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Anne Holland
Works at Anne Holland Ventures Inc
Attended Connecticut College
Lives in Rhode Island
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Anne Holland

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New today - Subscription Site Retention Handbook & Benchmark Data -- it's an instant download PDF for everyone in the membership site, paywall, SaaS and online subscription worlds 
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hello
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Anne Holland

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Are you in the SF Bay area? Meet me for (free) cocktails next Monday night! (registration req so we know how many drinks to prep for) http://whichtestwon.com/cocktails
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Anne Holland

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Love Paul Allen's Google+ posts - generally interesting links
 
Blown away by the new ad format on Google AdWords - for email newsletter marketers

I'm not blown away very often, but when I am, I usually feel compelled to sit down and write. I like to share amazing things that I discover or experience or hear about. Somehow that makes them all the more exciting.

I've done internet marketing for about 15 years, everything from low-budget guerilla marketing like link exchanges in the mid-90s, to spending millions of dollars on large scale search engine campaigns and affiliate channels. I discovered the original white paper published by the Google founders ("Anatomy of a Large-Scale Hypertext Search Engine") back in 2002 and become somewhat of an expert in SEO, even starting an agency (10x Marketing, sold in 2005) to help companies develop all their internet marketing channels.

In the past few years I've experienced first hand the power and virality of social media networks. Occasionally an app or viral video can reach millions of people at a very low cost. But I would say this is extremely rare. Not something you can count on reproducing over and over again.

While the traditional forms of online marketing seem quaint or even antiquated, they really aren't. Professional marketers know that the highest ROI still comes from email marketing, paid search, and search engine optimization. Social and mobile marketing are still in their infancy, with ROI often ranging from "hard-to-measure" to "not-very-good." (See links below).

Email marketing to a house list is usually rated by marketers as producing the highest ROI of all. In fact, last year the DMA said the ROI on email marketing was $40.56 for every $1 invested. That's pretty amazing. Social media is getting all the excitement and attention, but still generates relatively little revenue for marketers. The click through on Facebook ads averages about 1 in 2,000 impressions. Here's a recent quote from Venturebeat:

Facebook does not publish its average click-through rate (CTR), but independent analysis from Webtrends on more than 11,000 Facebook campaigns showed that the average CTR for Facebook ads in 2010 was 0.051 percent, which is about half the industry standard CTR of 0.1 percent. The rate, according to the Webtrends report, dropped from 0.063 percent in 2009, which points to a downward trend.

With social ads and sponsored stories and ads in news feeds (web and mobile), Facebook has the potential to improve these click through rates. But, compare these numbers to email, with nearly average open rates of 22-23% and click-through rates of 5.5%. So instead of 1 click per 2,000 impressions, you could expect to generate 110 clicks per 2,000 emails sent. Pretty impressive. And pretty low-cost given that these emails are going to your inhouse list.

I'm preparing for a 3-hour lecture tomorrow night at Weber State University on search engine marketing, email marketing and affiliate marketing. Yeah right, I can fit all that in 3 hours. This is a great course taught by +Alex Lawrence with guest lecturers nearly every week.

In the lecture, I want to share with the students some of the best options for email marketing services, so I did a bunch of research on TopTenReviews.com, FindTheBest.com, and on Google to find reviews of services like iContact, Constant Contact, Aweber, MailChimp, and GetResponse.

-- http://email-marketing-services.findthebest.com/
-- http://email-marketing-service-review.toptenreviews.com/

And then, I remembered hearing that Aweber has had a good auto-responder capability for years; a very talented entrepreneur that I know relied on it to build a nice business. So I searched Google for "aweber reviews auto responder".

And wow. Look at the resulting screen shot: A inline newsletter signup form right in the Sponsored Ad, pre-populated with my gmail address, ready for me to sign up with a single click.

