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Marketing Spending Pays Off for Small Biz – eMarketer November 11, 2009

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“This is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.” -John A. Quelch, Professor of Business Administration at Harvard Business School

The old adage of marketing more when in a downturn is definitely great advice for the many independent specialty retail clients that we work with at E-Mail Logic.  But they are constantly struggling with the need to cut expenses and that can create a big dilemma: More marketing spending in a downturn can help a company come out ahead when the economy picks up again. Here’s a great supporting article in eMarketer Daily.  My favorite quote: “Use of e-mail marketing in particular correlated with expected revenue growth.”

Marketing Spending Pays Off for Small Biz – eMarketer.

Exact Target Connections ‘09 October 15, 2009

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DATELINE INDY:

4 of us attended the Exact Target User Conference —- Connections ‘09. Branded “Success by Design” it was a terrific event.

I’ve attended all the Exact Target User Conferences. And since the 1st one in 2003 the one thing that has stayed the same with Exact Target is its’ consistent growth.

We signed on as a “pro connect” with Exact Target in 2002 and we’ve never looked back or had any regrets. While they’ve grown quickly and have there have been some growing pains, our association with them has been the key to E-Mail Logic’s growth. We’ve successfully partnered with them, utilizing their technology and implementing their marketing ideas of the future with our marketing savvy from our experiences to successfully lead our clients from old marketing to new.

John Fell, Gerry Garcia, Jake Fell and Tom Gwaltney at Connections 09

John Fell, Gerry Garcia, Jake Fell and Tom Gwaltney at Connections 09

Exact Tac=rget 2003 - 1st User Conference

Exact Tac=rget 2003 - 1st User Conference

Here’s the image of Tom and I in ‘03

Here’s the newsletter- we wrote about the experience – I guess you could say we’ve come a long way too.

E-Mail Logic Introduces “Social Forward”‘ August 3, 2009

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E-Mail-Logic-Introduces-Social-Forward
E-Mail Logic is now offering Social Forward
Social Forward - Social Forward allows subscribers to directly embed a marketing message on their social networks using a “Share This” integration or the “Direct to Social feature”. You can track click activity of shared email messages all the way from an email to the social network, and even the number of page views resulting from the shared message! DETAILS:  E-Mail Logic Introduces “Social Forward”‘

Posted using ShareThis

Time to Schmooze. July 5, 2009

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Virtual businesses have their advantages. There are seven of us working on our email marketing campaigns for a variety of small businesses around the country. We take care of a variety of businesses from brick and mortar specialty stores, web merchants to various “B to B” specialists. While the internet makes it possible for us to work with businesses located anywhere – it also allows the same possibilities for our worker bees.

Our main office is in Evanston Il. And our Creative Director is in Greenville, SC and our Director of Sales is in Denver. But the reality is we could be anywhere. The only thing that separates us from Exact Target, our platform, is a login and password. While we meet regularly with meeting tools and we’re virtually connect with messaging screen share, etc. Nothing will ever replace the schmooze. So, when we can find a way to get the team together it’s a big deal.

That occasion happened last week when the family calendars fell in sync with the company calendars and we had a meeting and BBQ. The big points of discussion were our upcoming trade show exhibits in both the Outdoor Retailer in St. Lake City (July 21 – 24) and The Collective in Chicago (August 9-11). We designed the landing page and booth.

We also spent some brain storming our integration with Frogmetrics an exciting opportunity to integrate state of the art market research collection with automated email marketing using a POS collection tool.

Here’s the team: L to R: Gerry Garcia, John Fell, Matt Anderson, Lisa Jordan, Tom Gwaltney, Usha Rajbhandari, and Jacob Fell.

E-Mail Logic Team

E-Mail Logic Team

MR Magazine Feature on E-mail Enhancement May 17, 2009

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Read the Article

Read the Article


Issue Story
From the April 2009 issue of MR Magazine

Features

E-mail Enhancement
Elise M. Diamantini

How the web can help your business.

In a time when traffic is down, and retailers are trying to cut costs, online marketing is becoming increasingly important. The web is a fantastic tool for maintaining and forming new customer relationships. John Fell of E-Mail Logic works with retailers on new ways to stay connected. He’s using innovative techniques such as online basketball pools (for tournaments like March Madness). “It’s a difficult time to get people in the store, so this is a way to keep the retailer’s name on the top of customers’ minds. We can’t force them to buy, but if they’re a part of a pool sponsored by the store, it’s a fun way to interact with your customer.”

