Archive for June, 2008

WrapMail Should be in AdAge

I read this morning on AdAge that advertisers are going to begin using store windows for ads.  Why?  Well, two reasons.  First, advertisers are looking for new ways to reach consumers, specifically in large cities with heavy foot traffic.  Second, store owners and building owners are hip to it because it has created a new stream of revenue.  The end game here is to engage consumers in a new way.  New technology makes this possible as window advertisements can be three dimensional and interactive.  

Hmmm, new technology that makes new advertising tactics possible.  Sounds a lot like WrapMail. Which, if you have not been reading this blog daily, is a software-for-service product that “wraps” every external email from every employee with an interactive letterhead that is linked back to your website.  Our technology enables companies to advertise their products and services within their daily everyday emails to prospects and customers.  OK, so we match up on reason #1 above – a new way to reach and engage customers/prospects.  Regarding the second reason listed above, our customers could sell advertising space in their Wraps much like store owners selling space on their windows. Given the right scenario of course. Take the Dallas Mavericks for instance, they could sell space in their Wraps to many of the team sponsors which would create a new source of revenue.  Do you think P&G would pay handsomely to “sponsor” every external email that is sent from every Wal-Mart employee?  I do.

New way to engage consumers. Check.  New way to generate revenue.  Check.  Why isn’t WrapMail in AdAge?

Dave Kustin – EVP Marketing, WrapMail

Media Tracking

A big element of marketing is knowing what works and what does not.  There is a famous quote by John Wanamaker, pioneer of the department store in which he says “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  That’s a scary thought isn’t it?  Mr. Wanamaker made that quote a long time ago so our measurement capabilities have improved immensely since then, but many still share his sentiment. 

In 2007 AT&T spent $2.2BB on measured media which means, if you feel like John Wanamaker, AT&T “wasted” more than a billion dollars on media without knowing if it droves sales.  Ouch.  Considering their poor branding efforts as it relates to the Cingular acquisition, I guess it’s no surprise.  Imagine though, if you did know where your sales came from.  Imagine if you knew that the customer standing before you was doing so because of the TV ad that ran on Sunday at 6:05pm in Omaha versus the print ad in the same town that ran three weeks prior.

I think John would have appreciated WrapMail because it would have told him which half. WrapMail can tell you exactly what your customers are interested in and in real-time.  When any element of a wrapped email is clicked on that person will be taken to your website.  Simultaneously, you will receive an Instant Click Alert, which is essentially the same thing as a bell ringing when a prospect walks into your store.  If you had one of course.  Which many of us don’t.  Our website is our only store.  Knowing which media drives your sales is a good thing.  Knowing when customers are in your virtual store (website) is even better.

Dave Kustin, EVP Marketing, WrapMail

What’s with the Do Not Reply mass emails?  I receive these pretty often and often I want to reply to the sender of said email.  Upon doing so, more often than not, the email address to do so is a derivative of what you see above.  WHY!!!!!  This action is like calling one of your customers or prospects, telling them some news or information, then hanging up on them.  I must have missed that technique is Salesmanship 101.  There are many flaws with mass email systems but this one is the most frustrating in my opinion.  I think mass emails and newsletters should be a part of a comprehensive marketing mix, but why not give your audience an opportunity to respond to your email communication?  

Clearly one of the main attractions for users of mass email solutions is the ability to send visually rich communication which will/should attract attention.  Don’t get me started on the fact that most of them show up with a RED X where the images are supposed to be.  Be that as it may, it is an attraction.  WrapMail solves this problem. And does so with every email, not just the one that is sent monthly or quarterly.  Every email, from every employee can be surrounded by a visually rich image that will be seen (our emails do not get the RED X) by your audience.  And most importantly.  After your audience reads your stimulating email they will be able to reply.  To you.

Dave Kustin – EVP Marketing, WrapMail

The Power of a Simple Idea

6 days ago we posted a video pitch on the pitch section of TechCrunch, which is one of the most read blogs on the internet.  Today, our pitch is the highest rated on TechCrunch. I believe it is the highest rated because of the power of “the simple idea.” In the years before email, corporations ALWAYS sent external written correspondence on stationery, which of course included a logo and contact information.  

