Twitter Sets I.P.O. Price Range That Values It at More Than $12 Billion
October 25, 2013

Twitter disclosed on Thursday that it planned to price its eagerly awaited initial public offering at $17 a share to $20 a share, as it readies a road show for investors. The company plans to sell 70 million shares. At the midpoint of the price range, the social network would raise nearly $1.3 billion. And the offering would value Twitter on a fully diluted basis at more than $12 billion. That would make Twitter four times as big as AOL, but only a fraction of Facebook, which has a market value of more than $127 billion. Company executives and their

How Email Marketing Tactics Have Changed in the Last 5 Years
September 25, 2013

Since 2008, marketers have adopted a more simplified email sign-up process for new subscribers and now ask for significantly less personal information, according to a recent study by Return Path. The report, which was based on an analysis of 61 email marketing programs in 2008 and 76 programs in 2013, found that today 33 percent of brands require just a subscriber's email address to sign up for a marketing program. Five years ago, only 20 percent were satisfied with just an email address. Collecting less information doesn't appear to be hurting marketers

Making the Case for A/B Testing, Optimization and Retargeting
August 26, 2013

How can you know which kinds of mobile marketing messages — and which individual message elements — will resonate with your audience? When it comes to learning what messages really speak to what individual customers want, one of the best tools out there is A/B testing, a long-established marketing research method that's now making inroads in mobile. By deploying different versions of one message to significant audience segments, A/B testing tells marketers exactly which messages are compelling customers to close the conversion loop.

Yahoo Is No. 1 in Traffic, per comScore
August 23, 2013

It's only one month, but it probably bodes well for Marissa Mayer, who a few weeks ago celebrated her first anniversary as Yahoo CEO. According to comScore, her Sunnyvale, Calif.-based company drew more unique visitors (roughly 197 million) than any other U.S. Internet company in July for the first time since March 2011, besting rivals Google (192 million), Microsoft (180 million) and Facebook (142 million). Yahoo regained the top spot without adding stats from recent acquisition Tumblr, which drew 38 million viewers last month, comScore says.

Email Newsletter Benchmarks: Open Rates, CTRs, Subject Lines
August 21, 2013

Email newsletters with short subject lines (four to 15 characters) had the highest average open rate (15.8 percent) last year, according to MailerMailer's annual "Email Marketing Metrics Report." Longer subject lines resulted in lower open rates, though the effect on open rates diminished as the lengths increased. Click rates also peaked when subject lines were kept short. Subject lines of four to 15 characters had the highest click rate (2.6 percent). Very long subject lines—over 51 characters—had the lowest click rate (1.6 percent)

22% of Opt-in Emails Not Reaching Inboxes
August 6, 2013

Nearly a quarter (22 percent) of opt-in marketing emails never made it to inboxes in the first half of 2013, according to a recent study by Return Path. Based on a sample of nearly 1 trillion messages sent worldwide, the report found that 18 percent of all email messages sent with subscribers' permission either were blocked or went missing, and another 4 percent were delivered to spam or junk folders

Facebook May Sell TV-Style Ads for $2.5M Each
August 1, 2013

Facebook, seeking to break the long-held dominance of television over advertising budgets, plans to sell TV-style commercials on its site for as much as $2.5 million a day, two people familiar with the matter said. Karl Petersen, Lulea's mayor, walks past a logo at Facebook Inc.'s new data storage center near the Arctic Circle in Lulea, Sweden. The world’s largest social-networking site, which has 1.15 billion members, expects to start offering 15-second spots to advertisers later this year, according to the people, who asked not to be named because the plans aren’t public. Facebook rose above the $38 initial public

The Most (and Least) Effective Keywords in Email Subject Lines
July 23, 2013

Emails with the word "alert" in their subject lines have a 38.1 percent higher than average open rate and 61.8 percent higher click rate, according to a recent study by British marketing firm Adestra. The keywords "free delivery" (+50.7 percent higher open rate, +135.4 percent click rate) and "bulletin" (+15.8 percent, +12.7 percent) also performed very well in the email campaigns analyzed. On the other hand, "report" (-23.7 percent average lower open rate, -54.8 percent click rate), "learn" (-35.5 percent, -60.8 percent), and "book" (-4.6 percent, -25.4 percent) had a negative effect

A Timeline of How Marketing Got Personal
July 10, 2013

Marketing is a continually evolving field; an evolvement that is highlighted in an infographic from Infogroup Targeting Solutions that looks at marketing tools and strategies from the last 50 years. The infographic, "Evolution of Marketing Data: The Path to Personalization," starts with the 1960's micro-scaled, mass appeal marketing approach, which was done by sending out campaign and promotional items through the mail. Although the campaign reached its audience, customers have different likes and dislikes, so it wouldn't have appealed to everyone. Over the next few years, marketing started to become less generalized and more focused

How Obama’s Geek Leakers May Have Cost Themselves Billions
July 2, 2013

In the late 1960s, I went to work for the godfather of American political fundraising. Walter Weintz was the circulation director of Readers Digest before he went on to start his own direct mail agency. In 1952, Walt was ordered to take paid leave from the Digest to help get Eisenhower-Nixon elected. Using primitive data and old-fashioned direct mail testing, he revolutionized the business and philosophy of political campaigns. He not only generated votes, but-wonder of wonders-raised cash to pay for the mailings. For the first time this was cash from Joe and Jane Lunchbucket, not from rich high rollers.