CASE: 7Gen Email Newsletter

I am a sucker for good email programs, partly because they have always been a part of my job.

Believe it or not, they are still hard to come by. Many still spamming their customers and prospects, others not sending often enough or with content that matters.

I signed up for the 7Gen Newsletter from Seventh Generation a few months ago and have to say it is one of the best newsletters out there right now.

Why is this email newsletter a notch above the rest?
1. Content. The email provides a good number of promo paragraphs (8 in the last one) satisfying a broad range of interests. This makes the click-through rate better since there is a little something for everyone.
2. Navigation. They provide the same navigation and/or areas of the site as part of their design. This is good to engage those that find no interest in the content but have a need to go to the site.
3. Sharing capabilities. I really like how the newsletter inserts "email" and "comment" as part of every promo paragraph. These links are typically found on the site, but incorporating it within the email design makes it easier for those that can't be bothered to click-through.

How do you look on a mobile device?

I never used to visit websites on my blackberry unless I absolutely had to. They look terrible on my bb. With my Touch and Mark's iPhone, I visit only those I really need to...afterall, I am still not accustomed to the small screen.

However, one day, when I was using the TwitterBerry application on my bb, I decided to click on the blog link my friend referred to.

I grew anxious. I could see the loading bar slowly turn blue...and BAM!...a beautiful mobile site showed up. I was excited. Afterall, I use the same blog application as she does. Of course, I tested mine and it looked pretty good.

More than ever, it is important to make sure your site is readable on a mobile device. Why? Because your customers and prospects are:

1. Using their mobile devices to learn more about your products or locate you - at home on the couch, in the car on the way to your store and many times, in your store.

2. Linking to your site (via email, twitter, facebook, etc) and their readers are clicking on those links on their mobile devices.

3. Using their mobile more than their PC to access content.

Part Deux - Online Registry Done Right

I wrote about online registry back in February but after reading this post on The Bride's guide regarding registry etiquette - I couldn't help but provide an additional two cents.

If you are going to provide an online registry:
1. Thank the registrants for registering with your store. Afterall, they are bringing you business. Offer a discount on items that were not purchased off of the list.
2. Make sure that your inventory is in check and update the registry. I had a few incidents where items that I only wanted one of, I got multiples (no one wants the drama of returning a gift). Other times, people have told me that they didn't have the item in stock.
3. Allow the sender to have the option to have the gift wrapped with a personalized card. Date of delivery would be nice too since some may want to send it earlier than an event.
4. Send a confirmation to the sender that the shipment was received. You can also use this chance to include marketing messages and a discount to them.
5. Send an updated list of items purchased to the person who set up the registry. This may give them another chance to add additional items.

Investing in women and mommies

I am woman, hear me roar!

While combing through my Twitter (@mtampoya) and RSS feeds, a lot of great articles popped up regarding women.

If you are building an online strategy aimed at women or mothers or looking to build your management team - here are some great articles to browse through.

- RT @CBCNews - More women in senior roles boosts finance performance
- RT @guykawasaki - Working moms use technology.
- Etsy Success During a Recession
- Women Online Twice as Likely to Use Blogs over Social Networking Sites As Trusted Sources of Info.
- Europe Invests in Women Leaders
- Mommy bloggers one of the latest blogging trends.

CASE: Cheap Eats on Twitter

I love fellow foodies, especially Alexa Clark. She knows her food in my hometown of Toronto and she is a social media guru. What's not to like?

As editor and publisher or Cheap Eats Toronto, she knows how to provide the right content for her readers and above all, how to interact with them on a daily basis.

One of my favourite tactics to keep her audience engaged is the use of Twitter (@ceto) for readership chat. She poses a question like "What is your favourite ice cream flavour" and the community can chime in anytime with their answers. Her audience is so engaged they will even tell you where the ice cream can be found (because one flavour is never the same in another location)

The chat is posted to the Cheap Eats blog where those who don't use Twitter to communicate can read it. If you are really interested (like an ice cream shop), you can subscribe to the chat via RSS and/or look up the Twitter hashtag (#ceto and #icecream).

