No man is an iland
...daily blog with email marketing advice, news and best practices
Feed | Latest posts | By Mark Brownlow
Brought to you by Campaigner Email Marketing
June 29, 2005
Summer break
No man is an iland is taking its annual 4 week summer vacation. I'll be back at the end of July to restart things. I might post now and then if anything very exciting happens, but I'm trying to avoid work for a change while on the road.
No man is an iland is taking its annual 4 week summer vacation. I'll be back at the end of July to restart things. I might post now and then if anything very exciting happens, but I'm trying to avoid work for a change while on the road.
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June 28, 2005
(Law) New Email Marketing Rules in the European Union: One Year Later
Mattias Durnik offers a very thorough overview of the state of email marketing legislation in the EU.
He makes some good points about the relationship between the law and best practices. What many people forget in all the fuss about Can-Spam this and Can-Spam that is that recipients don't judge your email on whether it's legal or not. Their definition of spam is not the one used by the EU or the FTC.
Permission, relevancy, value, timeliness are not words you'll generally find bandied around in legislator's offices. But those are the rules consumers want email marketers to abide by.
Mattias Durnik offers a very thorough overview of the state of email marketing legislation in the EU.
He makes some good points about the relationship between the law and best practices. What many people forget in all the fuss about Can-Spam this and Can-Spam that is that recipients don't judge your email on whether it's legal or not. Their definition of spam is not the one used by the EU or the FTC.
Permission, relevancy, value, timeliness are not words you'll generally find bandied around in legislator's offices. But those are the rules consumers want email marketers to abide by.
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June 25, 2005
(Misc) E-Zine Tips and Teasers
Hershel Sarbin squeezes various anecdotes and ideas out of Paul Smith, editor of Newsletters on Newsletters. Tidbits on such topics as sign-up pages, deliverability and format.
Hershel Sarbin squeezes various anecdotes and ideas out of Paul Smith, editor of Newsletters on Newsletters. Tidbits on such topics as sign-up pages, deliverability and format.
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(Case study) E-mailings Boost Boston Dry Cleaner's Business
A look at how a three-store dry cleaning outfit uses email to drive business. It's a story rather than an analysis, but you'll pick up tips about such things as subject lines and building trust.
The owner recommends collecting email addresses for the future, even if you don't have a current use for them. I'd say tread warily there - if you get permission and don't use it, you lose it.
When you get round to sending something several months after the date you got the address, people may well have forgotten they signed-up and start throwing the S word around.
A look at how a three-store dry cleaning outfit uses email to drive business. It's a story rather than an analysis, but you'll pick up tips about such things as subject lines and building trust.
The owner recommends collecting email addresses for the future, even if you don't have a current use for them. I'd say tread warily there - if you get permission and don't use it, you lose it.
When you get round to sending something several months after the date you got the address, people may well have forgotten they signed-up and start throwing the S word around.
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(Metrics) Latest email marketing trends
Doubleclick's newest Email Trend Report (for Q1, 2005) is out. You can view a summary at the above site.
Things look pretty good, with bounce rates down slightly but click rates down slightly too. Opens fell quite a bit. Conversions are up (yay!)
The authors interpret the fact that click rates hold relatively steady despite falling open rates as a reflection of a measured increase in the click-to-open ratio.
It may also be down to the continuing spread of email clients that automatically block the tracking pixels used to measure opens. (An issue DoubleClick raises, too)
If the number of real opens is staying constant then click rates might stay fairly constant too. Measured (as opposed to real) open rates may just be falling relative to click rates simply because less opens can be properly measured...
Doubleclick's newest Email Trend Report (for Q1, 2005) is out. You can view a summary at the above site.
Things look pretty good, with bounce rates down slightly but click rates down slightly too. Opens fell quite a bit. Conversions are up (yay!)
The authors interpret the fact that click rates hold relatively steady despite falling open rates as a reflection of a measured increase in the click-to-open ratio.
It may also be down to the continuing spread of email clients that automatically block the tracking pixels used to measure opens. (An issue DoubleClick raises, too)
If the number of real opens is staying constant then click rates might stay fairly constant too. Measured (as opposed to real) open rates may just be falling relative to click rates simply because less opens can be properly measured...
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(List mgmt) Unusual way to get more subscribers
A brewery gives new sign-ups a share in the company, plus another share if they refer four friends to their email list.
