You've Got Mail!

Anyone who knows me knows that I am really big on email campaigns. Build a big database, build a relationship with your readers and then add value to their lives. This “Serve First” principle has helped me build a very successful online business.

This morning I had a very interesting call from a client who is struggling with their email campaign. They have a HUGE database of well over 1 million readers, but last month they received NOT ONE positive response. It seemed incredibly dodgy to me – the Rule of Big Numbers means that someone, somewhere must have opened up the email and made contact with them.

My first port of call was to check the server reliability. Since they host with Kwikkermail, I know the servers are running, and a quick check online showed me that their server was not blacklisted or anything. So what was it?

I quickly asked for a copy of their email, and I knew immediately why things went wrong: they chose a terrible Subject Line. It was basic: “Company A Events Calendar“. Even though people know who Company A is, why on earth would they open up the email? It seems like it’s not even for them!

So, here are a few simple rules I use to increase my maximum deliverability:

1. Keep in mind that the receiver actually may not know you.
2. Give them a REASON to open the email.
3. Something that starts with “How to…” performs the best.
4. Also “Save …”
5. Adding a time limit works!
6. Next, I use the Google Keyword Tool to research a little on how many people actually search for a keyword. Obviously the more searches conducted the more people would read it.

Here are a couple of great examples that have worked well for me in the past:

1. How to reduce your debt.
2. How to earn R1million in 12 months (seriously!)
3. Save 38% every month right now! (details inside)
4. Change the way you think about Cold Calling
5. Increase your Home Security today.

The next test is to split test. This can be a bit tricky, but what I would do is split my mailing list up into 4 parts:

10%, 10%, 80%

I then send out an email to the first 2 groups, each with a different subject line. After 24 hours, I’ll monitor the responses. The subject line with the highest open rate, gets the go-ahead for the other 80%.

Just a quick post to let you know we’re planning a humdinger of an event on Monday 30 August at the Commodore Hotel just outside the V&A Waterfront. It’s just past the BMW Pavilion opposite the Somerset Hospital.

For more information, click on our events page!

Tony

Chancellor Angela Merkel leaps for joy as Germany Wins!

Let me be honest, I’m not a football/soccer fan. I’ve grown up on Rugby, braaivleis and chevrolet. I’m a true-blooded white South African – but this World Cup 2010 has really sparked a feeling of awesomesauce. I can’t believe how amazing soccer has been to totally unite South Africa – first in our global mission to build the infrastructure in time (even the Aussies were telling FIFA they’re a ready backup plan) and then we all got behind Bafana Bafana … and finally BaGhana BaGhana, the Black Stars.

There’s something amazing about being an African – something the Americans and Europeans don’t “get” about us. We’re not normal. Even us whities … we all stick to our tribal roots but at the same time have an incredible spirit of nationhood.

So, from my father’s heritage, my tribe is Ze Germans. I have a huge German Flag flying from the house and even bought German Mirror-Socks for my Audi. (to my staff’s great dismay!) So tonight’s game was absolutely AWESOME. I loved the team work and the precision of the Germans. There were no individuals on the field – only 1 united team with a single purpose. And the outcome – certain victory!

Makes me think about how I run my team at the office! If we want to win in the Work-place, let’s think like the Germans did today!

From the good old days of iPhone 2G (version 1) everyone has been complaining that Apple doesn’t multitask. I absolutely agree with the sentiment. I’ve been using an iPhone for 3 years now and have “adapted” but there are still days when I wish I could minimise an app, like a Skype conversation, while I quickly browse a site or check an email.

Secondly the new camera is finally 5 megapixel. With a flash. And that is plain brilliant. Because my old 2G only had a 2Megapixel camera. And it looked like I was going blind ans squidgy when I took photos.

The added bonus is that it now has a front camera too! Which means that video-calling is now back on the table.

iOS4 will also be made available to 3GS users (like me) so I’ll receive many of the benefits of the iPhone 4 (well, as much as my hardware can handle).

OK, I’m going back to drooling now …

Last weekend I was introduced to a vice of Napoleon Bonaparte, the Vin de Constance, a sweet dessert wine from Klein Constantia that’s been in the making since 1791 (bottle available at R60 000). It is an exceptional end to an amazing meal. The setting was Die Ou Pastorie in Somerset West.

Walking into this restaurant is incredible. Built in 1819 it has seen many things change, from ossewas to cars, rich wooden floors, warm fireplaces and friendly staff. I cannot picture a better setting on a cold winter night in Cape Town.

Warm friends around the fire, freshly prepared Duck la’Orange with rotkhol and crocheten and warm malva pudding for dessert, and then the Pièce de résistance, a fine glass of Vin de Constance.

