E-Mail Marketing

ListBargains drops seven e-mail lists

November 13, 2009

ListBargains released seven e-mail lists on November 13. They are Canine Companions @ Email, Corporate Credit Card Holders @ Email, Pain in the Neck...and Other Places @ Email, ROI Express Higher Education Responders @ Email, Trailblazers Travel Destinations @ Email, Trailblazers Travelers to Foreign Lands @ Email and Trendsations Continuing Education @ Email.
 

Use e-mail to maintain consistent and two-way communication with donors

Bob Stein, VP of list management, Trinity Direct November 12, 2009

E-mail marketing is a great way to stay in contact with donors. You may send them updates on cause-related events, send a newsletter, and even advise them of an upcoming mailing. The key is to be interactive and get their attention. Show them you care. Show them you understand them and how they can be of assistance to you and your cause. Whatever you are doing, be sure to ask them for a donation.
 

Offer incentives and information to donors and make sure to ask for permission

Kivi Leroux Miller, president, EcoScribe Communications & Nonprofit Marketing Guide.com November 12, 2009

Many nonprofits are transitioning from print newsletters to e-mail newsletters to take advantage of cost savings, speed and clickable actions. Building an e-mail list from scratch and growing it to compensate for the inevitable list churn is challenging for many nonprofits.
 

Employ a combination of online and offline strategies to build your e-mail list

Matthew Mielcarik, principal consultant, Convio November 12, 2009

Many of the techniques that nonprofits use to build files do not differ drastically from those of corporate entities. However, one of the most important aspects to maintaining and growing a file for a nonprofit is to sustain the relationship by communicating and sharing the impact of their gift, time and talent on the mission of the organization.
 

Don't get stuck in a single-channel rut when gathering e-mails from regular donors

Catherine Algeri, senior account director, InfoGroup Nonprofit November 12, 2009

We've known for a while that donors who give through multiple channels give more frequently and make larger gifts, but now we're finding that the presence of an e-mail address makes a positive difference in the giving behavior of offline donors.
 

TOOLBOX: E-commerce, CRM, e-mail, database

November 09, 2009

In this week's Toolbox, experts discuss how to personalize your e-commerce site before the holidays, online data exchanges, managing customer experience and sending highly personalized e-mails.
 

Creative solutions from Supershoes.com, Rubbermaid, Inkubook

October 26, 2009

Julie Petroski, VP, group creative director at Targetbase talks about the latest campaigns from Supershoes.com, Rubbermaid and Inkubook
 

Nike uses e-mailed viral video to promote Human Race challenge

Dianna Dilworth October 22, 2009

Nike is promoting its annual Human Race series of 10K races, which take place October 24, by calling consumers to run in the races via a viral e-mail campaign with user-generated video. The goal of the campaign, which began in mid-September, is to increase registration for the Nike race.
 

E-mail basics meet new tricks

Douglas Quenqua October 20, 2009

E-mail marketers blend established best practices with new options, such as social media and embedded video, to engage consumers.
 

Nonprofits less likely to use collected data in campaigns: Return Path study

Nathan Golia October 20, 2009

Though three-quarters of nonprofits gather consumers' names and locations when they sign up for e-mail communications, that's often where consumer data collection ends for those groups, according to a Return Path study, released October 20. Nonprofits are half as likely as for-profit companies to collect information beyond name and geographic location from their e-mail subscribers — 20% vs. 42%.
 

Chick-fil-A to launch 'cow-created' site to build e-mail database

Carol Krol October 20, 2009

Fast-food chain Chick-fil-A will launch a Web site on October 21 — www.eatmorechikin.com — as a separate Web experience from its primary site. The company's ultimate goal is to build an additional e-mail database for the brand. The quirky site, created by the food company's interactive agency Click Here, will be designed to look like it was created by cows.
 

Inbox Insider: Co-branded creativity bolsters partner efforts

Dianna Dilworth October 20, 2009

Using e-mail to cross-promote multiple brands can be tricky, but when done right, it can noticeably increase ROI. The idea behind any co-branded effort should be for both brands to partner in a clever way that makes the joint experience better than either brand on its own.
 

Wendy's integrated campaign promotes product freshness, bacon sandwiches

Mary Elizabeth Hurn October 14, 2009

Wendy's is conducting the "You know when it's real" campaign, an effort emphasizing the restaurant's commitment to freshness. It includes online advertising, numerous social media initiatives, a video contest and an interactive microsite. Kaplan Thaler Group developed the initiative, which soft-launched with TV and radio spots on October 9, and fully rolled out October 12.
 

Pitney Bowes sues Zumbox for patent infringement

Frank Washkuch October 13, 2009

Pitney Bowes filed suit against Zumbox in California Central District Court this month, alleging that Zumbox's Web-based mail system infringes on three of its patents. The suit seeks to stop Zumbox from using technology that Pitney Bowes claims is related to the patents.
 

Is postal mail more effective than e-mail?