Fell says the top two reasons to be online are for acquisitions and retention. “The odds are that someone is Googling your store before they’re driving by it. You have to accurately and positively portray your brand to customers online.”

Using tools like Google Analytics can help you discover common search words. Then you must make sure you’re using those words, so your site comes up in an organic search.

“E-mail is the greatest retention tool because it’s all about permission. Customers want e-mails because they’ve signed up to get them. The key is to develop an on-going dialogue with frequency and send the right message to the right customer.”

John Fell’s E-mail Must-Haves

1. Strong Call to Action

Be specific and have fun with it. You want the e-mail to excite the customer enough to come into the store.

2. The “Wow” Effect

E-mails should reflect the same feeling your store gives when a customer walks through the door.

3. Personal Touch

Illustrate e-mails with photos of storeowners or employees. It’s a great way to differentiate your store from the competition.

E-mail Advantages

*Cheaper than direct mail: Karen Penner of M. Penner in Houston, Texas says (even though they still use some direct mail) they’ve cut about 20 percent of D.M. costs by switching to e-mail.

*Non-Invasive: Customers choose when and where they read the message. The subject line is important; it has to draw the reader in.

*Tracking: E-mail allows you to track all types of behaviors. Julie Lansky of Lansky in Memphis, Tenn. elaborates: “You can find out exactly who opened it and when, what links they clicked on, what sections they read, what brands they’re interested in. You’re able to see whether graphics or text draw people in more. It is as exact as what time and day of the week gets the best response.” At Lansky it’s in the afternoon, towards the end of the week because people are preparing for the weekend. Lansky says people are bogged down with other e-mails early in the morning, so mid-afternoon is a better time to send them.

Social Networking

Before you create a social networking page for your store, you must know your objective. Lee Odden, CEO of Top Rank Marketing, emphasizes this importance, “Too many companies will create a page without thinking about what it is they want to achieve. You must decide its purpose: do you want to increase sales or create brand awareness? It’s important to research and define your online audience and then come up with a strategy.”

Lansky has a successful MySpace page and they’re growing their “fans” on Facebook. “It’s more for our contemporary customers, but it’s a way to reach out to people who aren’t on your e-mail list.” You can post bulletins about new product, sales or events on your page. Lansky says, “It helps with recognition and maintaining relationships. The page keeps our name out there and we’ll have customers come in and tell us they saw something on our MySpace page.”

Will Levy recently set-up a Facebook page for Oak Hall in Memphis, Tenn. and they signed up 100 people in half a day. He says, “It’s another way to communicate with customers. Why use yesterday’s communication today? People say it’s the future, but it’s not, it’s what’s happening right now. I think the fact that we signed up the amount of people we did that fast really says it all.”

Common Mistakes

When marketing via e-mail, Fell says the biggest mistake a retailer can make is if their e-mails and website don’t measure up to the store’s aesthetic. If you have a luxury store, your internet marketing should portray that vibe to the customer. It’s also important not to over e-mail. Will Levy of Oak Hall says, “Our customers appreciate the e-mails we send them because they’re meaningful. You can’t flood your customer’s e-mail with junk. The best way to do it is to look at their buying record and send personal e-mails based on their previous purchases.”

Odden says that social networking doesn’t work the same way as direct marketing where you have an “A, offer to B, audience. It’s an A+B+C approach. The customer sees the message and connects to it in some way, then the retailer must follow up with an advertisement or a direct mail piece, and hopefully that will draw the customer into the store. It’s important to bring awareness through the web, but don’t forget the follow-through.”

Hubert White in Minneapolis, Minn. promoted an event via e-mail and used the tracking system to see who opened and clicked through it. From there, employees followed up with their clients and called them to make sure they would attend the event. Brad Sherman advises, “You have to be careful so it doesn’t look like ‘Big Brother is watching,’ but if you have a good relationship with the client it’s more like a coincidental call.”

PROCRASTINATION April 16, 2009

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Procrastination
From Wikipedia, the free encyclopedia
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Wiktionary, the free dictionary.
Procrastination is a behavior which is characterized by deferment of actions or tasks to a later time. Psychologists often cite procrastination as a mechanism for coping with the anxiety associated with starting or completing any task or decision. [1] Psychology researchers also have three criteria they use to categorize procrastination. For a behavior to be classified as procrastination, it must be counterproductive, needless, and delaying.[2]
Ok that’s me…it’s been 5 months since I’ve posted and now I’m posting…
It’s not like I have’nt had anything to say. Below are the posts from an interview with Joel Book from Exact Target.

