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20 entries from November 2010

links for 2010-11-29

  • Criminals have been conducting complex, targeted e-mail attacks against employees at more than 100 e-mail service providers (ESPs) over the past several months in a bid to hijack computers at companies that market directly to customers of some of the world’s largest corporations, anti-spam experts warn.

    The attacks are a textbook example of how organized thieves can abuse trust relationships between companies to access important resources that are then recycled in future attacks. According to multiple sources, the so-called “spear phishing” attacks in this fraud campaign arrived as virus-laden e-mails addressing ESP employees by name, and many cases included the name of the ESP in the body of the message.

    (tags: spam)

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How to Get More Subscribers for Your Email List

Understanding the emotional and logical mental processes of your readers is the best way to take your email sign ups to the next level.

Make them feel part of an exclusive group. Use direct and compelling language. And overcome as many objections as you can.

If you can do these three things, you will grow a steady list of subscribers that can be a source of online income for years and years to come.

Read this article on Copyblogger to find out exactly how to do this.

Need help optimizing your email marketing results? Get in touch!

links for 2010-11-26

  • As we approach the holiday season, it’s worrisome that major retailers aren’t doing more to empower their subscribers to extend the reach of their email campaigns. SWYN and FTAF provide free marketing that’s currently going unused, meaning money is being left on the table. The report details which social networks retailers are linking to, looks at how popular sharing interfaces like ShareThis are, examines the wording used in FTAF links, and reveals the prevalence of promoting SMS subscriptions and mobile apps in emails.
Need help optimizing your email marketing results? Get in touch!

links for 2010-11-25

  • Over the course of the past five weeks, spam campaigns have been aimed at the staff members of over 100 ESPs and gambling sites. These targets have received emails typically with content that mentions the staffer by name, and purports to be from a couple, presumably friends or co-workers. The phish message has been sent numerous times, over several different systems, including using the facility of some ESPs, using online greeting card sites, and by way of a botnet. Sources confirm the list of addresses is very small (less than 3,000 addresses) and aimed 100% at staff responsible for email operations.
  • Paul Farnell was fortunate enough to get early access to the new Facebook Messages. He spent some time looking at its support for HTML email and wanted to report back on his early findings. In short: it's looking quite promising.
    (tags: facebook)
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Measuring and analyzing email marketing success

Attributing success

Assuming the audience is relatively unchanged, peaks and troughs in email responses are typically attributed to the offer/content and the subject line.

And, naturally, we take that into account when planning future content/offers and writing future subject lines.

But, of course, a proper analysis should consider all the factors that might impact results. And there are a lot more than we generally think.

So when you come to assess your results, cast a wider net when looking for an explanation. For example, review delivery issues, copywriting approaches, timing, the previous emails, your other marketing, spam and the competition.

Read this very interesting article by Mark Brownlow here:

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links for 2010-11-23

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links for 2010-11-20

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links for 2010-11-17

  • How much can you make as an Email Professional, and what is the best title to have? And which part of the country have the highest salaries? Bill McCloskey recently polled The Inbox Insiders to see what everyone was making. Where can you make the most money? Read on to get all the stats...
    (tags: industry stats)
  • wise advise from Unica's Len Schnyder: “It will be another domain and its importance will grow over time similarly to how Gmail grew over time. People are creatures of habit; I don't expect to see a huge migration to Facebook's email client, no tectonic shifts or anything like that. Quite the opposite, I think it'll be gradual and happen over time.”
Need help optimizing your email marketing results? Get in touch!

