DMNews Email Marketing Weekly - 7/29/2009

November 18, 2009

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News

Fabric.com increases conversions by 43% by focusing on e-mail

Dianna Dilworth

Last year, online fabric store Fabric.com has revamped its e-mail program to be more life cycle and behavior focused and since then has seen open and click-through rates double and conversions increase by 43%.

DMNews chats with Experian CheetahMail creative director Steve Sharp

Steve Sharp, creative director at Experian CheetahMail, discusses the e-mail newsletter redesign for Fit Pregnancy, an online destination for mothers-to-be

Pourfect Dublin by Dialogue Ireland

In an effort to jumpstart tourism in a tough economy, Dublin Tourism tapped Dialogue Ireland to create a campaign that celebrates the 250th birthday of iconic Irish beer brand Guinness.

Yahoo to refocus advertising and user experience after 13% decline in revenue

Dianna Dilworth

As Yahoo sees a drop in revenue, the online giant is refocusing to build out its ad offering and the user experience on its site. In yesterday's sales call, Yahoo reported revenues of $1,573 million for the second quarter of 2009, a decrease of 13% from the second quarter of 2008. The decrease was driven by a 15% decline in search advertising revenue and a 14% decline in display advertising revenue.

DMNews seeking Essential Guide to E-mail columns

DMNews is seeking submissions for the 2009 Essential Guide to E-Mail Marketing, which will be published on October 26. Experts from all areas of the direct marketing world are invited to share their knowledge, case studies, trends, tips, best practices and forecasts with DMNews' readership. We will accept submissions at various levels of expertise and understanding.

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Opinions

Inbox Insider: Endless e-mails are not the way to go

Dianna Dilworth

About a week and a half ago I ordered a pair of sandals from Endless.com and since then, the e-mails have seemed endless. This is not the way to build a relationship with an existing customer. I would like to see is them embrace my new customer status with a softer approach to e-mail and maybe an incentive that could be more relevant to me.

DRTV advertisers need e-mail for response & acquisition

Jason Oates

The e-mail advertising channel is facing the same challenges and opportunities that the DRTV channel experienced over the past two decades. There are no longer any doubts about the ability of DRTV campaigns to generate sales. But you may be surprised to learn that e-mail advertising has already proven to be the most effective online channel for DRTV advertisers and is now the most popular form of direct response marketing.

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.

Key ways to optimize unsubscribe requests

Arthur Sweetser, CMO, e-Dialog

As the Internet audience matures, convincing people to sign up for e-mail marketing has become much more of a challenge. That makes every address added to your database a valuable asset. Though many companies fixate on address acquisition, they don't pay sufficient attention to the relevance of their e-mail campaigns.

Lists and Databases

Kompass International C-Level Executives

New list — Kompass International C-Level Executives — Worldata — This file contains senior-level business professionals working at companies around the globe.

Last week to enter the Caples Awards. Click here to submit today.

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BBDO EVP Emma Armstrong explains how FedEx used an audio greeting in drop boxes to promote NASCAR's Sprint Cup

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