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It is a temptation for email marketers to begin to send out more offers to customers if current campaigns are working well in the hope that increased frequency will yield greater returns.
This can be a risky strategy though; while more emails may produce better results, there is a point at which customers will tire of too many emails and start to unsubscribe, ignore, or mark emails as spam.
For all the talk of email marketing best practice, there are still those that persist in duping their customers to generate artificially high click rates.
One company, alas, is gadget retailer Firebox, which yesterday sent me an email with the following subject line: ‘And the winner is… you!’.
“Brilliant”, I thought, “I’ve won a gadget!”
The only concern I had was that I couldn’t remember entering any competition. But stranger things have happened.
I opened the email. I clicked on the ‘display images’ link. And the image-laden newsletter duly unfurled in front of my eyes.
Oh for a light sabre!
Once a gold-standard best practice, is double confirmed opt-in for email marketing programs now "outdated" and a "terrible idea"?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.
With Valentine's Day less than 2 weeks away, it's a good time for etailers to take advantage of this underrated holiday to boost sales.
From flowers to candy to consumer electronics, the economy may be tough but Valentine's Day is one of those holidays that wise men and women in committed relationships aren't going to cut corners on. Here are 7 tips for etailers looking to maximize Valentine's Day sales.
Do online retailers have a better chance of beating the global recession than their bricks-and-mortar counterparts?
It's no secret that consumers are cutting back big time. Frugality is the new chic. Tight budgets and high fuel prices are leading to an increase in cocooning that can't be wholly attributed to bitter winter weather. Even New York City is reporting subway ridership has scaled back to levels not seen since the 1950s, as workers lose jobs and shoppers don't leave home to shop.
Hard to find bright spots in such scenarios, but grim economic times could bode better for online retailers than their beleaguered meatspace counterparts. A recent Penn, Schoen & Berland Associates survey finds 26 percent of consumers saying they'll shop more online if their personal financial situation worsens in the coming year.
These so-called "recession shoppers" aren't just buying online to save shoe leather and tire treads. They're hunting for rock-bottom prices, deep discounts and solid deals.
Most of all, recession shoppers love coupons.
With more people shopping online, it seems an obvious time to increase your email marketing efforts and get customers onto websites and into stores, but a surprising number of retailers didn't send emails last Christmas.
According to a report by Snow Valley, 38 of 107(36%) retailers studied didn't send an email in the three months before 28 December.
Finding the right balance for email frequency is crucial for retailers, but some get it badly wrong and run the risk of annoying customers by sending far too many promotional emails.
Having already put me off the purchase with way too much cross selling during the checkout process, VistaPrint has now compounded the problem by sending my 10 emails in the space of 11 days.
Sarah Fay, the chief executive of Aegis Media North America, is known for her smarts, a genuine warmth, and not incidentally, the fact that she's one of the most powerful women in advertising in North America, if not the world.
A 10-year veteran of Carat, Fay has steadily risen in the ranks until she ultimately achieved the top slot in 2007, when the company merged the digital and traditional media assets of Carat and Isobar into a single integrated operating unit.
We caught up with Sarah to ask about advertising in a recession, trends in media buying, and what's been surprising and inspiring her since she took up the reins at Aegis.
As if things weren't bad enough already for print publishers, the United States Postal Service is raising rates in May by around 4%.
The rate hike, which will apply to first class, standard and periodical mailings, is one more stake in the heart of the already troubled print media industry. In times such as these, it's hard to imagine an ad rate hike that could realistically cover higher distribution costs.
M&A activity and investments in the interactive ad industry declined in 2008 according to a new report issued by Petsky Prunier.
Deals were down 29% and acquirers and investors spent five times less than they did in 2007.
With business trying to work out where they should be spending their marketing budgets, everyone is ready to suggest a channel for them to invest their money.
Here are some suggestions on where to redistribute digital marketing budgets when times are tight...
I had my attention drawn recently to Jakob Nielsen’s latest post on Alertbox, entitled ‘Transactional Email and Confirmation Messages’.
In his article, Nielsen reports on his findings from a research study into the usability of confirmation and basic trigger emails.
His conclusion is that, from a usability perspective, they are, in general, shocking (my word, not his!).