OK, I admit this may not be an approach you can use for your own email lists, but take a look around their site and company and I bet you it will make you think a little bit about marketing in general.
They're also a subject of a case study by MarketingSherpa.
A brewery gives new sign-ups a share in the company, plus another share if they refer four friends to their email list.
OK, I admit this may not be an approach you can use for your own email lists, but take a look around their site and company and I bet you it will make you think a little bit about marketing in general.
They're also a subject of a case study by MarketingSherpa.
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June 23, 2005
(E-newsletters) Ugh. Learn From Our Recent Email Mistakes
Bravo to EmailLabs for their own analysis of where they went wrong in a previous mail they sent out to clients and newsletter subscribers (basically encouraging readers to vote for them in an award showdown).
Their comments highlight areas all newsletter publishers should heed.
An e-newsletter succeeds when it "sells" within the context of giving benefit to the reader, for example by positioning the sender as an expert when offering readers advice.
Anytime you then send out a mail that is too overt and one-sided in its pursuit of benefits to the sender, then you're breaking one of the golden rules of e-newsletter marketing.
Bravo to EmailLabs for their own analysis of where they went wrong in a previous mail they sent out to clients and newsletter subscribers (basically encouraging readers to vote for them in an award showdown).
Their comments highlight areas all newsletter publishers should heed.
An e-newsletter succeeds when it "sells" within the context of giving benefit to the reader, for example by positioning the sender as an expert when offering readers advice.
Anytime you then send out a mail that is too overt and one-sided in its pursuit of benefits to the sender, then you're breaking one of the golden rules of e-newsletter marketing.
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June 22, 2005
(Case study) Arizona Uses E-Zine to Pave Way for Road
Anyone doubting the power of email take heed of this look at how the Arizona Department of Transportation uses an email newsletter as a tool for communicating with (and building a consensus among) the various parties involved in a major new road project.
The discussion about using the e-newsletter as a tool for building trust is particularly relevant to more commercial retention email efforts.
Anyone doubting the power of email take heed of this look at how the Arizona Department of Transportation uses an email newsletter as a tool for communicating with (and building a consensus among) the various parties involved in a major new road project.
The discussion about using the e-newsletter as a tool for building trust is particularly relevant to more commercial retention email efforts.
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(Deliverability) Timely help on Sender ID
EmailSherpa has more up-to-date information on Microsoft's implementation of Sender ID authentication for @hotmail.com addresses.
More importantly, it has heaps of advice on how to deal with the situation as a legitimate email marketer, including links to relevant tools and further information.
It seems relying on your outsourced delivery service to take care of Sender ID isn't going to be enough - you'll need to modify your own domain records (specifically the DNS records for your domains). If that sounds like gobbledygook, visit the Sherpa article for help.
EmailSherpa has more up-to-date information on Microsoft's implementation of Sender ID authentication for @hotmail.com addresses.
More importantly, it has heaps of advice on how to deal with the situation as a legitimate email marketer, including links to relevant tools and further information.
It seems relying on your outsourced delivery service to take care of Sender ID isn't going to be enough - you'll need to modify your own domain records (specifically the DNS records for your domains). If that sounds like gobbledygook, visit the Sherpa article for help.
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According to a DMNews article, any email sent to an @hotmail.com address as of today will be automatically diverted to the junk mail folder if the sender doesn't have the right Sender ID authentication.
You might want to check with your email marketing service to make sure they're ready for this, or with your IT folks if you send the emails out yourself.
This is probably just the beginning of the widespread implementation of authentication checks. Like a lot of email technology and deliverability issues, it's hard to keep on top of things. And even if you're up-to-date, it's hard to actually understand how it all works (especially if you're basically a marketing person like me).
That's another reason to have your email delivery handled by a professional service, even if you're just a small business with a couple of hundred addresses on your list.
You might want to check with your email marketing service to make sure they're ready for this, or with your IT folks if you send the emails out yourself.
This is probably just the beginning of the widespread implementation of authentication checks. Like a lot of email technology and deliverability issues, it's hard to keep on top of things. And even if you're up-to-date, it's hard to actually understand how it all works (especially if you're basically a marketing person like me).
That's another reason to have your email delivery handled by a professional service, even if you're just a small business with a couple of hundred addresses on your list.
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June 21, 2005
(Basics) Time for a Summer Tuneup
This article from the folks at SubscriberMail suggests using the summer lull (assuming you have one, and assuming it's summer where you are) to take a step back and reconsider where you're going with your email marketing.
