Starting in 1996, Alexa Internet has been donating their crawl data to the Internet Archive. Flowing in every day, these data are added to the Wayback Machine after an embargo period.
Starting in 1996, Alexa Internet has been donating their crawl data to the Internet Archive. Flowing in every day, these data are added to the Wayback Machine after an embargo period.
TIMESTAMPS
The Wayback Machine - https://web.archive.org/web/20111226175739/http://blog.feedblitz.com:80/
I'll admit it. I'm one of those writers that used to blush when being called a blogger. My embarrassment was based on stereotypes, of course, and I'll confess them here only to prove a point. I didn't like being called a blogger because bloggers weren't artists. Bloggers were in it for the money and would do anything to make a sale. And if they weren't that, bloggers were publishing drip about their personal lives, which I didn't care for.
I started blogging in 2005, when perhaps those stereotypes had a percentage of truth to them. I kept my blog to myself, oddly enough, but as people started to find me and as my short stories and essays earned recognition in the literary world, The Writing Life blog started growing - whether I was ready for it or not. Now more than ever, I understand that bloggers can't be boxed in to a single category and that, as a young writer trying to earn a living, one of the most important things I can do for my career is identify as a blogger.
Reading Phil Hollows' List Building for Bloggers e-book changed my entire outlook. I purchased it because I'm also an editor for TRACHODON Magazine and am in charge of its blog, Cheek Teeth. I figured I shouldn't let my stereotypes about blogging get in the way of my business as an editor. But, wait a minute…didn't I also have a business as a writer? Listbuilding helped me see that as a blogger I am also an "accidental marketer," as Phil would say, and that by failing to take advantage of branding, list building, and email blasts, I was missing an opportunity to make a name for myself…and maybe even make a little money for postage and gas. I could still write quality blog posts and publish short stories I was proud of, but I could also maintain an active blog and website that offered incentives and literary products to my readers.
So I read the book, twice, with highlighter in hand. I already had the FeedBlitz "subscribe by email" bubble on my site, but it wasn't in the right place and I hadn't notified my contacts, branded the newsletter, or paid any attention to its schedule. Following the instructions in List Building, within a matter of days my email subscribers quadrupled and, several months later, I still get a few new subscribers each week. More importantly, I saw the hits on my website increase over the weekends - when I never post new content - because my subscribers were taking their time with my weekly FeedBlitz newsletter (which is emailed Friday mornings) and perusing my blog via click-throughs that FeedBlitz makes so easy in the newsletter format. Despite my belief that if I organized my readers through an email list my hits would go down, in fact, my hits kept going up.
Bolstered by this experience, I followed the other tips in List Building to a tee. Most changes were small - including a subscription link in my email signature, titling blog posts to make them appear readily in Google searches, dreaming up relevant incentives for subscribers - and within one month traffic on my site increased by over 35% and continues to grow. Excited, I set up my first autoresponder, as List Building suggests. Using an email blast to announce the project, and further promoting it on the blog and through social media outlets, I launched Monthly Fiction by Katey Schultz, 12 short stories in as many months for just $12 - a FeedBlitz autoresponder with my branding that delivers one new short story to subscribers each month for an entire year.
I'm a small operation with a lot on my mind, but List Building for Bloggers made marketing easy for this non-tecchie writer and helped me gain confidence that I do have things I can sell. Just last week I tested Phil's suggestion to market by using repetition. I posted one status update each morning on FaceBook with a quote from my chapbook Lost Crossings. In less than a week, I sold eight copies. We're not talking New York bestseller, but that's eight books that were collecting dust a week ago and will now be wrapped under people's Christmas trees.
I wouldn't be a good "accidental marketer" if I didn't end this post with a pitch. So here it is, fellow bloggers and business owners: Subscribe to Monthly Fiction by December 31st and get 33% off - just $8 for 1 year of award-winning fiction.
About the Author
Katey Shultz is a writer living in Bakersville, North Carolina. In 2010, she had over 10 short stories published and was recognized with 5 fiction awards, including the Linda Flowers Literary Prize. Her most recent work, Flashes of War, is a collection of 29 fictional stories focusing on characters in and around the wars in Iraq and Afghanistan.
Starting this afternoon, active FeedBlitz publishers (well over 72,000 of you!) will be getting an email, letting you know that your account has been readied for the new capabilities of FeedBlitz v4.
