Many articles have been written about the importance of a good subject line and a clear “From” line in emails.  Readers make split decisions about whether or not to open an email, and these two pieces of information are what determines if they choose to open it, click spam or unsubscribe.

In a recent HubSpot webinar about email, the key takeaway is “Send email from someone they’ve heard of.”

In this webinar, Dan Zarrella points out, “… one of the first things most people look at when they look at your emails and they decide to read them or not, and they want to filter through their inbox, is the sender. So the first thing people are thinking is do I know this person?”  Great point.

Here are 2 examples of BAD “From” lines that I’d like to point out:

1) HubSpot

Here’s how the email looks in my inbox

Looking at this, my thought is “Who is Patrick Shea?”.  I don’t know a Patrick Shea.  Lately, I have been diligent about unsubscribing from emails that I don’t read or never signed up for in the first place, so I opened this email, fully intending to click unsubscribe.

But, here’s how the email looks when I click on it

Now with their logo and expanded From line visible, I know it’s a trusted source and one I subscribe to.  But, I could have also very easily just clicked delete or spam before opening it based on the fact that I don’t know who Patrick Shea is.   I do see that receiving an email from “Patrick Shea” seems friendlier and less corporate than “HubSpot”, but why not have it say “HubSpot — Patrick Shea” to get the best of both worlds? An email list is often one of the most valuable marketing tactics, so keeping subscribers should be of utmost importance.  So, my question is… why would you risk having a potential customer unsubscribe (or even worse, click spam on you)?

HubSpot‘s Dan Zarrella said in the email webinar, “If people are more likely to know your brand name than your personal name, great. Send from your brand name. But in most cases, people will gain familiarity or gain trust if they seen email from somebody they’ve actually heard of, somebody they’ve actually done business with, or somebody that is a mega huge celebrity.”  Why does HubSpot assume I know who Patrick Shea is?  What if I just signed up for this list?  What if I just receive too many emails each day (not all from HubSpot!) to learn who all of HubSpot’s employees are?

On a site note…

I tweeeted this, this morning: 

and got 2 responses from other tweeters who seem to agree: 

2) Boston Event Guide

Here’s how the email looks in my inbox

My reaction to this was, “Am I STILL receiving all these scotch invitations from my days working at Jim Beam?”. I clicked on it, ready to unsubscribe.

But, here’s how the email looks when I click on it

The email is from Boston Event Guide (BEG), a company I subscribe to, but it’s not easy to identify as BEG. Except for the small legal-sized text at the bottom of the email, the whole email had the look, feel and branding of Macallan.   I have almost unsubscribed to these emails many times in the past, but was saved at the very last minute when I realized it was BEG.  (I even emailed the owner personally, and gave him my unsolicited advice on this :-))  But, yesterday, I actually DID unsubscribe!  I must have been multitasking, so didn’t notice anything about BEG until I received the “sorry to see you go” email confirmation from BEG.  Wow, they just lost an interested reader.

Macallan and BEG must have some sort of partner arrangement, where BEG sends emails to its list on behalf of Macallan. This is common. But, to ensure you have the trust of the mailing list, the email should come from BEG, or at least say “Boston Event Guide and Macallan”, and the body of the email should say something like ,”This program is brought to you on behalf of BEG”, so people know they’re receiving this from BEG.

Keeping your email subscribers, and influencing them to open your emails with a good From line and subject line is very important in email marketing. Why do you think these companies risk it with these tactics? Have you seen any other bad (or good) examples of how to handle this?

The 17 Rs of Mobile Marketing (Jeanne Hopkins from HubSpot)

• 44% of the US cell phone population, owns a smart phone (up from 35% in August)
• 17R’s of Mobile
• Review analytics
• Relevant
• Request feedback
• Recruit customers and prospects
• Registering for your programs should be easy
• Rate the usefulness of your campaigns to your subscribers
• Regional messages can be valuable
• Reminders about time sensitive information
• Respect (frequency)
• Return status information
• Respond
• Record – documenting concerns or complaints
• Responsible – be brief, yet tantalizing
• Referral – 72% of small businesses have not yet incorporated mobile
• Rely – rely on right software to deploy. Measurement
• Reality – growing marketing segment. Need to understand why and how people are using mobile in your market
• Rapid – be willing to improve on the “fly”
• Run a test campaign before the full campaign

“They track the ROI of television ads the same way [they do for social media]?”  That was the phrase that got me loving the video below.  Take a listen, and then continue reading below.