I have found that after a long, bitter struggle after the recession of 2009 it’s a good thing to remind ourselves that life is not that bad. Sometimes there are simple pleasures that just make things worth-while, like a glass of wine, a fireplace and a few good friends.

For all it’s beauty and wonders this city is very poorly laid out. The road system looks like God dropped his bowl of spaghetti and there were it fell we laid roads. Public Transport is non-existent. From Table View (a suburb of over 300000 people) there is no train system into the city and the road that leads to town ends up in a single-lane. This means that Rush Hour in Cape Town is actually Rush-3-Hours. If you don’t leave home by 6am you won’t get to town before 8:30.

So we get this new road system, which they have called it MyCiTi and the first few buses were launched today, hopefully bringing the airport-city route online before the world cup. Nice.

But I have a problem with the name. I don’t think it was researched properly. Simple check: www.myciti.co.za will lead you to the Citi Bank Group website. While Citi Bank is hardly recognised in SA, I do think the City of Cape Town should have done a little bit of online research when choosing the name.

Why not just call it “IRT”? We’re all calling it that already. Argh. Politicians. The slogan is also a little silly. I have no idea what the Xhosa Phrase means, but “Laat Wiel” and “Going Places” – while both have something to do with transport, don’t seem much to do with each other.

Here’s a clip I found on Zoopy I thought you’d like to watch.

Look, don’t get me wrong, I’m happy the IRT is finally coming to Cape Town – we need decent transport. But what does concern me is the lack of thought when choosing a name … which brings me to my freetip for this Friday afternoon:

FreeTip: Do some research online when choosing a name.

I found this awesome article today on 10 Plugins your site needs and I thought I’d share it here:

Clickity-Click-Click.

In the UK I can find a nice relaxing B&B with free wifi for around £40 a night, including breakfast … in SA I’d be lucky to get a tent for that! Prices seem to be between R1300 and R4000 a night per person – and that’s not even 5 star and doesn’t even include breakfast!

No wonder FIFA has labeled SA the most expensive World Cup ever. For business travelers, the rates are OK. I mean, the business picks up the tab anyway … but if you’re looking for a quick weekend getaway at a nice place that’s out of the city – I’m sorry, but I cannot justify R7000 for a weekend when the same money gets me 4 days at Victoria Falls, a helicopter flip, 5-star accommodation AND the flights to Livingstone.

Cape Town tourism has just become too expensive for locals – and soon International Travelers will realise it’s not worth the 12 hour slog from Europe to get here when you have to pay R19 for a 200ml coke (Waterfront restaurant price).

Come On Guys! Let’s get with the programme – charge a fair price, offer an awesome service and lets see Cape Town Tourism Boom!

You can track the journey with me!

www.fedex.com

tracking ID: 865715729731

It’s slightly delayed by the Volcano in Iceland, but I am patient!

• ABSA: Can I speak to Mr Tony Seeeefaaaat please.
• ME: Speaking.
• ABSA: Mr Seeeefaaaat, this is X from ABSA Vehicle Finance and I have been asked to inform you about a problem we have discovered with your Vehicle Finance from us.
• ME: *panic* uhm, OK
• ABSA: Yes, Mr Seeeeefaaat is seems your Asset Protection was never initiated and this has us very concerned. Your Vehicle is now exposed should something happen.
• ME: Huh? What do you mean? My insurance is with Mutual and Federal, not with ABSA.
• ABSA: No sir, this is not insurance – it is when you die, then ABSA will pay up the premiums so your family is not left with the debt.
• ME: But that is insurance, right? Wait a minute – this is a Sales Call?
• ABSA: No sir – it is something important – we must activate your Asset Protection immediately. It is only R630 per month.
• ME: WHAT! That’s almost my insurance premiums! I’m not paying that!
• ABSA: This is not insurance, sir – it is Asset Protection when you die. We have a Plan B which is only R380 per month.
• ME: I don’t want it. If I’m dead, I’m dead – you can take the car back.
• ABSA: *click*

OK, I am used to sales calls – they’re a part of life, but this one was downright incredible. The Caller completely made out that it was non-optional and that a “dreadful” mistake was made on behalf of the bank. I have 51 months left on the car, and at R630 per month, that’s an extra R32 000 in ABSA’s pocket.

The Caller insisted this was not insurance – well then what would you call it?

Also, I wonder how many unsuspecting ABSA clients have been duped into this unnecessary insurance.

TIP: Never signup anything over the phone – it’s highly pressurised and should be made illegal. Rather insist on seeing the documentation first – or tell them to bugger off.