DMNews Email Marketing Weekly - 7/1/2009

November 18, 2009

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News

Aspen Marketing adds local targeting to automotive e-mail campaigns

Dianna Dilworth

As the automotive industry is challenged with cash strapped consumers, direct marketing agency Aspen Marketing has been working with their automotive clients to reach consumers in a more multichannel and geo-targeted way.

Powell's Books credits 70% open rate jump to personalized e-mail

Dianna Dilworth

Powell's Books, one of the nation's largest booksellers, has reported an increase in e-mail open rate thanks to its new focus on personalization. The Portland, OR-based retailer began an e-mail effort with ExactTarget that targets customers based on their favorite kinds of books. The effort began in February, and the most recent mailing in June saw a 70% increase in open rates.

Dunkin' Donuts debuts online ordering forms

Dianna Dilworth

Dunkin' Donuts has introduced a new online ordering form in a move to create viral marketing.The goal of the new campaign is to make ordering easier and to take the concept of "A Dunkin' Run" — a trip to Dunkin' Donuts — and make it a household term. To promote the new service, Dunkin' Donuts is using Facebook, Twitter and e-mails to opted-in customers.

MasterCard debuts jeans campaign

Dianna Dilworth

MasterCard kicks off a two-month multichannel ad campaign on July 1 that calls on consumers to use their MasterCard when purchasing jeans. It is designed to reach people buying jeans and encourage them to use their MasterCard for payment. The marketing program includes TV, print, online, mobile, out-of-home and radio.

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Opinions

Inbox Insider: Spammers send Michael Jackson related content

Dianna Dilworth

Spammers have jumped on the death of Michael Jackson and are sending out spam e-mails with the King of Pop in the subject line.

Increase in e-mail frequency a potentially risky endeavor

Bill Nussey, CEO, Silverpop

A recent evaluation conducted by Silverpop researchers of the e-mail practices of North America's largest online retailers revealed that some are engaging in risky strategies. In comparing e-mails sent during the same 30-day period in 2007 and 2008, the study found a sharp increase in e-mail frequency. Top retailers sent 23% more e-mails to subscribers last year than the year before. At the same time, only 28% offered subscribers choices at opt-in. This is down from 56% in 2007.

From the 2008 DMNews Essential Guide to E-mail Marketing

The 2008 DMNews Essential Guide to E-mail Marketing is now online

The 2008 DMNews Essential Guide to E-mail Marketing is now available as a PDF file. Click on the image or headline to download it.

Holiday e-mail smarts can give you a year-round boost

Luc Vezina

Retailers who count on the 20% lift of holiday sales know they can't wait until October to formulate their seasonal sales strategy. Although consumers spent some $475 billion during the 2007 holiday season, the mixed forecasts for 2008 increase the pressure to make the holiday selling season extend beyond the traditional September-to-December window.

Lists and Databases

Lighthouse introduces new movers at e-mail

Lighthouse List has released the First Response E-mail America Weekly New Movers with E-mails list. This file contains consumers, who recently have moved, at their e-mail addresses.

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