links for 2010-11-10

  • -According to the Econsultancy report, How We Shop in 2010: Habits and Motivations of Consumers, email marketing is still the channel of choice for receiving correspondence and offers from companies. According to the research, 61% of consumers prefer receiving offers via email, so although customers are more receptive to social media sites, abandoning email marketing altogether is a risky strategy-
    (tags: study)
  • -there are effective tactics for re-engaging inactive subscribers. Here are a few of the things Morgan Stewart recommends to clients looking at their dormant subscribers-
  • -The bad news: Almost a third of the email addresses on your mailing list are going to turn over this year. (Read: Email List Churn and How to Overcome It) The good news: Some of those who unsubscribe don't really want to cut off all communication - but if all you offer them is a simple unsubscribe form, they'll take it and be gone-
    (tags: unsubscribe)
  • Stephanie Miller discusses two ways to get your arms around your segmentation opportunity, both with the goal of "right message, right person, right time."
    (tags: segmentation)
  • =ContactLab presents the results of the latest research on the use of e-mail among Internet users. The study, in its second European edition, describes and compares e-mail and newsletters habits and behaviour in Italy, Spain, France, Germany and the United Kingdom, highlighting similarities and differences between the different markets-
    (tags: study europe)
  • -Karen Talavera discusses two must-have triggered-email campaigns no email marketing program should be without: the welcome email & the re-marketing email-
  • -All the other best practices that we talk about -- from welcome and win-back emails to design best practices -- are really just "recommended practices." They are practices that have a high chance of producing the best results, but are not necessary and not necessarily the best path in every instance-
Need help optimizing your email marketing results? Get in touch!

links for 2010-11-07

  • -This free 9-page report discusses the three major limitations of animated gifs, deliverability concerns, and outlines a number of animated gif tactics used by major retailers-
    (tags: design)
  • -group-buying platforms like Groupon, LivingSocial, and Woot have been accruing thousands upon thousands of active e-mail addresses every day. Indeed, while Groupon specifically has been hailed as an e-commerce triumph, what it's doing on the e-mail front - still one of digital marketing's more lucrative channels - likely has some underappreciated zip-
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links for 2010-11-05

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links for 2010-11-04

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Main takeaways from the European Email Marketing Conference 2010

I attended (and spoke) at the European Email Marketing Conference in London today and yesterday. I am back at my hotel in Amsterdam now and spent some time digging for the best takeaways from the conference:

  • StephanieSAM: Once you can find the people who have a propensity to buy, you can target content to them that is relevant.
  • StephanieSAM: Orbitz does a subject line test with every broadcast mailing. Computes results in real time, rolls out the winnner.
  • wvanderscheer: Good advice of Ted Wham: in order to optimize your e-mailmarketing: hire geeks or work with a great ESP.
  • StephanieSAM: Sometimes the hardest part of being an #emailmarketer is getting data out of your own company.
  • iamgfc "listen before even thinking about speaking through email"
  • iamgfc "don't get forced down the path to best practice. Best practice is different for all brands" 
  • iamgfc "email has to be part of the customer customer journey. Moments of truth are opportunities to have meaningful conversations"
  • iamgfc "there are so many opportunities to collect email addresses - till rolls, SMS, pos, social, competitions, dm and more"
  • iamgfc "you have four seconds to capture attention with an email"
  • iamgfc: @gwdbis3 I agree, I actually said I was being generous at 4 seconds
  • iamgfc "you can learn from 'digital body language' just by watching what people do"
  • iamgfc: Dutch travel company reduced email unsubscribes by 35% just by offering the ability to unplug from emails for a 'limited period'
  • miapapanicolaou: Don't forget - data gets old. I'm not the same person I was 2 years ago. Consider that when segmenting data for email campaigns
  • EJvdBurg: Silverpop: social sharing increases the reach of an emailcampaign by 24%
  • StephanieSAM: Knowing your customers starts with the boring stuff (aka: data gathering)
  • EJvdBurg: Fedma: 56% of companies perform their complete email marketing activity in house
  • iamgfc: 66 percent of european marketers expect to increase email spend #FEDMA
  • EJvdBurg: Fedma: 72% of companies expect volumes to increase next 12 months
  • iamgfc: Over 80 percent of european marketers see email as strategically important #fedma
  • EJvdBurg: Fedma: 33-50% of companies do not measure conversion to sale of their email campaigns! 
  • StephanieSAM: FEDMA study: Less than 10%+ of EMEA marketers have a completely data driven #emailmarketing program. Big opportunity!
  • wvanderscheer: Talking about opportunities:76,2% of emailmarketeers don't use win-back campaigns as part of their communication!
  • wvanderscheer: The new submit button is a segmentation button, e.g. fill in e-mail address and click on your gender to submit

Read all the tweets from the conference here.

Need help optimizing your email marketing results? Get in touch!