Click here to view the embedded video.

Having worked in traditional marketing (print, tv, outdoor, etc) for a number of years, I’ve noticed this same phenomenon.  Because social media is new, it gets scrutinized much more than traditional marketing.  Did anyone ever know the ROI of spending $2 million on a SuperBowl ad?  Or of an ad in People magazine?  Or a billboard in Times Square?  No!  Sure, you saw a spike in sales, but how do you really know that all of the spike was due to the ad, and not something else that took place at the same time.

In addition, social media isn’t all about a short-term hit. It’s about engaging with your customer and gaining their trust, so that when they do need to purchase, they’ll come to you.  They may just go directly to your site, and not click on a “trackable” link.

As the girl in the video says, “Good companies understand that listening and engaging on social media will pay off in the long run.”  I couldn’t agree more.  Try showing this video to your Schmoo and see what s/he says :-)

What do you think? Do you agree with the video? Does social media get held to higher standards?

If you haven’t heard of Google+ (yes, that’s the official name, not Google Plus), you will start hearing a lot more about it in the coming weeks. It launched yesterday, and I was lucky enough to be one of the few in the sandbox (“Field Trial”) at this point!  I’m not going to go into all the details of what it includes, as you can read about it on Google’s blog. But, essentially, it aims to take real life interactions to the web, more in the manner in which we interact in real life.  It’s made up of 4 parts:

• Circles
  • “share what matters, with the people who matter most”
  • basically a way to group your connections into meaningful “circles”
  • aka Facebook friend lists, in a more user-friendly way

  

• Sparks
  • “strike up a conversation, about pretty much anything”
  • add your interests, and you’ll see content that interests you
  • aka Twitter
• Hangouts
  • “stop by and say hello, face-to-face-to-face”
  • video chat with up to 10 friends
  • aka Skype, with more people
• Mobile
  • “share what’s around, right now, without any hassle”
  • location based posts, fast photo upload, group texting

Here’s Google’s launch video about the “project”:

Click here to view the embedded video.

Here are a few thoughts on the specifics of this platform:

• Circles is VERY cool — the interface is drag-and-drop is is very user friendly and visual.  MUCH better than Facebook friend lists, as Facebook lists feels like a patch added later, whereas Circles feels like a central part of what Google+ is about.  Circles allows you to very easily share your status updates and content just with certain groups of people.
• Hangouts — There’s no other video chat platform I know of that allows up to 10 people, so this is GREAT for personal interactions, as well as business meetings for virtual companies.  It’s also very cool, because as each person speaks, their video stream becomes the main image.
• Google has now integrated a new Google navigation bar that appears at the top of your screen when you are working in any Google product.  It gives you the capability to more easily access Google products.  Very smart!

• Sparks – really seems just like Twitter – finding good content in topic that interest you
• Adding location to updates – Already a common feature on Twitter, but not yet part of Facebook.  It will be interesting to see if non social-media types will use this feature due to safety concerns
• Huddle – doesn’t seem to be active on my account yet
• Unlike Facebook, this isn’t a reciprocal network… you can follow someone who chooses not to follow you
• You can share content with people NOT on Google+ — they just receive an email instead — this is BIG, as it will encourage people who like Google+ to use it, although their friends may not be
• I’ll give it 2 weeks before applications like Hootsuite have Google+ incorporated into their platforms! :-)
• UPDATE: I finally have some friends on Google+ so can see more of the features.  What strikes me is how this follows you around the web, if you are a google product user.  This will make a MAJOR difference for this platform, instead of people having to remember to “check facebook” or “check twitter” — it’s just there with your notifications everywhere you go.
• UPDATE: Invitation feature has been shut down, according to the Sr. VP of Engineering:

Overall

Google’s stance is that this is NOT meant to be a competitor to Facebook: “We aren’t trying to replace what’s currently available, we just want to introduce a new way to connect online with the people that matter to you.” (source: SearchEngineLand) and that it’s just trying to make using Google products more social, it sure seems like a direct competitor to Facebook.

I can’t see myself updating Facebook, Twitter, LinkedIn, and Google+ on a daily basis… eventually you just need to pick 1-2 networks to focus on.  And, while Google+’s features certainly aren’t up to snuff yet with Facebook, knowing Google, I have no doubt that major improvements are coming soon.

What do you think of Google+?  Have you had a chance to try it out?  Based on what you’ve read, do you see yourself using it?

