An email marketing list, and the marketing that follows, is not simply about numbers… it’s about adding value to both your brand AND the consumer. Unfortunately too many are simply banging away at the numbers.

Consumers do not owe you their attention, and they certainly do not owe you their “permission.” We need to EARN it… permission is earned through quality content and offers, genuine interest in and deep understanding of consumer preferences/needs, and a consistent track record that builds trust. Keep the trust, keep the permission, keep the customer.

It’s not just the volume or brilliance of content that…

Brands have been fighting the age-old battle of gaining audience attention with every shift in technology. From print to radio, radio to TV, TV to web, and now the digital transformation — it seems that the marketing soil beneath our feet is constantly shifting. But is it really?

A hundred years ago or so in the Fuller Brush days, people spoke to a salesperson at their door. They communicated directly with another human being. They talked to their neighbors about the Fuller Brush guy and compared notes — more human contact. However, with the age of mass media (print, radio…

Instead of thinking in terms of “Convince and Convert,” start thinking in terms of “Converse and Convert.” Helpful content gives your customers reasons to stay engaged — not just react — and also increases brand advocacy.


mailfloss had the opportunity to chat with Ted Rubin, a leading Social Marketing Strategist, Photofy CMO, Author, Speaker, and Provocateur, about how he uses the concept known as Return on Relationship™ as the driving force behind his marketing strategies (including email marketing).

The Interview

Hello Ted and thanks for speaking with our blog readers today. In 2009 you started evangelizing the term ROR, Return on Relationship™…

You might know me as a positive guy if you have read, listened to, or watched my stuff over the years. I strive to be that way, especially when I’m interacting with others, but it’s never been an automatic thing for me when evaluating myself. In my younger days — still young, by the way, or at least like to think I am (Attitude, Perspective… Mindset) — I was my own worst critic. It was a challenge then, and it’s something that I still work on to this day.

The clarity of hindsight is a beautiful thing, and looking back…

1. If brands are hoping to stay relevant and keep up with the content creation phenomenon, 2021 needs to be the year of Empowering Employees to Power your Brand. It is plain and simple — employee censorship on social channels is a disaster for brands. We can no longer control the message folks. The social framework is “bigger and stronger” than our puny frameworks. Instead of fighting it every step of the way, USE it to your advantage, or you’ll pay a steep price in diminished return… especially during these times of change and uncertainty.

Data may play an important role in engagement, especially if you do a lot of business online. However, if you plan to recommend products or services based on a customer’s purchasing patterns, be sure that you’re offering items that customers might actually want to purchase. Sending a broad, non-personalized list of email offers every week is unlikely to move the needle in a positive direction.

Also transaction-based thinking says the job is done once the money changes hands. Relationship-based thinking says you might want to check in to see whether the customer is enjoying their purchase, and find out if…

“How to Win Friends & Influence People” by Dale Carnegie was recommended to me by my Dad at an early age. Like my Dad, Dale Carnegie taught me the value of truly connecting with people by valuing, and making it about, them. It has been the inspiration for all the relationships I have built over the years of my life and career, the communities I have used these relationships to build, and my ability to earn a living by reinventing myself multiple times during my life.

Read the book, I keep a copy on my phone, iPad, and on the…

As marketers and business leaders, we worry all the time about customer experience with our employees, product, purchase, and service, BUT we have overlooked a critical part of the customer experience… how our marketing affects them. We’ve got data coming out of our ears, so tracking the results of our marketing efforts in terms of dollars and cents is becoming easier and easier. However, all these efforts only measure the upside of banging consumers over the head (how many more clicks, shares, engagements, and ultimately sales, do we get). No regard is given to the downside numbers. …

What does it mean to build a reputation? I’m not talking about brand recognition or even the quality of the products or services you offer. Those things are important; however, a reputation is something more. It’s the little things…those moments of unprompted kindness and consideration that stick with you for a lifetime. In other words, the stuff that you truly remember.

Encouraging those small acts of kindness, concern, connection starts with your staff. Being nice may be its own reward, but it also has real benefits for your business, personal life, and general reputation. #FollowThePath

A Brand is what a Business/Person does, a Reputation is what people Remember and Share.

#BeGoodToPeople #ReturnOnRelationship#NoLetUp!

In today’s show, we shall be deep-diving into Ted’s career from working in sales to jumping on the internet back in 1997 to pitching to Seth Godin in the early days saying I can sell anything! Ted’s journey and what he had learned along the way to becoming who he is today.

“Discover how you can use simple business strategies that could enable you to build a stable future”

“Sometimes you have to take a step back until you find your passion”

“We were doing content marketing before it became a buzz word”

“A reputation is what you care…

Ted Rubin

Life is not about waiting for the storm to pass... it's about learning to dance in the rain. :-)

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