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Being part of the IAB email council, I get to be involved in some interesting discussions about the future of the industry, the impact of social media on email and the next big thing.
However many companies are still to exploit the full benefits of email marketing, especially when it comes to database segmentation and targeting.
How did a reputable family of brands (whose products I enjoy a little too much) annoy me into hitting the SPAM button?
Brands that are adopted by phishers to hoodwink web users can have their reputation seriously damaged, according to a new study by YouGov.
Yet web users don’t point the finger at companies when it comes to protecting consumers against such attacks.
Email marketers ranked clickthrough rates as the most important metric when reviewing their campaigns, although one in 20 don't bother to measure results at all, according to EmailStatCenter.
A study we carried out earlier this year painted an even worse picture, with almost one in two respondents failing to measure the success of their campaigns.
Some 345 US-based marketers responded to the EmailStatCenter survey. We'll list a few highlights after the jump...
After working on email marketing for many years, I have certainly seen many examples of the good, the bad and the ugly, with many unfortunately falling into the latter two.
However, one brand is leading the way with an email newsletter that has kept me hooked for nearly two years with fresh and engaging content.
Are we overloading our customers’ in boxes? How many is too many?
Dela Quist sheds light on the question of inbox overload and offers encouragement to email marketers who make an effort to ensure the emails they send are timely and relevant.
Figures released by the US Direct Marketing Association show email marketing is still delivering impressive ROI despite falls over the past two years.
According to the data, marketers will have spent around $500m (£244m) on email marketing to drive $23bn (£11.2bn) in sales by the end of 2007. That equates to $48.56 (£23.60) for every dollar spent.
MailerMailer's latest Email Marketing Metrics Report (pdf) takes a look at open and clickthrough rates, the best days of the week to send emails and how personalisation and subject lines can affect open rates.
It finds that emails with subject lines of 35 characters or less are 28% more likely to be opened, and that open rates have declined overall so far this year.
We’ve recently published our 2007 Email Marketing Buyer’s Guide and although the sector is as full of challenges as ever, clients and suppliers are still reaping rewards from what is a highly effective channel for acquisition and retention.
Despite the almost total commoditisation of email broadcast services, continuing junk email problems and increasingly discerning consumers, we estimate that the market will be worth £221 million in the UK this year, up 24% from 2006.
One of my team has just spoken at the latest DMA “Effective Email Marketing” conference on the importance of when to send email marketing.
As part of one of the presentations, John Nugent of Responsys asked a very topical question:
“Should email marketers be paid commission on all the revenue they generate?”
This question has been niggling away at me for a few days, and I can honestly say I don’t think they should. Before you scream, let me explain why.