Personality marketing

Chad White has a great blog today on Email Insider called “Personality Goes a Long Way.” Lots of people have written about this before, but Chad has great examples all taken from e-mail marketing, which has always seemed to have less personality than blogs, for example.

Here are Chad’s three big ideas, which I heartily endorse:

  • Let your product experts make picks and give advice. We’ve all seen marketers use blogs to inject a human voice and personality into our message, but Chad gives a great example of how Orvis does it with e-mail.
  • Call in outside experts and celebrities. How many of us interview experts in our blogs but never think to use the same kind of technique in e-mail marketing? Chad shows how Speigel does it.
  • Tap consumer-generated content. This is my favorite tip. In the past, I’ve told you about how Bass Pro and Sun Microsystems (and others) use ratings and reviews on their Web site. You may also have seen how Executive Travel magazine created city guides and other information on its Web site, with a big button that says “You can contribute to this site.” The result? More engaged customers and better information.


But who knew from e-mail (as we say in New Jersey)?
Chad lists several e-mail marketers that use content created by their customers. Check out Chad’s post to inject personality into your e-mail marketing, but don’t forget to do it with other marketing techniques, too. No one has a relationship with someone they don’t know, so let your customers see your human side.

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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