 |
|
 |
|
 Triggered Messaging 101 |
| author: David Baker |
| source: MediaPost |
| date : 12/3/2007 |
| Are you contemplating taking on behavioral targeting and optimizing customer touch points through triggered email messaging? Take a step back before tackling this animal. While building messaging programs and triggering these from disparate business events is pretty baseline for ecommerce sites, the sheer magnitude of building these programs can be cumbersome to many. Many email teams struggle to achieve baseline reporting on campaign work; now add a layer of messaging that is customized to a 1:1 interaction, potentially customized with variable content, and you have the making of a very difficult program to report and manage over time. |
|
|
7 Ways to Get More from Email Marketing |
| author: Stephanie Miller |
| source: iMedia Connection |
| date : 10/16/2006 |
Segmentation of your email list to create relevant experiences for your customers is the hard part (and well worth it for higher response and deliverability). Yet, many marketers skip over the easy part: applying a segmentation strategy to the registration process.
In other words, the best time to offer a choice of email types, content or frequency is at signup: that lets you build a larger list of engaged, active subscribers.
The first and last rule of registration is gaining permission. Regardless of which permission standard you use (double opt-in, validated opt-in, single opt-in or opt-out), it's imperative to eliminate any surprise when subscribers don't recognize what you've sent as what they thought was promised. |
|
|
Email Guru Pushes Data, Warns Against Paralysis |
| author: Erik Sass |
| source: MediaPost |
| date : 5/24/2006 |
MANY EMAIL marketers are neglecting their medium's most useful capabilities, making it more of an art than the sophisticated science it should be, a top interactive agency executive warned email marketing executives gathered here on Tuesday. "We've gotten so busy that we base our decisions on intuition as opposed to data," asserted David Baker, vice-president of email marketing and analytical solutions for Agency.com during the second day of MediaPost's "Email Insider Summit."
At once cerebral and personable, sardonic and sympathetic, Baker called for more cost-efficient research that would enables accurate market segmentation - and with it, far greater personalization of email campaigns.
"Do you know how many market segments Amazon has?" he asked the audience before revealing it's 140,000. And of course Microsoft, eBay, HP, and IBM also assiduously collect segmentation data. |
|
|
Bigger isn't Always Better in Email Marketing |
| author: Chris Baggott |
| source: Chris Baggott's Email Marketing Best Practices |
| date : 3/13/2006 |
...The bigger the email list, the lower the open and click-through rates, says a new study from email service provider ExactTarget.
The 2005 study of more than 4,000 organizations? 230,000 email campaigns and 2.7 billion email messages reports that lists with 100,000 or more names experienced an average open rate of 18.2% and click-though of 3.6%, while those of 101-1000 names had an open rate of 42.1% and click-through rate of 6.8%. For lists of 1,001 to 10,000, the rates were 33.2% and 5.1%; for 10,001 to 100,000, the rates were 25.8% and 4.5%. |
|
|
Email Targeting: It Works! |
| author: Staff |
| source: eMarketer |
| date : 3/10/2006 |
| A new report confirms that accurate targeting of email marketing messages makes a significant difference. Emails based on consumers' expressed preferences are, by definition, more relevant and therefore more likely to be read and responded to. |
|
|
Behavioral Targeting Is Starting to Look Better |
| author: David Rittenhouse |
| source: Clickz |
| date : 2/8/2006 |
The first eye-tracking study comparing behaviorally targeted online advertising to contextual targeting online advertising was released last month. It was conducted by behavioral targeting and media company TACODA with Next Century Media.
The research finds, on average, the same advertising received 17 percent more "looks" on first exposure when targeted to behaviors than when targeted to content. The figure jumped to 54 percent after a second exposure.
The results analysis concludes that though contextual targeting is good for launching new messages, behavioral targeting is more effective at sustaining campaigns.
|
|
|
Behavioral Targeting Has More Visibility |
| author: Nanette Pietroforte |
| source: iMedia Connection |
| date : 2/1/2006 |
A recent study shows that behavioral targeting is more engaging than contextual, particularly with increased frequency.
Preliminary results from a recent study from TACODA suggests that contextual targeting should be used at the beginning of a campaign but that for subsequent frequency behavioral targeting should be used. |
|
|
E-Zines and Data Go Hand-in-Hand |
| author: Arthur Middleton Hughes |
| source: Direct Magazine |
| date : 4/25/2005 |
Successful database marketing has always been based on communications. Why spend millions on a database unless you use it to send personal messages to your customers? But that was tough before the Internet. Personal letters were expensive, and retention-building outbound phone calls were out of reach for most marketers. And now?
For example, a major brick and mortar retailer — which does not sell direct — worked with Quris to accumulate 220,000 customers who asked for email newsletters about new movies. Quris decided on a six-month test program, setting aside a random control group of 16,000 who got no emails, even thought they asked for them. Customers have to be registered to buy, so Quris had a very good way to track the results of their efforts. |
|
|
Should All Your Customers Be Retained? |
| author: ANDREW GREENYER |
| source: Direct Magazine |
| date : 6/1/2003 |
With many industries hampered by churn issues, identifying profitable customers has become a competitive necessity. If a company is to spend its limited marketing budget on customer retention, such expenditures should be directed at those with the greatest potential lifetime value.