This is the new ad format that I've read about a couple of times recently, but haven't seen until today. This ad format is incredible. I'm not sure how Google charges newsletter marketers for this new ad format -- I haven't investigated that yet. Perhaps it is a cost-per-signup.

If I were running a marketing department today, I would be all over this. The revenue potential from growing your house email list is staggering, considering the DMA's ROI numbers. Once the cost of acquisition is recovered, the profit potential is enormous.

What do you think? Have you started using this already, or do you know anyone who has?

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Here are a few links:

Social media exciting but not yet key to revenue: http://www.marketingcharts.com/direct/social-media-excites-marketers-but-doesnt-yet-generate-revenue-21101/

Nov. 2011 survey showing ROI by marketing channel: http://www.brandnewway.com/web-marketing-blog/article-804/seo-and-email-marketing-lead-the-way-for-internet-marketing-roi

MarketingSherpa survey of online marketing channel ROI in 2008: http://insight.eyetraffic.com/survey-reveals-which-online-marketing-tactics-produced-the-highest-roi-in-2008/
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Anne Holland

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Last chance - enter yourself to win a A/B or MVT testing award (entries are free; deadline is today) http://whichtestwon.com/awards
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Anne Holland

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Just because a marketing tactic is technically possible and not-illegal, doesn't mean it's ethical. I've been an Amazon.com customer since 1998 I think, but now very seriously considering severing the relationship. http://allthingsd.com/20111206/amazon-will-pay-shoppers-5-to-walk-out-of-stores-empty-handed/
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Ident hav eny aidais bat Iwent to maik relaichan chip with yuo
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Have her in circles
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Anne Holland

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Bowed to the inevitable and started a professional page on Facebook because my work buddies did not need to see any more photos of my kittens. Now we can all be work-y together http://www.facebook.com/pages/Anne-Hollands-Ventures/197698880264105
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We're on Spring St across from Harbor Fine Art with big trees in our windows and a small "Private offices" sign on the door.  Trying to avoid tourists and locals wandering in interrupting us in the midst of the business day.  Considering moving from our storefront location later this year due to random tourists.... it gets hard to do a webinar with folks coming in from whatever cruise ship is in the harbor today. 
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Anne Holland

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Our marijuana business books are finally up at Google Play.
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Anne Holland

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Timeline to add an ebook to be sold via Google Books: up to 2 1/2 months from the date you upload it. Honestly, the Gutenberg press was quicker. (ok feeling a bit punchy today)
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Ouch. Anne - do you know how long it will take for Apple's new iBook's program?
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Anne Holland

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Google's email confirming our new Google Books account wound up directly in our Gmail spam folder. So, Google thinks that Google is a spammer.
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You're on a roll today. :-)
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Anne Holland

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Has your webmaster updated the copyright on your site for 2012 yet?
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Mine is automatically inserted as current year by code. Never goes wrong.
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Have her in circles
1,192 people
Work
Occupation
President & Publisher
Employment
  • Anne Holland Ventures Inc
    President & Publisher, present
  • MarketingSherpa
  • Phillips Business Information (Access Intelligence)
  • Jane's Information Group
  • The Oil Daily
  • McGraw Hill
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Currently
Rhode Island
Previously
Concord, Massachusetts - Washington DC - Belgrade, Serbia - Pokhara, Nepal - Zadar, Croatia - Sombor, Serbia
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Introduction
President of Anne Holland Ventures, Inc, a publisher of B2B niche industry publications, includingMedical Marijuana Business Daily, and WhichTestWon.com

Previously founded MarketingSherpa Inc (sold in 2007 to MECLabs).  Spent 20 years in the publishing industry, rising from lowly data entry operator to head of marketing to president.  Launched several of the world's first commercial media Web sites, starting in 1994.
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  • Connecticut College
  • Groton School
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Female
Evan is one of the smartest and most dedicated attorneys I've ever worked with. I highly recommend him. It's rare to find an attorney who considers all the angles and does his research really well.
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