Email Marketing by the Book – How Small Retailers Use Email to Get More Juice for the Squeeze from their Marketing Expenditures April 16, 2009

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Email Marketing by the Book – Email: The Secret Weapon of Small Business Success Part 2 April 16, 2009

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Email Marketing by the Book – Email: The Secret Weapon of Small Business Success April 16, 2009

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Logical Ideas › Old Posts February 23, 2009

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The goal of marketing is to get people to do something. In the case of email marketing for brick and mortar retailers the call to action is “come on into the store and buy something!” That’s getting to be quite the challenge for us marketers. The world is basically saying we’re not buying because the economy is bad and the economy is bad because people aren’t buying.

We’ve been dealing with this scenario in the email marketing that E-Mail Logic is doing for menswear specialty stores. The menswear traffic has been affected by the economic downturn for years. Men might be cutting back on their personal purchases is the first line of battle in the economic slowdown and it’s been a reality of many of our clients for years. While we might have a call to action to their emails that says come into the store, the underlying strategy is to create wants and keep a regular dialogue of communication open.  Using email marketing as a retention tool is essential in a downturn. We remind their customers that when the time is right, they know where and to go.

I found a great audio about the current state of retailing at The New York Times. Basically it says that Buy One Get One is hardly working for retailers to bring in customers. Try Steal One Get One… Hear it yourself.

I just returned from Indianapolis and the Exact Target User Conference: Connections 2008.  Three of us from E-Mail Logic attended the event,  E-Mail Logic has attended every Exact Target User Conference since the first one in 2003.  We have found the sessions very helpful as we expand our business model of email marketing for menswear specialty stores to include email marketing for other small businesses.  We retailers. We found some great tools to help email marketing for web merchants and email marketing for brick and mortar retailers at this years conference.  But the most exciting event was coming face to face with James Gandolfini(aka Tony Soprano) while leaving a bar.


Here he is with Exact Target founder Peter McCormick – I think the SUBSCRIBERS RULE! foam hand was made possible by Photoshop.

I heard Tony say “I don’ do corprate uvents” and I didn’t see Peter at the Conference the nest day. Hmm….

MRket just completed its 2nd semi annual event at the Venetian Hotel in Vegas this week. E-mail Logic was pitching email marketing for small business ideas to the various brick and mortar retailers, web merchants who were attending the show. We were featuring many of our success stories we’ve had email marketing for menswear specialty stores. The better menswear stores are the target of this show that is geared to upscale and luxury. While we are there for the retailers, it gives us a chance to network with the vendors as well; we currently work with several of the exhibitors at the show and always looking for opportunities to do more.

One of my favorite exhibitors is Eyebobs. Each year 1.5 million people turn 40 and every 8 seconds someone turns 50. Between these magic birthdays small print begins to blur. Thank God Eyebobs is there to save the day. Their upscale, classy reading glasses have become a “must have” item in all the better stores. I must have 8 or 9 pairs and as a matter of fact, Bryan Beecroft of Beecroft & Bull, an upscale fashion menswear retailer with 4 stores in Virginia, told us at dinner one night that the average person who wears reading glasses owns at least 8 pair. (Incidentally, dinner was unbelievably great at Lotus of Siam a Vietnamese joint located in off the strip, seedy, strip mall.) Julie Allinson, creator of Eyebobs,  came by the booth this show to talk about email marketing. (Julie is the 2nd from the right and her husband Paul Erickson is next to her) I showed her the email we did for a store of Texas promoting Eyebobs using pictures of the store staff modeling their Eyebobs. There was one small problem, the picture were of the staff of a store in Michigan. It was an honest mistake, we do email marketing for over 100 Menswear Specialty Stores around the country and when appropriate, we share ideas. The production person on our staff just assumed that the pictures in the email were Eyebob models. They look pretty darn good. See for yourself: Here’s the email for the store in Michigan and here is the one In Texas.

I just got off the phone with Sarah Sedberry, the Client Success Manager at Compendium Blogware. (Client Success manager… hold that thought well get back to that in the next paragraph.) Sarah has been calling me monthly to help me fine tune my efforts using her company’s blogging software. Her company, Compendium Blogware, is the brainchild of Chris Baggot. Chris is the guru of email marketing and now blogging. I got to know Chris over the last few years as he also one of the founders of Exact Target, the technology partner we rely on at E-Mail Logic. While Sarah can’t blog for me – she knows that to get the best search rankings, it’s essential to constantly post to my blog. So, her monthly contact is designed to motivate me to keep adding fresh entries to my blog.