This week, I attended one of the best webinars I’ve attended in a long time… “60 Landing Pages in 60 Minutes” by Billy MacDonald and Mark Kilens at HubSpot. The webinar was fast paced, and provided a lot of GREAT info, by live reviewing and critiquing 60 landing pages. Below are my tweets of the tips I picked up during the webinar.

• Reduce image on page so it’s not distracting
• Good idea to include photos of people leading your webinar on the landing page
• Less is More!
• Trust symbols are key to increasing conversion rate (Better Business, A+, etc)
• A landing page without branding elements is like wearing old clothes to a job interview. (RT of @admom1)
• Instructor bio helps with credibility on landing page. But don’t include links… distracting
• IF you have a “personalized” or “custom” offer, say that for sure on your landing page… people like that
• Dropdown boxes are better than checkboxes or radiodials, as those make the form seem longer
• Use the form on your landing page as an opportunity to ask a business relevant question to our audience (RT of @AdamLaFever)
• If you have more than one piece of content to offer, have a SEPARATE landing page for each.
• Don’t forget to have branding elements on your landing page!
• Include Facebook Like and Tweet button on your landing page so people will share it!
• Need call to action AND “what’s in it for me” — why would I want to download this, or watch webinar?
• White text on background is tough to read (agree!) – instead, grey background with black text
• Headline shouldn’t be a question… use the action verb instead
• Keep your sales pitch on the Thank You page, not on the landing page
• Remove all links from landing pages, except if it’s the call to action button
• If you DO have links unrelated to your call to action, have the links open in new tab/window
• Have a Thank You page following your landing page. You can have more calls to action on those pages
• Don’t forget to mention the offer in the Headline!! (whitepaper, webinar, etc)
• Form is best on left, so it stands out
• “Blink test” – 5-10 seconds have for someone to understand what the page is about
• Bolding matters
• Good idea to do optional questions… i.e. Biggest Challenge
• Whitespace is good on landing pages — draws your eye to important parts
• Have at least one image in each landing page… should be simple, and include a caption
• Can even have action words on your “contact us page” — “train in 8 months…” — gets people thinking
• Put your form on the left side, to ensure it doesn’t get cut off on smaller screens
• Great idea to have a video sneak preview on the landing page
• Bold your buzzwords on the landing page
• Each landing page should have 3-5 bullets of what’s in it for me and compelling value
• All headlines on the landing page should include a good action verb
• “Top of the Funnel” forms should only have 2-4 fields in the form
• Entire landing page should be above the fold — don’t make people scroll down
• Good idea to include testimonials and credibility (awards, etc) on landing pages
• “Going Naked” – no navigation or other links on your landing pages, so people aren’t distracted
• Have offer in your headline on the page
• Good to add opt-in for your email list; make your “submit” button action oriented

Here’s a link to the slides they presented and a recording of the original webinar.

Do you have any other tips to create a successful landing page?  Please share them in the comments below!

**This a follow up article to the LIVE coverage of the Lufthansa A380 inaugural flight to JFK**

On Tuesday, Shashank Nigam from Simpliflying called me and asked “What are you doing this weekend?” Knowing him, I knew that was probably trouble! Apparently Lufthansa was going to be flying the Airbus A380 from Frankfurt to JFK for the first time on Monday, SimpliFlying was invited, and the press group was leaving on Saturday. While I love to travel, this was very last minute, but given the opportunity, I said yes, of course. I didn’t realize, just how incredible this opportunity would be.

From flying business class, to a tour of the maintenance hangar, a tour of every inch of the plane, to interviews of the pilots, head of maintenance, a visit to the cockpit dinner overlooking the runway, this was certainly the experience of a lifetime. The A380 is not new to Lufthansa, nor is it new to Airbus, but Lufthansa is set to be the largest A380 operator in Europe. Airbus currently has 244 orders from airlines, Lufthansa being #3 with 15 planes, after Emirates and Singapore Airlines. Each A380 customer has the ability to customize the plane to their liking.

Welcome to the A380!

The Airbus A380 is a double decker plane with the 2^nd floor spanning the entire length of the plane. The two passenger decks have a total area the same as three tennis courts! Economy class is on the bottom floor and Business/First Class is on the 2^nd floor. It seats 526 passengers (420 in economy), which is 40% more than a Boeing 747. Overall, here are a few of the features of the plane that make it the incredible plane that it is:

• Reduced noise foot print
• Lowest fuel burn per seat (20% less than Boeing 747-400)
• Overall improved comfort level
• 3 in-flight cameras, including a front facing view from the top of the plane, a rear view, and a view looking straight down. (This greatly enhanced my experience during takeoff and landing, particularly because I was in the middle section so wasn’t able to see out the windows.)

