What A Single Email Address Unlocks for Marketers


Email marketing is now undisputedly the most powerful marketing tool in your toolkit. Not only does it provide one of the only sources of reliable reach for the average marketer, your email marketing program is now the most powerful advertising tool you have.

For years and even today, connecting your social media accounts to a Gmail account with your contacts list has been the fastest way to jump start any social media account.

For years, we’ve had access to email-based remarketing in Twitter and Facebook. In case you missed it, social networks have allowed you to upload your lists, such as Twitter:


and Facebook:


which by default also includes Instagram…


and with Google’s latest announcement, now includes Gmail, AdWords, and YouTube ads.


A properly collected, opted-in email address opens up new worlds for you as a marketer. You get access to the customer’s inbox, which has always been the case. But now you have access to social media, to visual media via Instagram ads, to video via YouTube ads, to remarketing lists for search ads, display ads, and so much more.

If your marketing strategy doesn’t include plans for a robust email marketing database, stop what you’re doing and refine your strategy until email capture is built into everything you do.

Build email address collection into everything you do.

Skill up on your basic best practices.

Clean up your lists.


To paraphrase Glengarry Glen Ross, always be capturing!

How to capture your 15 minutes of fame

“In the future, everyone will be world-famous for 15 minutes.” – Andy Warhol, 1968

These days, your 15 minutes of fame are more likely than ever thanks to social media and the Internet. In just hours, you can go from obscurity to the front page of every news site, from unknown to speaking with national government leaders.

However, as Warhol pointed out, attention is fleeting. No one keeps the spotlight forever. If your company is fortunate enough (or has a good enough PR agency) to get the spotlight, how do you make the most of it?

Here are the basic steps for how to capture your 15 minutes of fame:

15 minutes of fame.png

Step 1: Prepare. Fame is like a tidal wave. You might or might not see it coming, and unless it’s massive, you don’t get a sense of how powerful it is until the wave breaks. Prepare in advance, the same way a surfer paddles out in advance to catch the wave. What should you prepare?

  • An email marketing system. You’ll need a way to capture email addresses.
  • Analytics. Best in class tools like Google Analytics let you segment your visitors. Be sure to define goals and goal values!
  • Remarketing. Remarketing is a powerful advertising system, but only if it’s deployed in advance.

Example: in Twitter’s Ad Manager, you can set up a custom web-based audience tracker. I’d recommend having a handful of remarketing tags pre-made, with the tracking tags stored in Evernote or dormant in your CMS.


That way, if something starts to happen, all you need to do is fish out the tag and deploy it immediately.

Step 2: Tag. The moment you see the wave headed your way, get your tags live, turn on your systems, create segmentations in Google Analytics, and make sure your audiences are being identified by your systems. It’s important to have real-time analytics turned on so you can validate that things are working as intended:


Step 3: Capture. When you’ve got the spotlight, be proactive (nicely) about asking people to take action. Ask them to subscribe, ask them to follow you, ask them to visit your website/blog. Get them into the places where conversions are trackable, where audiences are taggable. Don’t assume people will automatically do what you want them to do.

Step 4: Remarket. No wave lasts forever. In fact, few waves last for more than a split second. When the attention fades, when the spotlight moves on, reach out to everyone you’ve tagged, tracked, and captured.


As soon as the spotlight moves on, turn on your remarketing ads and remind people why they visited you in the first place. Send them an email with tangible next steps they can take, and what’s next for you. You got the spotlight for a reason; extend that reason with what’s next and why people should continue to remain interested in you.

Whether or not you ever recapture the spotlight, if you prepare and execute well, you can make your 15 minutes of fame deliver lasting impact to your business.

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9 Tips to make the most of INBOUND15


For many digital marketers, this is the week they come to Boston to be a part of INBOUND15, Hubspot’s annual user conference. This year promises to be bigger in every way, so here are some basic survival tips for the show and Boston in general.

First and foremost: do not attempt, for any reason, to drive in Boston. The roads near the BCEC are a confusing mess normally. Boston is served by both Uber and Lyft (Lyft tends to be cheaper) so make liberal use of them. We also have the nation’s oldest public transit system, and its antiquated nature and frequent delays live up to this reputation.

Second: The BCEC is big. By big, I mean aircraft carrier big. It’s 2.1 million square feet, or roughly the same amount of square footage as the Empire State Building in New York City. It’s .22 miles long, whereas the USS Nimitz is .2 miles long. To walk around the BCEC once is approximately 3/4 of a mile. It’s also dry as a bone inside, which means dehydration. Comfortable walking shoes and a water bottle are an absolute must.

Third: Pro conference networking tip. Launch the Twitter app on your smartphone. Search the conference hashtag, #INBOUND15. See all those people using the hashtag? Follow them. Follow all of them. It’ll keep your thumb busy for an hour or two, but it will help set you up for success at the event. Yes, you’ll gain a few Twitter followers, but more important, you’ll be able to create opportunities to connect with people once you’re at the event.

Fourth: Avoid taking notes about what’s on slides. The slides are in all likelihood going to be posted online. Instead, take notes on the things you think of while you’re watching speakers present. You’ll have ideas going off in your head left and right, but if all your bandwidth is taken up trying to be a court stenographer, you’ll come away with mediocre notes and no good ideas.

Five: Don’t wear a NY Yankees shirt while in Boston. More of a public safety tip than a conference tip, but just fair warning. Conversely, wearing Boston Red Sox or New England Patriots gear slightly improves the likelihood that your bartender will give you a decent pour.

Six: Arrive with a burning question. If you want to make INBOUND15 as fruitful as possible, come with a question you MUST get the answer to, and ask it of as many people as you reasonably can to get multiple perspectives. Avoid coming to the event with only vague ideas of what you might want to accomplish.

Seven: If there’s a speaker you want to talk to, reach out to them BEFORE they speak. When a speaker gets offstage, they’re usually swamped by people asking for business cards, have one more question, etc. and the likelihood that you’ll get to ask your burning question is pretty slim. Reach out in advance, even day of, offer to buy them a drink, and let them know what your burning question is. Some speakers (myself included) even arrive in their session rooms early and then stand around for 15-20 minutes while AV gets set up – a great time to ask a burning question!

Eight: Be good to yourself. If your goal at INBOUND15 is to walk away with as much actionable knowledge as possible, you’ll need to eat right, get more sleep than you usually do, and party in moderation (if at all). Your brain cells need to be firing on all cylinders, so eating junk, drinking enough coffee to burn a second hole in your stomach lining, and being so drunk that you can’t remember your own name are all going to dampen your nerd skills. Treat your body and brain right.

Nine: The good stuff still happens in the halls. Sessions are important, unquestionably. However, the best conversations, the best trading of tips and tricks – all that happens in the halls, between sessions, and in casual moments. Understanding that many folks are introverts, still attempt to join conversations. Sit down at crowded tables during meals. Be the first to ask simple questions like, “how was your last session?” and gather as much knowledge as you can.

Good luck at INBOUND15! (and catch my session on Wednesday at 1:30 on measuring PR)

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