Email Prospecting Analytics

Reinventing Direct, my blog at Target Marketing Magazine, features my thoughts today about email prospecting analytics. and what it takes using email marketing to rented lists to make money. The article was inspired by a call from the owner of a start-up company a few months ago. They were planning to send millions of emails to prospects and had the run the numbers in a way suggesting they would all be rich in 90 days.

It didn't quite turn out that way.

Once I showed them how they needed to determine long-term value and allowable marketing costs, the conversation changed. Learn more in today's blog at Target Marketing.

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Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.