Trigger Happy
May 1, 2004

Triggered campaigns let you send e-mail, build relationships and make money even while you sleep With its silver bullet mantel long since sullied in the spam gutter, e-mail finds itself in the unfamiliar position of underdog. Discredited for prospecting thanks to plunging open rates and handcuffed by Can Spam legislation, e-mail as we once knew it is dead. Long live e-mail. But while e-mail has devolved into a lousy way to get a foot in the door, it’s become an excellent way to keep a foot there. Using e-mail to stay in contact with current customers can reap great rewards. You can parlay the

The Humane Society’s Motion for Donors
March 1, 2004

With 7 million members and constituents, The Humane Society of the United States (HSUS) certainly draws a bevy of donor support. But competition continually stiffens, and nonprofits can’t slack on promotion, or their donors may stray. So, when HSUS was seeking a new way to raise funds from current and prospective donors, it came up with a picture-perfect plan. It hired online communications provider Exciting New Technologies to create a streaming video e-newsletter campaign that would both woo and educate its audience. Launched April 22, 2003, the effort dropped a combination of biweekly and weekly messages to approximately 14,000 opt-in subscribers who

Catalog and Direct Selling: Evaluate Your E-mail
February 1, 2004

Do your e-mail campaigns measure up? It’s time for a New Year’s resolution. Say it with me: “I resolve to no longer send e-mail simply for the sake of sending e-mail.” Don’t worry; you aren’t alone. Pushing frequent e-mails with tons of offers and messages is an easy habit to get into. Low cost, easy to push, the sales just come in. It seems to be the proverbial “no brainer.” Are e-mails easy? Sure. They’re easy to create, easy to push, easy to manage. And they also are easy to measure. A good e-mail campaign should have clearly defined goals and objectives, and should

The Promise of Permission
February 1, 2004

The balance of power has shifted: Consumers have put a premium on their time. Inundated with countless marketing messages competing for their attention, the American public has expressed its displeasure through its demand for Do-Not-Call and Can Spam legislation. Moving forward, successful marketers will be those who embrace the principles of permission-based marketing and begin to court consumers’ favor by building relationships. Break Through the Clutter “The days when all can graze cattle on the village green are gone,” says Don Peppers, founder of the Peppers & Rogers Group and co-author, with Martha Rogers, Ph.D., of a series of international best sellers on relationship

Well-equipped E-mail
January 1, 2004

Good design gives your message a fighting chance. If it feels as if e-mail marketing has become a battlefield, perhaps that’s because it has. Your messages must duck blacklists while staying in the good graces of whitelists. They must shimmy through spam filters, and then hope—even with opt-in e-mail—that when they finally arrive where you’ve sent them, recipients are still at the addresses. Given all that your e-mail messages must go through to reach their intended targets, it would be kind of sad if you hadn’t equipped them to present your offer in the most effective way possible. Introductions Once your message

The Power of Referrals
January 1, 2004

How your customers can add extra profits to your bottom line A number of years ago, I was the marketing manager for a well-known book club. Twice a year the direct marketing department met with the president to review accomplishments and plans for the next marketing season. During this meeting, we shared the results of our programs and campaigns—direct mail, magazine advertising, package insert and member-referral. He looked at the line-by-line profit-per-customer acquired of each marketing initiative and declared, “Let’s do more of the member-referral program.” Those of us in the direct marketing division chuckled to ourselves. There were, after all, only so many

List View: Relationship E-mail
January 1, 2004

Get Your Message Into the Inner Circle In the early days of online marketing, e-mail was a fresh and different way to reach people and, for a brief period, click-through rates frequently hit double digits. Then people’s e-mail boxes became flooded with marketing messages—some legitimate, some outright spam. E-mail response rates fell from the stratosphere back to Earth, but the deluge continued. People installed spam filters. Corporations built firewalls. And e-mail response rates, once stellar, were now not much better than what postal direct mail could produce. According to an article in The Marketing Report (Oct. 27, 2003), most people open and read permission-based

Famous Last Words: A 2-cent Tax on Every E-mail? Yes!
January 1, 2004

A member of Congress averages an annual salary of $154,000, which means it costs taxpayers roughly $60,000 an hour (plus expenses) for their elected politicians to meet. When the Senate and the House of Representatives debate silly stuff—like an anti-spam bill that is not enforceable or legislation against porn on the Internet that is unconstitutional—my money is wasted by a bunch of grandstanders looking to garner points for their re-election. Let’s face it, everything in the life of a free society with a free economy is driven by one thing—money. Money is the great leveler. By the time this column sees print, Congress will

E-commerce Link: E-mail Solutions
January 1, 2004

A guide to deployment options and decision-making Does e-mail deployment bewilder you? Many marketers quickly settle on a solution, but then wonder what other choices are available. Others know they want to regularly communicate with customers and registered prospects, but don’t know where to start. As marketers, you have several options: • Develop your e-mail system internally. • License e-mail software that allows you to manage deployment in-house. • Work with an application service provider (ASP) to provide an online platform so you can manage the majority of functions involved with sending e-mail, including list selection, loading creative, and sending and viewing campaign

Brand-killing E-mail Mistakes
November 1, 2003

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