FeedBlitz v4 is significantly easier to use than the current version, enabling you to work faster. If you've found the current FeedBlitz web site a challenge at times, then you'll find FeedBlitz v4 delivers a significant leap forward. Beyond better usability, though, FeedBlitz v4 also delivers insight into your site's entire audience across the social web.
If you have any questions about FeedBlitz v4, need help making better use of FeedBlitz in general, or just want help with your current setup, don't hesitate to contact tech support at support@feedblitz.com or read our knowledge base. We're more than happy to help.
You can always get a jump start on the new look and feel by going directly to www.feedblitz.com/f?v4 - you don't have to wait for the email to arrive!
Meanwhile, if you're curious about the changes that are a-coming, check out the video below.
FeedBlitz will become exclusively v4 in early the New Year.
Before I wrap up with the FeedBlitz "how-to" however, one point I didn't emphasize earlier but should is this: You should monetize the landing pages, true, but not the interactions that lead up to them.
By which I mean, don't bling up the subscription form with lots of offers and competing links. You want to draw the subscriber in closer, so make it clear what you want them to do. Don't distract them before they even start the process.
Similarly, you should keep the activation email down to one call to action: Activate your subscription. By all means brand it, but, again, don't add other competing links, distractions and bright shiny objects. You want them to finish the play, so make that the first, obvious and only choice they have.
Obviously, the same applies for your unsubscribe form. You don't want to be reported to your email service provider or the relevant government authority for making it hard to unsubscribe, so don't get in the way on the conformation page. Ask them why they're leaving and let them go. Save the monetization for the page that follows.
Set Up the Landing Pages on Your Blog
You need to decide which landing pages you are going to use and make them. Don't make them as posts, but as pages. Also make sure when you publish the page that you tell your blog to omit the landing page from your site menus and navigation. They should only be reachable as a result of the opt-in and opt-out processes in the email subscriber life cycle.
Now, bear in mind that you don't have to do all three at once in order to be successful. The "check your inbox" page will have the most traffic, but the people reaching the "welcome - you're in" page will probably be the most engaged. I recommend picking either of these as your first page to produce, depending on the programs you have available to monetize with. Leave the unsubscribe landing page until later if you're short on time.
As you build each page, remember too that the job of each page is to inform the subscriber of what to do next and / or confirm what it is they have just done. Make sure that the relevant message is front and center; don't shove it below the fold. After all, you've built enough trust to merit someone wanting to become a subscriber; don't give them second thoughts now.
Setting Up FeedBlitz
In your mailing list's settings, go to Newsletters - Settings - Content Settings - The Basics (v3), or your list's settings page (v4) and look for the three landing page redirect fields. Add the URL(s) of the landing page(s) you've created here and save. If your landing page is a script and can parse incoming variables, you can pass the subscriber's email address into the redirect as well by following the tip on that screen. That's it! What you then need to do is test that it all works, so log out of FeedBlitz, and then subscribe to your list using an email address you haven't used before. This ensures that you get the same experience as a fresh visitor to your site as you move through the process. FYI there are similar options for autoresponders too - just find the analogous screens and fields.
Test, Optimize, Repeat.
As you build your list, you should start to see increased engagement and monetization from these new pages. Once they're settled in, try changing the offers, the headlines or other elements on the page to see how that affects click through rates from those pages. Optimize steadily over time to grow your business further, and good luck!
In the previous post I pointed out that there were three landing pages on everyone's web site that are typically ignored or forgotten about from a monetization perspective. They are the landing pages that appear in an email list's dual opt-in transaction cycle:
The "Check your inbox now" landing page;
The "Thank you for joining the list" landing page; and
The "You have been unsubscribed" landing page.
What, then, can you do with these pages to help boost earnings without messing up each page's core purpose, which is to guide / reassure the subscriber through the relevant step of the email opt-in and opt-out processes?
Don't Bury the Lead
Well, the first thing you should not do is build a salesy squeeze page that distracts or detracts or confuses the subscriber. Each landing page has a core mission. So make sure that the basic message of each page - check your inbox, congrats you're in, sorry to see you go - is front and center for each. You need to make sure that the messaging of each page matches the visitor's expectations. Don't hide that core message with flashy bling, confusing text or a barrage of popups.
