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4 Best Practices in Data Append
May 2008 From Tipline
Investments in third-party data appends do return real dividends to many database marketers, who depend upon their power to ensure that the right people get the right message at the right time. We see the value when we’re trying to pick high-potential customers out of a one-time buyer population, or when we want to implement a communication message that’s relevant to a specific life-event trigger. If you’re getting periodic appends, there are several best practices that you might consider to ensure that the append process is correct and consistent, and that the data’s as accurate as possible. • Make sure the append process is
May 2008 From Tipline
Investments in third-party data appends do return real dividends to many database marketers, who depend upon their power to ensure that the right people get the right message at the right time. We see the value when we’re trying to pick high-potential customers out of a one-time buyer population, or when we want to implement a communication message that’s relevant to a specific life-event trigger. If you’re getting periodic appends, there are several best practices that you might consider to ensure that the append process is correct and consistent, and that the data’s as accurate as possible. • Make sure the append process is
Boost Holiday Sales With Targeted E-mail
December 2007 From Tipline
With retailers in the thick of the holiday season, it’s not too late for merchants to optimize their e-mail communications by improving segmentation techniques. Here are three tips for creating a strong e-mail customer segmentation strategy that will offer benefits both during and after the holiday season. # 1. First, marketers should ensure they are getting the most out of their online customer preference center. They should allow consumers to choose their contact frequency, the types of messages they receive and the products they would like featured. Giving consumers options and control over the subscription process—including the ability to update and change their preferences—will
December 2007 From Tipline
With retailers in the thick of the holiday season, it’s not too late for merchants to optimize their e-mail communications by improving segmentation techniques. Here are three tips for creating a strong e-mail customer segmentation strategy that will offer benefits both during and after the holiday season. # 1. First, marketers should ensure they are getting the most out of their online customer preference center. They should allow consumers to choose their contact frequency, the types of messages they receive and the products they would like featured. Giving consumers options and control over the subscription process—including the ability to update and change their preferences—will
Overcome Inbox Image Suppression
December 2006 From Tipline
“As increasing e-mail account provider adoption of default image suppression ushers in the age of the imageless inbox, marketers must account for it as part of their overall efforts to optimize the success of their e-mail communication initiatives,” contends New York-based e-commerce consultancy Epsilon in its recent whitepaper, Default Image Suppression Demystified. If you don’t realize how widespread image suppression is becoming, consider this: The whitepaper reports that in a consumer survey conducted this past summer, some 48 percent of respondents report that images sometimes or always are turned off in their e-mail messages. This number is sure to climb in 2007 as Microsoft
December 2006 From Tipline
“As increasing e-mail account provider adoption of default image suppression ushers in the age of the imageless inbox, marketers must account for it as part of their overall efforts to optimize the success of their e-mail communication initiatives,” contends New York-based e-commerce consultancy Epsilon in its recent whitepaper, Default Image Suppression Demystified. If you don’t realize how widespread image suppression is becoming, consider this: The whitepaper reports that in a consumer survey conducted this past summer, some 48 percent of respondents report that images sometimes or always are turned off in their e-mail messages. This number is sure to climb in 2007 as Microsoft
Use a Light Touch on Abandoned Cart Reminders
June 2006 From Tipline
Abandoned online shopping carts that contain one or more items a visitor might have intended to purchase—or at least further research—represent a significant sales opportunity for direct marketers. But converting these visitors from browsers to buyers is not a slam-dunk, particularly if you make some false assumptions in your follow-up contact. According to Al DiGuido, president and CEO of e-mail marketing firm Epsilon Interactive, and Petra Schindler-Carter, customer experience director at Amazon Services, direct marketers should use a gentle, service-oriented copy approach when sending these abandoned cart reminders. DiGuido and Schindler-Carter shared their insights on effective e-mail marketing strategies at the ACCM 06 exhibition in
June 2006 From Tipline
Abandoned online shopping carts that contain one or more items a visitor might have intended to purchase—or at least further research—represent a significant sales opportunity for direct marketers. But converting these visitors from browsers to buyers is not a slam-dunk, particularly if you make some false assumptions in your follow-up contact. According to Al DiGuido, president and CEO of e-mail marketing firm Epsilon Interactive, and Petra Schindler-Carter, customer experience director at Amazon Services, direct marketers should use a gentle, service-oriented copy approach when sending these abandoned cart reminders. DiGuido and Schindler-Carter shared their insights on effective e-mail marketing strategies at the ACCM 06 exhibition in
Three Points on Data Collection for E-mail Campaigns
April 2006 From Tipline
Knowing what, how and when to collect data from Web site visitors is essential to building online ROI. It can make the difference between creating a loyal customer and incurring lost business. But where to start? Michael Della Penna, chief marketing officer for New York City-based e-mail marketing solutions provider Epsilon Interactive, identifies three data points that are key to creating a database that will be the backbone for developing more relevant and welcome online campaigns. “It’s a kind of three-tiered approach,” says Della Penna. “What are your demographics? What are the interest areas to start that relationship? And what are the considerations as
April 2006 From Tipline
Knowing what, how and when to collect data from Web site visitors is essential to building online ROI. It can make the difference between creating a loyal customer and incurring lost business. But where to start? Michael Della Penna, chief marketing officer for New York City-based e-mail marketing solutions provider Epsilon Interactive, identifies three data points that are key to creating a database that will be the backbone for developing more relevant and welcome online campaigns. “It’s a kind of three-tiered approach,” says Della Penna. “What are your demographics? What are the interest areas to start that relationship? And what are the considerations as
How Clean Is Your Database?
July 2005 From Target Marketing
Companies increasingly are placing a high priority on database marketing initiatives. According to the report “In Search of a Single Version of Truth: Strategies for Consolidating Analytic Silos,” released by The Data Warehousing Institute (TDWI) last summer, consolidation continues to remain a top project for businesses. Driving this urge to merge is the “need for consistent data across the enterprise,” as noted by 90 percent of the respondents to TDWI’s survey. Respondents also reported that only about one-third of all the data structures in their enterprise were consolidated. What’s the stumbling block? The TDWI report points to disagreement between company departments on “terms and
July 2005 From Target Marketing
Companies increasingly are placing a high priority on database marketing initiatives. According to the report “In Search of a Single Version of Truth: Strategies for Consolidating Analytic Silos,” released by The Data Warehousing Institute (TDWI) last summer, consolidation continues to remain a top project for businesses. Driving this urge to merge is the “need for consistent data across the enterprise,” as noted by 90 percent of the respondents to TDWI’s survey. Respondents also reported that only about one-third of all the data structures in their enterprise were consolidated. What’s the stumbling block? The TDWI report points to disagreement between company departments on “terms and
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