Author: Parry Malm

Parry Malm

CEO of Phrasee, Parry is digital marketing's Hannibal Smith who loves it when a plan comes together.

11 good or bad things that may or may not happen in digital marketing in 2015

Every year in January we are faced with a litany of predictions for digital marketing

Some are interesting, some are right, and some are wrong, and the vast majority are re-stating what’s already happening. Which isn’t courageous or interesting.

In this post, I’m going to bring out my inner soothsayer and make some bold, wild predictions on good or bad things that may or may not happen in 2015. 

The fence I’m sitting on comes at no extra cost. 


How accurate were my seven email marketing predictions for 2014?

In January 2014 I blogged about my seven super exciting predictions for boring old email marketing, which raised a lot of questions…  

So now, in hindsight, how accurate was I?


How 304 email marketers split test their subject lines (spoiler alert: it's usually badly)

The vast majority of email marketers are methamphetamine addicts. And not the cool kind like you find in the finest trailer parks of middle America. 

This survey of 304 email marketers will show you why.


Three ways most marketers screw up email subject line split tests

You know what one of my favourite feelings in the world is? 

Just to clarify, I mean at work. More specifically, one of the best feelings you can get when doing email marketing.

I love the feeling I get when one of my subject line tests teaches me something about my audience. What can I say? I’m a super cool dude who gets excited when a subject line delivers amazing response. 

That moment when the opens, clicks and conversions start showing up and you’re like, “I’m the king/queen of email!” 

Yeah, I know you know that feeling too.

But that feeling is rare and fleeting, because most marketers completely screw up their email subject line split tests. 

In this post, you’ll learn how to feel pleasure, or if you’d rather, how to avoid the pain of crappy split tests.

this blog is Google search

21 Google searches that will forever change how you think about the internet

We’ve all done it – perhaps early in the morning when putting off waking up, or perhaps when at work putting off... erm... work. Maybe you won’t admit it to your friends, but we’ve all done it.

It’s nothing to be embarrassed about. It’s ok. I do it too.

Maybe it’s a “wisdom of the crowds” thing, or a “wikinomics” thing. Or maybe just a lazy way to make sense of this crazy online world in which we live.

In this post, I undertake some serious investigative online journalism to find out what the internet actually thinks about the internet, using Google search’s fancy auto-fill tool.

Read on – it just may change your life.


Seven dos and don’ts of Custom Audience targeting

By now, you’ve hopefully heard of Custom Audiences (CAs), aka Tailored Audiences, aka CRM re-targeting. It was one of my predicted trends for 2014, and the momentum is picking up massively.

Yet, most people are using them wrong.  Which makes me sad.

CAs are THE biggest thing in marketing right now, and yet very few marketers are using them correctly. 

In this post, learn from my bitter experience so you too can revolutionise your marketing plans using Custom Audiences.


Why Custom Audience targeting proves that email has won the internet

If you are an online marketer, you are probably familiar with advertising via email, Facebook, Twitter, and third party display buys. 

And they probably all work OK, at least in relative isolation of each other.

Annoyingly, all the above channels operated mutually exclusively. That is, until now. 

Welcome to 2014, the age of Custom Audiences: the biggest revolution in email marketing since… email marketing. 

If you don’t know what Custom Audience targeting is, or if you want to learn more, or if you want to see a picture of a bunny with a pancake on its head, read on.


Why digital marketers should avoid the latest buzzword gold rush

Every year or so, there’s a new buzzword that marketers flock to like gold in them there hills.

And yet the only people who make money from it are those selling pickaxes and gold pans.  

You should read this blog if you’ve grown tired of all the buzzwords rolling around digital marketing these days.  

I’ve been in the game for a while, and I am sick and tired of being sick and tired. 

I’m not here to make friends, I’m here to speak the truth...


Seven super exciting predictions for boring old email marketing in 2014

It’s that time of year again, where pundits around the world give their predictions for 2014.  So let’s look at the most boringly lucrative of online channels: email marketing.

In 2014, I predict that “Email is dead” will be the most popular headline in articles, blogs and tweets about email marketing, closely followed by 'email isn’t dead.' 

For seven more predictions, read on…

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How you can boost your email re-activation campaign’s response rate

Depressingly, the life of an email marketer is one of minorities, even the best email campaigns are opened by just a tiny minority of people. 

And as a result, every one of us has mused at one point or another, 'How can I get these non-opening 80% to engage with me again?'

And so we send out re-engagement campaigns, get a couple or three percent response, and think we’ve done a great job.

Phil Manger of Future Publishing and I thought this logic was faulty and that we could do better. The results? We bettered a traditional re-activation campaign by 255%. 

Want to find out how? Read on. 


Why more emails at Christmas almost always means more money

On Monday, I answered some questions for Econsultancy about optimal email frequency at Christmas, and apparently I ruffled a few feathers.

What can I say, I’m a Parry-iah  (see what I did there?). The following blog post will rub some people the wrong way. My good name may get dragged through the mud. But, what can I say, with playful glee here comes an erudite, iconoclastic viewpoint.  

My point is this: retailers who send out more (not crappy) emails this Christmas period will drive more revenue from all their channels, both online and offline. 

This Christmas, give your customers a present. Give them the gift of more emails. 


Three reasons why Big Data is awesome

In my last post, Three reasons why Big Data is a big load of baloney, I threw a stone down the streets of London and New York and wound up hitting a few Big Data advocates. 

And it is abundantly clear that Big Data arouses passion in people (or at least, as much passion as one can humanly feel for data.)

The thing about Big Data is that it can be interpreted in many ways. In this post, I take a step back and look at how Big Data is affecting digital marketing as a whole, and how maybe, just maybe, it’s not a cliché but a fundamental shift in how we do business. 

As promised, here’s part two in my series. Is Big Data all it’s cracked up to be? Read on to find out more.