After throwing out a few questions on your basic practices and tactics, the article also lists what some of this vendor's clients are doing to get the most out of email - perhaps a few ideas for you to adapt?
It's easy to get in a rut wih email - setting a regular time for reflection and review is never a bad thing.
This article from the folks at SubscriberMail suggests using the summer lull (assuming you have one, and assuming it's summer where you are) to take a step back and reconsider where you're going with your email marketing.
After throwing out a few questions on your basic practices and tactics, the article also lists what some of this vendor's clients are doing to get the most out of email - perhaps a few ideas for you to adapt?
It's easy to get in a rut wih email - setting a regular time for reflection and review is never a bad thing.
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June 20, 2005
(List mgmt) Three Double-Checks *Before* You Decide to Switch Email Service Providers
Anne Holland, publisher of MarketingSherpa, offers up a little informal advice on whether poor delivery rates mean you should switch your service provider.
In essence, she suggests looking for problems with your content, coding and sender IP address first, and then consider whether your delivery service is responsible.
Anne Holland, publisher of MarketingSherpa, offers up a little informal advice on whether poor delivery rates mean you should switch your service provider.
In essence, she suggests looking for problems with your content, coding and sender IP address first, and then consider whether your delivery service is responsible.
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(Case study) The Little E-Mail Marketing Budget That Could
Jeanne Jennings describes a small business's email marketing program that generates $13 for every $1 they spend. As well as describing the basic approach taken by the company, the article ends with a collection of fundamental tips that Dakin Farm has applied to get this kind of success.
Jeanne Jennings describes a small business's email marketing program that generates $13 for every $1 they spend. As well as describing the basic approach taken by the company, the article ends with a collection of fundamental tips that Dakin Farm has applied to get this kind of success.
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June 18, 2005
(Law) No need for ADV in subject lines
The FTC just reported on the idea of obliging mailers to label unsolicited commercial email with an "ADV" tag in the subject line.
Their conclusion? It wouldn't help. So they recommend against such a law.
Makes sense really. It's like asking bank robbers to wear an "I am a bank robber" t-shirt, so that security staff can prevent them entering the building.
One problem with the FTC's notes on this issue is their reference to "legitimate marketers", meaning those who send UCE but comply with legislation.
Technically, legitimate is the correct word to use. But I'd be happier if we could consider "legitimate" email marketing as based on permission, and not just on compliance with legislation.
Because that's how consumers see it.
The FTC just reported on the idea of obliging mailers to label unsolicited commercial email with an "ADV" tag in the subject line.
Their conclusion? It wouldn't help. So they recommend against such a law.
Makes sense really. It's like asking bank robbers to wear an "I am a bank robber" t-shirt, so that security staff can prevent them entering the building.
One problem with the FTC's notes on this issue is their reference to "legitimate marketers", meaning those who send UCE but comply with legislation.
Technically, legitimate is the correct word to use. But I'd be happier if we could consider "legitimate" email marketing as based on permission, and not just on compliance with legislation.
Because that's how consumers see it.
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June 17, 2005
(Case study) GoToMeeting Tests RSS & Podcasting Advertising Campaign
EmailSherpa gets some insights into test campaigns using RSS and podcasting. There are fewer concrete numbers than we're used to from Sherpa, but a lot of practical advice on the buying process, the kinds of ads/campaigns to run, and the suitability of RSS audiences.
The biggest take away is that we're perhaps entering phase 2 of RSS advertising. It's now just about large enough to be a realistic opportunity to reach early adopters and evangelists in the tech world, but it's not generally the right venue for other niches and more general audiences.
Phase 3 is coming soon, though...
EmailSherpa gets some insights into test campaigns using RSS and podcasting. There are fewer concrete numbers than we're used to from Sherpa, but a lot of practical advice on the buying process, the kinds of ads/campaigns to run, and the suitability of RSS audiences.
The biggest take away is that we're perhaps entering phase 2 of RSS advertising. It's now just about large enough to be a realistic opportunity to reach early adopters and evangelists in the tech world, but it's not generally the right venue for other niches and more general audiences.
Phase 3 is coming soon, though...
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(Tactics) Custom landing pages serve up leads
This article by Karen J. Bannan picks the brains of various clever marketing people to produce a list of tips and recommendations for landing page design.