Reading an email Sarah sent me, the light bulb came one. The title “Client Success Manager” is used in Sarah’s signature on her emails. What a great idea for a job title. Instead of one that brags about the job holder how about one that benefits the one were trying to impress. One of the opportunities that we try to enhance with our clients is the follow-ups to the various email marketing campaigns we do for our various small business clients. By helping our clients quantify the results that are measured we can constantly make improvements to their future email marketing campaigns. This is especially helpful to theemail marketing we do for brick and mortar retailers and web merchants who use click throughs to coupons or shopping carts. By segmenting the tracking results, they can direct qualified follow-ups to the unique prospects as they tracking tells us who those interested parties are. The menswear specialty stores who use us, often use the results to call those interested parties on the phone. Maybe it’s time for E-Mail Logic to assign a Success Manager to each of our clients.

We’re getting our marketing materials ready for Fashion week in Las Vegas.  We will be exhibiting at MRket, the exclusive show for menswear specialty stores, August 24th, 25th and 26th.  We decided to get their attention with a customized Smart Car. (See our program add below)

We will be hosting the cyber lounge with CardFX, and America’s Best Cleaners. The show is aimed at both brick and mortar retailers, and web merchants.  And while they look to make inventory investments we hope to them to consider return on marketing investments using email marketing.

F.Y.I. it takes a year to get a Smart Car and if you want the E-Mail Logic version you might have to add on an extra few weeks.

Smart Marketing

Retailers know that you make money on “the buy.  And with a tough economy means that “the buy” is extremely important for every small business.  MRketplace.com has recognized the needs of menswear specialty stores by adding Steve Pruitt, founder and Senior Consultant of Blacks Retail Analysis and Blacks Consulting, to its “Ask The Experts” page.

Steve’s recent posting is titled: Overseas Vendor Price Increases” and can be read here.. http://www.mrketplace.com/content/community/ask-the-experts/single-expert-page/?tx_gotanswers_pi1%5BshowUid%5D=27&cHash=2859e0f84b

Many retailers in apparel, brick and mortar retailers and web merchants are making “the buy” now for goods to be delivered next spring. We will be exhibiting at MRket, the exclusive show for menswear specialty stores, next month.  As they invest in products to stock, and weigh their R.O.I. (return on investment) on merchandise purchases, we hope to get some of the attendees to take a look at R.O.I. on their markeitng, specifically email marketing.

Question for Steve: What’s your recommended O.T.B. (open to buy) for email marketing.

This cartoon says it all…

Don’t get me wrong… I know what dog is spelled backwards. I love dogs. I’ve been having a love affair with my Springer Spaniel for 13 years. If I could find one of those “Dog is my pilot “bumper stickers I would put it on my car.

But the truth is, you can be whoever you want to be on the internet. That being said, it’s amazing to me how many horrible looking emails I get from a variety of businesses that negatively brand themselves.

Technology makes it easy for businesses to do their own email marketing. But easy and bad all too often go hand in hand. Good email marketing is a great retention tool that businesses can use to stay in with their customers and build relationships with potential customers. The downside is when businesses send out emails that are poorly laid out, incorrectly formatted or just plain bad it negatively brands them and has the opposite effect. Just because someone gave you their email address, it doesn’t mean it’s ok to send them bad emails.

E-mail Logic has been implementing email marketing strategies for a variety of small businesses. We’ve developed quite a niche with retailers, both brick and mortar retailers and web merchants. At last count we had over sixty menswear specialty stores on our list. And for all our clients, we want their emails to do three things, rub shoulders on a regular basis with their subscribers, have a relevant call to action and be the best email the recipient gets in their in-box that day.

The team at E-mail Logic meets every two weeks to review the email produced by our creative staff and rate them as pass, fail or “wow”. We’ve been doing it for several months and I think we’re definitely raising the bar. With inboxes being flooded by the “do-it-yourselfers” the “Wows” definitely stand out.

By the way, if you find one of those “Dog is my Pilot” bumper Stickers send to E-Mail Logic, 820 Davis St., Evanston IL. 60201.

You would think in tough times that a brick and mortar retailer who is super cheap would be the place to go. Maybe that would be the case if consumers could afford to gas up and go the mall. But when they get there, Steve and Barry’s might not be opened for business. This week, the company

confirmed that it will file for Chapter 11 bankruptcy protection.

