Marketing Advice For Anyone

This great advice from people that make their living from being INVENTIVE

How to be Interesting: Advice from Hugh Macleod, Rooftop Comedy, and Peter Cooper
Whether you’re a content producer who painstakingly crafts newsletters every month, or a “quant” marketer who analyzes data to build automated, real-time messages, we believe one thing remains true, at the end of the day: Your emails need to be interesting and useful. In this issue of MonkeyWrench, we ask three experts how they walk that tricky line. Elsewhere, our data scientists examine major email provider trends, determine whether or not daily-deal sites are going the way of the dodo, and put to rest the subject-line length debate.
Hugh Macleod: Talking is the Future of Marketing
Hugh Macleod on being interesting
“Don’t waste people’s time, be nice, give them something of value,” cartoonist and author Hugh Macleod told us when we talked to him about Social Objects and his fantastic open rates. His Social Objects of choice are the daily cartoons he sends to his mailing list.

Hugh’s nutshell definition of the Social Object is “the reason two people are talking to each other.” Be it the weather, Star Wars, or sneezing pandas, these things bring us together through a shared experience. And when the Social Object is a lovely cartoon arriving in your inbox every morning, the result is a happy reader. “People like getting that a whole lot more than, say, a daily, long-winded spiel about why ya’ll should give me your money,” Hugh says.

We visited Hugh at his Miami office to see how he makes art, and to talk to him about the origin of the Social Object. Then we made a video about it.

Watch the Video
Wavelength Uses Data to Make Email Better
Wavelength
Early this year, we launched Wavelength, a service that uses big data (big like 500,000 email lists, 250 million unique email addresses, and 125 trillioncalculations total, which is probably actually BIG if we’re being totally honest about it) to help you find publishers who share your interests. With Wavelength, you can see screenshots of newsletters your subscribers read, giving you a feel for what they’re interested in—and oftentimes, giving you an inspiring idea or two for your own campaigns in the process.
Visit Wavelength
Daily Deals Aren’t Dead, Actually
Daily Deals Aren't Dead
Chances are, you’ve read some bad press about daily-deal services. Therehas been a lot of it. But when we did some extensive research, condensing 4.4 billion emails’ worth of valuable information into 28 colorful charts, we actually found that daily deals, as an industry, are growing. With good open rates and low attrition, to boot. We also found that people are into lasers but tired of massages. Go figure!
Read the Study
Peter Cooper Spreads the Love
Peter Cooper doesn't talk about himself.
Peter Cooper has built an empire with his RubyJavaScript, and HTML5 lists, and he uses his email kingdom to spread the love to other websites. And yet, by serving his readers (with thoughtful information) and serving the developer ecosystem (with traffic), Peter promotes himself and makes money. Sound crazy? Learn how Peter’s engaged readership and constantly linking away has actually served his bottom line.
Read the Blog Post
Gmail Pulls Ahead in Email Provider Trending
Gmail ahead of Hotmail
For the second year in a row, we took a look at how many emails we were sending to major email providers every month. But this time, Gmail pulled into the lead, beating Hotmail by more than 100 million emails in July.
Read the Blog Post
Look What You Can Do!
Look What You Can Do with MailChimp
We just launched Look What You Can Do, an inspiration board that shows off some beautiful MailChimp campaigns. But more than just gorgeous emails created by talented folks, as we suggested in a recent blog post, you might want to “Sign up for a few newsletters to see what works, and then maybe not-so-shamefully adapt those tactics for your organization.”
Visit Look What You Can Do
Rooftop’s Sneaky, Delightful Emails
Rooftop Comedy video
Rooftop Comedy releases comedy albums, produces live comedy events, and posts all sorts of comedy stuff on their comedy website. They know comedy, is what we’re saying. But they also film live stand up every night of the week all over the country, and regularly send videos out in their Clip of the Week campaigns.

While Rooftop has other lists, the COTW email is intended simply to delight its readers every week with some laughs in their inbox. “The real value behind the newsletter is to serve our fans who might not have loads of time to browse the Rooftop site,” editor and community manager Jono Simrin told MailChimp. “It goes out Friday afternoon, and I like to think of it as a little treat for our subscribers to look forward to.”

Read the Blog Post
Does Subject-Line Length Matter?
Subject line length study
This graph, generated by MailChimp’s data scientist, says it all. Oh, you wanted more details? And maybe some summer sausage?
Read the Blog Post
How do you like the new MonkeyWrench?
Tell us what you think. And if you like it so much you simply must have it for yourself, in the Design section of the campaign builder, choose Predesigned, check the Newsletters box, and choose Titlebar Newsletter 1A. Boom.
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