If you have people on your e-mail marketing list who have never opened a campaign or clicked on a link, you are not alone. Or perhaps you have those who haven't done so in a long time, but they haven't bounced or unsubscribed. What can you do to reactivate them?
November 18, 2009
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Karen J. Bannan
Last week, “EMI” profiled Schneider Electric’s use of couponing in its online marketing efforts.
Karen J. Bannan
Coupons may not seem like a good bet for b-to-b marketers, conjuring up visions of online retailers that offer free shipping or free gifts to turn a quick sale.
John Wechsler, president, FormSpring
Marketers gather data in different ways: comments, suggestions, surveys and order forms, for starters. But what is the best way to connect your e-mail marketing efforts to the customer information and preferences gathered in those online forms?
November 12, 2009
How do you measure e-mail marketing ROI? By the number of opens, number of clicks or number of hits on your Web site? Real ROI is more than that, and there are a few other metrics that you should track that denote success or the lack of it.
November 05, 2009
Judith Nemes
In these times of corporate belt-tightening, many marketing managers are feeling pressure from upper management to launch more e-mail campaigns because they’re inexpensive and often result in a higher return on investment compared to other marketing channels.
November 05, 2009
Karen J. Bannan
Marketers generally are pretty good about removing bad e-mail addresses—unsubscribes and addresses that bounce—from their lists.
Neil Berman, president-CEO, Delivra
Many e-mail marketers seeking new ways to engage their audience are considering using video in e-mail. Video is popular because senders can achieve higher click-through rates and better user engagement, and can control their brand while maintaining an ongoing conversation.
October 29, 2009
Karen J. Bannan
It’s a rare marketer that doesn’t mess up once in a while. Whether it’s leaving a place holder in a subject line, sending out the wrong call to action or inserting the wrong link. At some time, in some e-mail, you’re going to make a mistake.
Kevin Senne, global director of deliverability, Premiere Global Services
Hardly a day that goes by when someone doesn’t ask me about getting “white-listed.” The topic of white-listing often comes up with new mailers, who believe it is the answer to all our deliverability hopes and dreams.
October 22, 2009
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EXPERT ADVICE |
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Building lists through partnerships can be a very successful list growth tactic. It is imperative, however, to carefully evaluate a partner before exploring opportunities for e-mail acquisition efforts.
September 28, 2009
Most Internet service providers have systems in place to scan incoming messages individually for viruses and spam. The messages are then checked against black lists and evaluated for other attributes. Reputation is a newer criterion that ISPs are using to evaluate mail.
September 28, 2009
Expert Advice Archive
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CASE STUDIES |
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Karen J. Bannan
Software and services company Aptera Inc. provides software and database development as well as Web development to its more than 180 customers. The 6-year-old company has always used e-mail marketing as part of its lead-generation process.
Karen J. Bannan
Atlanta-based ControlScan Inc. provides security services to customers of merchant and acquiring banks.
Case Studies Archive
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