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Email
Improving Email Subscriber Targeting With Triggered Messages
Given the typical company’s resource constraints, marketers must use triggered and sequenced messages that utilize existing segmentation schemes. Welcome campaigns are one example of a sequenced campaign.
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Email
Web Conferencing Firm Drives Social Traffic With Email
An eye-catching subject line helped 3-D Web conferencing firm Proton Media to drive people back to their site and blog.
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Email
Tailor Your B-to-B Newsletter to the Reader, Not the Company
Chief Marketer recently talked with Craig Fitzgerald, editorial director of Waltham, MA-based e-newsletter firm IMN, to get his thoughts on what types of content work best in B-to-B newsletters, best practices, and what to avoid if you want to keep your audience opted-in and reading.
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Email
Purdue Engages New Students With ‘Makers’ Email Effort
Purdue University boosted the open rate for follow-up emails to accepted students by 7%, and increased the clickthrough by an impressive 33%.
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Email
Engagement is a Strong Measure of Email Success
As email marketing has matured, the ability to measure the channel’s performance has evolved substantially. Yet all too often, marketers rely on rudimentary campaign metrics from the batch-and-blast days of the past to judge effectiveness.
Instead of thinking exclusively about how well a particular offer or piece of creative performed, marketers should additionally look to longitudinal metrics—measurements of subscriber engagement over time—to determine whether or not an email program is successful.
One of email’s greatest strengths is its measurability. Marketers regularly evaluate campaigns against standard response metrics such as delivery rates, open rates, click rates and conversions. These are all excellent criteria for how well a particular offer or message resonated with the target audience. Further, those who are willing to test multiple combinations of copy and presentation (from lines, subject lines, content, creative, layout, etc.) can achieve highly optimized rates of response at a campaign level.
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Email
Email Mobility a Priority for Marketers and Consumers Alike
It’s no secret that mobile devices present both opportunities and challenges for email marketers. Consumers love the ability to read their email on the go and marketers love to reach them any place, any time.
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Email
Non-Latin Characters Available For Email Marketers
On April 18, 1775, Paul Revere made his midnight ride to warn of the British invasion forces. But while this date is known in greater Boston as “Patriots Day” and the rest of the country as the date of the Boston Marathon, there is another foreign invasion that may later resonate for email marketers: May 5, 2010.
On that date, for the first time in the history of the Internet, non-Latin characters were allowed within a domain name. In a press release announcing these changes, Rod Beckstrom, president and CEO of ICANN, the international authority that manages all domain addresses, noted that more than 50% of Internet users weren’t born using Latin letters. This advance, he added, means they can participate in the Internet in their native language and native scripts.
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Email
Transforming Social Dispatches into Email Content
When most organizations think about integrating social media and email, they focus primarily on including links to their social pages within the email and encouraging recipients to share the email with their friends and colleagues. A third, often overlooked way to leverage the social element within your email marketing is what Matt Caldwell, senior creative director of Yesmail, calls “dispatches”: incorporating content from social media into your email messages.
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Email
Abandoned Cart Emails: Best Practice vs. Common Practice
That an abandoned-cart email can work wonders is a fact, as numerous studies and examples have shown. Yet of the 101 retailers analyzed by the Email Institute and Multichannel Merchant between November 2010 and January 2011, only 30.7% sent a follow-up email in response to an abandoned cart containing at least $100 worth of merchandise. If you’re among the more than two-thirds of retailers that have yet to implement an abandoned-cart email program, here are some tips to get you started
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Email
Verizon Wireless Cuts Support Costs with Welcome Email Program
Many marketers forget that email can do much more than help you sell your products or services. It can also reduce your customer service and call center costs, as Verizon Wireless found out with its welcome campaign.
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