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Scott Cohen

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Vice President of Managed Services, Inbox Group

293 points

Vice President of Managed Services at Inbox Group. Creative, award-winning copywriter, email marketer, project manager, and cross-channel communications specialist.

WEB: Personal Blog

Sept. 22, 2011

Scott Cohen is now following Scott Hardigree and 13 other people

Sept. 22, 2011

Scott Hardigree selected a best answer for

If you're following best practice in email, how valuable is being 'whitelisted'?

This question came from the Email Marketing Gurus group on LinkedIn.
Please post your thoughts here so that I can share them on LI. Much appreciated! more

May 16, 2011

Scott Cohen and 3 other people answered this question

Unsubscribe link at the top of the email

Andrew: In a previous life, I argued successfully for placing the unsubscribe at the top of the email as well as the bottom (instead of just the bottom). Unsub numbers initially rose quite a bit, but spam complaints dropped exponentially. As a result, while attrition ... more

Email Marketing

March 8, 2011

Scott Cohen and 4 other people answered this question

Are there any free or inexpensive tools for testing web pages and emails on multiple mobile devices?

Hi Candyce,
Haven't used the tool too much myself yet, but Litmus has a very cool email rendering app that could cover your bases. Their prices are reasonable, depending on what your budget is. Many of my colleagues in the industry use them.
You can check them ... more

Information Technology

Device Compatability

March 3, 2011

Scott Cohen and 7 other people answered this question

What's wrong if someone buys email list from a vendor like us?

Andrew: I'm going to let the rant against list buying stay as it is. There are some good points in there.
I am, however, very happy to learn that Anna deals with list rental, which is MUCH more acceptable than list selling. I'm not too worried ... more

Email Marketing

March 2, 2011

Scott Cohen and 15 other people answered this question

Do you think Facebook will end the era of Email? What makes Mark Zuckerberg think like that?

Anna: As with all technology and its functionality and use, email will evolve just like Facebook will continue to evolve. But no, Facebook will not bring an end to email for many reasons:
1. You still need an outside email address to get a Facebook account ... more

Mark Zuckerberg

Feb. 18, 2011

Scott Cohen and 5 other people answered this question

What are some common mistakes made when doing testing for email marketing?

Everyone here has made excellent points. Yes, we should be testing. That's what makes email great: The ease of testing. And I won't add specifics because the others have nailed them down pretty well.
Here are a few thoughts to add to the discussion:
1. Know your ... more

Email Marketing

Email Marketing Campaigns

Feb. 18, 2011

Scott Cohen and 5 other people answered this question

How many of you track your unsubscribes on a per source basis?

@George - The issue was simply getting access to the data. The unsubscribe was managed through an IT Dept process that I had no access to (I know, email marketer without access to data...). It was pulling teeth to get a list of the email ... more

Email Marketing

Email Unsubscribers

Feb. 18, 2011

Scott Cohen and 1 other person answered this question

Do you monetize your transactional emails?

Andrew: I think Amazon does a great job of this, without necessarily pushing the boundaries between transactional and commercial emails. With your question, I just went back to look at my last order receipt from them. There is an inline text ad for their Amazon ... more

Email Marketing

Lifecycle Email

Feb. 14, 2011

Scott Cohen and 10 other people answered this question

What would you rather have 10,000 likes on Facebook or 10,000 email address?

It'd be great to have both, wouldn't it? But, if I had to choose, I'd rather have 10,000 email addresses. Why? Because you can't be on Facebook without an email address! In fact, an email address can be a hub not just to Facebook, but ... more

Email Integration

Email Marketing

Feb. 14, 2011

Scott Cohen and 9 other people answered this question

What would you consider to be a successful open rate for your email marketing campaigns?

There are many ways to answer this question. But Andrew Kordek has a great point when he says to examine your own open rates. Establishing your benchmarks and then setting goals for where you want to get your open rates is a great way to ... more

Email Marketing

Email Marketing Campaigns

Email Open Rate

Feb. 14, 2011

Scott Cohen and 1 other person answered this question

Have you seen an increase or decrease in the email marketing budget in 2011?

Andrew: Before I left the university, I know that email was becoming a bigger focus in marketing (largely due to my efforts) and that the budget was going to be expanded in that area in the coming year. Social media and mobile were also going ... more

Email Marketing

Feb. 14, 2011

Scott Cohen and 4 other people answered this question

How long does it take you to create a marketing email, from concept/kickoff to send?

Having just finished a 4-plus year stint on the client side of things, I can say this: "It depends." I was a one-man show, managing content creation, list hygiene, and deployment. Here's generally how it broke down:
Provided I had a template already in place for ... more

Email Marketing

Feb. 4, 2011

Scott Cohen recommends this answer by Luke Glasner

What types of tasks is your email marketing manager responsible for?

Hi Marilyn,
I worked as an email marketer in the field for several years and can outline my chief responsibilities.
Email deployment: As the email marketer, I normally coded out the email campaigns, preformed Q&A on emails and managed the deployment schedule as well as the ... more

Email Marketing

Email Marketing Manager

Email Marketing Team

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