In the last week or two, I've noticed several companies missing huge opportunities because clicking through on ads and links in email and elsewhere takes you to a generic index page and not a landing page reflecting what the ad was actually all about.
It's basics really.
This article by Karen J. Bannan picks the brains of various clever marketing people to produce a list of tips and recommendations for landing page design.
In the last week or two, I've noticed several companies missing huge opportunities because clicking through on ads and links in email and elsewhere takes you to a generic index page and not a landing page reflecting what the ad was actually all about.
It's basics really.
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June 16, 2005
(E-newsletters) Loop's eNewsletter Marketing Spot
Blundering mindlessly across the Internet while pretending to work, it's amazing what pleasant surprises you can turn up.
This blog by consultants Marcos Menendez and Pete Lustig offers tips and insight into optimizing your email newsletters and associated campaigns. Warm, personal and useful.
For example, the current front page has posts on the value of polls, the importance of headlines, the role of passion, integrating newsletters with other media, and the problem with keeping up a continuous publication schedule...
Blundering mindlessly across the Internet while pretending to work, it's amazing what pleasant surprises you can turn up.
This blog by consultants Marcos Menendez and Pete Lustig offers tips and insight into optimizing your email newsletters and associated campaigns. Warm, personal and useful.
For example, the current front page has posts on the value of polls, the importance of headlines, the role of passion, integrating newsletters with other media, and the problem with keeping up a continuous publication schedule...
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(Layout) When E-Mail Images Don't Load
Derek Harding first describes the problem, namely that many email providers and clients disable image displays by default. Then he comes up with some solutions based on a two-prong approach...
1. How to get people to take the necessary steps to get your images displayed, and,
2. How to ensure you get an actionable message across even if those images don't display.
Actionable advice that could make a big difference to responses.
Derek Harding first describes the problem, namely that many email providers and clients disable image displays by default. Then he comes up with some solutions based on a two-prong approach...
1. How to get people to take the necessary steps to get your images displayed, and,
2. How to ensure you get an actionable message across even if those images don't display.
Actionable advice that could make a big difference to responses.
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June 15, 2005
(Layout) E-Mail Copywriting 101
Karen Gedney offers an overview of the elements that make up a good email layout, including details on structure, positioning, links, use of graphics, copy organization, copy elements and more. A particularly useful starter pack if you're new to the field.
Karen Gedney offers an overview of the elements that make up a good email layout, including details on structure, positioning, links, use of graphics, copy organization, copy elements and more. A particularly useful starter pack if you're new to the field.
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June 14, 2005
(List mgmt) Is Your E-Mail List Clean or Dirty?
Paul Soltoff argues in favor of some simple list hygiene practices and cites the work of one company who'll do it for you.
Paul Soltoff argues in favor of some simple list hygiene practices and cites the work of one company who'll do it for you.
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June 13, 2005
(Spam) The economics of spam
A veritable cavalcade of data on the state of the spam problem, with the implication that some ostensibly legitimate infrastructural companies are tacitly (and not-so-tacitly) supporting spammers because of the access fees they generate.
A veritable cavalcade of data on the state of the spam problem, with the implication that some ostensibly legitimate infrastructural companies are tacitly (and not-so-tacitly) supporting spammers because of the access fees they generate.
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June 12, 2005
Talking of information overload...
If daily posts are too much, consider switching your attention to the No man is an iland biweekly newsletter - which contains 14 days of resource listings in one email. The next issue is due out Monday.
If daily posts are too much, consider switching your attention to the No man is an iland biweekly newsletter - which contains 14 days of resource listings in one email. The next issue is due out Monday.
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A blinding flash of the obvious
We keep adding communication channels (think of email, mobile phones, websites and now RSS feeds in recent years), but the capacity of individuals to absorb information stays the same.
So it's incumbent on information providers like me to make life as easy as possible for readers.
So from now on, each post I make revealing a new email marketing resource includes an indication of its topic category in the title. That way you can more easily evaluate whether it's worth your time looking into it.
Let me know if you prefer the old way...
We keep adding communication channels (think of email, mobile phones, websites and now RSS feeds in recent years), but the capacity of individuals to absorb information stays the same.
So it's incumbent on information providers like me to make life as easy as possible for readers.
So from now on, each post I make revealing a new email marketing resource includes an indication of its topic category in the title. That way you can more easily evaluate whether it's worth your time looking into it.
Let me know if you prefer the old way...
