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Digital Marketing Consultant, Trainer, Author and Speaker at SmartInsights.com
01 July 2005 09:23am
E-marketing Essentials are 5 'must read' articles from the previous month for digital marketers from the hundreds I scan.
They are sent to delegates to Dave Chaffey's E-marketing training workshops. I have agreed with Ashley Friedlein of E-consultancy that I will post them here also in the hope that they may be useful for forum members who haven't seen these articles or news items.
You can subscribe by RSS or at www.davechaffey.com/join_form.
1. E-mail open rates continue to fall
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The latest Q1 2005 Doubleclick US and Europe reports shows an all-time low for open rates. However deliverability and clickthrough rate has increased in the UK.
Benchmark your e-mail campaign response:
http://www.davechaffey.com/Total-E-mail-Marketing/E-mail-open-rates
2. UK Web-based E-mail reader usage
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For max impact, E-mail marketers need to review creative in different e-mail readers or clients. But which are the most popular? There hasn't been any recent data on this, let alone for the UK, so it’s good to see this compilation of Webmail readers from Nielsen//Netratings procured by Sam Michel, coordinator of the UK NetMarketing discussion group.
View webmail reader stats:
http://www.davechaffey.com/Total-E-mail-Marketing/E-mail-reader-statistics
3. Identifying e-KPIs
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Based on a recent presentation I gave at the E-metrics summit, this article presents 3 approaches to identifying and categorising Key Performance Indicators (KPIs) for E-commerce and digital marketing as part of objective setting.
Download e-KPI examples document:
http://www.davechaffey.com/Internet-Marketing/C4-Strategy/Identifying-Objectives
4. How much are you burning on Click Fraud?
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It may be very little, or it could be a double-digit percentage, but you should ask your agency this question.
Read article:
http://www.davechaffey.com/Internet-Marketing/C8-Communications/E-tools/Search-marketing/PPC/Click-fraud
5. The Long Tail
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This month, I have been writing more on the relevance for digital marketers of the awesome ‘Long Tail’ concept.
Read WNIM article for publication in August:
http://www.davechaffey.com/E-marketing-Insights/