My first knowledge of Steve and Barry’s came after a friend’s daughter landed a just out of college job there working as a translator in one of their Chinese factories. That was two years ago and they had opened a store in a local Chicago Mall, Old Orchard. I visited the store and it was an unusual retail experience. The store was huge…I’d guess 60,000 Sq. ft. – the previous tenant had been Sachs It was filled with mega selections of t-shirts, jeans, sweats, sneakers, etc. and everything was one price. It had a huge collection of collegiate-licensed shirts. The “hook” was every item in the store had one price: $8.98!Steve & Barry's

The store didn’t last long at that location. (Evidently, as I’ve recently read, Steve & Barry often pocketed upfront payments from mall owners giving incentives to lure retailers to fill in vacancies.) It wasn’t too long before an appropriate retailer was brought in to the space. But, recently Steve & Barry opened in a strip-center in upscale Highland Park. The store was right size, my guess 15,000 Sq. ft. and the quality had improved and the assortments made sense. And it was still – one price- $8.98. If anyone needed to worry about what was going on at Steve & Barry, I would’ve thought Old Navy.

That was a few months ago. And they were a hot store making headlines with their line called Bitten, launched by Sarah Jessica Parker. They even had shoes endorsed by NBA star Stephon Marbury… and yes they are priced at $8.98.

So what went wrong for this specialty retailer? I can speculate that what made them “special” was the $8.98, and with higher costs they got squeezed by their margins. I guess it goes back to one of those retail sayings “you’ll never be low enough” that we discuss when we strategize our email marketing for Menswear Specialty Stores and other brick and mortar retailers who must constantly watch their margins so that they can afford to offer the unique services that make them special. We try to get them to market their uniqueness and what makes them special and it’s never price. I’m curious… if Steve & Barry’s had made the price tickets on all their SKUS $9.89, would it have made a difference? Probably not to their customers but a 10% increase in revenues might have helped.

Comments Anyone?

Here’s an interesting summary of the brick and mortar retailers that are making some cutbacks. It came in an email from Evan Wise. Evan’s company Management One is one of the country’s top retail consultants. They have been around for almost twenty years and currently launched a Winning@Marketing program to help specialty stores get the best return on their marketing investments. E-Mail Logic is part of their Winning@Marketing Team helping them with email marketing for their clients including menswear and womanswear specialty stores, web merchants and other small businesses.

Here’s what Evan sent me:
1. Ann Taylor closing 117 stores nationwide A company spokeswoman said the company hasn’t revealed which stores will be shuttered. It will let the stores that will close this fiscal year know over the next month.

2. Eddie Bauer to close more stores – Eddie Bauer has already closed 27 shops in the first quarter and plans to close up to two more outlet stores by the end of the year.

3. Cache closing stores – Women’s retailer Cache announced that it is closing 20 to 23 stores this year.

4. Lane Bryant, Fashion Bug, Catherine’s closing 150 stores nationwide The owner of retailers Lane Bryant , Fashion Bug , Catherine’s Plus Sizes will close about 150 under performing stores this year. The company hasn’t provided a list of specific store closures and can’t say when it will offer that info, spokeswoman Brooke Perry said today.

5. Talbot’s, J. Jill closing stores – About a month ago, Talbot’s announced that it will be shuttering all 78 of its kids and men’s stores. Now the company says it will close another 22 under performing stores.

6. Gap Inc. closing 85 stores – In addition to its namesake chain, Gap also owns Old Navy and Banana Republic. The company said the closures – all planned for fiscal 2008 – will be weighted toward the Gap brand.

7. Foot Locker to close 140 stores – In the company press release and during its conference call with analysts today, it did not specify where the future store closures – all planned in fiscal 2008 – will be. The company could not be immediately reached for comment.

8. Wickes is going out of business – Wickes Furniture is going out of business and closing all of its stores, Wickes, a 37-year-old retailer that targets middle-income customers, filed for bankruptcy protection last month.

9. Goodbye Levitz – The furniture retailer, which is going out of business. Levitz first announced it was going out of business and closing all 76 of its stores in December. The retailer dates back to 1910 when Richard Levitz opened his first furniture store in Lebanon , PA. In the 1960s, the warehouse/showroom concept brought Levitz to the forefront of the furniture industry.

10. Zales, Piercing Pagoda closing stores – The owner of Zales and Piercing Pagoda previously said it plans to close 82 stores by July 31. Today, it announced that it is closing another 23 under performing stores. The company said it’s not providing a list of specific store closures. Of the 105 locations planned for closure, 50 are kiosks and 55 are stores.

11. Disney Store owner has the right to close 98 stores The Walt Disney Company announced it acquired about 220 Disney Stores from subsidiaries of The Children’s Place Retail Stores. The exact number of stores acquired will depend on negotiations with landlords.Those subsidiaries of Children’s Place filed for bankruptcy protection in late March.
Walt Disney in the news release said it has also obtained the right to close about 98 Disney Stores in the U.S. The press release didn’t list those stores.

