A Lot Can Happen in 6 Months!

Ch ch ch changes….

In September of last year I decided, for many reasons, to take a hiatus from the corporate world and basically quit my job.  The decision to leave behind the security afforded to the gainfully employed (You know, little things like a steady income, health benefits for my family, and knowing for certain that I could pay my mortgage and feed my children) was not an easy one.  But it was arrived at carefully after weighing out many factors.  So I did it. I submitted my resignation, thought I might have an aneurysm for about 15 seconds, and then it came… I took in this fresh breath, let out a sigh of relief and it was done.  Even security comes with a price, and once you leave it behind I think it’s easier to see when that price is just too high.  So there it was, behind me. A hard decision but clearly one of my best.

“Wherever you wander, there’s no place like home”

First things First. I’ve gotten to spend priceless time with my family over the past 6 months. Two kids growing way too fast is certainly not unique to me.  But stopping my own life for a minute to take a better look at theirs made me realize how many little moments I was missing. Not only when I was away, but I took stock of all the moments I missed when I was right there but not fully present – So many times my mind was somewhere else when some critical little word floated right by me.  I would not make that mistake again.

A girl’s gotta make a living right?

With home life in balance, I am slapped with a reality check.  Being a stay at home mom is just not in the financial cards for me.  After dipping my toe into the waters of consulting, I dive in head first. Representing a varied and fantastic group of clients and working on my time and around my family life.  Cake + Fork + Mouth = LOVED IT!

Home and work lives existing in harmony? Check. The lessons of the past 6 months still fresh and front of mind? Check.  Everything I learned in the years leading up to my decision to exit etched in me? Check and CHECK!  I felt ready to dive back in.  But only if the absolute right thing came along.

The Moon and the Stars align!

Through some of my consulting work I got the chance to know the great team that would soon become my awesome colleagues.  I instantly like them.  First, these guys were smart, savvy, and most of all customer focused.  The technology was innovative and their foundation as a company solid.  So when they came to me with this opportunity I listened and then immediately thought ‘These guys are crazy. I’m not an operations person.  I’m a front line, customer facing sales girl.  Have been for years.’  Then I remembered a decision I made 6 months ago.  I had evaluated the cost of security in the past and found it too has a price.  Accepting the idea of change and walking outside your comfort zone is risk, but it’s healthy risk.  So I shut my mouth for a little while to listen. Took it all in for a moment and then asked enough questions to make them want to rescind the offer and run screaming with their ears covered.

The position was clear. A smart and growing company that knows well enough to not get ahead of themselves is now asking me to help them manage growth and head up their operations in a refreshing new way.  It’s operations for the New Company;  This is not a board room position strictly managing staff and juggling P&L statements.  This is an opportunity to take the customer experience and bring it directly back to the board room. It’s the opportunity to do what so many companies do not.  It’s taking an already “sold” client and improving on their experience.  It’s taking the feedback from every customer, prospect and technology partner and treating it like the valuable information it is. OK, so maybe it’s not sales — It’s way better!

On April 1st, I started my new role as Chief Operations Officer at the fabulous Optizmo Technologies without much fuss.  I embraced change, tossed comfort behind me, and one month in, I could not be happier!

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The Importance of Consumer Respect in your Email Marketing Strategy

Often I am asked for my general take on email marketing. Both the current state and what I think the future holds. I would like to think that because of my background in compliance, or the fact that I have worked with the email departments of some of the largest brands in the world, people trust that I know a thing or two about a thing or two.  But if we’re being honest, and we are, I think it has much less to do with any ‘expertise’ I have and more to do with what I have come to think of as a collective and ongoing “Chicken Little Syndrome”.  Because email has such a volatile history, people are afraid the sky may be falling and naturally that makes them nervous.

For the record – It is my strong opinion that every company with a marketing strategy should embrace email as a uniquely powerful extension of their brand.  Unfortunately it is also my very real experience that many Companies completely miss the mark on this.  In fact they get it all wrong!

In some cases, email is dismissed as a ‘lesser’ channel and is given much less weight than more traditional media like Print, Broadcast or even Display;  Email invites the brand directly into the consumers very personal space; An emotional forum with your message sharing inventory with things as personal to the consumer as correspondence with their kids teachers,  best friends and family members.  Dismissing it as a lesser channel is not only a mistake, it can cause your email marketing efforts to fall flat or outright fail.

