Posts Tagged email
The real culprit behind unsubscribes
- Inbox Clutter Isn’t the Problem
Posted by Tom Polanski in Advertising on March 18th, 2009
eBrand Media uses seven proven strategies to heighten e-mail marketing efficiency
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
E-mail marketing is still one of the most powerful marketing, and relationship management, tools available. Even if you’re already inlcuding e-mail marketing as an important part of your media plan, I think, you’ll find the information contained in this blog to be of great interest.
SUMMARY: If your marketing team is forced to do more with less, consider tweaking your email strategy and expanding it into other areas. Below we’ve outlined 7 strategies that come directly from Case Studies and how-to articles.
Strategy #1: Use best practices and basic tests
In short — the basics work. Before expanding your emailing marketing to other areas, make sure that it is strong. Follow the industry’s best practices and test continually.
Applying the basics to an unrefined strategy can yield significant results. Erick Barney, VP Marketing, Motorcycle Superstore, related that sentiment after getting a reliable analytics system to measure and segment email.
Here are a few changes his team made:
o Scrubbing the list – removing names that bounced three consecutive emails increased deliverability by 30% after just five sends.
o Frequency – the team previously mailed once a month and tested more frequent sends, up to once a week. They eventually settled on a twice-a-month send, which boosted revenue over 100%.
o Day of week – the team found that the best days to send promotional emails were Mondays and Tuesdays to give them the most amount of time before hitting the Saturday brick wall.
o Subject lines – benefit-oriented subject lines worked best, and complimentary shipping outperformed the “lowest price guaranteed” phrasing.
o Segmenting the list – the team identified eight customer segments to whom they would send customized emails. Open rates doubled (38.6% from 18.5%), and clickthrough rates more than tripled (20.6% from 6.2%).
Posted by Tom Polanski in E-mail marketing, eBrand Media on March 6th, 2009
Study shows consumers respond positively to direct marketing e-mail
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
According to new survey research from Epsilon, the benefits of permission-based direct marketing e-mail campaigns have a significant impact on purchasing behavior and consumer loyalty.
* 57% of consumers feel they have a more positive impression of companies when they receive email from them.
* 33% of respondents said they usually visit sites directly, instead of clicking on an email link.
* 67% of respondents said they purchased products offline as a direct result of receiving an email from a retail company.
* 40% said that simply receiving email has a positive impact on their likelihood to make a future purchase from the company.
* 71% remember email communications when making purchases at the sending company’s web site.
* 66% said they usually visit sites directly instead of clicking on an e-mail link.
Consumers responding to this permission-based email branding survey said the receipt of emails makes them feel better about a company and increases chances that they’ll make a purchase, online or off-line.
* 84% of respondents said they like receiving email from companies with whom they register, because even if they don’t always read the message, it’s good to know the information or offer will be there when they’re ready.
* 50% of consumers agreed that receiving email from a company makes them more likely to purchase products from the sender in the future.
* 60% of women regularly save email in their inbox to refer to it later when making purchases.
* 49% of men regularly save email in their inbox to refer to it later when making purchases. This suggests that men are more likely to make impulse buys while women will wait for a deal or contemplate a purchase further.
Read the rest of this entry »
Posted by Tom Polanski in E-mail marketing on March 2nd, 2009
eBrand Interactive creates great permission based direct marketing e-mail campaigns!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
eBrand Interactive currently manages Can-Spam compliant, permission based, e-mail marketing campaigns, to third party lists, for a number of name brand advertisers. An increasing number of companies are moving management of their e-mail campaigns to us because of the length and breadth of, not only our experience, but our relationships across the internet. eBrand Interactive can deliver to a wide variety of preferences, aspirations, habits and purchase histories. We have successfully created, launched, and managed, hundreds of e-mail campaigns, from mass broadcasts of tens of millions, to small mail outs for niche products.
There are thousands of databases but only a handful has any real value. Six years of experience has taught us the following:
E-mail Lists
We know which databases keep their e-mail lists fresh, and offer truly high quality e-mail recipients, and which don’t. In addition we can target, with statistical confidence, databases that have the highest probability of meeting or beating a targeted CPA for the advertiser while backing into an eCPM for the e-mail database. This knowledge gives our advertisers an opportunity to roll their initial CPM campaigns into ongoing, scalable CPA programs.
Audiences
We have historical and current information regarding the audience demographics, and sometimes, the psychographics, of the highest quality e-mail databases. This in-house intelligence includes, but is not limited to, the percentages of women and men in that audience, their average household income, their level of education and their lifestyle preferences. For example one database we work with is comprised of 87% women, with an average household income of $77,000. 70% of that database is college educated, and 80% of the database shops online. This type of database is perfect for some products/offers but not others.
Posted by Tom Polanski in E-mail marketing, Marketing, eBrand Interactive on January 13th, 2009