Essential Guide to E-mail Marketing - Haymarket

More documents

Recommendations

Info

12 FUNDAMENTALS DM News • E-Mail Marketing Guide 2007 FUNDAMENTALS Page 12 The relevance factor, by Ashley Johnston, CheetahMail Page 14 Five compelling reasons to centralize your e-mail, by Tricia Robinson Pridemore, StrongMail Getting to “Yes! Yes!”: Double optin as a power practice, by Outi Tuomaala, L-Soft Page 16 Open up and say “Aaaah”, by Dave Dabbah, Lyris Technologies Page 18 So you want to reach the inbox?, by Jared Reitzin, MobileStorm Build your house list the right way, by Jere Doyle, Prospectiv Page 20 Why and how to switch e-mail service providers, by Elie Ashery, Gold Lasso Getting to the guts of great e-mail, by George Le Pera, Scuderia 02 Page 22 How to monetize e-mail marketing programs, by Lana McGilvray, Datran Media Fundamentals E-mail marketing tools have evolved from blasts to targeted e-mails. Marketers who are new to e-mail plans need building blocks. Fundamentals include relevance, strategy, double opt-in, testing and monitoring, deliverability, list building, e-mail service providers, design and monetizing e-mail programs. The relevance factor BY ASHLEY JOHNSTON Today’s customers are more knowledgeable and discerning than ever. They are highly connected, well-informed of their options, and willing to receive offers through a variety of media, whether its e-mail, television, radio, print, catalog or mobile. For marketers, that willingness presents an opportunity to build lasting, meaningful and valuable relationships with their customers. The key is simple: Be relevant. Fortunately, there are many tools available today that allow marketers to create highly personalized and relevant messages. In the realm of e-mail marketing, this means going beyond the traditional boundary of incorporating basic demographic data in marketing campaigns, and instead pursuing deeper customer connections via psychographic, transactional and preference center data. One example of marketers putting this process into action is Borders, a CheetahMail client and retailer of books, music and movies. Borders drives relevance through the use of dynamic content capabilities, sending regular e-mails customized by the customers themselves. Visitors to Borders’ Web site can choose from 32 different book preference categories that make up over 4 billion possible permutations of one e-mail message. Customers then receive personalized e-mail messages based on their choices. Likewise, Bass Pro Shops works to drive relevance though the use of a method known as ReMarketing messages. By combining Web analytics data with its current e-mail marketing program, Bass Pro is able to encourage customers to return to its site and complete online purchases that went unfulfilled. For example, if a customer abandons his shopping cart on BassPro.com, he receives an e-mail a week later reminding him of the items he left behind. Bass Pro has seen that ReMarketing messages consistently outperform standard promotional mailings, with higher open rates, click-through rates and, most important, revenue per message. While such marketers have a wealth of data at their fingertips, others are still working toward obtaining this level of information. Luckily, there are simple tactics for acquiring customer data. For instance, it is possible to collect more information about a customer, such as gender, location or birthday, when he registers on your Web site. Online customer preference centers can also be created, which let individuals tell you exactly what they want, such as sale notifications or new-to-market alerts. Ashley Johnston CheetahMail In other cases, marketers have the data they need to be relevant, such as transactional or demographic data, but are not acting on it. An easy yet valuable way to make this data work for your company is to perform tests early and often. VistaPrint, an online printing company, analyzed its transactional records to segment its customers into appropriate value groups, then performed A/B tests to send its best US customers “big ticket” product offers while others received multiple low-end offers. The various testing scenarios gave VistaPrint a winning strategy for maximizing ROI from its e-mail campaigns. One additional bit of good news is that customers today don’t casually abandon their e-mail addresses the way they used to. Nowadays, individuals are often tied to these points of contact as much as they are to their phone numbers. So when a customer provides his e-mail address, manage the relationship with care. Send messages as individualized as your customers, and your messages will drive results for years to come. Ashley Johnston is the senior director of marketing at CheetahMail. Reach her at ashley@cheetahmail.com.
WKICorpAd07DMNSup 9/18/07 12:15 PM Page 1 Walter Karl Interactive is the Internet Marketing arm of Walter Karl, inc., a division of infoUSA. Established in 1998, Walter Karl Interactive offers unique and specialized online advertising services with capabilities that go far beyond any other company. With the combined resources of our parent company, and key strategic acquisitions, we offer a comprehensive suite of products and services to meet all your Internet Direct Marketing needs. Let Us Be Your Online Marketing Partner! • 150 Million Opt-in Email Addresses • B2B & B2C Marketing Solutions • Email List Management • Email List Brokerage • Email Append Services • B2B Co-Registration Network • Email Database Marketing • Lead Generation Strategies • Match & Deploy • Email Customer Retention • MultiChannel Prospecting Program For More Information Contact: Rob FitzGerald at 914-697-5834 or rob.fitzgerald@wkinteractive.com 4 Gannett Drive, Suite 350,White Plains, NY 10604 Tel: 914-697-5800 • Fax: 914-697-5802 Visit us at: www.wkinteractive.com VISIT US AT THE DMA FALL CONFERENCE OCTOBER 13-18, BOOTH #201 – ADTECH CONFERENCE NOVEMBER 5-6, BOOTH #627
Page 1 and 2: SPAM TODAY: AOL’s postmaster Char
Page 3 and 4: Editor’s Note As savvy marketers
Page 5 and 6: 3033-Entrep-Ess-Guide:Layout 1 9/19
Page 7 and 8: Over 12 Million Email Addresses of
Page 10: 10 FEATURE DM News • E-Mail Marke
Page 15 and 16: The Email Marketing Superhighway Gr
Page 18 and 19: 18 FUNDAMENTALS DM News • E-Mail
Page 24 and 25: 24 INFRASTRUCTURE DM News • E-Mai
Page 26 and 27: I’M NOT SAYING REACHING ME ONLINE
Page 28 and 29: Reach the online audience you’ve
Page 30 and 31: So, you’ve been executing email c
Page 32 and 33: C M Y CM MY CY CMY K dmnews_abandon
Page 34 and 35: 34 ANALYTICS DM News • E-Mail Mar
Page 36 and 37: Measuring e-mail results: Using the
Page 38 and 39: E-MAIL CAMPAIGNS Page 39 The elemen
Page 40 and 41: conform to your brand and culture.
Page 42 and 43: Michael Stebbin MarketMotive Random
Page 44 and 45: Which audience is yours? If you kee
Page 47: Email blast is a thing of the past

Essential Guide to E-mail Marketing - Haymarket

Create successful ePaper yourself

Delete template?

Save as template?