Garage Sales

Mark and I stumbled upon a yard sale the other day and couldn't believe the bargains. We got a much needed hand vaccum cleaner for $5 and some PS2 games for $2.

What surprised me the most was how business-savvy the seller was (mind you, she could have been a serious business women) for a yard sale.

#1. She introduced herself to every person that stopped to take a look and asked them for their name.
#2. On all the boxes, they had the original price of the items inside (ie. $1) and then she put a big X over it and put the new price (.50). Just like any sale at a retail store, people are more likely to purchase when they truly know they are getting a deal.
#3. When paying for the items, she gave us discounts for buying multiple things. Again, allowing us to walk away feeling even better about our purchase.
#4. Good and clear signage at the street's main intersection and in front of the house.

Part 2: 10 Rules on Mental Fitness (in business) continued

6. Embrace your golf personality.
This applies to business as well. Do you like to present or would rather work from your desk and communicate via email? Do you like socializing in a group or would you rather get to know colleagues in a one-on-one situation? Find what works best for you and let your colleagues know that is how you like to interact.

7. Have a routine to lean on.
When things are going off the rails or you just need to get your mind off a project, have a simple cool down routine. Pick up a coffee and go for a walk around the block. Meditate and focus on your breathe. Figure out a 10-15 minute routine that you know will help you collect yourself.

8. Find peace on the course.
Feel panicky going to work in the morning or before a meeting? With the number of hours you spend at work, it should be a place you enjoy going to, whether there is a mess that needs to get cleaned up by you or not.

9. Test yourself in stroke play.
Make sure that every decision you make, counts. By thoroughly considering every angle before you make a decision, you will stay competitive.

10. Find someone who believes in you.
It could be your spouse, colleague, friend or boss. When things are slipping or going downhill, it can be easy to quit. Find a cheerleader to keep you focused and at your best.

Part 1: 10 Rules on Mental Fitness (in business)

In the June edition of Golf Digest, there is a great article "10 Rules for how to win your major." The focus is definitely golf related, but after reading all 10 - they can definitely be applied to business and leadership.

1. Believe you can win.
You may not always be the best in your field of work and your company may not always be rated one of the best - but believe that it can be. If you work hard enough, you can and will be the best.

2. Don't be seduced by results.
You may have the #1 product this year. But, next year? Who knows. Focus on the now and delivering what you can now. Celebrating the past or overplanning the future can mean never reaching your goals.

3. Sulking won't get you anything.
When things are going well - pouting, complaining or blaming isn't going to do much for you. In fact, acting this way in front of your team will not only spread the feelings but create a terrible working environment.

4. Beat them with patience.
In many work environments, processes can be slow and decisions even slower. Unfortunately, this may be the case and cannot be fixed (at least in your work lifetime). Be patient. The moment you try to rush things or force people to work faster than normal - problems and bugs occur. NOTE: This doesn't mean you should work at a snail's pace either.

5. Ignore unsolicited swing advice.
Okay, for business, it is not your golf swing but sometimes, how you run your business or team. If you have a strong plan or strategy, stick to it or seek advice from mentors or those who advice you trust.

Look for Part 2 in the next few days.

CASE: Apple Cheeks

I just purchased a set of Apple Cheeks diapers from Baby on the Hip. To be perfectly honest, I wasn't set on buying this brand as I thought it was quite pricey compared to bumgenius, another popular cloth diaper.

But when I found out that all they had was bumgenius in pink, I decided that maybe I should try a couple of Apple Cheeks. Afterall, I don't go to Leslieville often enough and they don't sell them anywhere near me.

So, I asked the sales associate for more information about the diaper and expressed my concern about the pricing. To my surprise, she informed me that there are multiple ways of using the diaper and that I really didn't have to spend as much as I thought. She didn't down play the bumgenius or the other brands that the carry, but she was certainly knowledgeable about the brand, how other mom's use them and above all, what I should realistically purchase.

This certainly does not happen all the time with me. A sales associate knowing a product inside and out and have the ability to convince me to not just purchase one to try but a whole set.