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June 11, 2005
(Misc) Mother Flora Gets an Email Marketing Lesson
Ellen Mccullough offers an analysis of one spam email and suggests improvements. Yes, it's a bit of wit to brighten up your day, but it also has email marketing wisdom in there, too.
Ellen Mccullough offers an analysis of one spam email and suggests improvements. Yes, it's a bit of wit to brighten up your day, but it also has email marketing wisdom in there, too.
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(Spam) Time for FTC to change CAN-SPAM to CAN'T
Nothing new, but interesting to see how the law is an issue worthy of editorial coverage in a regional newspaper.
Mind you, how can we ever expect to stop spam. Because according to the above report, a scam involving emails from a "lonely wife" looking for a relationship..."bilked recipients of $700,000."
Nothing new, but interesting to see how the law is an issue worthy of editorial coverage in a regional newspaper.
Mind you, how can we ever expect to stop spam. Because according to the above report, a scam involving emails from a "lonely wife" looking for a relationship..."bilked recipients of $700,000."
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(Basics) Make Your Email Stand Out in the Crowd
Loren McDonald of EmailLabs has 11 basic, yet useful, best practices to get your email past that "this is not spam" hurdle in the eyes and inboxes of recipients.
Loren McDonald of EmailLabs has 11 basic, yet useful, best practices to get your email past that "this is not spam" hurdle in the eyes and inboxes of recipients.
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(E-newsletters) ...Beef Up Your Employee E-Newsletter
Another article reminding us that email marketing is about so much more than sending weekly coupons. Ken Beaulieu offers advice on improving the value of your internal house newsletter.
Interestingly, most of the points he make apply equally to newsletters you might send to clients, customers or prospects.
Another article reminding us that email marketing is about so much more than sending weekly coupons. Ken Beaulieu offers advice on improving the value of your internal house newsletter.
Interestingly, most of the points he make apply equally to newsletters you might send to clients, customers or prospects.
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June 10, 2005
54% of Permission Emailers Are Filtered as Spammers
EmailSherpa reveals some numbers collected by Pivotal Veracity on real delivery rates. There's a host of data in there, as well as insight into the whole messy business of what gets you filtered and what doesn't.
EmailSherpa reveals some numbers collected by Pivotal Veracity on real delivery rates. There's a host of data in there, as well as insight into the whole messy business of what gets you filtered and what doesn't.
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Moms Reward Retail Email Marketers for Campaigns that Offer Value and Discounts - If They Are Convinced to Subscribe
A joint survey by EmailLabs and Lucid Marketing reveals some insights into the mom demographic and their behavior with regard to retailer email marketing endeavors.
Among the highlights, "to receive coupons and discounts" is cited as the biggest motivator for moms signing up to newsletters or promotions.
Don't forget, though, that the survey is based on what respondents say they do or think, and not on actual observed behavior...
A joint survey by EmailLabs and Lucid Marketing reveals some insights into the mom demographic and their behavior with regard to retailer email marketing endeavors.
Among the highlights, "to receive coupons and discounts" is cited as the biggest motivator for moms signing up to newsletters or promotions.
Don't forget, though, that the survey is based on what respondents say they do or think, and not on actual observed behavior...
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Pennies From Heaven
I have enormous regard for Michael Katz and his work consulting to SMBs on e-newsletters (no, I wasn't paid for that). His own newsletter articles always make one (sometimes simple, but always valuable) point. And this one is no exception - he uses a bird poop analogy (oh yes) to offer very sound advice on how to react to negative reader feedback.
I have enormous regard for Michael Katz and his work consulting to SMBs on e-newsletters (no, I wasn't paid for that). His own newsletter articles always make one (sometimes simple, but always valuable) point. And this one is no exception - he uses a bird poop analogy (oh yes) to offer very sound advice on how to react to negative reader feedback.
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June 09, 2005
Half of Businesses Fail Email Test
Email marketing isn't limited to your outgoing campaigns and newsletters. This survey reveals just how much businesses are losing out because of poor customer service by email. For example, 51% of the companies tested failed to respond to an email expressing a clear high-value purchase intention. Ouch.
Email marketing isn't limited to your outgoing campaigns and newsletters. This survey reveals just how much businesses are losing out because of poor customer service by email. For example, 51% of the companies tested failed to respond to an email expressing a clear high-value purchase intention. Ouch.
