Bill Nussey

Bill Nussey
A Simplified Approach to Lifecycle E-mail Marketing

Despite JupiterResearch data indicating well-executed lifecycle e-mail marketing campaigns can generate results as much as nine times greater than other types of e-mail campaigns, few e-mail marketers take advantage of this customer-oriented strategy. Developing a lifecycle e-mail marketing program needn’t be complicated. A simple approach is to start by separating your e-mail list into the following three distinct groups: Interested Prospects—recipients who have expressed some desire for communication. Engaged Customers—recipients who actively are involved with the brand and expect to receive communications and, potentially, promotions from you. Lapsed Customers—recipients who have stopped opening and clicking your e-mails, or who no longer make purchases. Understanding the mindset and needs

Brand-killing E-mail Mistakes

By Bill Nussey Most marketing and communications professionals have realized the power of permission e-mail to complement multichannel communications in increasing revenues, reducing costs and leveraging existing investments in content and customer data. What you might not realize, though, are the ways your e-mail communications could affect your brand. You may be destroying your brand integrity without knowing it. Whether you work for a direct marketing company or a marketing agency—and whether you are a manager, director, principal or chief marketing officer— if your company engages in e-mail-based communications as part of an overall communications strategy, then you likely will find the following