Artful Use of Email Gives American Ceramic Society Triple-Digit Sales Spike
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The 110-year-old American Ceramic Society (ACS) has been publishing magazines since 1953, but it only committed itself to digital communications, including email and e-commerce, in 2007. Since then, though, the non-for-profit organization has expanded it reach to more than 60,000 subscribers in 100-plus countries.
Pull Leads Down Your Funnel With Marketing Offers
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Everybody knows -- or should know -- that blog content is critical to successful online marketing in today's world.
Less talked about (but perhaps even more important) is offer content.
As a marketer, offers are your lead generation ammunition. They're information and resources your site visitors want to consume and are willing to give you their contact information in exchange for. Offers are simply the best ways to generate leads from your website.
Segmentation Focus Strong in B-to-B
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Business-to-business marketers are ahead of the curve when it comes to segmentation. After all, b-to-b marketing revolves around targeting specific groups of customers looking for particular solutions to problems. Marketers have to be precise with data when marketing to these groups in order to reach the correct decision-maker with an offer. Across verticals, b-to-b marketers employ sophisticated segmentation techniques that constantly are refined by rigorous testing programs.
Why Direct Digital Marketing Matters
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Direct digital marketing is as simple as it is important. The concept is based on a proven marketing principle -- addressability. While traditional direct marketing uses a postal address to communicate relevant information to a consumer, direct digital marketing delivers targeted communications to individual consumers through the three primary digital channels -- email, web, and mobile -- using an email address, a web browser cookie, and a mobile phone number.
A Three-Step Plan for Continual Email-List Growth and Engagement (Part 1 of 3)
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Since the infancy of direct-response marketing, a targeted and captive audience has been the key to success. It didn't take long for "the list" to become king.
Though your list may remain the most powerful pillar of your direct-response effort, you also need strong, motivating offers and spot-on creative to go with it. Still, without the ability to reach the right people, the most enticing offers and the most exceptional creative take you nowhere.
Seek and Destroy Invalid Addresses to Avoid Temporary Blocking
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Even email marketers who practice regular list hygiene can find themselves unable to mail to a specific ISP because a campaign generated a temporary block at an ISP. The bounce code reporting the block usually says the sender generated "too many invalid email addresses."
5 Ways to Win Back Lapsed Customers With Email
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In any direct marketing business, it's a foundational problem when previous buyers stop engaging with the retailer or brand. Sometimes referred to as the "leaky bucket" problem in direct marketing, customer attrition impacts all areas of the business. It impairs the overall value of the housefile, for example, and puts added pressure on customer acquisition. Lapsed customers for email programs are no different.
Here are five strategies for engaging and reactivating lapsed customers:
What is Meant by 'Good List Hygiene' and Why Should You Do It?
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When referring to “good list hygiene,” we’re actually asking you about the accuracy of your email addresses. Are they real addresses? Have they been updated? Are your prospects or customers still receiving communications at them? Good list hygiene, or lack of, has a number of implications.
Wanted: Large Email List, Now!
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Every few months, someone asks me, "How can I build a big list quickly?" This question usually comes from an email newcomer, often an entrepreneur or small-business executive just getting his business going or a marketer who comes from the direct-mail world or another discipline.
8 Steps to Designing a Reactivation Campaign
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One of our clients just launched a fairly large reactivation campaign. While there are many ways to run a reactivation campaign, the following steps will set you on a pretty good path should you decide to launch one.