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June 08, 2005
The Art of Bounce Management
The folks at Return Path have some rules of thumb to use when managing bounces, giving guidance on what to look for and when to take action.
The folks at Return Path have some rules of thumb to use when managing bounces, giving guidance on what to look for and when to take action.
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The Key Metric: Clicks to Opens
Ray Schultz reports on some useful little insights offered by Elaine O'Gorman of Silverpop at a recent conference. She comments on email marketers' choice of metrics and the factors that influence deliverability. For example, she says your actual content is surprisingly unimportant for determining your delivery rates...
Ray Schultz reports on some useful little insights offered by Elaine O'Gorman of Silverpop at a recent conference. She comments on email marketers' choice of metrics and the factors that influence deliverability. For example, she says your actual content is surprisingly unimportant for determining your delivery rates...
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Authentication and Accreditation: State of the Industry
A useful overview of the current state of affairs regarding the various techniques, systems and organizations involved in the world of email authentication. When players like Yahoo, Cisco, and Microsoft are mentioned, you can't help but feel this whole area is getting up a significant head of steam.
A useful overview of the current state of affairs regarding the various techniques, systems and organizations involved in the world of email authentication. When players like Yahoo, Cisco, and Microsoft are mentioned, you can't help but feel this whole area is getting up a significant head of steam.
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June 07, 2005
The Return on Relevancy: Are You Missing Out?
...and from the same event -- hosted by vendor Silverpop -- a review of what David Daniels of JupiterResearch has to say about the characteristics of a nop notch email marketing effort. And he outlines three different types of campaigns that satisfy consumer need for relevancy. They should get you thinking, if you're not going down that route already.
...and from the same event -- hosted by vendor Silverpop -- a review of what David Daniels of JupiterResearch has to say about the characteristics of a nop notch email marketing effort. And he outlines three different types of campaigns that satisfy consumer need for relevancy. They should get you thinking, if you're not going down that route already.
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Landing Pages: Four Easy Tweaks to Boost Return
Notes from a presentation at a recent email marketing event - Stefan Tournquist has some simple suggestions to make an immediate difference to your landing page conversion rates.
Notes from a presentation at a recent email marketing event - Stefan Tournquist has some simple suggestions to make an immediate difference to your landing page conversion rates.
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June 06, 2005
AOL offers unlimited email storage
News from the email address provider space for those who like to keep an eye on what's going on with their subscribers' email accounts.
News from the email address provider space for those who like to keep an eye on what's going on with their subscribers' email accounts.
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June 03, 2005
Friday laugh
Well, if my email marketing cartoons don't do it for you, maybe this will...
Here's a screenshot of a non-spam email I got yesterday. I even opened the mail and blew it up to full screen size for you to enjoy the carefully crafted message and best practices.
Well, if my email marketing cartoons don't do it for you, maybe this will...
Here's a screenshot of a non-spam email I got yesterday. I even opened the mail and blew it up to full screen size for you to enjoy the carefully crafted message and best practices.
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Spamming Outside the Box
Adam Penenberg lifts the lid on a darker side of email marketing - the convoluted nightmare that involves nefarious third parties, unsecured databases, shady practices and Florida.
Adam Penenberg lifts the lid on a darker side of email marketing - the convoluted nightmare that involves nefarious third parties, unsecured databases, shady practices and Florida.
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Life After Spam
A report on the state of email marketing among retailers, interwoven with quotes from vendors offering insights into best practices.
It wasn't long ago that we had a swathe of "email marketing is dead" articles. Now we're getting the "email marketing has a bit of a cold, but is still coming to work" response.
At some point it just becomes part of the standard marketing armoury. Then we can stop arguing about it's inherent value - which has been clear for ages - and focus on making it better.
A report on the state of email marketing among retailers, interwoven with quotes from vendors offering insights into best practices.
It wasn't long ago that we had a swathe of "email marketing is dead" articles. Now we're getting the "email marketing has a bit of a cold, but is still coming to work" response.
At some point it just becomes part of the standard marketing armoury. Then we can stop arguing about it's inherent value - which has been clear for ages - and focus on making it better.
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June 02, 2005
New email marketing cartoons
Just added another four for your entertainment. They'll also appear later today in a special issue of EmailSherpa, who commissioned the topics.
Just added another four for your entertainment. They'll also appear later today in a special issue of EmailSherpa, who commissioned the topics.