Fast forward to the days of corporate email and there are currently billions of corporate email users sending out trillions of emails that are essentially on blank sheets of paper. Think about that.  Imagine you are corporation and you send an introductory letter to a prospect and you send it on a plain white sheet of paper. Wow, that’s pretty memorable…I mean forgettable.  Yes, some email users include a logo in their signature, but c’mon this is the 21st century we’re more high-tech than that aren’t we?  

WrapMail takes that blank email from every employee and turns it into a branded piece of collateral and is linked back to your website.  The links are clickable and trackable which means that corporations now have their very own research tool as part of every email that is sent from every employee.  Mind you, these are emails that are going to be sent anyway, might as well put them to work.

Interactive letterhead for your email.  Simple.


Dave Kustin – EVP Marketing, WrapMail

Marketing – Focus

I just read that Twitter has secured another round of funding and one of the founders says that they will worry about the business model (read = revenue) after they firm up their infrastructure.  Huh?  I’m trying to think hard about this, but I’m pretty sure had I told my finance professor in business school that “I’ll worry about the revenue model for my business plan later” I think he would have flunked me.  How do these companies get funding without a clear revenue model? Amazes me.  

Marketing is no different.  Having a clear focus on what your brand means and stands for is utterly and completely essential to long term success, it cannot be overstated enough.  Being able to create a brand and word/concept association in the minds of consumers is key.  For example: Volvo = safety, Red Bull = energy drink, TechCrunch = source for tech news, Apple = cool/hip consumer electronics, WalMart = retailer of all things…get my point?  Focus is what enables consumers to create a mental shorthand for your brand.  This is ultimately done by having a clear, PRE-planned business strategy (see above) and then following that with clear, concise language, images, advertising strategies, etc.. that are memorable and different from the competition.  Being first helps too (see this post).


Dave Kustin – EVP Marketing, WrapMail


WrapMail on YouTube and TechCrunch

Watch WrapMail’s Youtube video

WrapMail on TechCrunch

Positioning & the iPhone

There has been a great deal of talk about the iPhone – how revolutionary it is, the latest version and of course competitors to it.  The iPhone is beginning to take a chunk of the Smart Phone category away from BlackBerry.  Additionally, much of the recent press has been about the competition releasing devices to combat the iPhone and how great the devices are, blah, blah, blah.  I have some bad news for the competition.  They will never surpass the iPhone in popularity.  I am not saying this because I am an Apple loyalist (I do not own an iPhone).  I am saying this because it is law.  It is part of the laws of “Positioning” which in marketing-speak is to say that the iPhone has captured the “first-mover” position in the minds of consumers.  In addition to their superior operating system, which the competition cannot copy, they have created the perception of innovation with the iPhone as it relates to what consumers were used to.

All that said, the iPhone will most likely never supplant BlackBerry as the number one Smart Phone either and will remain the #2 in the category.  But, the competition will never supplant the iPhone and what it has done in terms of its market share.  The iPhone will however, be the #1 touch screen phone, if it already isn’t. Remember when the iPod came out and was subsequently followed by all the iPod killers like the Zune? Umm, where’s the Zune now?  Same law is in effect.  First mover, combined with innovation, from a company that has the ability to let customers know about new products will always own the mind of the consumer.

WrapMail will abide by the same law.  We have the first-mover advantage and have created innovation to the most frequently used business communication tool there is – email. Much like the iPhone did for Smart Phones, we will benefit from the same transformation in consumer thinking and perception about email marketing and how to use ‘everyday’ emails to communicate to customers and prospects.


Dave Kustin – EVP Marketing, WrapMail


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Location: Fort Lauderdale, Florida, United States
Founded: October 15, 2005

WrapMail helps companies “wrap” already existing email traffic that leaves from employees every day. All of these emails go to a captive audience (Vendors, Customers, Prospects and Friends/Family) but they do not promote the senders business…. Learn More

Why WrapMail?

• Make every employee a marketer

• Professional appearance

• Brand with every email

• Profiling & tracking

• Introduce new products and services

• Cross promote and up-sell

• Increase traffic to your website

• Instant surveys

• Ability to include 3rd party advertising

June 2008

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