12. Home Depot store closings – ATLANTA – Nearly 7+ months after its chief executive said there were no plans to cut the number of its core retail stores, The Home Depot  Inc. announced Thursday that it is shuttering 15 of them amid a slumping U.S. economy and housing market. The move will affect 1,300 employees.
It is the first time the world’s largest home improvement store chain has ever closed a flagship store for performance reasons. Its shares rose almost 5 percent. The Atlanta-based company said the under performing U.S.stores being closed represent less than 1 percent of its existing stores. They will be shuttered within the next two months.

13. CompUSA clarifies details on store closings Any extended warranties purchased for products through CompUSA will be honored by a third-party provider, Assurant Solutions. Gift cards, rain checks, and rebates purchased prior to December 12 can be redeemed at any time during the final sale.

14. Macy’s – 9 stores -

15. Movie Gallery – 160 stores as part of reorganization plan to exit bankruptcy. The video rental company plans to close 400 of 3,500 Movie Gallery and Hollywood Video stores in addition to the 520 locations the video rental chain closed last fall.

16. Pep Boys – 33 stores

17. Sprint Nextel – 125 retail locations New Sprint Nextel CEO Dan Hesse appears to have inherited a company bleeding subscribers by the thousands, and will now officially be dropping the ax on 4,000 employees and 125 retail locations. Amid the loss of 639,000 postpaid customers in the fourth quarter, Sprint will be cutting a total of 6.7% of its work force (following the 5,000 layoffs last year) and 8% of company-owned brick-and-mortar stores, while remaining mute on other rumors that it will consolidate its headquarters in Kansas. Sprint Nextel shares are down $2.89, or nearly 25%, at the time of this writing.

18. J. C. Penney, Lowe’s and Office Depot are scaling back.

19. Ethan Allen Interiors: The company announced plans to close 12 of 300+ stores in an effort to cut costs.

20. Wilson’s the Leather Experts – 158 stores.

21. Pacific Sunwear will close its 154 Demo stores after a review of strategic alternatives for the urban-apparel brand. Seventy-four under performing Demo stores closed last May.

22. Sharper Image: The company recently filed for bankruptcy protection and announced that 90 of its 184 stores are closing. The retailer will still operate 94 stores to pay off debts, but 90 of these stores have performed poorly and also may close.

23. Bombay Company: The company unveiled plans to close all 384 U.S.-based Bombay Company stores. The company’s on line storefront has discontinued operations.

24. KB Toys posted a list of 356 stores that it is closing around the United States as part of its bankruptcy reorganization. To see the list of store closings, go to the KB Toys Information web site, and click on Press Information.

25. Dillard’s to Close More Stores Dillard’s Inc. said it will continue to focus on closing under performing stores, reducing expenses and improving its merchandise in 2008. At the company’s annual shareholder meeting, CEO William Dillard II said the company will close another six under performing stores this year.

The Federal Trade Commission has approved four new rule provisions for the CAN-SPAM Act in a move to clarify the Act’s requirements. Here’s an article that explains the details.  We might need to consider bringing on an attorney to our staff to help us stay in compliance with the various considerations of email marketing compliance.  The fact is, the variety of small business clients who hire us to do email marketing that include web merchants, menswear specialty retailers, and other brick and mortar retailers, count on us to get their emails delivered.  They choose us because of our marketing savvy, and count on us to implement a successful marketing strategy.  Yet we need to constantly educate ourselves on the technical and legal issues that affect whether or not their messages get delivered and how they appear in the computers of the recipients.

We’re actually getting ready to add a new creative production person to our staff-maybe we need to post the job listing in law schools.

Oslo’s A Men’s Store of Seattle has just been honored as one of the ten best clothing stores for men by Forbes Magazine. Not bad for the new kid on the block (or do we say puppy – Oslo is a Golden Retriever) as the store has only been around for a few years.  John McDowell, Oslo’s Master and the store’s owner, and I became acquainted when I wrote about him and his dog Oslo for Exclusively4You, The Exclusive Trade Show newsletter.  I’m a dog person, myself, (my Springer Spaniel Buddy has been featured in few emails I’ve built for clients) and dog people tend to trust each other.  So it was easy for me to get to know John and learn about his store.  He does a great job of email marketing his brick and mortar store with us and utilizes our service to rub shoulders with his customers on a regular basis.  He keeps them informed with store and product information and occasionally throws in an offer. Here’s the email he did letting his customers know about his honor.  His openings are high and he does a great job building his list.

