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Posts by Tom Ruwitch

What You Can Learn From Nigerian Scam Artists

I got an email a while back from a “friend” who wrote: “Hope you are doing well? It takes me great pain to write this email to you and I feel so devastated. My family and I had a trip visiting Manila,(Philippines) unannounced some days back for a short vacation, unfortunately we were robbed at…

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Marketing Lessons from a Criminal Moron

Way back when, before email and the internet, I was a newspaper reporter working in Belleville, IL. My fellow reporters and I used to pass time reading the arrest logs to hunt for juicy stories. Here’s one of my favorites: A checkout clerk at a local department store was arrested for theft after a customer…

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Shameful Email Marketing Tactics that You Should Avoid

What’s the worst email marketing advice you’ve ever received? I saw that question on an online forum and spent a few entertaining minutes touring this email marketing hall of shame. Sadly, every exhibit in the hall exposed tactics that many marketers continue to employ — to their detriment. If you want to master email marketing,…

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Focus on Strengthening Your Copy to Improve Marketing Results

Would you rather have an plain-looking website with great copy or a beautiful website with lousy copy? I’ll take the plain website every time. Why? Because I know of countless plain websites that drive action and convert sales at spectacular rates. But if the copy is weak, your website and other marketing content will fail…

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Why Your Emails Fail When You Lead with Product

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

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

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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