When you strive to be the authority on health, fitness and wellness, and the audience for your stable of magazines, trade books, subscription-based online properties and integrated marketing solutions exceeds 26 million, it’s best you know all you can about those customers. Case in point: Emmaus, Pa.-based Rodale, which maximizes customer data to sell more and make appropriate adjustments to its campaigns and products.
Consumers are most likely to pay attention to messages that speak to them personally. Personalized URLs deliver just that. Adopting PURLs as a marketing tool can make every message more relevant to each recipient. Used optimally, they help sellers approach behavioral targeting both online and in the mailstream.
2008 was a tumultuous year for marketers — it exposed cracks in many of the marketing strategies advertisers have relied on for so long. In 2009, marketers need to rethink their business strategies in order to remain relevant this year and beyond. I may not have a crystal ball, but here are a few trends I expect we'll see this year:
Digital advertising spending will grow by 8.9 percent to $25.7 billion this year, and digital media consumption will approach 20 percent as a share of media. These were key statistics presented by Bruce Biegel, senior managing director of the Winterberry Group, a direct marketing consulting firm, during the Jan. 8 Direct Marketing Club of New York luncheon in New York City.
Earlier this week, the Direct Marketing Association released a qualitative report on the future of direct marketing, concluding that it will most certainly be interactive. More on how the report was put together in a moment. Bottom line: Customers will be in control, analytics will rule and digital marketing will increase.
The concept of e-mail sending reputation can overwhelm a lot of marketers because there are so many factors involved.
Some members of the lucrative 18- to 34-year-old age group say they're more likely to be influenced to make purchases based on "older" media, such as e-mail marketing messages and direct mail, than from marketing messages on social networks.
Last week, in Part 1 of this two-part article, I examined why e-mail list hygiene is important and offered four pointers on how to examine and clean your list. Now that you've weeded out the bad e-mails clogging your list, you'll want to rebuild it with new, interested subscribers. Just be sure to grow your list the right way with permission-based e-mails. Here are some tips to get you going:
E-mail lead-nurturing programs that garner the highest clickthrough rates are those that send e-mails to prospects at least three to four times a month, compared to programs that send just one e-mail a month.
Most e-mail marketers already know how to build a quality, permission-based e-mail list, but many don't realize how quickly those shiny, new lists can become messy, clogged and ineffective. If your e-mail hygiene is lax, you're greatly limiting the success of your campaigns. An up-to-date, clean e-mail list can have a big impact on your delivery, open and clickthrough rates and your ongoing compliance with CAN-SPAM laws.