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Q&A: EmailLabs' Loren McDonald (Part 1)
A lot of very insightful "state of the email marketing industry" type stuff in this Q&A feature, including comments on trends and best practices.
A lot of very insightful "state of the email marketing industry" type stuff in this Q&A feature, including comments on trends and best practices.
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The $5.5 Million Month
A case study of the Kestler Financial Group. which uses email marketing to interact with independent agents and brokers.
What stands out is the built-in interactivity within the email itself, plus the sensible use of tracking metrics in follow-up efforts. I love this bit, for example...
"If the broker requests a quote at 3 a.m., the sales force has an instant opening, "You must be busy if you're requesting quotes so late at night..."
This is also one of those case studies you use when anyone questions the potential of email marketing: "It achieved an estimated $4,400 ROI for every dollar spent."
A case study of the Kestler Financial Group. which uses email marketing to interact with independent agents and brokers.
What stands out is the built-in interactivity within the email itself, plus the sensible use of tracking metrics in follow-up efforts. I love this bit, for example...
"If the broker requests a quote at 3 a.m., the sales force has an instant opening, "You must be busy if you're requesting quotes so late at night..."
This is also one of those case studies you use when anyone questions the potential of email marketing: "It achieved an estimated $4,400 ROI for every dollar spent."
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Email Service Provider Coalition
These fine folks just released a detailed position statement on email authentication. Which can be briefly summarized as, "consumer confidence in email is waning as a consequence of the lack of accountability in email distribution. Authentication contributes to accountability. Ergo - let's get on with implementing it please."
These fine folks just released a detailed position statement on email authentication. Which can be briefly summarized as, "consumer confidence in email is waning as a consequence of the lack of accountability in email distribution. Authentication contributes to accountability. Ergo - let's get on with implementing it please."
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June 01, 2005
Vendor Selector
E-books meet web technology. MarketingProfs.com just launched an online tool which offers details on leading email service providers, with the ability to filter/compare the selection based on various criteria, like "can you customize data fields."
You have to be a paid-up member to use the fancy bits. There's also a "choosing a vendor for your needs" guide as part of the package.
E-books meet web technology. MarketingProfs.com just launched an online tool which offers details on leading email service providers, with the ability to filter/compare the selection based on various criteria, like "can you customize data fields."
You have to be a paid-up member to use the fancy bits. There's also a "choosing a vendor for your needs" guide as part of the package.
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Ten Tips For Capturing New Subscribers
Denise Cox has some quick tips for those looking to expand their house list, plus a little advice for those relatively new to the business of email marketing.
Denise Cox has some quick tips for those looking to expand their house list, plus a little advice for those relatively new to the business of email marketing.
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How to Beat the Spam Filters
Kristie Tamsevicius describes the changes made to a client's e-newsletter, and how that panned out in terms of deliverability improvements.
You can't argue with the results, but the idea of inserting odd characters into words the spam filters don't like (so they no longer trigger the filter) isn't really an option for most newsletter publishers, given the likely "eh?" reaction from their audience.
Kristie Tamsevicius describes the changes made to a client's e-newsletter, and how that panned out in terms of deliverability improvements.
You can't argue with the results, but the idea of inserting odd characters into words the spam filters don't like (so they no longer trigger the filter) isn't really an option for most newsletter publishers, given the likely "eh?" reaction from their audience.
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Email statistics
Marketing consultancy eROI released some figures showing how read, click and sent metrics change through the week. And they review how these patterns themselves changed over the past 12 months.
Difficult to comment without knowing where the numbers come from, but it's clear from this and other reports that the "best day to send" is a moving target.
It's also clear that open rates are even less of a useful measure than they ever were.
First, it's still difficult to qualify what a read actually means, given it can range from someone skipping past the email in a preview pane to someone carefully reading your email from top to bottom.
Second, security measures in email clients mean the tracking images used to gauge open rates just aren't working anymore.
Marketing consultancy eROI released some figures showing how read, click and sent metrics change through the week. And they review how these patterns themselves changed over the past 12 months.
Difficult to comment without knowing where the numbers come from, but it's clear from this and other reports that the "best day to send" is a moving target.
It's also clear that open rates are even less of a useful measure than they ever were.
First, it's still difficult to qualify what a read actually means, given it can range from someone skipping past the email in a preview pane to someone carefully reading your email from top to bottom.
Second, security measures in email clients mean the tracking images used to gauge open rates just aren't working anymore.
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