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...daily blog with email marketing advice, news and best practices
Feed | Latest posts | By Mark Brownlow
Brought to you by Campaigner Email Marketing
May 30, 2005
How to Resubscribe Your Unsubscribes
Ashley Johnston with advice on how to get more out of your unsubscribes by persuading them to keep the relationship going, by learning from their reasons for departing, and by giving them plenty of opportunity to return to the fold later.
Ashley Johnston with advice on how to get more out of your unsubscribes by persuading them to keep the relationship going, by learning from their reasons for departing, and by giving them plenty of opportunity to return to the fold later.
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May 27, 2005
FTC Proposes Changes to CAN-SPAM
Law-person Terri Seligman offers a succint and useful summary of the main proposals in the latest iteration of the Can-Spam law.
Law-person Terri Seligman offers a succint and useful summary of the main proposals in the latest iteration of the Can-Spam law.
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LegalZoom E-zine Helps Clients Stay in Touch
Case study with some interesting insights into list hygiene practices, subject lines and editorial policy.
The e-newsletter's editor sums up the value of that particular marketing format very nicely in this qote: "Whether subscribers buy this month is not the point. My goal for the newsletter was to have subscribers not only remain customers but stay engaged over time. We want to keep the LegalZoom name in front of people as a trusted legal source."
Case study with some interesting insights into list hygiene practices, subject lines and editorial policy.
The e-newsletter's editor sums up the value of that particular marketing format very nicely in this qote: "Whether subscribers buy this month is not the point. My goal for the newsletter was to have subscribers not only remain customers but stay engaged over time. We want to keep the LegalZoom name in front of people as a trusted legal source."
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Survey Reveals Nonprofits and Associations Succeeding With Email Marketing
Vendor Constant Contact's survey has insights into the way these organizations are using email marketing and the kind of success they're getting.
Vendor Constant Contact's survey has insights into the way these organizations are using email marketing and the kind of success they're getting.
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Stopping Spam - Creating a Stronger, Safer Internet
...is the title of the report recently produced by Canada's Taskforce on Spam. The group was set up by the government and includes representatives from all the players in the email game, including ISPs, marketers and consumers. Interesting background reading if you're doing email marketing in Canada.
...is the title of the report recently produced by Canada's Taskforce on Spam. The group was set up by the government and includes representatives from all the players in the email game, including ISPs, marketers and consumers. Interesting background reading if you're doing email marketing in Canada.
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Email List Building: What's OK?
Fascinating blog post from Rich Brooks of flyte. It's a behind-the-scenes look at the practical issues, questions and decisions faced when trying to decide who you can email and with what commercial message. I'm sure we've all been there...
Fascinating blog post from Rich Brooks of flyte. It's a behind-the-scenes look at the practical issues, questions and decisions faced when trying to decide who you can email and with what commercial message. I'm sure we've all been there...
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May 26, 2005
Increase response with list segmentation
Vendor SubscriberMail offers a brief introduction to the concept of list segmentation, with some suggested segmentation criteria and ideas on how to collect the required data.
Vendor SubscriberMail offers a brief introduction to the concept of list segmentation, with some suggested segmentation criteria and ideas on how to collect the required data.
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FTC takes on Zombies
Apparently the FTC and its friends from other countries have launched "Operation Spam Zombies." Not a video game, but an effort to encourage ISPs to do something about the problem of spammers hijacking people's PCs and turning them into unwitting conduits for their unsolicited emails.
Apparently the FTC and its friends from other countries have launched "Operation Spam Zombies." Not a video game, but an effort to encourage ISPs to do something about the problem of spammers hijacking people's PCs and turning them into unwitting conduits for their unsolicited emails.
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May 25, 2005
Email Campaign Practices of Major Retailers
Early results from a survey by vendor Silverpop suggest there's plenty of room for improvement in the email marketing practices of online retailers.
The authors highlight areas like personalization, subscription communication, content segmentation and sign-up practices, where relatively small changes can make a world of difference to bottom line results.
Early results from a survey by vendor Silverpop suggest there's plenty of room for improvement in the email marketing practices of online retailers.
The authors highlight areas like personalization, subscription communication, content segmentation and sign-up practices, where relatively small changes can make a world of difference to bottom line results.
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May 24, 2005
E-Mail List Quick Fix: Too Good to Be True?
Jeanne Jennings warns against looking for quick fixes to grow your email list. She notes that many of the solutions on offer are simply bad business, or even illegal. I love this quote: "We're not talking SpamCop anymore; it's the real police you need to worry about."
Jeanne Jennings warns against looking for quick fixes to grow your email list. She notes that many of the solutions on offer are simply bad business, or even illegal. I love this quote: "We're not talking SpamCop anymore; it's the real police you need to worry about."
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Email Marketing Buyer's Guide 2005
UK-based E-consultancy released this report, and there's even a free 16-page summary. It looks at the state of the UK industry, offers advice on finding the right solution and optimizing your efforts, and profiles leading service providers.
UK-based E-consultancy released this report, and there's even a free 16-page summary. It looks at the state of the UK industry, offers advice on finding the right solution and optimizing your efforts, and profiles leading service providers.
