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Posts by Tom Ruwitch

Why Your Emails Fail When You Lead with Product

The word "why" is revealed on a sheet of paper.

This is a tale of two emails — one good and one bad. I’ll start with the bad one from a company I’ll call “Acme” (no need to reveal the culprit). I received an email with the subject line “Acme + Google Analytics/AdWords.” My first question: Why would I want to open this email? I…

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Inspired by Dad, Here are Email List-Building Tips

A fathers day card is open on a table

It’s June — Father’s Day month — so I’m thinking a lot about all the great advice Dad gave me. I quoted Dad the other day when a client announced his plan to market his business by buying an email list. “Every shortcut has a price that is usually greater than the reward,” I said,…

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Marketing is a Three-Legged Stool

The three legged stool, or the perfect metaphor for a marketing plan

Every few weeks, my wife grabs the remote, points it at the television, presses various buttons and then, after failing to achieve the desired outcome, declares, “This thing doesn’t work.” Of course the thing does work, but she was pressing the wrong buttons. Small business marketers are often like my wife — blaming this thing…

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Open Rates Don’t Tell the Whole Story

It’s time for some email marketing myth-busting. Before I reveal the myth we need to bust, I’d like to give you a pop quiz (Don’t worry…I’ll grade on a curve). Here are results from three email newsletter for the same company and roughly the same list. Which mailing was most successful? January: 6,615 delivered, 1,119…

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Old-School Marketing Metrics Make Sense for 21st-Century Campaigns

I heard some great marketing advice recently from cold-calling expert John Eyres. Many online marketers might consider telemarketing “old-school” and question what someone like John could teach them. Believe me, we still can learn a lot from old-school marketers, and we still can generate a lot of business using old-school marketing channels like the telephone.…

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Personalize Your Emails To Improve Response Rates

If you want to improve email opens, click rates and overall campaign performance, I have one word for you: personalize. According to a 2015 study by Experian Marketing Services, personalized emails – in which the sender merges the recipient’s first name in the subject line – boosted open rates by up to 40 percent. Transaction…

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Technology Can Automate Follow-ups

Trade show follow-up used to be a nightmare for my company’s sales people until we automated the process with technology. Now we re-connect within minutes with the people we meet at our booth. We impress them with our diligence and attention. We sell more as a result. We do it all with less time and…

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Read Your Out-of-Office Replies

Every time I send a bulk email, I receive a pile of out-of-office replies. When I first began managing email campaigns 15 years ago, I would ignore those automated replies. I thought it was kind of a pain to go through those replies. “Why bother?” I thought. Wow, what a mistake! Sure, many of those emails simply…

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