The From Line

Rants, raves and ramblings about multi-channel marketing.

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Sara Steinnagel

Sara Steinnagel

Sara Steinnagel serves as Community Manager at Gold Lasso. Follow her on twitter at @Sara_C_Stein

Posted by on in Uncategorized

Ping Pong (aka table tennis) has become all the rage here at Gold Lasso. Without fail, every day around 11:30, you’ll hear the swift pounce of the ping pong ball back and forth and back and forth. This has been coined the “pre-lunch game.” It functions as a warm up, because AFTER lunch is when the those competitive juices start flowing. We thought it would be a great idea to bring a ping pong table into our “common area” so we could hit the ball back and forth during our informal strategy sessions and water-cooler debates. It has turned into a mega tournament with 3 of our own (Dilpreet Singh, Yotam Derfler and John McLean) battling it out for first place. Stay tuned next month and we’ll let you know who is crowned Gold Lasso Ping Pong King of 2014!!

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Posted by on in Uncategorized

The first email ever sent from space was in 1991 using Applelink software on a Macintosh Portable. Astronauts Shannon Lucid and James C. Adamson sent the message to Marcia Ivins, a shuttle communicator at Johnson Space Center.

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Posted by on in Uncategorized

Dear ,
Thank you for signing up for our {city name} Newsletter! We are pleased to provide you with the latest news from {county name}, {state} and beyond.
~{county name } news team

Look familiar? We’ve all been there. You’ve signed up for a new service, newsletter, or daily deal. Anxiously awaiting your first message, you are sadly disappointed when something similar to the above abomination lands in your inbox. If only the designers of that message knew what we know. Even if your subscriber skimps on the info they provide in their signup form, you can still send them relevant and more importantly, professional, content. It’s as simple as throwing a few default slugs into your message by way of dynamic content. So instead of “Dear (blank),” you can greet your new subscriber as “Dear Friend,”. And rather than confusing them with unfulfilled data fields, you can populate actual content in its place. So, your message would look more like this:

Dear Friend,
Thank you for signing up for our Newsletter! We are pleased to provide you with the latest news from your city, the surrounding area, and beyond.
~your city news team

It doesn’t end there. The same can be applied to images. Because let's be serious, there’s not much worse than a message that’s clearly missing its main attention grabbing image. Why bother reading that, right? I know I don’t have time for that. So if your message depends on a data field to populate a specific image, we’ve got you covered. With dynamic content you can rest assured that your subscribers will never pass over your message because of an MIA image. Simply choose a default based on whatever criteria you desire, and send away, knowing that every single message that’s sent is complete, even if the information your subscribers have provided is not.

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Posted by on in Gold Lasso & eLoop

It’s that time of year again…Movember.

The guys here at GL are growing those ‘staches to change the face of men’s health. On “Movember” 1st they began growing just a moustache (no beards, no goatees) for the month of November. Movember is more than just an excuse to grow a fine piece of moustachery, it’s about creating conversations while raising funds and awareness for men’s health. It’s about having fun and doing good.

About Movember: 

The Movember Foundation is the leading global organization committed to changing the face of men’s health. They achieve this by challenging men to grow moustaches during Movember (the month formerly known as November) to spark conversation and raise funds for prostate cancer, testicular cancer and mental health problems.

The moustache maketh the man, and today it is a symbol to spark conversations about important health issues.

We are passionate about this cause because too many men are dying unnecessarily from testicular cancer, the most common cancer in young men. Current treatments for testicular cancer are pretty good, but pretty good is just not good enough.

The Movember Foundation is working around the clock and around the world to improve the lives of men and their families affected by testicular cancer. Find out more about why you should join Movember by taking a look at the men’s health causes we are fighting for:

It doesn’t matter if you’re a Mo Bro or a Mo Sista, we’d love to have you on our team. Guys, sign up to grow a moustache, or ladies, sign up to support the men in your life. It’s going to be a great journey.

Thanks for joining us to help change the face of men's health.

-The GL Movember Men


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Posted by on in Email Marketing

Many publishers struggle to monetize email since there are more constraints compared to the web. As a result of deliverability issues and list exhaustion, CPM rates continue to fall, as advertisers demand more performance from the dollars they invest. Aside from the typical monetization avenues, there are, however, some new ways publishers can deliver results to advertisers while demanding high CPM rates.

Publishers must explore ways other than traditional display ads to deliver the extra value that advertisers are looking for.  Just as clicking editorial links on a website signifies interest or intent, so too do links in an email.  Publishers often ignore the opportunity to make sense of these clicks and monetize them accordingly.   Often times, these clicks not only signify interest but also purchase intent of related products and services and can be immediately monetized at higher rates.  For example, clicks from email editorial mentioning an increase in interest rates can be converted to leads for loans or mortgages.  Or, clicks from email editorial about identity theft can immediately be converted to free trials of credit monitoring services.  Conversion rates for these types of actions are higher because the subject matter is top of mind and a person’s curiosity has peaked.

In addition to publishers overlooking the monetization of these types of email behaviors, advertisers often insist that conversion happen on their microsites or landing pages.  In time, marketers will realize that this age old tactic is wrong for the simple reason that the advertiser has failed to establish trust and often results in abysmal conversion rates. Therefore, in order to circumvent missing trust, advertisers should consider placing conversion forms, etc. on a publisher’s website, within the ad unit, where trust has already been established. Follow up email can then be used to move the newly converted prospect through the sales or marketing funnel.   

Companies like RegReady are currently testing proprietary lead gen ad units that specifically use contextual relevancy in an email in combination with piggybacking off the established trust between publisher and subscriber.  This combination between trust and relevancy are yielding higher conversion rates and command greater returns to the publisher. 

RegReady is currently seeking publishers with proprietary editorial that would like to join our beta testing efforts. 

Benefits include:

1.     Eliminate ESP Costs – free and unlimited access to Gold Lasso’s system.

2.     New Found Revenue.

3.     Use Zero Existing Real Estate.

4.     Keep Visitors On Your Site.

5.     Profession Top-Tier Support & Proactive Deliverability Management.

For more information about our beta testing please download our information sheet here:

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