The importance of retaining customers for menswear specialty stores like Oslo’s has never been greater as men tend to disappear from stores during a recession. Much of the email marketing by web merchants is aimed at the “quick hit” of “buy now”.  Email marketing for brick and mortar retailers relies on relationships and loyalty, Email can be a great “soft sell” and relationship re-enforcer. Congratulations Oslo – You deserve a bone!

I heard an interesting commentary on NPR about the state of Retail in the US.  The Morning Edition Series was featuring the credit problems all week and this one talked about the challenges facing Brick and Mortar Retailers as they deal with the economic downturn. Click HERE to Listen.
NPR Morning Edition

Many of the Menswear Specialty Stores we have as clients have been feeling the credit pinch for years and are taking the steps to keep their costs in line to weather these storms.  Email marketing for small business has been a component  for small businesses  start to streamline their marketing investments.  The broadcast was overall very informative.  The overall conclusion was that a record 7.000 stores could close this year, thought it made no mention of the competition that brick and mortar retailers were feeling from the competition with web merchants.

Three years ago I ran into a a high school chum at Starbucks and in the process of “catching up” I learned about the play he was writing and he learned about the opportunities to market himself on the Internet and got the sell on my email marketing company.  Needless to say, a month ago, I got an email about his play and bought four tickets.

The play; “Botanic Garden” was terrific and is highly recommended.

The current run ends today.  But hopefully it will be appearing again.

Great marketing kudos to Todd.
I wouldn’t have known about the play without the email. Keep me updated and I’ll forward the info.

E-Mail Logic is excited to announce the “Grand Opening” of a new internet marketing boutique – Magnet Mail.
Magnet Mail was developed by Allen Breiter who is a friend and affiliate of E-Mail Logic with years of hands on Agency experience. Combining the internet’s tools of a web site for acquisition and email for retention is the direction that retailers are shifting to. Allen’s expertise and design savvy will benefit any retailer who wants to enhance their marketing efforts. Magnet Mail offers a complete marketing package for brick and mortar specialty stores and web merchants to do internet marketing and print services. Good Luck Allen.

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Strawberry Hill in Irish Town Jamaica is an incredibly cool place for someone wanting a rustic, off the beaten path Caribbean escape.  Located in the Blue Mountains fifteen mile above Kingston, my wife and I enjoyed 3 days of relaxing and exploring.

The culmination of each day was the cocktail hour at the bar.  The ambiance was ideal for any baby boomer who could appreciate the music of his youth as the walls were covered with incredible pictures from the 70’s of both reggae and rock stars recording music for Island Records.  Island records founder and Jamaican Icon, Chris Blackwell is the resorts owner and had used this retreat in the 70’s to record music. Check out these pictures of Bob Marley, Mick Jagger and Sting:

We quickly became friends with our bartender, Troy.  His friendly personality, inviting smile and his generous pouring of aged Appleton rum made the cocktail hour a highlight of the trip.

Here’s a picture of Troy and my wife Amy.  (The Menswear Specialty stores that we do email marketing for need to take note of his shirt)

This was the first time since I’ve owned a laptop (8 years) that I’ve traveled without one.  I opted for a book Piller’s of The Earth by Ken Follet.  Needless to say, I was able to take a week off from the various email marketing campaigns that I  work on for the brick and mortar retailers and web merchants.  But that doesn’t mean my marketing mind wasn’t at work  for Jamaican bartenders.  When Troy gave us a taste of a drink he had invented the recipe for, I became his “self appointed” marketing guru.  He was submitting the recipe for a contest. The drink was delicious (it was a blend of Tia Maria, Creme de Cocoa, sweetened condensed milk, ground peanuts, pineapple and a few secrets) but it needed a name.  I christened it “Troy’s Trouble in a Pitcher” and I will try and follow up and see how it did.  Hopefully we can launch his internet marketing campaign.

Why you should be actively email marketing now.

In the throes of an impending recession and sluggish sales, many businesses will reassess their marketing and advertising strategies and expenditures. Specialty store brick and mortar retailers and web merchants alike especially must realize is that letting up in the face of an economic downturn is probably the worst thing a business can do. In fact, maintaining or increasing marketing spending and efforts is likely to have a bigger positive impact on your business during a recession than at any other time.

During a recession, many companies, business to business and business to consumer, begin tightening their belts. They decrease the funding of their marketing efforts to save money. Funny thing is, some of their competitors do the same thing, and some don’t. Those that don’t reduce spending often see their market share rise during an economic downturn. Good news is, in today’s age of Internet marketing you won’t necessarily have to spend a lot to keep your brand in front of your customers.