Here’s a look at each seating class:

Economy Class

The one feature that stands out in Economy is “living space”, which includes not only the seat pitch, but the overall room and legroom the passenger feels. The seats were very comfortable, and reclined significantly more than other Economy seats I’ve felt, which is important on a long flight. Each seat also has an individual TV with movies, games and TV shows. The Economy Class level is designed with multiple partitions, giving the feeling of a smaller plane, although it seats 420 passengers.

Click here to view the embedded video.

Business Class

Not only did I receive a tour of the Business Class section while the plane was in the hangar, but I was lucky enough to be seated in this section for the flight from Frankfurt to JFK. What stood out to me in this class, was the superior service and attention I received from the flight attendants. In addition, the seats reclined fully into flat beds (although with an 8% pitch, which I found slightly uncomfortable), and included a massager, which I loved.

The menu, prepared by chef David Burke, was definitely not your typical “airline food”. Appetizers included fresh shrimp or a caesar salad, and entrees included chicken or a red snapper. For dessert, I had “cheesecake lollipops”. Yum! The only negative thing I noticed which was not even to do with the plane, was the lack of water bottles, which is important on a long flight to prevent dehydration. Each seat had access to a private TV, power outlet and a USB port, although wireless internet is not yet available.

Click here to view the embedded video.

First Class

The First Class cabin seats just 8 passengers. Overall, it seems their goal is to make the passenger feel like they’re not on a plane. The walls are light brown suede and the seats are real leather. There are no overhead bins, instead, the passengers stow their belongings in personal closets. The floors are specially insulated for noise control. One of the features that differs from the Emirates A380 is how Lufthansa handles privacy. On the Emirates A380, seats are enclosed in private rooms, whereas, Lufthansa felt it was important for passengers to be able to choose the level of privacy they prefer throughout the flight. While working on your computer, your screen can be down. When you’re sleeping, a screen ascends between the two seats and partially around your seat. The First Class cabin also has noise control built in.

From the extra insulated floor, to the sound insulation curtain separating it from Business Class, and sound insulation in the fuselage. The other unique feature is the humidity level control – first of its kind in an aircraft– has a significant impact on how tired you feel after a flight. Normally humidity levels in First Class are 5-8%, but on this flight, it’s increased to 22-25%. The washrooms are more “room” than “wash” to me. Not only was the design beautiful, but a changing room was built-in, giving lots of space to change. There are also urinals, which apparently is a nice feature – and also a first on commercial aircraft!

With a First Class ticket, you are entitled to use the First Class Terminal at the Frankfurt airport. Lufthansa is the only airline with this service, which offers service from security check-in to boarding, including private bedrooms, offices, showers, spa services, a dining room and a cigar lounge.

Click here to view the embedded video.

Click here to view the embedded video.

Takeoff and Landing

Landing was not as smooth as I had heard it would be, but I suspect that was due to the weather when we were arriving. Takeoff felt very smooth, especially given the size of the plane.

Click here to view the embedded video.

Here are my photos from the trip: Photos from Day 1 (hangar tour, dinner, first class terminal)

Photos from Day 2 (the flight and ceremony at JFK)

Overall, this is an incredible plane – I recommend flying on it if you have the opportunity to!  Have you flown on the A380?  What are your thoughts?

I just landed in Frankfurt, Germany. Why am I here?  To fly to JFK.  Makes sense, right?  :-) Lufthansa is flying the Airbus A380 from Frankfurt to JFK on Monday morning, and I’m going as part of their press trip, representing SimpliFlying.  The plane is double decker the entire length of the plane, and looks incredible inside, with features such as low noise, a bar, circulated air that helps with jet lag and more.  Below are my photos and tweets.  I’ll be blogging more over on SimpliFlying, but wanted to post some things here as well.  Check back for more!

Photos from Day 1 (hangar tour, dinner, first class terminal)

There are still many people out there who believe Facebook is just for kids. Hopefully this infographic will show you otherwise.  Here are a few of my favorite statistics:

• 1 in every 13 people on EARTH are active Facebook users
• The 35+ age demographic represents over 30% of Facebook users
• 71% of US Internet users are on Facebook

Via: Online Schools

What do you think?  Does any of this surprise you?