That said, once your main headline and opening sentence get the relevant point across, you can work on leveraging the engaged reader into something more revenue-positive.
The "Check Your Inbox Now" Page
When the visitor reaches this page, they're about half-way through the dual opt-in process. They completed the form, filled in any squiggly letters in your CAPTCHA, and the activation email is on its way.
The first thing this page has to do is to reassure them of this, and to remind them that they should check their inbox to activate their subscription. What you don't want to do is have them not finish the play, so you do need to encourage them to check their inbox ... eventually.
But since they're here, now, on this page, you have their attention. As they haven't yet fully signed up, it isn't time to ask them to refer your site to their friends; save that for the successful activation landing page later on.
If you're offering an incentive for new subscribers, this page is a great place to remind them of it. Let them know that they will be rewarded somehow when they finish up. Perhaps a 10-30 second video from you would work too.
You can also use this page to promote further activity on your site. A variation on the "sneeze page" theme, this can be a "while you're here, check out our most popular posts" message. It can be two or three of your greatest hits, or a more comprehensive list if your site has enough quality content. It's also entirely appropriate to use ads and affiliate links on this page, provided that they don't distract the reader from figuring out quickly that a confirmation is required. If you have ebooks to sell, or some other service that helps build your earnings, you could provide a prefilled order form. You get the idea...
Finally, if you have partner sites where you earn referral fees, you can offer your nearly-subscriber a set of "we recommend" links or a form that invites them to do whatever your partner site needs. You can't force them into it - permission is required - but it is a way to get paid for leads if the visitor converts on the partner site's page.
When you're done defining the page, just make sure it isn't over done. If there's too much choice you'll end up confusing the visitor and they're more likely to do less, not more. Take time to edit.
Mission Accomplished - Welcome!
The visitor has activated their subscription. Thank or welcome them on this page, of course, and (if you can) set their expectations about how often they will be mailed.
If you offered some kind of reward for new subscribers, this is when it should be fulfilled. If the reward is they are part of a sweepstakes, say, instead of having access to a tangible deliverable, tell them that they've been entered (or whatever is appropriate). Let them know they've succeeded. If you are delivering an incentive, it's also a great idea to use an autoresponder here to deliver it as well as using the landing page.
Now, by getting to this point, the subscriber has completed the multi-step dual opt-in process. That's an achievement! They're pretty pumped. So NOW go ahead: Ask them for a referral. This is the perfect time to ask them to share your site or their new subscription with their social networks. Put big friendly sharing buttons on this page for that purpose, and place a good call to action around them. (FeedBlitz does this for the default landing page we serve, see this blog post).
Moreover, if you have a multiple list strategy in place at your blog, this activation page is a great place to offer additional subscriptions to your site. If most of your readers are joining your main list, then offering niche, category or other lists here is a great idea to bind the new subscriber deeper to you and your site. The deeper in with you they are, the more you can potentially earn. MoneySavingMom.com does this - when you activate a subscription, you're taken to her list of store-specific coupon mailings.
Finally, pretty much all of the ideas I mentioned for the "check your inbox" page will work here too. A little repetition won't hurt. Encouraging exploration - more time on site, more ads to be seen, more offers to view - will also boost your income.
Oh no! You're leaving.
Sooner or later, a subscriber is going to unsubscribe. Don't stand in their way.
But on the page that tells them they've been removed, what you can do is offer them alternative ways to reach you. Perhaps email isn't the way they want to follow you now. You can and should offer the ability to keep up via your favorite social networks on this page - you may lose a subscriber, but gain a Facebook Fan.
If you have multiple lists, perhaps the subscriber is unsubscribing because the list they were on is no longer working for them. Well, offer them your other ones - perhaps there's a better fit there that will keep them in the fold. Remember, people unsubscribe for a variety of reasons, so if all it is that they'd prefer to have a weekly wrap up and not a daily deluge, offer the weekly version here. You never know!
Wrapping It All Up
Next post will conclude this short series, along with a "how-to" implementation guide for FeedBlitz publishers.
Landing pages. Generically, landing pages are the pages where a user starts to interact with your site in some way, usually after an search, or possibly clicking on an ad. One of the things that Internet Marketers (and any business online) spend a lot of time optimizing are their landing pages.