October 12, 2009

E-mail has matured and gained popularity among marketers, but that doesn't necessarily mean that it completely beats out postal mail. Two experts take sides in the debate
 

Leave online cart abandonment behind

October 12, 2009

E-commerce retailers have long been frustrated with consumers' propensity to fill an online shopping cart, only to get cold feet at the checkout screen. Four experts offer potential solutions to this problem
 

Dual strategy takes off for Travelzoo

Dianna Dilworth October 12, 2009

Travelzoo's Calder on embracing social media, selling travel in the recession and forging successful partnerships
 

Q Interactive acquires Vente from Experian

Mary Elizabeth Hurn October 08, 2009

Ad network Q Interactive has acquired permission-based marketing firm Vente from Experian. The deal, signed October 1, is Q Interactive's second acquisition in three months. It bought e-mail firm Postmaster Direct in July. Matt Wise, president and CEO of Q Interactive, would not disclose financial terms of the Vente deal but said it happened "very quickly" and that the companies opened dialogue two months ago.
 

UPS e-mail marketing effort promotes carbon offset initiative

Frank Washkuch October 07, 2009

UPS is using an e-mail marketing effort to promote an initiative to offset carbon dioxide emissions generated by the transport of packages. The shipping company is targeting environmentally conscious consumers and businesses with the campaign, which launched October 6. UPS began offering some US shippers the opportunity to pay a small fee to offset the environmental impact of their shipments this week.
 

Epsilon: Q2 marketing e-mail opens up 18% over 2008

Mary Elizabeth Hurn October 07, 2009

Marketing e-mail open rates were up 18.2% year-over-year for the second quarter, according to a report by Epsilon that was released October 6. The period was the fourth consecutive one that open rates increased. Fourteen out of 16 industries measured saw a jump in opens, with pharmaceuticals and financial services seeing the greatest growth, with 6.3% and 7.2% year-over-year rises, respectively.
 

Inside the inbox: What are your customers really seeing?

Jeff Wilbur, VP of marketing, Iconix October 07, 2009

One of the fundamental requirements of a successful e-mail marketing campaign is understanding how your customers interact with your e-mail. Yet this kind of behavioral data is hard to come by. How often do they look at their e-mail? What else is competing with your message in the inbox? Do customers view the message in the preview pane? Are they seeing images?
 

Inbox Insider: The evolved inbox expands the idea of e-mail marketing

Dianna Dilworth October 06, 2009

With social media playing a more important role in consumer communications than in the past, the inbox is now defined more broadly. It is no longer just for checking messages in one portal, but finding different kinds of messages from various places on the Web.
 

JetBlue working with e-Dialog on e-mail marketing, loyalty program

Dianna Dilworth October 06, 2009

JetBlue Airways is working with e-mail service provider e-Dialog to power its e-mail marketing messages and revamp its TrueBlue loyalty program. JetBlue is using e-Dialog's software to create e-mail campaigns in-house. The airline is also collaborating with the agency's team on e-mail strategy, as well as technical and data services.
 

How to make your e-mail social

Tony Owens, associate director of digital strategy, Emerge Partners September 30, 2009

E-mail is as vital and important a part in the direct marketing toolkit as ever before. Competition for the scarce attention of consumers remains intense as marketers devise ways to make brand messages stand out amid cluttered inboxes. So, it is particularly vital that marketers take advantage of the consumer's broader media and communications ecosystem as part of the evolving role of email marketing.
 

Student Advantage increases e-mail click-through rate with Lyris partnership

Dianna Dilworth September 29, 2009

Student Advantage, a discount loyalty program aimed at college students, has directly increased clickthroughs by 10% by testing its e-mail campaigns. The wholly owned subsidiary of The CBORD Group began regularly testing its e-mails in January after it transitioned from using an in-house e-mail product to working with e-mail services firm Lyris.
 

Miles Media uses social tools in e-mails for travel campaigns

Dianna Dilworth September 23, 2009

Miles Media, an agency that specializes in marketing for travel and tourism bureaus, is using a share-to-social tool for its clients' e-mail marketing efforts. Miles used the Silverpop tool in e-mail marketing efforts for Visit Florida and for West Virginia's tourism board. The technology allows recipients to share the message with friends by posting it directly to their Facebook, MySpace or Twitter pages. The goal of both campaigns was to acquire new customers.
 

Dos and Don'ts: Webserts

Nathan Golia September 20, 2009

Webserts — banner ads placed in confirmation e-mails sent after an e-commerce purchase — have grown in popularity as e-commerce expands and list brokers look for new sources of income. Experts share their "Dos and Don'ts" for marketers looking for opportunities in this emerging channel.
 

Make your e-mail work even better on budget

Christopher Petix, president, Clash-Media September 16, 2009

E-mail marketing is the most popular form of online lead generation in the US, according to recent research from Clash-Media. Seventy-five percent of organizations use it. In addition, the Center for Media Research believes that 81% of businesses plan to increase spend on e-mail by the end of the year.
 

Which e-mail metrics are you overlooking?

Steve Webster, chief strategy officer, iPost September 09, 2009

This article shows you how to interpret and optimize the conversion rate of your various e-mail list segments to drive meaningful revenue improvement. Sustainable e-mail marketing doesn't burn out your list by over mailing, or addict your subscribers to unprofitable discounts. Instead, it balances revenue generation with reasonable email frequency and quality offers for your subscribers.
 

Watch that unsub rate: Reduce irrelevancy and avoid unsubscribes

Sean Hurley, marketing analyst, Customer Portfolios September 02, 2009

In a time where the pressure to "blast the list" continues to mount, direct marketers must remember that if they are going to be speaking to their audience more frequently they'll need to make sure that what they're saying is more relevant if they want to say anything at all in the future.
 

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