Email marketing is a low cost alternative to other forms of retentions marketing. And while many customers hibernate (this is essential true of men and affects menswear purchases and many of our menswear specialty stores) keeping your name in front of them is a key reason in getting them to come back when things settle down.

The 80- 20 rule of doing more business with our regular customers should be the central core of your marketing in tough times.  Email marketing is the most cost effective way to market to the 80-20 rule.  Any small business using direct mail must seriously consider switching to email to cut costs as well.

Staying on top of your marketing efforts this fall may have a positive effect on your business and put you a step ahead of your competitors. The low cost of email will enable you to keep up the frequency with your customers – keeping your brand at the top of their minds, and your web site just a click away!

Taking a “busman’s holiday” while on a weekend trip to New Orleans I spent some time in the store George Bass for Men. George had originally contacted me about our email marketing services a few weeks before Katrina. I was planning to follow up with him and get him started after we returned from exhibiting at MAGIC and needless to say Katrina came and put our conversations on hold. We connected last spring while I was working with the Threadwise group that George networks with and we are now getting his email marketing up and running.

Like most busy Specialty Retailers, it’s difficult for George to pull himself off the selling floor and spend some time talking about his marketing However, when I labeled myself a “foodie” looking for the best New Orleans could “dish out’ George came to the table…literally. My wife Amy and I picked George up at the store on Charles Street and walked around to the corner to August. While sharing one of the best meals that I’ve ever had, we got to know each other and found that we had more in come in than enjoying great culinary offerings …we had teenager stores to share as well. George has four kids – and the way he tells of their birth, each born a few minutes apart – makes the memorable story of how someone found out he is the father of quadruplets- unforgettable.

We spent some time in the store where his terrific staff showed us around. Located in the lobby of a busy office building, the store is very visible from the street and the lobby. The windows are filled with displays showing the dress and casual looks that attract the upscale tenants. The store is laid out in three rooms flowing from better tailored clothing, dressy casual sportswear, and active sportswear. There seems to be an emphasis on updated traditional fashion and nothing trendy. Rather than go after the younger customer with the latest jean line, George has put in some items that he could entice his regular customer with that he might not expect to see at a Menswear specialty store. He carries New Balance, as well as some very cool unique active items such as a waterproof cashmere jacket.

He is selective about what his email marketing pieces look like as well. He is careful not to over send to his clients and when he sends something out he wants it to meaningful. Here’s one he sent for his recent trunk show for Edward Green Shoes.

I was excited to be included on the SCORE (Senior Corps of Retired Executives) panel discussion. Titled “CONDUCTING BUSINESS ONLINE
Advice and Tips from Those Who Do It”, had about 30 attend.
The other panel members included KATIE DAS the founder of
dasfoods.com, THERESA CARTER, founder of TheLocalTourist.com, and PAUL SEGEDIN  the owner of learningguidenetwork.com.

Attendees were very interested in discussing web sites, blogging and email marketing for small business.  The group contained a variety of entrepreneurs in Retail, web merchants and brick and mortar, and some in B2B.

SCORE Panel

L to R: Katie Das, Paul Segedin, Theresa Carter, John Fell

The group seemed equally split between new start-ups and existing small businesses. There was one specialty store who was looking to transition to become a web merchant and shed the landlord expense.  Stay Tuned.

I really like seeing my name after “PAY TO THE ORDER OF:”.  It’s a favorite direct mail trick to get our attention from Banks to entice us into a conslidation loan. So why not adapt it for email:


Here’s a Mens Specialty Store in Indianapolis that sent out a check for $150 to a list of customer who hadn’t been in for over a year. The email (
click here to view), mail merged the name in the print version as well.  The call to action for brick and mortar retailers has to be a store visit.  I’ll be interested to see the results on this one as the target was the customer who hadn’t shopped with them.  Will this email get them in?  Stay tuned.

Here’s one we did for a Chicago Area Specialty Brick and Mortar Retailer that sells Biking and running gear.

Not a big classification when winter is breaking so they offered 15% off for 4 days. Here’s the email.

They made it an “E-Only” coupon to thank their regular customers.

Personalization is a great tool for Email Marketing for Small Business.  The business who has the persoanl relationship with its customers should take advantage of that relationship and reenforce it whenever possible.

The appeal here is that they’re going after their most frequesnt, loyal customers.  If it’s there is truth to the “80-20 Rule” this should support it.

Stay tuned and I’ll post the results.