Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Ken Magill

The Whole Magilla

By Ken Magill

About Ken

If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.

Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.

He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.

 

Marketing Sustainably

Chet Dalzell
A Postal Wish List for 2015 - I Wish I Could Say I Am Thankful
Nov 24, 2014

We are amid the Holiday 2014 mailing season, based on my home address catalog count of 33 so far (since...



Making Social Sell

Jeff Molander
Sell Chief Executives With This Email/InMail Template (Part 3 of 3)
Nov 26, 2014

The "experts" say executive officers aren't open to being pitched via email and LinkedIn InMail. But they're wrong. You can...



Reinventing Direct

Gary Hennerberg
2 Tips to Write More Readable Copy
Nov 26, 2014

When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
Nov 25, 2014

If you rely on search to assist new users in finding your site, you must now make sure that your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail That Worked on Me
Nov 25, 2014

I admit that I am very interested in direct mail. So I like to look to my mail box both...



The Power Punch

Carolyn Goodman
Death of the Salesman
Nov 21, 2014

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



Ruthless B-to-B Marketing

Ruth P.  Stevens
What the Growth of Inside Sales Means to B-to-B Marketers
Nov 4, 2014

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Astonishing: The One Email That Made It Through

2
 
An astounding email hit my inbox this week that perfectly illustrates the value of triggered messaging, or email sent as the result of some sort of action or inaction by the recipient.

The email itself wasn't particularly astounding. It was pretty run of the mill.

What was astounding was that it made it into my inbox when every other email sent by this particular merchant over the course of the last year has been diverted to my spam folder.

Gmail had correctly identified the message as the sole email I would open from that sender all year long.

Wow.

Here's the story: I run a fantasy football league for email marketing service providers under the brand of my newsletter The Magill Report.

The winner of The Magill Report Fantasy Football Championship gets a tasty, regulation-sized football-shaped sweet bologna sausage from Dietrich's Meats in Krumsville, PA [Mmm. Mmm.] and a lead crystal championship trophy with the winning company's name inscribed on it.

I bought last year's trophy from Crown Awards. I will buy this year's trophy from Crown Awards. Their stuff is reasonably priced and high quality. The service is great.

Here's where it gets interesting from an email marketing standpoint: Crown has been emailing me with offers I'm not interested in on a regular basis ever since the first purchase. I don't mind. I simply don't have any reason to do business with Crown accept once a year.

Gmail's spam filtering system apparently figured this out. Every single message from Crown has been diverted to my spam folder without me having done anything indicating I'm not interested in the messages.

Until this week, that is.

On Monday, an email from Crown arrived in my inbox with the subject line: "Crown Awards - Time to Order."

The body of the message contained a copy of last year's championship-trophy order and a call to action asking me to re-order, which I most certainly will.

Think about that for a moment: Gmail's anti-spam team has developed technology that identified the one message I would want among dozens from the same sender over the course of a year.

There are a number of possible explanations: The re-order email wasn't part of the regular blasts. It was personalized and people are probably much more engaged with Crown's re-order messages than its broadcast campaigns.

Inbox providers see this engagement as an indication their subscribers want the messages so they deliver them to their inboxes.

And here's where the Crown example fits into the bigger picture: Responsys recently wrapped up a study of 100 retailers in which the email service provider found close to a third of the merchants were sending regular email to addresses that had been inactive for three-and-a-half years, and another 23 percent were sending the inactive addresses messages, but at a reduced frequency.

The study also found that marketers who have large lists in which 50 percent of the addresses have been inactive for a year or more are at serious risk of getting all their mail filtered into recipients' spam folders.

But many of these mailers won't even know their broadcast messages are getting filtered as spam. After all, they're not bouncing. They're simply being pushed into recipients' spam folders.

As email inbox providers increasingly rely on engagement metrics—such as opens and clicks, or lack thereof—to separate wanted from unwanted email, the Crown example above points to what should be the increasing attractiveness of triggered email programs.

I moderated a webinar for this publisher recently in which online marketing guru Amy Africa discussed triggered emails. Here, in part, is what she had to say:

"The thing about triggers ... is you get a higher response rate, better deliverability by far and improved lifetime profit," she said. "The great thing about them is you design them once, tweak them a little and they last for years. I have clients who have been mailing the same thing since 1998."

An average triggered email should outperform a marketer's best broadcast email by four to six times, she added.

So which triggered emails work best?

According to Africa, abandoned-cart, -search, -site and -lead-form messages are all top performers. The success of abandoned-shopping cart emails has been well documented. The same tactic can be employed to reach people who, say, begin filling out a form to download a white paper or attend a webinar, but stop for some reason.

Confirmation emails are also top performers, said Africa. "Anything you can confirm works really well," she said.

Emails based on past purchases are also workhorse messages, she said.

"They take a little time to get your formula right, but after that they're golden," Africa said.

Indeed. Just ask the folks at Crown.

Companies Mentioned:

Sections:

2

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: