Email deliverability is a serious issue for marketers, even at the world's largest companies, thanks to sophisticated reputation tracking and blacklists provided by the top four Internet service providers (ISPs): Gmail, Hotmail, Yahoo and AOL. Unfortunately, there are many email marketers misinformed about deliverability practices. Here are five common myths
Even in an age of Twitter posts and Instagram photos, email is still the way marketers reach the hearts—and wallets—of consumers. And that is why retailers are up in arms about Google’s latest tweak to Gmail. Over the summer, the Internet behemoth gradually introduced a new inbox with an assortment of folders for different types of messages, including a main inbox and ones for social networking alerts, e-commerce promotions, updates from businesses like banks and mailing-list messages. For Google, it’s another moneymaking avenue
Email marketing is so easy that it is tempting to use it as a set-and-forget marketing tool. Failure to optimize email marketing strategy and execution affects customer loyalty, sales and costs. Email provides a personal, one-to-one connection between customer and company. It's a shame to lose opportunities to build relationships, increase revenue and reduce expenses by not committing the time and effort required to maximize email effectiveness.
After a decade-long acquisitions spree that included Direct Media, Millard Group, Edith Roman Associates, Mokrynski Direct and YesMail, InfoGroup is launching an initiative to turn what CEO Bill Fairfield describes as a "loose confederation of 31 business units" that "caused operational inefficiencies and confusion in the marketplace" into a more unified portfolio of data-driven products and services under the InfoGroup brand umbrella.
Share your tips and learn from fellow direct marketers as we cover the hottest issues and best practices in e-mail marketing. Question: What's on your list of best practices when it comes to optimizing customer and prospect opt-in to your e-mail marketing campaigns? Answers: One of the best ways to get a customer to opt-in to ongoing communication is to ask for permission after you've just either helped a customer solve a problem or provided some other sort of excellent service. Customer service agents who slip in a permission question at the end of an extended and successful interaction
The world is flat; better get used to it NAFTA will cause a giant sucking sound as jobs go south. --Ross Perot "Save Your Job, Save Our Country," January 1993> To watch Lou Dobbs on CNN rail nightly about the loss of U.S. jobs to overseas workers is to believe that we are all doing each other's laundry, but nobody is making the shirts, and that the entire economy will implode tomorrow. Dobbs, 60, a Harvard graduate with a degree in economics, briefly worked for Union Bank in Los Angeles before moving to Yuma, Ariz. to take a $75-a-week job as a police and
By Brian Howard The e-mail bounce is inherently unpleasant. On its face, it is rejection—a message turned away. It may not be the information you want to receive, but it's information you can and should be using. Even if you outsource your e-mail campaigns, it's important you know how your application service provider (ASP) handles your bounces. "If you're ignoring bounces," says Bill Nussby, CEO of ASP SilverPop, "you're probably applying a 10-percent to 30-percent haircut on any response rate you're liable to get." Think of a bounce as a chance to streamline. Proper handling of bounces should eventually increase your
Elements of Opt-In E-mail What to ask customers who want to opt-in to receive your e-mail messages: • e-mail address (of course); • areas of interest in products or services; • demographics; • contact information, such as mailing address and phone number; • shopping preferences (e.g., closeout items only, brand-name items, specials); • "reminders," such as when consumable products should be re-ordered; • referrals; and • how they heard about your site or offerings. Use this information to provide targeted e-mail offers based on interests, geography, gender or merchandise. Source: ClickAction —Edward Fischer
Best Practices for this exploding medium By Edward Fischer Done right, e-mail marketing can bring you new customers and more revenue at a lower cost than ever before. Done wrong, it can generate virtually no response. Worse, it can alienate, confuse or anger your current customers. About 536 billion e-mail messages were sent in the United States during 2000, according to New Century Communications. With about 100 million e-mail users in the United States, that comes to more than 5,000 messages per year, per person—or nearly 15 messages per user per day, every day of the year. Even if you're skeptical about the