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35 entries from February 2008

links for 2008-02-12

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Update from the Email Evolution Conference

The Email Evolution Conference here in San Diego officially started with a fabulous dinner cruise: I spent the whole evening talking and catching up with some of the greatest minds in the email industry. If you weren't there, you definitely missed out! I'll try to find someone that took some pictures and share them with you later.

Tomorrow morning at 8.20am PST the conference sessions will start with a keynote by Jeanniey Mullen (Ogilvy/Zinio), David Daniels (JupiterResearch), Craig Spiezle (Microsoft) and Chip House (ExactTarget). I'm looking forward to some great content during the two days of the event. If there is an internet connection in the room, I will try and "live blog" from the event, so watch out for that!



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links for 2008-02-09

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links for 2008-02-08

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links for 2008-02-07

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ENurturing For An Efficient Sales Pipeline

Gretchen Scheiman wrote a very interesting article about eNurturing and how email is the perfect channel to keep leads warm until they are ready to buy.

... creating a lead generation program the sales team will support is a challenge. This is where email can be a real hero. An eNurturing program, where leads are warmed up with a series of email communications, can help prequalify and target the best leads for sales -- creating an efficient sales pipeline. A good eNurturing program can even help identify topics for sales to open a conversation with.

Successful eNurturing programs have three key components: sales buy-in, clearly defined goals, and specific success metrics.

1. Sales buy-in. Including your sales team in the planning can help you identify the right targets and topics to address. If sales feels included, they're much more likely to make your program a priority.

2. Clearly defined goals. Ask the sales team to help define what a good lead would look like. This can help you define questions you need to ask, along with needs you should attempt to uncover through your eNurturing messages.

3. Specific success metrics. How many leads need to turn into sales for this program to be considered a success? What is the target gross sales goal? Communicating those metrics upfront can give the sales team a goal to shoot for, and help them sing your program's praise when they meet that goal.

Continue reading here and find out how to create an eNurturing program.

Source: MediaPost's Email Insider

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links for 2008-02-06

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Jeanniey Mullen to Leave OgilvyOne

On Monday, Jeanniey Mullen announced to us that she will be leaving OgilvyOne very soon and that she will be joining Zinio Systems and VIV Magazine to be their EVP and CMO. It sounds like a great and exciting opportunity for her and I wish her all the best! We're sad to see you go, Jeanniey :(

Update: Jeanniey is not leaving the eec! Read her comment to this post.

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How Bronto Builds Relationships with its Customers

Bronto Bronto's DJ Waldow forwarded me a copy of their latest customer newsletter in which they featured this blog as one of their resources. Thanks guys!

Apart from them mentioning this blog ;-) I find this newsletter particularly good because it's simple, short and contains valuable information. Another thing I like about it is the fact that it appears to have been sent from the Account Manager and the content also appears to have been handpicked by him for that particular customer - which makes it an even more personal experience.

I believe DJ once told me they send this newsletter out every two weeks and I'm pretty sure they are a huge success. DJ, if you're reading this, feel free to give us some more background on this newsletter in the comments!

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links for 2008-02-04

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The Email Marketer's Club in a Job Description

This is kinda cool:

In December Cakemail posted a job opening on their blog because they were/are looking for a Deliverability Manager. They included the following item in the job description:

Contribute to industry discussions online, such as ReputationWiki.org and the Email Marketer's Club.

This shows, once again, that the Email Marketer's Club is being acknowledged for what it is: a great resource for marketers and industry folks to share knowledge and insights. If you're not a member yet: join this fast-growing club now!

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AOTA Reports Email Authentication Has Reached 'Tipping Point'

The Authentication and Online Trust Alliance (AOTA) announced that adoption of email and domain authentication has reached its tipping point, exceeding 50 percent in several key metrics. AOTA research highlights the top Fortune 500 and Internet retailers who have realized the business value of protecting consumers and their brands from forged email and phishing ploys through adoption of Sender ID (SIDF) and DomainKeys Identified Mail (DKIM), the leading standards of authentication.

Spam, phishing, and other forms of fraudulent email are ever-increasing threats to the safety of consumers and brands. Up to 80 percent of email from leading brands, banks, and ISPs is spoofed. After a five-month review of over 100 million emails from Fortune 500 brands, AOTA reports that over 50 percent of legitimate email sent worldwide on a daily basis from over 15 million domain holders is authenticated.

AOTA said those compliant brands are seeing significant benefits, including brand protection and enhanced deliverability. Brands that have not authenticated, it added, are at a competitive disadvantage and are unnecessarily exposed to spam and phishing attacks from cybercriminals.

AOTA has issued a call for compliance of all consumer-facing e-commerce and online financial services sites to adopt one or more forms of outbound email authentication for their top-level corporate domain within the next six months. While many companies have adopted authentication for their marketing sub domains, they need to focus on consumer and brand protection.

Also, all ISPs should implement inbound authentication verification, in addition to existing messaging hygiene solutions, to maximize consumer and brand protection within the next six months. This commitment by the entire Internet ecosystem is required to preserve trust and confidence in e-commerce.

AOTA reports that adoption has exceeded 50 percent in the following key industries:

  • 51 percent of the Fortune 500’s consumer-facing brands
  • 52 percent of the Fortune 500’s consumer-facing financial service brands
  • 54 percent of the Internet Retailer top 300 brands

The Fortune 500 leaders represent top brands spanning many industries, including financial organizations BB&T, Charles Schwab Corp, MetLife, Nationwide Mutual Insurance, Progressive Corp and Wells Fargo; consumer brands Amazon, BlockBuster, Home Depot, Nordstrom, OfficeMax, Target and Walt Disney; and technology leaders Dell, eBay, IBM and Microsoft.

The report is available at http://aotalliance.org/resources/authentication.

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