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Author: Parry Malm

Parry Malm

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

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.

21 comments

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.

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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.

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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...

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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…

25 comments
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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. 

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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. 

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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. 

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Three reasons why Big Data is a big load of baloney

Over the last couple of years, Big Data has been unavoidable. It’s not just big, it’s massive. If you throw a stone down the streets of London or New York, you’ve got as much a chance of hitting a big data guru as you do a social media guru. 

Undoubtedly, there is great power in data, but is Big Data all it’s cracked up to be

50% of my brain thinks Big Data is great, and 50% of me thinks it’s a neologism.  I’ve found it difficult to reconcile all of the varying information out there about it.

So join me for the first part of a two-part series looking at Big Data. In part one, I’ll look at Three reasons why Big Data is a big load of baloney. And next week in part two, I’ll look at Three reasons why Big Data is awesome.

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Adestra 2013 Subject Line Report

152 killer keywords for email subject lines (and 137 crappy ones)

We had a hunch that word choice in email subject lines have a strong effect on response rates.  So, we tested 287 keywords across a sample of 2.2bn emails to see which work, and which don’t. 

Why? Because President Obama has done more for email marketing than any world leader in the history of mankind. How? By focusing on subject line testing, his digital team optimised their donation campaigns to generate hundreds of millions of dollars online.

Despite Obama’s best efforts, most marketers still view email marketing as the Bluth Company’s Banana Stand of Arrested Development fame: a more boring and less sexy marketing channel than pretty much anything else imaginable. 

But – and never forget this – there’s always money in the banana stand! There is great power in optimising subject lines.

In case you missed my presentations at MarketingWeekLive last week, you can find out more about our findings after the jump.

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What you can learn from 1.159bn B2B subject lines

What good is an email marketing campaign if your subject line sucks?  If you truly want to increase response rates, make sure you’re using the right words.   

Money words are in, personalisation can supercharge response, and “whitepapers” and “webinars” are over-used. 

Focus on the outcomes of your product and people will respond.

I looked at 1.159bn B2B emails to find the words that work and those that don't. Check out a sneak preview of the statistics here... 

11 comments