ASB: Facebook replies are now advertisements

The Advertising Standards Board has set the regulatory cat among the social-media pigeons in a decision this week, ruling that posts by users to a company's Facebook page are advertisements by that company. Read on!

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Calculating the value of your email subscribers

In a recent article for the Barossa Grape and Wine Association I talked about using reports and testing to work out what editorial tone would be most effective in capturing the attention of a email newsletter’s readers. (See "What’s the right tone when communicating with your winery’s email database?")

In a new post I focus on the readers themselves – the people on the mailing list - and ask: "What’s an email mailing-list subscriber actually worth to the business?"

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What's the right tone when communicating with your email database?

There is no one-size-fits-all "best tone". But here's what an online database-driven marketing campaign can do: it can reveal the best tone for the task at hand, and it can do so more accurately than traditional marketing methods, in a fraction of the time and at a fraction of the cost.

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