email marketing | 03.28.14 | posted by Todd Randolph

levelup makes it an uphill battle

b2c email has one purpose – to elicit an action. effective email content facilitates that action. It might be a promotion alert. It might be news about a related product or service. it might be obvious like a supermarket flyer, or more subtle, like a company newsletter. whatever – just make it easy for email recipients to do what you want, and more of them will do it. sounds simple, right?


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email marketing, inbound marketing | 01.27.14 | posted by Todd Randolph

where oh where are my little (unsubscribed) customers

hubspot ineligibles - recovering unsubscribed customersexec summ: bugs in hubspot’s unsubscribe process can result in hubspot ineligible customers who cannot receive any email if you also use their system for non-promotional communications. here’s how to determine the extent of the issue with your client base, as well as some ways to reduce the number of lost sheep…er, disconnected customers. update: I spoke with the guy who developed hubspot’s email product, who confirmed he built the service specifically for marketing. he acknowledged the existing customer issue and hinted at changes coming soon. I have been a huge fan of inbound and hubspot for years. I inherited a lovely (but mostly unused) hubspot setup when i started my current job, and the reality is even better than i imagined. I plan on several posts on how I do things with the system that aren’t in the manual. In my last post, I identified an issue with hubspot’s email manager that had the potential to block important messages to existing customers. it took a  few weeks of scrambling and several hundred calls to hubspot’s amazing support line, but I identified some ways to reduce the number of customers who may be accidentally opting out of any communications.
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email marketing, how to | 01.13.14 | posted by Todd Randolph

counting on hubspot to reach customers? read this now.

 is hubspot blocking cutomer communicationsexec summ: many of your hard-won customers are not receiving important communications if you are using hubspot‘s email manager tool for customer relationship management (crm). (note: to be fair, this may be the case with other email service providers, as well.) the main reason for this appears to be an overzealous interpretation of anti-spam legislation. here’s what happens and why. in my next post I’ll get into diagnosis and treatment.

let me begin by saying I love hubspot. hubspot is wonderful for helping attract and nurture prospective customers. I have been a big fan of the concept of inbound marketing since crm was plain old drip, and the reality as a hubspot customer has been even better. “permission-based” email is a critical element of the hubspot system – emails are only sent in response to an explicit or implicit request. in theory, this means that any communication is welcomed as part of an ongoing conversation. in practice, however, there is one aspect of hubspot’s permission-based koolaid that sticks in my throat.
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how to [linkedin], linkedin | 01.05.14 | posted by Todd Randolph

who's zooming you on linkedin

who's viewing your LinkedIn profile?who controls what you see when someone views your linkedin profile? surfing google plus this morning, I came across this minirant from the normally sunny-side-up john haydon:

one commenter placed the blame on revenue hungry linkedin, implying that paying reid hoffman (or whoever’s running the show over there now) for a premium account would pull back the curtain and unmask your shy visitor. another commenter took the opportunity to wonder if seeing any information at all consituted a privacy violation. there’s no doubt that linkedin is as money hungry as the rest of us, but in this case they are respecting the wishes of visitors to your linkedin profile. yes, you control what shows up about you to other linkedin users on whom you’ve come to call.

users control their visibility when they visit your linkedin profile

who's viewed my profile

see what’s going on in there? of course, linkedin recommends that you go full monte, and because I have no shame, I generally do. however, I do not have to. the individuals that john wishes he could see more of (in a professional context, of course), has elected to show a limited amount of information about themselves to other users whose linkedin profile they have visited. there is even an option to go dark entirely.

so – don’t blame the game, praise the player. for more about linkedin premium accounts and a cheap way to get some premium goodness, check out my post on linkedin premium features for less.

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blogging, how to [blogging], nonprofit marketing | 01.01.14 | posted by Todd Randolph

why search optimization still matters

SEO still mattersa recent article advises nonprofits not to worry too much about search optimization. I think it’s bad advice. in his guest post about seo in fundraising success magazinewillis turner correctly describes ongoing changes in the seo landscape. however, those changes have little to no impact on the value of basic optimization. turner’s recommendation that organizations can or should allocate resources away from SEO mis-characterizes both the cost and benefit of search optimization activities.


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how to [blogging], marketing | 12.26.13 | posted by Todd Randolph

say no to nattering

negativity starts battles but rarely wins warsthe presents are opened, and more competent hands than mine are tending to the holiday repast. I’m kicking back, eating christmas candy and skimming the stream. and there it is. the pointing finger, the superior tone.

“your website sucks.”
“you’re doing it wrong.”


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how to [linkedin], social media | 07.15.13 | posted by Todd Randolph

linkedin suggested endorsements – judge me for who I am

manage linkedin endorsementsgoing through my exceptionally well-managed inbox just now and saw that an acquaintance had endorsed me on linkedin. problem: it was one of linkedin’s suggested endorsements, rather than a skill I created in my profile. I’ve commented before that endorsements on linkedin are like promise rings – if it’s real, there’ll eventually be a diamond (that is, a recommendation), but don’t get your hopes up. I’ve read a lot from people who believe endorsements have ruined the service, but it’s pretty easy to manage your linkedin endorsements:
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how to [linkedin], linkedin | 07.03.13 | posted by Todd Randolph

make your linkedin company pages more conversational

linkedin company pages updated fall 2012linkedin is making clear it wants to keep members on the site longer by providing useful content and more engagement opportunities. the goal is reflected in new features on linkedin company pages. here’s how you can help your organization benefit by improving your organization’s presence on the site.
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how to, how to [linkedin], linkedin, social media | 06.27.13 | posted by Todd Randolph

help your inside connection help you on linkedin

linkedin introduction request best practices

image: quickmeme.com; saul goodman

say you don’t know anyone at the place you need to know someone – but someone in your linkedin network does. I wrote last year about the power of the linkedin introduction request. if you haven’t used this feature before, please read the original post to learn more. I was checking today to see if all the recent changes on linkedin had changed the request process and I realized I had failed to address a few sticking points for the person you are asking for help.
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