There's no magic formula to determine who makes up “best customers,” though data mining can unlock some knowledge. Data mining uses statistical modeling techniques to predict a customer's response or purchase based on the combinations of transactional and demographic variables known about that individual. These techniques can also be used to estimate measures of value, such as revenue obtained or profit derived from a customer. |
|
|
Getting Down to Segmentation |
| author: DAVID SHEPARD |
| source: Direct Magazine |
| date : 5/1/2003 |
In our last article (“Developing an Effective Segmentation Scheme,” March 15) we concluded that segmentations based solely on demographic and behavioral data were relatively easy to build (using samples drawn from the customer file) and that it was relatively easy to project the results of the segmentation to the entire customer database.
Relatively easy compared with what?
Relatively easy compared with segmentations based on surveys that attempt to get at the reasons why customers behave as they do. We argued that while survey-based research was extremely valuable, it was by no means certain that we could find correlations between attitudes and behavior. And if such correlations did not exist, it would then be difficult, if not impossible, to accurately assign all the customers in one's database to the segments discovered by the research. |
|
|
Nectar Feeds Sainsbury's Segmentation Efforts |
| author: RICHARD H. LEVEY |
| source: Direct Magazine |
| date : 4/1/2003 |
Two years ago, the corporate structure of Sainsbury's, a grocery chain based in the United Kingdom, was divided among three groups: One that ran the stores, another that coordinated products and offerings and a third that designed marketing efforts. What little customer analysis Sainsbury's undertook was done on an enterprisewide basis, meaning that local preferences often were overlooked.
As a result, when Tesco, a rival U.K. chain, came out with a successful loyalty program, Sainsbury's saw its fortunes diminish considerably.
This changed with Sainsbury's Nectar, a points-based program that fed customer demographic and shopping cart data into a corporatewide database. This allowed the company to shift from a product-centric marketing strategy to one that reflected its customers — even if the customers' profiles shifted from store location to location. |
|
|
Developing an Effective Segmentation Scheme |
| author: DAVID SHEPARD |
| source: Direct Magazine |
| date : 3/15/2003 |
| In our last article (“Customer Segmentation: Problems, Solutions,” DIRECT, March 1), we defined the objective of a survey-developed attitudinal segmentation scheme that would separate some hypothetical chain-store customers into four clusters based on a set of major dimensions: price, service, product depth, product quality, overall shopping experience and brand image. And we asked how we'd go about doing it. |
|
|
Segment Email As You Would Postal Mail |
| author: Paul Miller |
| source: Catalog Age Magazine |
| date : 3/5/2003 |
Given the low cost of email compared with the cost of mailing print catalogs or other direct mail, marketers may be guilty of sending too many emails to customers. But in a session at DoubleClick’s Insight 2003 conference here, held March 3-5, Eric Kirby, vice president, strategic services for DoubleClick, added that marketers are still better off asking themselves what to mail rather than if to mail.
"The question is, What is the right message, whom to say it to, who is the right customer, and when is the right time," Kirby said. Much as they do with print mailings, catalogers should segment their customer lists when choosing whom to email. "If certain customers have certain needs, buying patterns, product category choices, click behavior, catalogers can use that data, as well as the amount of time since their first purchase and the amount of time since their last purchase, to determine their higher and lower-value customers for emails," he explained. |
|
|
Customer Segmentation: Problems, Solutions |
| author: DAVID SHEPARD |
| source: Direct Magazine |
| date : 3/1/2003 |
| Direct marketers have to understand the issues and choices involved in customer segmentation to be able to manage such a project effectively from conception to implementation. Any number of common pitfalls can stand in the way of success. We'll suggest how they can be avoided. |
|
|
Defining an Audience With a Set of Rules |
| author: Tom Hespos |
| source: MediaPost |
| date : 9/10/2002 |
| Gone are the days when publishers collected a ZIP code from users during their site’s registration process, but failed to be able to deliver targeted inventory against that ZIP code. Declared and observed data need to be leveraged at every opportunity. It is this data and the resultant intelligence about a publisher’s audience that can take this medium to the next level. |
|
|
FINDING THE NUGGET... |
| author: David Herscott |
| source: Opt-in News |
| date : 6/17/2002 |
Call me master of the obvious but when it comes to email marketing, relevancy matters. What exactly am I talking about? I am talking about finding that single nugget of information about your customer that will enable you to efficiently and effectively communicate with them on their terms. Doing so can mean the difference between an engaged customer and an annoyed one.
|
|
|
PERMISSION PROFILING: Opt-in email targeting is a far cry from direct mail |
| author: Rodney Much |
| source: Opt-in News |
| date : 8/13/2001 |
| Unfortunately there are many advertisers that still do not grasp the legitimacy of targeting opt-in email recipients. One big reason is the correlation between this medium and direct mail. Advertisers can target opt-in audiences as long as the recipient offered the information, gathered for this purpose, voluntarily. If a publisher has acquired an email and contact information from a recipient with the understanding that they would only receive information regarding a specific offer, then targeting is possible. |
|
|
THE EZINE POTENTIAL: Targeting an audience may decide email marketing medium |
| author: Clint Symons |
| source: Opt-in News |
| date : 12/11/2000 |
| Depending on the offering an advertiser has to start with, there just might be more value than a targeted direct email campaign. If an advertisers prime audience is general in nature than the offering could produce a considerably higher return on investment through ezine marketing. |
|
|
|
|
|
|
|
|
