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.
Say what you want about e-mail. The fact is, it is the backbone of online marketing and communications. E-mail remains the top online marketing channel today, according to Forrester Research. And for good reason. No other channel provides such clear, consistent and, quite frankly, unparalleled ROI.
It’s no secret: the most successful companies today get the lion’s share of their business from repeat customers. And for obvious reasons. Loyal customers, after all, buy more, spend more and refer others to your business. And it is much easier to sell products and services to someone who’s already had an experience with your company—and it costs far less than chasing after an entirely new prospect. That’s just Marketing 101. But how do you nurture your best customers to keep them coming back? Technology has helped, certainly—through the emergence of CRM tools, e-mail marketing, Web development innovations and social media, for example. But
By Al DiGuido Over the last few years, most states passed anti-spam laws to govern e-mail communications. While few of those laws impacted legitimate marketers, one, California's SB 186 raised significant questions and concerns within the legitimate marketing community due to its ambiguous language. Those concerns were eliminated when the nation's first federal anti-spam legislation was signed into law late last year. The law, Can Spam (S 877), which preempts state anti-spam laws, went into effect Jan. 1, 2004. While most legitimate marketers already practice many of the procedures required by Can Spam, the attention and press generated from CA's SB
By Donna Loyle The rise of targeted marketing principles and the implementation of efficient data-collection and -sharing practices has been one of the driving forces of the American economy for the last several decades. Of that, no one is in dispute—not even government officials. But the migration from mass marketing to direct marketing also has a down side. Some consumers, tired of having targeted offers thrust at them from all angles, are experiencing marketing fatigue. And they're starting to say: "Enough already!" Add to the mix the alarming rise in identity theft, computer-clogging spam and telemarketing, and you
By Al Diguido Answers that can help get the creative wheels rolling The impact of the Internet on the publishing industry as a content delivery and distribution channel is unquestioned. At first many editors believed content could be transferred directly from print to the Web with little editing. It was the sophisticates in the group who realized the medium required a new set of publishing rules. In those halcyon days, page views were king. Publishers generated their Internet revenues by charging advertisers high CPMs to reach their audiences. Publishers reaped tremendous benefits by providing readers with many