According to BtoBOnline.com, email read and click rates have dropped considerably (22% and 21% respectively) during the 4th Quarter of 2005 compared to 2004, while volume has risen 50%. 

If you're a marketer and your numbers are going down what does this tell you?  Change your approach. 

One consistent theme in the presentations Dan Klein and I give on email marketing is email can be very effective if done properly.  How do you do it effectively?  In my humble opinion, here are the keys:

• Use compelling creative.  You need a look and content that stands out in the in ...

Add another item to the list of things you should try in your email newsletter.  B-to-B Online says you should deliver podcasts to your email newsletter audience. David A. Fish explains in this article why this technology is useful and relevant from your newsletters. If you don't know what podcasting is: Catch up at wikipedia.

Enjoy

Honestly, this awesome beverage packs such a punch, you'd practically have to pay me not to pretend to talk about it on my cell phone when I'm in earshot of consumers in the coveted 17-34 demographic.

Even if I weren't required by my employer to pull a six-pack off the shelf at my local grocery store while emitting a quiet but distinct "All right!" under my breath just loud enough for the other customers to hear, I'd do it anyway—just for the pleasure of furtively turning people on to this amazing thirst quencher.

In stealth-marketing parlance, this is what is known as "roach baiting," but I prefer to call it "the least I can do."

Okay, this is the first of hopefully many marketing posts which will reflect what I’ve gleaned from my smart clients, my readings and through my experience executing marketing campaigns for several companies.  Drop me a line to discuss any thing contained in here.

I also speak on marketing topics including effective email marketing, guerilla marketing and one-to-one marketing, so feel free to contact me for your group or conference.

This post will be about messaging and story telling.  Future posts will include subjects on compelling creative, timing and targeting the right people. 

I recently finished reading All Marketers Are Liars by