The landing page is your last best shot at converting the new visitor into something else: A buyer, perhaps. A lead. A subscriber. A donor. A voter. The point being that you want that new visitor to do something when they hit that landing page, and optimizing that landing page to improve its conversion rate typically leads to more success (however you define that) later on.
Landing pages can be short and sweet, or go all the way through to screenful after screenful of text, with embedded videos, highlighted text - "squeeze pages" in the industry jargon. Optimizing landing pages needs lots of testing. Even simple headline changes, a subtle change in the call to action, or adding a chevron to a button can dramatically affect how well a landing page converts.
Dollars to donuts, you have three highly visible, highly engaging landing pages that you haven't even thought about. And that means you're losing out on potential conversions, and therefore on downstream monetization.
Thinking Harder About Dual Opt-In
The tragedy of most bloggers - which is why I wrote the "List Building for Bloggers" series and subsequent ebook - is that email subscriptions are neglected, forgotten about and generally ignored. Not only is that in and of itself a tragic loss of potential engagement (and, again, monetization opportunities), it also means you're missing out on three critical landing page monetization opportunities.
What are they? Well, think about the dual opt-in process. You probably haven't for a while, so here's a little diagram as a reminder:
See, after the subscription form is completed, there's the "Check your inbox now" page. It's a landing page.
After the subscriber activates their subscription, there's another "thank you for subscribing" landing page.
The third landing page I mentioned? Happens when a subscriber unsubscribes. They opt out of the list, and a "Sorry to see you go" landing page appears.
Three, very engaging, well-read, landing pages. Have you thought about how to make better use of them? Optimize them? Leverage them to help you monetize your site better? Because if you haven't, you're missing out on some great revenue opportunities.
More on what to do with the neglected landing pages hiding in your dual opt-in process in the next post.
Microsoft Word, part of the Microsoft Office suite, is a great word processor. I use it myself for documents, e-books; and I use the rest of the Office suite for email, spreadsheets etc. It's a great desktop app.
It's really easy to copy / paste from Word into a blog post to make creating pretty blog posts with good spell checking super easy. Which is fine, except that unless you have (and use) a special "Paste from Word" feature in your blog's post editor, lots of Microsoft Office-specific custom HTML comes along for the ride as well. You may not see it when you're editing, or even on your blog when it goes live, but it's there. When emails built from that post arrive at non-Office subscribers, and sometimes when Office-using subscribers do something like forward an email, much weirdness can result. Text changing size and / or typeface are common symptoms; or line spacing suddenly not being what you expect.
The reasons why this happens relates to things called CSS classes and custom conditional HTML that nothing outside of Office and Internet Explorer recognize, and I'm not going into the gory details here. Suffice to say it's there, and it's frustrating to everyone when perfectly happy posts "suddenly" don't display correctly.
When things like this happen, my usual advice is "Don't paste from Word to create posts!"
But that's unrealistic. People are going to do it anyway, and that ought to be OK.
So, here at FeedBlitz, we're going to make it OK. Tools should interoperate properly and your emails should work, consistently, for as many of your readers as possible. So, as of now, FeedBlitz will attempt to fixup Microsoft Office-related custom markup to minimize the sometimes bizarre effects that it can have; we call it "UnWord." The results are more consistent rendering across the board, and your emails staying that way when your subscribers forward or reply to them.
There's nothing you need to do; it's automatic for everyone. Now you can use Word to create your posts and they will both look better and behave more consistently across the board. Although, honestly? I still recommend you draft your posts in your blog's post editor. You'll get the best results that way, no matter what.
In my earlier post about using Suppression Lists in email marketing, I explained how suppression lists are used to restrict to whom a third party an send a mailing. They're important because selling a direct sponsored email blast to your list can be the best form of one-off email monetization available to you, so you need to be able to use them if and when you get the chance.
This post is the promised "how-to guide" for FeedBlitz users who've sold a dedicated sponsorship email and need to use our suppression list feature.
1) Setting Up - Use FeedBlitz v4
Suppression lists are only available in the new FeedBlitz user interface, so you'll need to try that out. Visit http://www.feedblitz.com/f?v4 to start.
Once you're in, Suppression Lists (along with Custom Fields and Surveys) are in the "Publisher Tools" section of the navigation, just under your Sites. Select "Suppression List Management" in the navigation.
