Epsilon

4 Hacks You Should Know Before You Craft Your Next Email Subject Line
May 12, 2014

Every day people are flooded with emails they must decide to open or ignore. Research by Epsilon shows that email open rates are hovering around 25 percent. Luckily for marketers, there's a way to improve that rate. Since many people base their decision about whether to open an email on the subject line, this means you can optimize it through testing and iteration to attain an open rate that's far above average. In this post, I'll share four hacks you can use in your email marketing. Most of these hacks are backed by research, although results vary by industry.

4 Hacks You Should Know Before You Craft Your Next Email Subject Line
May 9, 2014

Every day people are flooded with emails they must decide to open or ignore. Research by Epsilon shows that email open rates are hovering around 25 percent. Luckily for marketers, there's a way to improve that rate. Since many people base their decision about whether to open an email on the subject line, this means you can optimize it through testing and iteration to attain an open rate that's far above average. In this post, I'll share four hacks you can use in your email marketing. Most of these hacks are backed by research, although results vary by industry.

Epsilon on Email Marketing: Subscriber Engagement Isn’t a One-Time Effort
April 4, 2014

Epsilon and Email Institute released the "Q4 2013 North America Email Trends and Benchmarks" report that shows an increase in email open rates over the previous year's metrics (Q4 2012). The analysis also found that a significant amount (62 percent) of new subscribers were unengaged with marketers' email programs in Q4 2013, highlighting the continual need to build and maintain subscriber engagement.

5 Things '60 Minutes' (Intentionally) Didn't Tell Americans About Data Brokers
March 17, 2014

Kids, "60 Minutes" is no longer U.S. broadcast journalism at its former best—it's pseudo-infotainment. Frankly, correspondent Steve Kroft and company had their own point of view that they wanted to report to whip up hysteria, and it wasn't part of any of the data-driven advertising ecosystem that anyone of us practitioners recognize. Here's what I know—that I want every consumer to know—and what CBS and "60 Minutes" should have told its viewers:

'60 Minutes' Skewers Marketers Over Data Collection
March 11, 2014

"What most of you don't know, or are just beginning to realize, is that a much greater and more immediate threat to your privacy [than NSA data collection] is coming from thousands of companies you never heard of in the name of commerce." That's how "60 Minutes" began a supposedly unbiased report on the practices of marketing "data brokers" that aired on Sunday, March 9. The piece featured an interview with Federal Trade Commissioner Julie Brill, who claimed marketers keep personally identifiable "dossiers" on all individual citizens

6 Keys to Engage Seniors Online
January 2, 2014

Marketers continue to struggle to effectively reach seniors online. They are up against a fierce battle as studies show that many consumers over the age of 65 prefer offline communications and transactions. Yet, there's a growing population that favors the online space. In this omnichannel world, marketers must learn to segment seniors to respond to their individual needs. Here are six key insights to help build your engagement strategy.

Epsilon Report: Data Finds Gmail Tabs Resulting in Lower Click and Conversion Rates
December 9, 2013

Epsilon, a global leader in creating customer connections that build brand and business equity, today released "Gmail Tabs: An In-Depth Analysis." The study analyzed seven months of aggregated email data and found that Gmail's tabbed inbox, which rolled out in May of this year, is negatively impacting how consumers engage with brands in the Gmail inbox. In this evaluation, Epsilon accounted for seasonality to determine the effects of the tabbed inbox. Given the seasonal downturns that occur in the July to September timeframe, the study also looked at email performance at Yahoo! and Microsoft to determine if the drops in Gmail were simply the result of a seasonal decline.

5 Tips for Preparing Your Holiday Email Program for Mobile Users
November 19, 2013

The holidays can be a stressful time of year — for consumers and marketers alike. By now, your holiday marketing programs are in full swing, but there are still several things you can do to make sure this season is a success. Capitalizing on mobile shoppers is a good place to start since consumers are increasingly more likely to make purchases on smartphones and tablets. Marketers can expect mobile dominance in email viewership this season as well. According to Yesmail's third quarter benchmark report, more than half of all mobile sales are being completed on a tablet. Here are five tips to help your email program take advantage of this trend: 

The 7 Purposes of Direct Mail
November 6, 2013

According to the "DMA 2012 Statistical Fact Book," the overall volume of direct mail has remained fairly steady across the past three years. This article, however, is not about the volume of direct mail; it's about the purpose of direct mail. It's about the importance of understanding your purpose for each direct mail campaign before you even take your first step in the creation process

Epsilon Introduces Audience Insight Tool
October 25, 2013

Company: Epsilon, a provider of consumer information for targeted marketing solutions
Product/Service: Audience Insight, a solution to help marketers measure the impact of display ad programs
What it Does: The solution offers profiles of consumers who view your ads, visit your site and convert online; measures omnichannel purchases as a result of display campaigns, including in-store, catalog and call center; and attributes conversions only from consumers who actually saw a banner ad from the campaign.