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May 23, 2005
RSS Sparks Feeding Frenzy
Rebecca Lieb explores the world of RSS, marketing and advertising, which has turned up a few degrees of heat in recent weeks, and seems set to go mainstream this year.
Rebecca Lieb explores the world of RSS, marketing and advertising, which has turned up a few degrees of heat in recent weeks, and seems set to go mainstream this year.
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CAN-SPAM Changes Seen as Fair
Some background on the decision-making that's gone on at the FTC, plus the reaction of selected players to the proposed changes.
Can-Spam is certainly better than no law. But I'm developing a healthy cynicism toward it. It doesn't actually matter how much you tinker with it - spammers aren't going to comply. All you're really doing is further regulating the legitimate email marketing space.
If spammers were ethical law-abiding people, they wouldn't be spammers in the first place. Where action is needed is in enforcement.
Some background on the decision-making that's gone on at the FTC, plus the reaction of selected players to the proposed changes.
Can-Spam is certainly better than no law. But I'm developing a healthy cynicism toward it. It doesn't actually matter how much you tinker with it - spammers aren't going to comply. All you're really doing is further regulating the legitimate email marketing space.
If spammers were ethical law-abiding people, they wouldn't be spammers in the first place. Where action is needed is in enforcement.
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DMA Seeks Member Feedback on CAN-SPAM Rulemaking
The DMA has some worries about the proposed update to the Can-Spam legislation. Specifically the idea that 3 days is too short a time to handle an opt-out request, and confusion about the definition of the sender.
The DMA has some worries about the proposed update to the Can-Spam legislation. Specifically the idea that 3 days is too short a time to handle an opt-out request, and confusion about the definition of the sender.
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May 19, 2005
Boosting Email Deliverability
Wendy Roth of Lyris explains how static IP addresses, DNS setups and SPF records can improve your deliverability rates. Does anybody else yearn for the days when you just set up a distribution list in your email software, hit the send button and could assume everyone got the newsletter they requested?
Wendy Roth of Lyris explains how static IP addresses, DNS setups and SPF records can improve your deliverability rates. Does anybody else yearn for the days when you just set up a distribution list in your email software, hit the send button and could assume everyone got the newsletter they requested?
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How to Keep Your House List Open Rate Above 50%
Case study of the tactics used by winery "Benson and Merryvale" to keep their house list working long-term.
Case study of the tactics used by winery "Benson and Merryvale" to keep their house list working long-term.
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E-Mail Response Addresses: Static or Dynamic?
Derek Harding looks at some infrastructural issues associated with static and dynamic sender and return addresses. Or put another way, how can you effectively monitor emailed responses to your campaign without screwing up whitelisting and other deliverability issues.
Derek Harding looks at some infrastructural issues associated with static and dynamic sender and return addresses. Or put another way, how can you effectively monitor emailed responses to your campaign without screwing up whitelisting and other deliverability issues.
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May 18, 2005
Converting More Free Downloads to Paid Customers
Sean Cohen of vendor AWeber Communications highlights one use of his company's products, but the article carries important reminders about capturing opt-in data before rewarding people with their freebie.
Sean Cohen of vendor AWeber Communications highlights one use of his company's products, but the article carries important reminders about capturing opt-in data before rewarding people with their freebie.
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Basic Rules For Effective Email Marketing
Three very simple tips on email etiquette for those brand new to using email.
Three very simple tips on email etiquette for those brand new to using email.
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May 17, 2005
Blogs vs. Email Marketing
G. Simms Jenkins argues that blogs aren't natural successors to email for marketing. His points are relevant, but it's not really blogs that are allegedly "competing" with email (not that it's an either/or thing, as the author points out), but the RSS feeds produced by many blogs.
G. Simms Jenkins argues that blogs aren't natural successors to email for marketing. His points are relevant, but it's not really blogs that are allegedly "competing" with email (not that it's an either/or thing, as the author points out), but the RSS feeds produced by many blogs.
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Pull the E-Mail Trigger
Echoing the newest trend in email marketing, Paul Soltoff calls for more emails based on trigger events or actions (such as a news announcement, click behavior, etc.), and provides some examples.
Echoing the newest trend in email marketing, Paul Soltoff calls for more emails based on trigger events or actions (such as a news announcement, click behavior, etc.), and provides some examples.
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May 16, 2005
Chief Marketer
Just discovered this little collection of articles focusing on corporate use of e-newsletters to cement customer relationships...
Just discovered this little collection of articles focusing on corporate use of e-newsletters to cement customer relationships...
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Articles/Tips - Campaign Monitor Blog
E-newsletter design and layout tips from an ESP.
E-newsletter design and layout tips from an ESP.
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May 14, 2005
RSS in Reality: Not a Replacement for Email
EmailSherpa casts a beady eye over RSS and concludes that it's bordering on the insane to see it as a direct replacement for email. Instead, we should view it as a completely different channel, with its own idiosyncracies and problems (many of which are outlined in the article). There's also a mini case study tucked away in there.