2) Import your Suppression List File
You can import into a new suppression list or update an existing one. If you update an existing suppression list, FeedBlitz deduplicates, so that it's safe to re-add the same addresses if all you have is a single monolithic file from your vendor. There's no practical limit on imported list size, but if the upload is so large that it times out on you, you can split it into multiple parts, or ask FeedBlitz tech support to help you out.
As you import the file and further work on your list, you'll see your activity is recorded on that suppression list's page. You can use that information to prove to your provider how you used the list if you need to.
3) Use the list!
Suppression lists are designed for one-off mailings, so you can use them in either Newsflash ("email blast") or On Demand (manually selected posts from your site) mailings. Pick the suppression list you want to use at the foot of the on demand or newsflash page, just under the subscriber segment area.
And that's it; pretty easy. The mailing will use the suppression list to ensure that nobody on the suppression list gets the email, even of they're actively opted in to your mailing list. FeedBlitz won't mail anyone on the suppression list.
Your use of the suppression list is recorded in the list's activity log, and (for newsflash) saved along with the contents of your mailing. If you like to jump start later email broadcasts by picking one you used earlier, your suppression lists selection now comes along for the ride too. If you want to use a different list (or none at all), simply change your selection in the newsflash email builder while you're editing your copy.
One of the great ways to raise extra revenues from your list is by selling advertising sponsorships. The more responsive your list, the better rate (usually expressed as a CPM, cost per thousand, value) you can expect to get. Higher response rates tend to accompany focused, targeted audiences, so if your site is the industry leader in couponing or IT security or antique french flange sprockets, then you can get a high CPM from sponsors wanting to target your list.
There are several ways to monetize a list via advertising and sponsorships. These are:
Ads in your mailings;
Sponsored posts;
Direct email blasts.
Ads in your mailings can be included via your email template or the copy of your post; that's easy to understand. They'll typically earn relatively low amounts for you on a CPM basis, but function a little like an ATM machine: they're always working for you whenever you mail.
Sponsored posts are where you are paid a certain amount of money to review or promote a product or service. Again, fairly easy to understand (but don't forget to disclose!). Sponsored posts are one-offs, but will probably make you more money on a per-mailing basis than passive ads alone.
Direct email blasts are where you send an exclusive mailing to your list with just the sponsor's content. It's obviously an ad, it will perform much better than any other form of email list advertising, and is often of the "20% off, free shipping" variety.
Direct emails, like sponsored posts, are one-offs, but they will earn you much better rates than a simple sponsored post or passive ad. This is especially true if you blog often enough that a sponsored post ends up being just one of several in any day's mailing. By making the mailing dedicated to the sponsor, and it being much richer / up-front content-wise than a simple sponsored post, you ought to be able get 2x to 10x your standard sponsorship post rate on a CPM basis for a direct email broadcast. Direct mail on behalf of sponsors can be very lucrative!
Direct Broadcast Email Marketing Issues
Now direct emails come with a number of related issues. Most importantly, how will your audience react? They may object to your "using" them in this way. You can try mitigating that by warning them up front that there's a sponsored mailing coming (and actually spin that as a "bonus" mention to your advertiser). If they're forewarned they will be less likely to complain or unsubscribe, and instead stick around for your next content-related mailing.
Make sure that, if you're typically a blogger / content marketer, your dedicated email blasts are the exception not the rule. The more your list feels "bombarded" or "taken advantage of" then the higher your unsubscribe and complaint rates will become, which will be an unwelcome step on multiple fronts.
Assuming, though, that you can manage all of this, and you've sold a great package to an advertiser that includes one or more dedicated email blasts, what every reputable email advertiser should then offer you is their suppression list. And, if they don't, you should ask for it. Which begs the question...
What is a Suppression List?
A suppression list is basically all the people who have unsubscribed from your advertiser's mailings. If a subscriber is active on your list but has unsubscribed from your sponsor's mailings, then they should NOT receive an email blast from that sponsor via you. In other words, that particular email address is suppressed from your mailing. Your advertiser will provide you with a list of email addresses that you may not mail this way: the suppression list.
Now, you're never going to email people on your list that have unsubscribed from your mailings. Your email app or service won't let you do that; that's standard stuff. What you need to do is have a mechanism to apply the suppression list to your one-off mailings, so that once the sponsored mailing is done, people who are active on your main list but who are also on your sponsor's suppression list will continue to receive your regularly scheduled updates.
