Posts tagged with Email Marketing

Email Marketing is the Cinderella of digital

There's so much buzz about social media, web 2.0, online PR, Twitter and Facebook at the moment that it's easy to overlook how powerful Email Marketing can be. Which is surprising when you realise that for many of your customers email is still the primary communication tool they use when online.

And judging from the record turn-out we had for the Econsultancy session I ran, I thought it would be useful to share 10 top tips for improving your email campaigns....

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Email continues to struggle with relevance

Frustrated womanRelevance. It is the key to success for email marketing, but still it continues to be a sore spot. Two separate but synchronous email studies shed new light on relevance, and the lack of it, in email marketing. One addresses the desires of the hyperconnected 18-24 year old generation. The other recognizes said relevance problem and identifies some solutions for online retailers.

The Gen Y study comes from the Participatory Marketing Network and Pace University's Interactive and Direct Marketing Lab. It shows that the majority of Gen Y consumers welcome direct brand interactions through email, but they want more ability to control, organize and manage the interactions. Only 28 percent of those surveyed believe the email they get from companies is relevant. But they are eager to see “innovative services” that increase that relevance. Specifically, 62 percent would communicate directly with retailers about their favorite products in exchange for getting preferential pricing. 44 percent would subscribe to an email service that collected and summarized multiple offers of interest to them. And in direct opposition to the Nielsen social media report issued on Tuesday, which painted a bleak picture for advertising within social networks, 32 percent would share promotional email offers with members inside a social network.

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New research ties email to customer loyalty


emailMaybe consumers really do want to read about toothpaste, paper towels, and soda.  A new study from ROI Research and Epsilon claims that 62 percent of customers that receive permission- based emails are influenced by those emails, and 75 percent have read company or brand content as a direct result.

The survey was conducted in mid-October and measured 1,517 people. Not exactly a statistically projectable dynamo, (and it is, after all, sponsored) but even if half the numbers are on the money they are significant. They support the continued effectiveness of permission-based email, and they support the concept that content will attract consumer attention, which will increase engagement and then purchase intent.

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Email: time to put an end to double opt-in?

emailOnce a gold-standard best practice, is double confirmed opt-in for email marketing programs now "outdated" and a "terrible idea"?

Email marketing veteran (and, full disclosure, personal friend) Bill McCloskey thinks so, and list a myriad of scenarios that can go wrong when marketers take this virtuous path.

I'm hardly unbiased when it comes to confirmed double opt-in. When the Federal Trade Commission (FTC) sought recommendations for CAN-SPAM legislation back in 2003, I testified in Washington on the virtues of confirmed double opt-in.

Plenty may have changed in email over the past six years, but not that part.

Let's look at Bill's fallacious arguments.

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