expect
As part of your subscription, you will receive The Magill Report weekly newsletter each Tuesday and possibly one stand-alone ad or survey on Thursdays.
You will receive no more than two e-mails per week from The Magill Report.
And, no, you can’t opt out of the Thursday e-mails and still get The Magill Report. Those Thursday ads are what will be keeping Magill in vodka martinis and cigars.
What You’ll Get in The Magill Report

  • Fearless reporting on Internet marketing available nowhere else
  • Rare insights from someone with real-world direct-marketing experience
  • Regular reports on studies and surveys relevant to your business
  • Intelligent, brash and sometimes laugh-out-loud funny analysis
  • The real stories behind the PR nonsense regurgitated elsewhere
  • Occasionally, even some juicy gossip (Magill loves gossip)
  • Authoritative, insightful, how-to and reference information related to getting things done
  • The ability to comment and submit content for potential publication
  • Occasional references to Magill’s unhealthy relationship with alcohol.

He hit all the high points you should in a welcome message. He told me how frequently I’d hear from him and when, he also included information about future content.

Ken has been reporting on the email marketing industry since very early on and always has an interesting perspective on what’s happening. Go sign up!

Related Posts

Confusing opt-in and opt-out

Harvard Business Review posted a blog earlier this week suggesting that all businesses should treat email marketing as an opt-out process. Unfortunately, the post seemed to me to conflate and confuse a number of things.
She mixes in potential customers providing business cards to an exhibitor at a trade show with current customers that are using a product. She promotes businesses using opt-out as a default communication practice, but then talks about giving customers preference centers to manage the contact.
Overall, it was a very confusing article.
For instance the author says:

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Don't forget to check out the forest

I have the #emailmarketing feed on twitter scrolling live across my screen while I’m working. It’s been an interesting experience as many of the people who tweet #emailmarketing aren’t part of my social network.
Over the last week or so there’s been a lot of tweeting going on about Ben and Jerry’s GIVING UP EMAIL MARKETING!!! Only, come to find out, that’s not what they’re doing. Yes, they are moving more into the social networking arena but they will be continuing to connect with subscribers through email. Today many are tweeting that perhaps they “jumped the cow” with their initial reports of email abandonment by B&J.
Watching the ongoing discussions led me to wonder if a lot of email marketers are so focused on the trees that they miss the forest? Are they so disconnected from how people actually use email, and social networks for that matter, that they spend way to much time chasing a response and not enough time thinking about what they’re saying and doing?
Email marketing discussions often focus on a limited number of things, the biggest are how to get mail to the inbox and how to get recipients to engage. Many marketers spend time and money looking for the elusive combination of factors that will get their mail to the inbox and impel the recipient to give the sender money. The focus is on details like color and pre-headers and length and timing and content above and below the fold and the perfect call to action.
The discussions focus almost exclusively on the sender and only mention the subscriber in passing. That is understandable on one level. Senders can only control one end of the equation and figuring out what inputs compel the best response from the other side is what marketing is all about.
But there’s another part of email marketing, and that is that subscribers invite marketers into their inboxes. When someone subscribes to a newsletter or mail from a company they’re offering that company the opportunity to interact with them in their personal space. This is, in fact, the holy grail of marketing having the customer invite contact from a seller.
I suspect this is why the rumors of Ben and Jerry’s abandoning email had people all up in arms. A  company abandoning a channel where they had an engaged and interested audience? PREPOSTEROUS! What’s happening to email as marketing?
I’ll be honest, I didn’t pay much attention because it was such a silly idea. Any marketer worth their salt wouldn’t give up a way to interact with customers. Ben and Jerry’s is a company with an almost cult like following. Anyone who was going to subscribe to a B&J newsletter was going to want that mail (new flavors! coupons! new locations! inside information!).
Someone started a rumor, though, that B&J were abandoning email marketing and everyone focusing on the trees grabbed that story and ran with it. They were so focused on the details they didn’t take a step back and think about what they were repeating. Had they taken a step back and thought about the forest they would have realized how silly the idea of B&Js abandoning email as a customer communication channel was.

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Link roundup June 18, 2010

Hotmail has released a new version of their software with some changes. Return Path discusses the changes in depth, but there are a couple that senders may find helpful.

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