Article: Play the game of Save, Read or Delete...and win.
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Quick Anecdote : Branding that can go wrong
How, What, When and Why: YOU ask the questions.
This month's question: How exactly does tracking work?

Did you notice how many emails you had in your inbox this morning? What thought processes did you go through (in a matter of seconds) while you tried to decide on which ones to read and which ones to delete? A variety of business offers, newsletters you opted in to, friends and family saying hello, coworkers responding to previous emails and of course, Spam. It's all sounding familiar right? I had 67 emails in my inbox this morning, much the same items (okay, plus the dictionary.com word of the day.). Our inboxes all look remarkably the same, and we all go through the exact same game of Save, Read or Delete when deciding which emails are worthy of our attention. What helps us play that game? Who the email is from and what it's about.

How do you figure out your target audience and what captures them? Ultimately one of the best people to consult is YOU. Consider your own inbox, consider the emails you receive and what compels you to open them. So let's practice this a little, and we'll run through some of dos and don'ts that exist in your own inbox...

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Subject Lines that work
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Combining personal and personalized in your email.
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Why aren't your emails getting more action?
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June 2002:
What does your email look like to your customers?
July 2002:
You gain their permission. Are you giving them privacy?
August 2002:
I'll have a Double Opt-In with no foam, please.
September 2002:
The Art of Email Conversation
October 2002:
Are you prepared to deck the halls with holiday shoppers?
November 2002:
Play the game of Save, Read or Delete...and win.

 



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When Coke launched in China they naturally wanted to retain the 'Coca-Cola' name. There first attempt in Chinese was 'Ke-kou-ke-la' which had the benefit of sounding similar, but unfortunately meant "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect.

Coke's second brand naming attempt was more effective, using a different set of characters to present "ko-kou-ko-le," which can be loosely translated as "happiness in the mouth."

Coke isn't the only company to have problems in brand naming in new markets:

In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as "Pepsi will bring your ancestors back from the dead."

Also in Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off."

And there have been disasters in other markets too…

When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go."

Have humorous stories to share? Email them.


How does open tracking work?

HTML emails are tracked essentially by the images called from the email when it's opened. When a user opens an HTML based email, the graphics are requested from the site hosting them.

What are your experiences with personalized or personal email marketing? I'd like to hear from you! Write to me