(Ab)Using Suppression Lists
Yes, as in many good things in life, there is also a dark side to suppression lists. Here's the thing: They're full of email addresses. It can be tempting to take a peek. For mailers that don't have any scruples, it can be tempting to mail this list anyway, once the email blast is done.
Obviously, anyone who does this would have the ethics of a sewer rat, and that isn't you, Gentle Reader. Equally obviously, though, the people providing suppression lists are aware of these risks because, would that it were different, there are in fact people with the moral values of sewer rats lurking on the Internet.
So you should know that the suppression list will contain emails that are owned by the sponsor, but won't be obvious by their address. They'll be buried in the list somewhere. Not only that, but these addresses will be unique to the suppression lists given to you (in other words, the same list given to somebody else will contain different traps). Bottom line: If any of those email addresses receives an email, they will know exactly where and whom it came from. These addresses are spam traps on steroids, in other words, and you will have no idea which addresses on your suppression lists are real and which ones are the gotchas. So you can't risk mailing any of them, because doing so risks your entire ability to mail anyone in the future.
It's really simple. Apply your suppression list to that sponsor's mailing, and then forget about them. Don't peek. And, for sure, never ever send email to an address that you took from a suppression list.
Suppression Lists - The Flip Side
The other side of suppression lists is when you are the sponsor, using a trusted third party to mail. Many industry journals and magazines have mailing lists that they open up to sponsors. In which case, you will be asked to provide your suppression list to the mailer. You should be able to export your unsubscribed reader list to a simple file format (email addresses, no need for demographics or other data), add some traps of your own if you wish, then send it on to the mailer.
What this means, though, is that if you ever plan on using a third party mailing service, such as an email marketing program run by an industry journal, you should never remove unsubscribed readers from your database. Why? Because you want your suppression list to be complete and accurate. And with a complete list your risk of complaints and unsubscribes is significantly reduced when using a third party service.
Now at FeedBlitz we don't charge for unsubscribed addresses (and you can't get rid of them either), so this risk doesn't apply to publishers using FeedBlitz for their email marketing solution. But other services (a.k.a. ESPs - Email Service Providers) do charge for such addresses, even though they're not going to mail them anymore for you. Crazy, I know. But if you are in that situation and you remove unsubscribed addresses from your list to keep your ESP's fees down, then you may risk higher complaint rates from your mailer when it comes to delivering your sponsorship. If you can, I recommend you keep unsubscribe information around.
Alright. So much for email marketing suppression list theory. Tomorrow, how to set up and use suppression lists in FeedBlitz.
They shall grow not old, as we that are left grow old: Age shall not weary them, nor the years condemn. At the going down of the sun and in the morning We will remember them.
For the benefit of my mostly US audience, in the UK and many other countries we buy paper poppies around the 11th to commemorate those who served and those who fell during the World Wars. The poppies specifically memorialize the killing fields in France and Belgium during WWI where the "lions led by donkeys" on both sides killed each other in unimaginable numbers. Day in, day out. Only the Spanish Flu of 1918 outkilled the machine guns, mustard gas and barbed wire.
Today, then, is a noteworthy day in Europe, where the slaughter of the horribly misnamed "Great War" mostly took place between 1914 and 1918. Today, entire countries largely fall silent at 11am on November 11th to remember the wars, their dead, the valor of those who served and the bravery those who still do. It's a day of respect, retrospect and introspection.
In churches and schools, at services, memorials and cenotaphs in the cities, towns and villages, the stanza from Binyon's poem, quoted above, is often spoken as part of memorial services and readings. The focus back in Britain is markedly different today - a day that's somber, one of mourning not celebration - than Veteran's Day is here in the US, my adopted home. It has always been this way: Armistice Day has never been a celebratory day off. It's not a day to celebrate the military like it is here in the States (which is not to say it is necessarily better; it's just a different perspective).
In that spirit then, no matter what your politics, no matter where you live today, no matter what else you are doing or celebrating this November 11th, I would ask only this: Please take a moment today to remember the Fallen and their sacrifices, no matter where they fell nor for what cause.
Let us make it so that, for today at least, we will remember them.
They shall grow not old, as we that are left grow old: Age shall not weary them, nor the years condemn. At the going down of the sun and in the morning We will remember them.