On the opposite side of the spectrum there are those that have experienced firsthand exactly how powerful email can be and have forgotten that “With great power comes great responsibility..” Yep, I just totally quoted from Spiderman – so sue me, it’s a valid point!  When people see success they want MORE.  Wanting more has been the downfall of entire civilizations so it’s not hard to see how a marketer, even with the best of intentions, can run astray.

While the circumstances in these two scenarios are very different, they lead to the same offense being carried out: A lack of respect for the consumer inbox.  This lack of respect, whether spurred by dismissal or greed, can have a devastating and long term impact on not only the marketers themselves but the email marketing industry as a whole.

From my role in compliance, I’ve found myself awkwardly in the middle of ethical debates between Privacy Officers and Marketing Directors.  Each with good points and jobs to do that are often in direct conflict with one another.  In the middle of this I usually offer that there is one simple rule to follow, no matter what side of this debate you find yourself on; In the end, the consumer should win and if they do, they’ll be a happy and continuous subscriber, or better a willing and responsive new acquisition. Think of it as an extension of “The Customer is Always Right” rule. Seems simple right?  If only!

Through the passing and enforcement of laws like the CAN SPAM Act, both sides are pretty clear on what they CAN’T Do.  The basic tenants of CAN SPAM for instance are widely understood by pretty much any company with an email strategy.  For me, providing guidance on following the laws as they are clearly defined is the simple part of my job.  Sure there is a chain of responsibility that is often misunderstood or even overlooked when I am working with multifaceted organizations that are collecting and distributing data through a number of channels.  Add to that the complexity of channels that don’t interact or rely on one another from day to day and it becomes even more complicated. In the end however that is more a matter of knowledge and logistics.  Once discovery has been completed and all channels, along with their role in the chain of compliance, have been identified then ultimately technology and monitoring take over.

While the hard fast rules of CAN SPAM are simple to follow and easy to execute with the right tools in place, there is still a lot of room for interpretation and just plain confusion about what is and is not acceptable either from a legal or ethical perspective.  It is in this Grey Area that I’ve watched many companies struggle. I’ve also seen the outcome of those struggles as the decisions manifest themselves in success or failure and I have learned much from both.

I’m going to use this space over the next year as a place to share some of the lessons I’ve learned and those I will undoubtedly continue to learn as I work in this great, evolving industry.  Starting with this first and most important rule that all successful email marketers have in common; Consumer Respect is as important to your email strategy as legal compliance.

Some very simple things that every email marketer should do before hitting send…

1.      Add Value – Just because you can send something ask yourself the value it brings to the recipient.  If you can’t answer that in any meaningful way, then don’t hit send.

2.      Control Frequency – No one wants to get three messages about your brand in a single day. Period. So be an advocate for your audience and know when and how your brand is represented.  Further use the tools available to limit exposure from multiple partners.   If you are not sure how to do this talk to me I am happy to help.

3.      Listen to complaints and analyze your Unsubscribe Data – While unsubscribes are an inevitability in email marketing, there is much that can be learned about the success or potential failure of your email campaigns by understanding what motivates an unsubscribe from either your internal list as well as your marketing partners.

4.      Be a Recipient -  Not surprisingly a number of email marketers guard their own email addresses like it were the Hope Diamond.  If you are among these, sign up for brands you actually love and become an active and open minded email recipient.  Be honest with yourself about what you love and hate about the way these brands interact with you and then be more honest – are you engaging your consumers in a more meaningful way?

I will touch on each of these points separately and in more detail in future posts.  By sharing my unique insight into what consistently works, as well as mistakes we can all learn from and avoid in the future I hope to see email marketing continue to thrive and grow in 2011 and beyond.  We all need to do our parts as responsible, respectful marketers.  Our industry depends on it!

Wishing you all and Happy and Healthy New Year!

Theresa Farmer

January 3, 2011

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Moving On… And a Big Ol’ Thank You!

As many of you know, I have decided to resign from my role at UnsubCentral and Datran Media.  The decision was actually made on the cusp of my 3 year anniversary with the company.   This is my last week and my last official day is Friday, September 24th.

This was not a decision that was made lightly.  In fact there were months of consideration that led to my arrival here.  But in the end, as soon as I formally submitted my resignation I knew that I was doing the right thing.