Are your sales associates or your retailers up to speed on your product?

Some other great marketing points:
- Found on twitter (@AppleCheeksDipe) where someone from the brand answers your questions regarding the product or other baby schtuff.
- Found on Facebook with fun contests to win starter kits.
- Oh yes, you know I love a good ol' fashion email program too.

It's My 3rd Birthday!

Today is Mish's Playground's 3rd Birthday.

I can't believe how much has changed and how much I have had to say in three years about online marketing, business and myself.

Just wanted to say a special thank you to those who continue to read and comment on my posts, those that fill me with ideas, inspiration and guidance. I hope to continue to offer you the content you are looking for.

What continues to drive me to blog?
1. I am passionate about online. Blogging helps me demonstrate my enthusiasm.
2. A channel to showcase my thought leadership and expertise in the area.
3. Drives me to stay current and always thinking about bettering myself (afterall, I need something to blog about).
4. Helps me with my career (yes, I can confidently say that this blog has helped me get gigs)
5. A great way to connect with like-minded people. I have made so many friends through the blog and online marketing.

Cheers.

Coffee Break

When times are good and business is moving quickly, it is understandably easy to not have the time for lunch and maybe even a coffee with a colleague. Afterall, business is chugging and you don't want to skip a beat.

But, as business slows down and decisions are taking longer than normal to be made, lunch and definitely coffee breaks are easier to have.

Why have them now when things are moving so slow anyway?

1. Because the 'slowness' will not last forever.
2. Because the 'slowness' means more time to work on strategy.
3. Because the 'slowness' means you can talk to other people in the same industry and figure out what other companies have done, are doing and will be doing.
4. Because the 'slowness' lets you reconnect and rethink your processes and operations and fix an holes.
5. Because you can.

PS. Coffee breaks during busy times are always fruitful as well. It never hurts to stay in touch with friends and colleagues to keep you up-to-date with the happenings within your business and industry. Keeps you that one step ahead of the pack.

Be Friendly with the Neighbours

A lot of the small businesses in my neighbourhood like to chat. It is a good way to get to know their clientele, their needs and wants.

On the flip side of things, many of them have chatted to me about some of the other small businesses in the neighbourhood. Many quick to many recommendations to stores that offer goods that they don't or goods that may compliment what I just bought.

Example #1 - While purchasing a maternity dress at Belly, the store owner recommended me to Beestung (already a favourite) for maternity bras.

Example #2 - The local Starbucks didn't have any more croissants. The young lady behind the counter recommended that I go to Dufflet two doors down and get one there and come back for my cafe mocha.

IMPORTANT: A good impression on your neighbours is just or as important that to your customers. Why?

A) Your neighbours are your customers
B) Your neighbours can make recommendations to NOT go to your store if they experienced bad service themselves.
C) They just won't talk about you.

Social Media Policy

In the last few months I have been asked to look at and comment on social media tactics from various friends and colleagues.

One of the most overlooked items is your social media policy. This applies to your blog, twitter, facebook, microsite etc...

Why does it matter?
1. Just as you should be transparent to your readers, you should be transparent to your employer
2. Protect both you and your employer.
3. Just like a mission statement, it can keep you focused on what you can/should say (because I bet ya some of your colleagues are reading)

Altimeter Group has a great list of social media policies.

UPDATED May 11, 2009: Check out Dave Fleet's 3-part series on Social Media Policies for your Company. Some great content here.

Acknowledgement

I know I did a good job, but does everyone else? Make sure to give credit where credit is due. There is nothing worse than someone working their butt off on a project and not getting any recognition. This small business tactic will make your workers work harder, stay loyal and above all, enjoy working for you.

Here are small and simple ways to recogize:

1. Send an email or hand written note to a colleague or worker for a job well done. Include a $5 gift certificate to their favourite coffee joint.
2. Make an announcement to your team when a project has been completed. Make sure to point out the hard workers and how they contributed to a goal.
3. Stop by a colleagues' desk and say "thanks". This one simple word can do a world of wonders to someone's morale.