Increase the Effectiveness of Your E-mail Campaigns With Rich M
Mack: With that being said, while many people are not doing it, therein lies the opportunity. Those that are doing it are seeing a dramatic lift in response. Some of our clients have seen as much as 50 percent more effective. Imagine doing the same number of e-mails that you do now, but they're 50 percent more effective. What if you could do fewer, better e-mails? What if you could spend less for more relevant content that your customers value? There's a long term impact. Other companies clutter customers' inboxes, but your company garners attention because customers are anticipating your e-mail. Very few people are doing this as an ongoing strategy. And the people who are are seeing phenomenal returns.
TMG: How long does it take to set up and launch a rich media campaign?
Dahlgren: The workflow is the same as creating a normal HTML e-mail. If you were going to spend the time to do segmentation and personalization, that same time is what it takes to decide what the business rules and offers are in a rich media campaign. Nothing would change. The only incremental change is that we have to build a special URL string to embed into the HTML to do the personalization piece, which takes no more than an hour. The actual creative piece is quite simple. It doesn't take much time. The thing that takes the most time is getting retailers to focus on wanting to do personalization and figuring out how to segment. Retailers know they should it; they just aren't spending the time or resources to get it done, yet. Catalogers are the most analytical, for instance, and on the print side they spend a tremendous amount of resources on measuring and testing. And if a cataloger could allocate just one person from that print group to take on the e-mail piece and do the same measuring and testing, they would have far superior e-mails being delivered.