Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

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How to Get More Out Of Instagram: 7 Tools to Enhance Your Business Exposure on the Mobile Platform

Instagram is an increasingly important actor in the social media scene. In the last six months the app has increased its active user base by 23%, which made it the 6th biggest social media community in the world. All that makes the platform a great place to promote your biz.

But when it comes to Instagram marketing, the app lacks some important functionality, which makes managing  accounts away from your mobile phone quite a challenge.

Yes, Instagram introduced Web interface. But it still doesn’t let users interact with their following, doesn’t support lots of useful features and can’t work as a fully-fledged internet marketing tool.

Fortunately, there are some useful Instagram tools that will help you enhance your user experience and get more out of the mobile platform. These apps will help you:

  • explore you niche
  • get on the radar of influential Instagram users
  • acquire detailed Instagram stats and analytical data
  • manage your following
  • get Instagram popularity reports from your mobile device
  • manage correspondence with other Instagram users
  • and even enhance your photo experience.

So let’s have a closer look at each of the tools.

Read More

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The Advertiser’s Guide To Surviving Reddit

Posted by anthonycoraggio

If you’ve so far neglected the advertising and marketing opportunities on Reddit, you’re not alone. Historically, the relationship between Redditors and those who market to them has been contentious—Reddit is a cohesive community in a way that social platforms like Facebook or Twitter are not, and Redditors will fight to protect its integrity from spammers and lazy attempts at commercial gain. Done well, however, advertising on Reddit represents a tremendous opportunity. The site is one of the fundamental drivers of internet culture, and boasts roughly 115 million monthly unique visitors, low ad costs, and high potential for engagement and virality. Even better, Reddit is finally getting serious about monetizing the business and attaining profitability, rolling out new features for advertisers and even offering free campaigns for international advertisers to get started. Reddit can be a tough nut to crack, but handled correctly it can become your secret weapon—and I’m here to show you how.

There are three main things you need to know to successfully brave the brash, quick-witted, and anonymous crowds of Reddit as a paid advertiser.

  • The raw materials: What kind of inventory is there to work with?
  • The culture: What makes Reddit tick?
  • How to execute: Bringing it all together without ticking Reddit off.

Alright, pencils ready? Let’s get rolling!

First things first: Advertising options on Reddit

Before I delve into working with and advertising to the Reddit community, let’s get familiar with the tools at your disposal. Reddit offers a number of options you can mix and match as appropriate in the lifecycle of a campaign or larger marketing strategy – here’s a quick rundown of what they are and where they fit into the Reddit ecosystem.

Self-serve advertising: sponsored links

Reddit’s self-serve advertising is the best place to start for the novice Reddit advertiser. Cheap, easy, and surprisingly flexible, they are the “promoted post” of the Reddit world. 

A sponsored link, as seen live on Reddit

As you would in typical Reddit use, you have the option of submitting either an external link or an internal link to a text post, which users may then upvote/downvote or comment on. Your money buys you the top-of-page spot for your link in the feed of either Reddit’s front page or a topic-specific subreddit of your choice.

Cost

Reddit is currently offering a flat $0.75 CPM for self-serve advertising—you’ll get the same price regardless of the choices you make in targeting or content. There is a minimum buy of $5 for any individual sponsored link (which you’ll also have to pay for individually). This isn’t a big hurdle budget-wise, but can be problematic when there isn’t $5 worth of impressions left to buy in your chosen timeframe. Smaller, niche subreddits are particularly vulnerable to this issue, and it’s not yet possible to make multiple-subreddit buys through the interface. Plan early and don’t wait until the last minute to make your buys, or you might get shut out entirely!

Inventory is limited; act fast!

Content

You’ll be given space for a title and either an external URL or a text post. There are no hard limits here in character length like you’ll find on AdWords, Bing, or Twitter, but don’t get caught up writing a novel. Your title should be punchy and engaging to draw interest, and if you use a text post be clear and concise in communicating your message and actions for the reader. You’ll also note that you have an option to allow or disallow user comments. I strongly recommend you allow them to get the most bang for your buck—I’ll circle back to that here in a minute.

Performance data

Reddit’s traffic data isn’t the prettiest, but you’ll get a solid picture of spend, impressions, and clicks down to the hour. In general, you can expect clickthrough rates similar to most display advertising (0.10-0.20%), but exceptionally well done campaigns can reach far higher. Remember, you’ll need to manually tag your links before you submit your ad so you can track your campaign performance properly in analytics!

Restrictions

One more caveat—you can’t launch your ads near-instantaneously as you might on a platform like Facebook or Twitter. It can take up to 2 days for your ads to be reviewed and set live, and the interface will typically not allow you to choose same or even next day start dates.

Display ads

Display advertising on Reddit runs on the AdZerk engine, and is much closer to what you might find on a standard network, with a couple of twists. Users can upvote and downvote banner ads (the latter will block the ad for that user in the future), and while banner ads don’t quite fit into the normal discussion thread flow, each is linked to a unique comment thread on a subreddit designated for discussion of banner ads on the site.

Reddit sidebar banner, with downvoting options selected

To buy these ads you’ll need to get in touch with Reddit’s ads team directly—you can choose from homepage or subreddit roadblocks, individual banners, or the design and creation of cobranded ad units with the Reddit team.

Sponsored Q&As

Sponsored Q&A’s are similar to Reddit’s popular “Ask Me Anything” threads, but are set up directly with Reddit and targeted for promotion across select subreddits. These can run over the course of a few hours or a few days, with specified times set for your Q&A experts to interact with the Reddit community. You can check out an example here, a Q&A with the physicists behind the Higgs Boson discover for Particle Fever.

Right then! Now that we know what we have to work with, let’s learn how to be good citizens of Reddit.