This move will allow me to slow down considerably and put my primary focus at home, with my family and my two fantastic kids — It’s actually the little guys that were the number one factor in my decision.  At the same time, I look forward to expanding my role in this industry by acting as a consultant for some select clients.  Talk about having your cake and eating it too!

Today I want to say “Thank You!” to everyone who has supported me during my career at UnsubCentral.   During the past three years many of the people I’ve worked with became far more than co-workers, clients, and Industry Peers — You’ve become true friends of mine and that makes me a very lucky woman!  I’ve enjoyed every minute of it thanks to all of you.

So stay tuned…  I may be moving off the scene a little bit but I am not going anywhere!

T-Bone

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A Lesson In Giving

We can all make a difference if we choose to.  I learned this lesson from my son, Evan.

Since he was born, on Leap Day in 2000 (2/29/2000), it was clear that he was a super special boy — He was the happiest baby, the kind that would hug first and ask questions later.  He could melt down the brittle exterior of even the grumpiest of old men with just a smile.  Sweet and Caring with an empathy you just don’t see in most little boys – (Or grown adults for that matter).  Often he’s described as an “Old Soul” -  if that’s the case, he must have been a Saint in his past life.

Let me explain….

He’s been quite tuned in to the local economy and it declining state, moreover he’s been genuinely concerned with what this means to the people in the middle of it.   There has been a huge devastation of resources for local charitable organizations and at the same time a fast growing need.  He picked up on this last year through the news and the general state of conversation in our area.  He asked how he could help and then decided for his 9th birthday he would ask the attendees of his party to bring donations in lieu of gifts.  You heard me right, a 9 year old asked for donations to benefit others knowing this would mean he would be foregoing the  typical showering of gifts that kids his age look forward to on their birthday.  Through his efforts we collected enough food to fill an entire SUV and about $300 in cash used to purchase gas cards for families in need of help with transportation to and from work and school.  After collecting all of this he didn’t just drop it off and move on.  He spent time at the food bank checking expiration dates and loading bags of groceries that he would hand out to those who came in need.   This boy has received some rather elaborate gifts in his 9 short years, but I don’t think I have ever seen his face light up quite the way it did that day, when he was giving rather than receiving.

His birthday is coming up (or at least ‘birthday time” since he was born on Leap Day — He only gets to celebrate with a clear date every 4 years.) And this Saturday we’ll be throwing a pretty huge bash at the Farmer household; Inviting his entire class, the neighbor kids, family friends and the trail of pals he has made along the years that don’t really fit into any of those categories. Once again he has asked that his friends bring donations, only this year he wants to extend the help by donating to more than one charity.

Instead of gifts, he’s asking for donations to benefit Northville Civic Concern and Earthquake victims in Haiti.

A few weeks ago, after seeing the news coverage of the earthquake victims in Haiti, he immediately told us, “For my birthday party this year, I want to also get donations for the Haiti Earthquake Victims.” Whether or not he would use his birthday to help those in need again was clearly never a question in his mind, he just saw an opportunity to help even more.

So, Evan’s 10th Birthday will benefit two charities.  The local food bank and the Haiti Earthquake Victims.

This year, the local food bank will, once again, be the primary focus of his donations.  However, as requested this year he wanted to add another charity to the list – The Haiti Earthquake Victims.

Everyone who’s coming to the party will be bringing a donation of  Food or cash for the local food bank (the “Northville Civic Concern”) or a monetary donation for “Save the Children” organization, where all donations will be earmarked for Haiti Relief.

So there you have it — A10 year old wants to forgo receiving any fun toys (like his favorite video games, MP3’s, electronic gadgets) and asks, instead, that his friends bring a donation for charity.  I could not be more proud!

For our out-of-state friends, we’d like to ask that you consider making a donation in his name.  It would really make him feel extra proud of what he’s doing to know that you have helped him in this endeavor.  (If you do, please be sure to email me, or make a comment below so he can see all that good that has come of this!)

The link for making a donation to either of these two charities can be found at my equally proud Husband’s Blog -

http://www.toddfarmer.com/family/evan-is-turning-10-and-asks-for-donations-instead-of-gifts

PLEASE CONSIDER MAKING A SMALL DONATION IN HIS NAME

Happy Birthday Evan, Keep doing what you do!

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