Want more people to use your tricycle? Take a wheel off.

There was a time when a micro site designed specifically to be viral absolutely required a “Tell A Friend” link, to facilitate its contagion. Today, especially with a young audience, this rule is frequently broken. I have a couple theories. The obvious one is the anti-marketing factor. When you’re communicating to a jaded audience that …

When is an email click-through not a click-through? Think “unsubscribe”

When is an e-mail click-through not a click-through? When they’re telling you to kiss off! It’s hard to believe it’s been nearly a year since I had lunch with my friend and long-time career doppleganger, Melinda Krueger, and she told me about her latest email metrics discovery. It was a way to take into account …