Integrated Marketing
Own Your Marketing Results, Not Your Silo
By Blaine Mathieu
 Your company's last marketing campaign had everything going for it. All the elements were in place, yet too many visitors bailed from the landing page after a few seconds, and the conversion rate was only 1 percent. What went wrong? It's hard to say, but surely it wasn't your fault; you're really good at your job and everyone knows it.
I wish being good at your job was still good enough, but in my experience, career success isn't determined by how hard you work or how many hours you put in or even how experienced you are in your functional area. It's determined by how you help your company succeed.
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Guru's Guide to Email Marketing Success
Achieving optimal results from your email-marketing programs requires experience, planning and advanced technology. That's why we created this handy, personal reference guide for advice on all things email, including tips on:
* Reviewing programs
* Planning
* Re-engaging customers
* Building your list
* Increasing deliverability
* Analyzing metrics
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Email Marketing
10 Quick Fixes to Optimize Holiday E-Marketing
It's that time of year again – time to kick your holiday email campaigns into overdrive. Before you get hip-deep into execution, we thought we'd remind you of simple ways to improve your results. This article was originally published last year, but its points still bear repeating.
Now that Halloween is in the rearview mirror, the holiday email-marketing season is about to shift into overdrive. This isn't the time to reinvent your entire marketing program, but a quick fix here and there could help you raise your engagement, deliverability or results a few percentage points without forcing you to tear your whole program apart.
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Web Analytics
How Much Are You Losing to Click Fraud?
By Andres Galdames
 Click fraud isn't like getting robbed for a huge sum of money. It's more like having your pocket change stolen, day after day after day. Even though you don't notice the theft, be aware, it does add up.
Although some marketers don't take it seriously, click fraud is a crime – a felony in many jurisdictions – and it can be punished. But it isn't usually detected because many of us won't take the time to find out how much we're losing. We'll shrug and say it's the cost of doing business. That's fine if we have money to burn.
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Ask Lyris
Do Hyphens in Web Copy Impact SEO Results?
By Jeff Jones
 Question: Our communications manager insists on hyphenating some of our most important keywords, but I'm afraid that this negatively impacts organic search results. If someone Googles "plus size clothing," but our site reads "plus-size clothing," are we less likely to show up?
Answer: Fortunately, my answer will make both you and your communications manager happy. Search engines treat hyphens as word separators and nothing more (as they should). So, using "plus-size" or any other hyphenated combination is exactly like using the same words separated by spaces.
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