How Flexible Is Your E-mail? I’ve been reading about the pros and cons of outsourced vs. in-house e-mail delivery systems for a long time now, and it occurs to me that there’s an important aspect of the decision that’s often overlooked by companies carrying out a typical cost/benefit outsourcing analysis: the impact this decision can have on the flexibility of your e-mail operations. While there are numerous areas in which relying on an external e-mail vendor can deliver significant cost benefits and/or operational efficiency, there are four areas where an in-house solution can result in greater flexibility that would be difficult to achieve with
The balance of power has shifted: Consumers have put a premium on their time. Inundated with countless marketing messages competing for their attention, the American public has expressed its displeasure through its demand for Do-Not-Call and Can Spam legislation. Moving forward, successful marketers will be those who embrace the principles of permission-based marketing and begin to court consumers’ favor by building relationships. Break Through the Clutter “The days when all can graze cattle on the village green are gone,” says Don Peppers, founder of the Peppers & Rogers Group and co-author, with Martha Rogers, Ph.D., of a series of international best sellers on relationship
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
Six Ways to Improve Your Strategy By Tricia Robinson E-mail marketing is a cost-effective way to communicate with customers and sales prospects, but are you optimizing your strategy? An e-mail program can help increase sales, build customer satisfaction and save marketing dollars. A program is a regularly scheduled, reoccurring e-mail campaign. You probably receive several e-mail marketing programs, such as weekly airline offers, daily weather forecasts, news updates or monthly newsletters. E-mail programs are effective because they establish dependable, expected communications with recipients. When designing an e-mail marketing program, consider the following six tips for e-mail marketing success: content, frequency/timing, creative/layout, data, testing
10 Steps to Effective E-mail Campaigns By Michael Pridemore More marketers are embracing permission e-mail marketing as an effective and affordable way to improve customer relationships. However, marketers face a significant challenge when developing such campaigns. Research shows consumers read only about one-third of all e-mail messages received. The remainder get deleted without ever being opened. To keep your carefully crafted campaigns from going straight to the delete folder, follow these steps: 1. Get permission. Do it every chance you get. Your Web site is not the only place consumers should be able to opt-in to your e-mail marketing programs.