Spring is sprung and the world is looking gloriously yellow, with daffodils appearing in abundance in every garden bed and field around. Winter has passed and the future is looking bright; just as the future is looking bright for email as a marketing channel.
Ask any Email Service Provider around - they'll tell you that business is blooming and the last couple of DMA Email Marketing Benchmark Reports confirm this.
However, email marketing isn't just a numbers game - it's not just about sending as many emails as you can - those days are long gone. Savvy marketing is the name of the game now. For a heads up on how this is easily done, read this month's articles by Jeanniey Mullens, Stephanie Miller, Tink Taylor and Jennifer Curtin.
Kath Pay, Editor
Managing Director, Ezemail
Intelligent Email in 2008: Making Your Reader Feel like you Read their Mind
Email marketing is changing and email marketers need to be prepared to cater for the consumer's expectations. Jeanniey Mullens looks into how we can create intelligent email - email which the consumer wants to receive, rather than what the marketing department thinks the message should be. Read More
Email ROI - More than just a numbers game
Need to increase your ROI? Simple - all you need to do is increase your volume - right? Maybe it's not as simple as you think. Stephanie Miller, Return Path, looks at the whole picture and addresses the factors which often are not taken into consideration when calculating ROI based on increased volume. Read More
B2B Marketing: Integrating email into the marketing mix
B2B marketers operate in very challenging environments, selling complex products to multiple decision makers, often with lower budgets than their B2C counterparts. Jennifer Curtin, Newsweaver, looks at the growing importance of email in B2B marketing, its benefits as a communications channel and provides tips on how to integrate email into your company’s marketing mix. Read More
Emailing in a 2.0 world: putting the recipient in control
Does the rising popularity of social networks pose a threat or an opportunity for email marketers? Tink Taylor considers the evidence and looks at how marketers can harness the power of these sites to go viral and improve the success of email campaigns. Read More
2007 Retail Email Subscription Benchmark Study
In this study, EEC signed up to 118 top retailer's newsletters and found amongst other things that retailers are focusing on making subscribing easier - often asking only for the most basic details at the initial registration page. Other factors which were studied are: the position of the sign-up form on the homepage, confirmation emails, double/single opt-in, required registration when signing up…just to name a few. As a teaser, some of the findings within this report are:
Only 3% of major online retailers use a double opt-in subscription process.
Only 92% of retailers have an email sign-up form or link on their homepage.
More than 43% of retailers allow customers to sign up for email with one click from their homepage.
More than this though, this report includes not only current best practices for retail email subscriptions but it also looks at emerging best practices, in order to ensure you stay ahead of the competition. Read More
23 April 9am-2pm
The event, a joint venture from the IAB and DMA, will include interactive sessions and a competition where participants will consider and develop a brief prepared by leading industry figures who will present prizes for the best work.
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