Reddiquette for advertisers

I am writing this article both as a Redditor and a professional in advertising – I believe good advertising should bring value to the audience as well as the advertiser, and nowhere is that principle better enforced than on Reddit. Reddiquette is Reddit’s informal code of conduct—a codification of the values that have grown organically within the community. Taken as a whole, it creates an environment that demands five key things of marketers who want to participate in this community. Defy these at your own peril!

1. Bring something of value to the table

This is possibly the most important and fundamental law of advertising on Reddit. If you’re not contributing, you’re wasting your time. The essence of being successful in Reddit advertising is the same principle common to social media and content marketing in general: Contribute value to the community. As an advertiser you’ve already been marked “sponsored”—a potential invader to be scrutinized—and have to meet a high bar to prove you’re not a faceless corporate con man come to poison the well or game the system. This doesn’t necessarily mean you can’t sell a product; you just have to deliver it the right way, to the people who are going to smile when they see what it can do. For example:

The above image is an ad run on
/r/showerthoughts, “a subreddit for you to share all those thoughts, ideas, or philosophical questions that race through your head when in the shower.” Note the 323 upvotes, and the subsequent comments:

2. Be transparent

Don’t try to game the system or trick users into clicking to your over-optimized conversion page. Redditors live the internet, are thus experts at spotting cheap online marketing tactic, and you will get mauled if you contaminate their precious community with scams or clickbait. Instead, be honest, straightforward, and prepared to communicate. Who are you? Why are you here? If you are questioned in the comments, respond as a real person. This alone won’t guarantee you success, but it will earn you sorely needed respect.

3. Have a sense of humor

Redditors are for the most part here for entertainment, socializing, discovering new things, and generally just to waste time. If you get in the way of that or take yourself too seriously, they will take corrective action and you’ll likely wind up skewered in the comments. Take Woody Harrelson’s calamitous attempt to hawk the movie Rampart in an “Ask Me Anything” (AMA, in Reddit lingo) thread as a cautionary tale.

4. Speak the language

Know your subreddit’s culture—any specific rules, language used, common posts, themes, or memes. If you haven’t spent at least a half hour on that subreddit reading comments and following links, you’re not ready to run an ad there.

5. Roll with the punches

Get comfortable with anonymity and brutal honesty. If you screw up, Redditors will let you know about it. Sure, you could disable comments, but this is merely avoidance, and tosses out the baby with the bathwater. Think of this as the most honest focus group in the world—if Redditors think it, they’ll probably post it. Respond (again, with good humor), validate any concerns, and use the feedback to juice up your next run.

These rules can be a little tough to process if you’re not a Redditor yourself, so before we move on I’m about to give you the best assignment of your working life. Just use reddit. Find fun topics. Comment, post, and find part of the community that speaks to you. Native advertising works a lot better if you’re a native yourself!

Bringing it all together

Pick your audience and stay with them

Of course, to run an engaging promotion on Reddit, you need to start by talking to the right people and hold up your end of the conversation. You might be surprised at the breadth and depth of audience you can find on Reddit—yes, you will find a lot of geeky males aged 18-29, but the user base and the interests represented on the site go far beyond that stereotype. You can find subreddits dedicated to everything from ethnomusicology to baking. Take the time to do your research and find the parts of the community that will really care about what you have to say.

Once you find the right spot for your promotion, don’t simply fire and forget or use the same subreddits every time. Check back every time you launch a new campaign and stay up to date on the doings of your target subreddits—moderation controversies can lead to the breakout, similar subreddits with different standards of conduct that may be better or worse for your purposes as a marketer. 

For example, a banner ad for the film
Under The Skin featuring an underwear clad Scarlett Johansson was recently placed on the /r/gentlemanboners subreddit, which I expect the advertiser (not unreasonably) assumed would appreciate the ad. No dice—the subreddit is strictly PG-13 and doesn’t permit images without full clothing. The community and moderators responded harshly, and the ad was actually taken down.

Use Reddit as Reddit, not just another line of ad inventory

You can run basic, conversion focused ads pushed to a PPC style landing page, like the Audible and Aquanotes examples above. But don’t think of Reddit as just a set of ad inventory. Rather, consider it as a social ecosystem, enhanced with the power of paid promotions tools. You can still ultimately point users to a conversion, but don’t waste the opportunity to do more. Ask questions, share opinions, and start a conversation. You can also offer incentives unique to Redditors to make your message that much more special—this recent ad by Vodo created in partnership with Reddit is an excellent example:

There’s also a lot of value to be had in launching your content marketing into the Reddit universe to be shared, talked about, and built upon. It can be challenging to get off the ground at times, but that’s where the paid advertising comes in—point a few thousand users at your piece, hit critical mass, and the ball rolls from there.

You can also find success by intertwining organic and paid activity, for example, using a sponsored Q&A or paid promotions to redirect people to visit an AMA so others can tweet it, share it on social media, and multiply your impact. Degree antiperspirant’s clever use of an AMA with Bear Grylls is a classic example, sending Twitter traffic to the thread and creating storm of reciprocal visits and coverage across various channels. 

In a more recent example, Ethan Hawke’s AMA gathered 9.6 million unique viewers in 24 hours and generated press coverage that brought in 15 million more. Not a bad bit of marketing!

Parting words

Social media outlets like Reddit have done nothing more than they have scaled word of mouth marketing – to succeed in Reddit advertising, you need to understand the community and participate in it honestly. Don’t abuse the privilege of running ads here by spamming users with a hard or gimmicky sell—you’ll burn away any trust and goodwill might have quickly.To paraphrase Reddit co-founder Alexis Ohanian, honest conversations from honest people about quality, relevant products and services are what shape opinions and produce results on Reddit. Go forth and be good!
Have a question or experience advertising on Reddit? Share it in the comments!

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