Concluding our coverage of eM+C's All About eMail Virtual Conference & Expo, this week in the final part of this three-part series focusing on a session titled "Making Sense of E-mail Metrics," we recap the presentation of Jeff Mills, vice president of products at eROI, an interactive and e-mail marketing agency.
Continuing our coverage of eM+C's All About eMail Virtual Conference & Expo held a few months ago, this week in the second installment of this three-part series focusing on a session titled "Making Sense of E-mail Metrics," I recap the presentation of Ernie Vickroy, marketing operations director at Time. Check back for the final part of this series in the May 8 issue of All About eMail, when I'll review the presentation of Jeff Mills, vice president of products at eROI, an interactive and e-mail marketing agency.
E-mail marketing is overrun by direct marketers seeking instant gratification, reports e-mail marketing provider eROI of Portland, Ore. An eighth of direct marketers don't even track conversions, with 25 percent of the nontrackers ignoring the metric simply because they don't understand it. Such are the findings of the e-mail marketer survey results in eROI's report Use of Analytics in E-mail Marketing Campaigns.
In today's integrated selling environment, having enough data isn't a concern for most marketers. In fact, often it's having too much data that derails even the most well-planned e-mail campaigns. With this in mind, I take a look back at a presentation by Al DiGuido, CEO of Zeta Interactive, an interactive marketing agency, at last November's All About eMail Virtual Conference & Expo, presented by eM+C magazine.
Over the past two years, we’ve seen a shift: Marketing messages are no longer based on the timetables of campaigns and the inbox. Instead, they take place anywhere and everywhere consumers have a place to voice their opinions — or lurk and read those of others.
Challenge: Smithsonian magazine sought to increase e-mail open and conversion rates for new and renewal subscriptions. Solution: Build an improved Web site that took a long-term approach to audience engagement. Results: Subscription rates rose 11 percent.
In prosperous times, investing in aggressive testing yields new knowledge that quickens growth and revolutionizes business practices. But veterans of previous downturns agree that now's the time to focus on core business operations. If you want to find out how to survive this economic storm, just talk with the businesses weathering it. The following details tactics intelligent marketers use to open wallets in tough times.
In a society where even President-elect Barack Obama is a fantasy football player, CBSSports.com decided it had to get on the ball. So the Internet outlet for the network that had already integrated fantasy league updates into its sports news chose to reach out to baseball and football fans through an e-newsletter. From there, Portland, Ore. e-mail marketing firm eROI completed the pass and ran for a touchdown.
E-mail marketers are beginning to see the benefits of using certified e-mail services to increase deliverability, but many still are not using these services.