Increase the Effectiveness of Your E-mail Campaigns With Rich M
You can achieve nine times the revenues and 18 times the profits of a broadcast e-mail campaign simply by targeting your customers instead of treating each of them the same, according to a report released earlier this year by Jupiter Research. While Web analytics can give you the information you need to segment your customers, how will you get your more relevant message to them? Rich media may offer the solution.
Doug Mack, CEO of Novato, Calif.-based rich media solutions provider Scene 7, and Sheila Dahlgren, senior vice president of marketing for Scene 7, spoke with the Target Marketing Group about this growing content solution and how marketers can use it to send targeted, relevant e-mails to their customers.
Target Marketing Group: Could you define rich media?
Doug Mack: Let's start with what it's not. We're not talking whiz-bang Flash movies, video, audio files or what have you. By rich media, we're simply talking about something that is visually compelling. It's an image; it's a graphic. Maybe it's an image that's been personalized to the customer or a combination of images that means something to her. Imagine when you open your favorite magazine, let's say Rolling Stone for instance, and Polo Ralph Lauren has a gorgeous image of a beautiful model in a fantastic outfit with a perfect tag line over it. It causes you to pause and take in that advertisement. Rich media really focuses then on images, graphics and a strong visual presentation. People sometimes think rich media means video, and that's not the case here. Our definition of rich media is a bit more narrow.
Sheila Dahlgren: We offer rich media video and other types of rich content. We have done that in e-mails, but often that type of media gets blocked. Our dynamic content that Doug is describing, which is dynamic imagery, fonts and graphics that are personalized and targeted in terms of messaging, is much more pervasive and impactful from a delivery standpoint, both in terms of open rate and response rate.