EmailSherpa casts a beady eye over RSS and concludes that it's bordering on the insane to see it as a direct replacement for email. Instead, we should view it as a completely different channel, with its own idiosyncracies and problems (many of which are outlined in the article). There's also a mini case study tucked away in there.
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Lessons from the Cutting Edge: RSS Advertising
Pamela Parker interviews Dick Costolo of Feedburner to get the latest on the insights about advertising in RSS feeds. Summary: the jury is still out.
Pamela Parker interviews Dick Costolo of Feedburner to get the latest on the insights about advertising in RSS feeds. Summary: the jury is still out.
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The Dirty Little Secret About Spam
Detailed article in Fast Company which explores the willingness (or not) of marketers to solve the spam problem, given that some big-time brands are allegedly enjoying the benefits of lax anti-spam measures.
It names and shames a couple of multinationals, highlights the work of Andy Sernovitz and the Inbox Defense Task Force and exposes some of the double standards in email marketing.
Detailed article in Fast Company which explores the willingness (or not) of marketers to solve the spam problem, given that some big-time brands are allegedly enjoying the benefits of lax anti-spam measures.
It names and shames a couple of multinationals, highlights the work of Andy Sernovitz and the Inbox Defense Task Force and exposes some of the double standards in email marketing.
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May 13, 2005
Keeping your spam 'score' low
Karen J. Bannan gets some tips from EmailLabs on how to help ensure your emails don't set off any alarms when evaluated by spam filters.
Karen J. Bannan gets some tips from EmailLabs on how to help ensure your emails don't set off any alarms when evaluated by spam filters.
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FTC Publishes Notice of Proposed Rulemaking
...in this case, the proposals cover changes to Can-Spam legislation, and you're invited to submit comments by June 27th. You can read the suggested changes here.
...in this case, the proposals cover changes to Can-Spam legislation, and you're invited to submit comments by June 27th. You can read the suggested changes here.
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May 12, 2005
How Spam Complaints Affect Delivery
Popov and McDonald have a whole heap of wise and practical advice on minimizing the number of spam complaints your opt-in email generates. Makes excellent reading - I like these guys.
Popov and McDonald have a whole heap of wise and practical advice on minimizing the number of spam complaints your opt-in email generates. Makes excellent reading - I like these guys.
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AOL to make email free
Looks like another massive player is set to join the free email provider market. Time to get another test account...
Looks like another massive player is set to join the free email provider market. Time to get another test account...
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May 11, 2005
Following the Email Rules
Sean O'Neal calls for more relevancy in email marketing and explains how that can be achieved.
Sean O'Neal calls for more relevancy in email marketing and explains how that can be achieved.
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May 10, 2005
Back to E-Mail Basics
Jeanne Jennings runs over some practical tips on boosting response rates through proper design, layout and copywriting of your emails.
Jeanne Jennings runs over some practical tips on boosting response rates through proper design, layout and copywriting of your emails.
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DMA voices email frustrations
A review of the (UK?) impasse between the DMA and ISPs regarding the false positive problem, where legitimate marketing emails are not getting through.
A review of the (UK?) impasse between the DMA and ISPs regarding the false positive problem, where legitimate marketing emails are not getting through.
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May 09, 2005
How Motley Fool Doubled Email Registrations with Multivariable Tests
As usual, this EmailSherpa case study speaks for itself...
As usual, this EmailSherpa case study speaks for itself...
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E-mail will decline as a percent of online budget, report predicts
Carol Krol reports on some Forrester Research predictions. Don't be misled by the title - overall spending on email marketing is set to climb.
Carol Krol reports on some Forrester Research predictions. Don't be misled by the title - overall spending on email marketing is set to climb.
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May 04, 2005
Identify Prospects Who Are Ready to Buy Now
Case study of how one B2B marketer monitors click behavior to gauge the position of the reader in the sales cycle, and then follows up on hot leads with an immediate (and I mean, immediate) phone call. Intriguing, and with tactics you can certainly apply elsewhere.
Case study of how one B2B marketer monitors click behavior to gauge the position of the reader in the sales cycle, and then follows up on hot leads with an immediate (and I mean, immediate) phone call. Intriguing, and with tactics you can certainly apply elsewhere.
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May 03, 2005
Enhance Your CRM Strategy With Targeted Email Marketing
Tricia Robinson with some advice on what to look for in your email marketing vendor if you're trying to integrate that vehicle with a typical in-house CRM software solution.
Tricia Robinson with some advice on what to look for in your email marketing vendor if you're trying to integrate that vehicle with a typical in-house CRM software solution.
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Five Ways to Energize Your Newsletter
Chris Scott has some suggestions on how to ensure your newsletter reaches and engages more readers.
Chris Scott has some suggestions on how to ensure your newsletter reaches and engages more readers.
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May 02, 2005
One Size Does Not Fit All: Offers and Messaging
Paul Soltoff explores segmentation further, with some suggested approaches and offers for different categories of recipient (based on RFM splits).
Paul Soltoff explores segmentation further, with some suggested approaches and offers for different categories of recipient (based on RFM splits).
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