Email List Growth: An Economic Indicator for the Email Industry
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When healthy discussions take place in the Email Industry, they tend to give birth to new ideas. Collectively, we reinforce these ideas by sharing them with our peers through blogs and commentary. One such discussion covered the collection process of email addresses. Specifically, the topic was discovering more efficient ways to streamline the collection process among disparate legacy collections systems (many of which have been in place for years). Morgan Stewart of ExactTarget delivered an excellent piece recently, aptly Three Rules for E
How Scotts Miracle-Gro Uses Its Email Newsletter to Nurture In-Store Sales
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One click between email message and e-commerce is so ingrained for all of us—as both buyers and marketers—that it's almost nostalgic to think of using email solely to promote offline purchases.
Yet Scotts Miracle-Gro Company (www.scotts.com), like many consumer packaged goods companies, has no direct online sales channel—and it finds that email-newsletter subscriptions boost purchases on average 1.5 times annually.
Perhaps the reason the Scotts Lawn Care Update email newsletter is so successful is its commitment to the roots of the program—customer service.
Achieving Relevance in Direct Digital Marketing: Marketing's Influence on Technology Is Vital
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In the first installment of this series on relevance in digital marketing, I defined "relevance," specifically in the realm of direct digital marketing, as follows:
Tailoring direct digital marketing communications to customers and prospects, and ensuring that the information, offers, and calls to action are optimized based on a user's known attributes, behavioral attributes, and past activity.
The five keys to achieving relevance in your direct digital marketing are these:
Tread Carefully With Social Networking in Email
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My columns, so far, about social networking have been somewhat negative. The main reason for this is because the hype often outweighs the measured value of social networking. However, that isn't to say that there isn't and never will be value in a solid social networking strategy, but rather that jumping on a bandwagon is a poor substitute for strategy.
Addressing Email Deliverability Is Simple
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It's 2010, and yet email deliverability continues to be a significant challenge for many companies. This could have been resolved years ago had marketers understood the importance of having their email delivered and worked with Internet service providers (ISPs) to ensure that the needs of customers, ISPs, and senders were met. Unfortunately, it didn't turn out that way.
Relevance in Email Marketing
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There's so much going on in the e-mail world right now, it's tough to choose a topic. However, I found myself thinking about my recent experiences on the receiving side of email marketing.
Earlier this month, I stayed at a chain hotel in Los Angeles. I was there on a business trip for just one night and stayed at their LAX airport location. I'm a member of the chain's loyalty rewards program, so it already had my email address and permission to send me e-mail.
Inbox Insider: Email Measurement Should be Standardized
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Email marketers are driven by measurement, but email measurement metrics are not standardized across the industry.
While it is perfectly legitimate for an email marketer to measure its own campaigns against past efforts to create valid numbers, comparing a marketer's efforts to the rest of the industry is a lot foggier.
The Secrets of Global Email Deliverability
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As an online marketer you know that business have no boundaries and you need to reach customers around the globe. Developing economies in Asia, Eastern Europe and South America are growing at a faster pace and provide interesting opportunities to grow your business. While you may have a large U.S. customer base, most companies have a significant customer and prospects base in many countries around the globe. Hence, e-mail deliverability needs to be looked at from a global perspective, not just from one country.
Keeping Your Email Program Out Of The Penalty Box
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So, it has happened: For the first time since 1961, the Chicago Blackhawks have won Lord Stanley's Cup. As a hockey fan here in Chicago, it's hard to focus on anything other than last night's victory this morning. On the drive into the city, I listened as local radio stations reported the whereabouts of the Blackhawks...after landing at 3:47 AM at O'Hare airport, they moved from bar to bar and are now grabbing some breakfast at a "joint" by the United Center. While they have been celebrating, I, of course, have been thinking about email marketing.
The Difference Between Email And Email Marketing
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Does swapping business cards at a networking event, meeting, social function, etc, give people the right to add you to their database and start sending you their e-newsletter?
This was the question posted about a month ago in the eMarketing Association Network LinkedIn group. As I write this, there are 267 comments (now 273 ... 278). This is from a question proposed 30+ days ago. There are lots of opinions. It's worth joining the group just to skim through the comments.