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There’s a new trend on Twitter where people create a “news daily” on a site called paper.li. I’m not a fan of them, but was really curious about what others thought, so asked people’s thought on Twitter this week, and even ran a poll.  First, here’s a bit about Paper.li and how it works…

Essentially, paper.li automatically creates a newspaper for you on a daily basis from content that comes through your twitter stream.  They either create it based on the links in the Twitter stream of the “curator” (person creating the newspaper) and the people they’re following, from a hashtag, or from a particular list. Then it sends a tweet something like this.

The Joel Richman Daily is out! http://bit.ly/fsd7cm ▸ Top stories today by @muckrack @bostonmarketer

December 7, 2010 11:58 am via Paper.liReplyRetweetFavorite

@xylem

Joel Richman

(sorry Joel, I don’t mean to pick on you — it was just a recent example :-))

Now I don’t know exactly what tweet of mine was in that Daily, but normally, it’s really nothing exciting.  It says “top stories by @BostonMarketer“, but it’s not a blog post I wrote.  Sometimes it’s just a regular article I tweet or something I’ve said. Or, on my @WebinarListings account, it’s one of the many tweets we send out about upcoming webinars.  Are these tweets worthy of being in a newspaper?  I’d like to think they are, but normally they’re just every-day tweets.

So, really, what value is it adding?

Do the curator’s follower’s get a benefit out of seeing these random tweets in a huge newspaper?  I don’t.  I see enough of the tweets of people I follow.  Maybe it’s more valuable for people just getting started on Twitter? Does anyone actually read these?

Does the person who gets mentioned in the newspaper appreciate seeing his/her name in lights?  I don’t.  It’s automated, so it’s not like it was manually selected for being a particularly interesting tweet. And, out of the many people in the daily, you weren’t specifically selected to be in the automated tweet. (by the way, you can opt for paper.li to not mention you in the automated tweets).

Maybe it’s more value for the person creating the newspaper?  But since it’s automated, and not based on highly retweeted tweets, I’m not sure why it’s any better than just looking through your Twitter stream. And, if that’s the purpose, then what’s the value in sending a tweet with only a couple of people it mentions?

But, maybe this is just me.  So, I asked on Twitter, and ran a poll.

A Few Comments From Twitter

Looking for someone to say why the LIKE the paper.li "dailies" people put out. Any supporters? Or, if you do one, why?

December 7, 2010 11:26 am via HootSuiteReplyRetweetFavorite

@bostonmarketer

Rachel Levy

(Note that my question was looking for supporters, and I only got 8 supportive comments in total, and many more negatives.)

Positives

@bostonmarketer I have a paper.li set up for my corporate acct, just to read it for myself. It helps me wade thru tons of content.

December 7, 2010 11:31 am via RockMeltReplyRetweetFavorite

@kehutchinson

Kate Hutchinson

@bostonmarketer I use it to see what I missed the previous day from a list

December 7, 2010 5:45 pm via twidroyd (original)ReplyRetweetFavorite

@jeffespo

Jeff Esposito

@bostonmarketer I like paper.li dailies b/c they provide a quick + effective means of offering content in an easy-to-digest format

December 7, 2010 5:23 pm via TweetDeckReplyRetweetFavorite

@admelfo

Albert D. Melfo

Negatives

Today's pet peeve-- paper.li "dailies" that attribute stories I linked to... to me. Bad. Awful

December 8, 2010 5:58 pm via HootSuiteReplyRetweetFavorite

@DougH

Doug Haslam

@bostonmarketer i hate the dailies - it's like: why don't you just share everything on twitter? very counter-intuitive IMO

December 7, 2010 12:01 pm via webReplyRetweetFavorite

@KEVINgotbounce

kevin mandeville

@bostonmarketer Voted, and commented, too! Hate them: I've been disappointed too many times.

December 7, 2010 7:15 pm via TwInboxReplyRetweetFavorite

@sarahebourne

Sarah Bourne

And, the Poll…

I also created a poll on TwtPoll, and here are the results, and comments:

So out of the 30 people who took the poll, a max of 8 people supported the concept (including the comments).  And, that’s being very generous… I allowed people to select multiple answers, and I’ve counted them multiple times.

Given all these responses to my question and the polls, I still don’t understand the value.

Thoughts? Are you a fan of these?  What’s the point?  It seems like he major benefit is to the people publishing the paper.  If that’s so, then why tweet it?  Why mention people?