Mike Weston

About Mike Weston

Breaking the email addiction


“Engagement Marketing: Strategies for Conversion and Ongoing Customer Retention” is what it said in the programme.

It sounded safe enough, but as I delivered this presentation at Internet World last month, I wondered if the subject headings on Lines, Crunch, Breaking Habits and a 7 Step Programme (combined with some slightly edgy last minute PowerPoint images) were starting to make it sound more like a discourse on drug rehabilitation than on email marketing!

FTC ups the game on spam protection

I’m in Atlanta, Georgia at Silverpop’s Customer Conference. One of the hot topics here has been yesterday’s announcement by the FTC that it is changing the rules in the US around unsubscribing.

Essentially you need to ensure that your reader can kiss you off with a single click, and without having to enter more than an email address.

The end of the line

Back in the day we used to talk about ‘above-the-line’ and ‘below-the-line’ as a proxy for advertising versus direct marketing (and never the twain shall meet).

Digital has changed all that – we need to redraw the line.

Email marketers doing it for themselves

Software as a Service (SaaS) tools help email marketers look smart by keeping it simple - so long as the techies who designed them understand how their customers 
do things.