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Archive for the Category ◊ Email Marketing ◊

• Wednesday, September 22nd, 2010

I'm not lazy, I just don't careAs an email marketer, I can tell you that many of the people in my profession work hard to develop good content, sell their products and constantly increase the size of their subscription base.

Despite their best efforts, there are three things working against them.

You see, most email subscribers are naive, lazy and misinformed.  Of course I mean that in the nicest way possible ;-). more…

• Tuesday, September 21st, 2010

Email marketer?  Me? No, I'm a garbage collectorIt’s true; research has actually proven that email marketers are even dumber than previously thought was possible.  In the interest of fairness and full disclosure, I have to tell you I am an email marketer.  Although, sometimes when I meet someone new I lie and say I’m a garbage collector. Most people like what garbage collectors do for a living.

It’s not the size of the boat; it’s the motion of the ocean.

The crew at recently concluded a 19 month study into how email marketers handle non-responsive addresses.  I don’t know what the researchers expected to uncover, but the results were shocking, at least to me anyway. more…

• Thursday, August 12th, 2010

Unsolicited Commercial Email

I don'tlike spamMore affectionately known to the public as “spam”, unsolicited commercial email (UCE) is one of the most infuriating things facing mankind today.  Worldwide, it is estimated that there are approximately 183 BILLION spam messages sent DAILY.  Yes, BILLION and yes, DAILY.  Even though we may only spend a few seconds on each piece of spam, all those seconds add up to some staggering amounts of lost time, productivity and money.  Google has a nifty tool to help you find out what spam might be costing you.

In 2003, the US Federal Trade Commission (FTC) enacted the “Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) Act” in an attempt to curb the rapidly growing spam problem. Who thinks it worked?  Since then it has been revised a few times, but as far as controlling spam goes, it remains just as ineffective.  We’ll get to why I think that in a bit. more…

• Saturday, August 07th, 2010

Common email measurementsEvery facet of internet marketing has its own vocabulary, and for beginners it can be difficult to effectively communicate your wants needs without a proper understanding of the terminology.  Terms like “Open Rate”, “Click Rate”, “Conversion Rate” and “Cost-per-Click” can be a little intimidating for people when they are just getting started.

Without at least a basic understanding of the language of email marketing, it can be difficult to know what you need to track and what the measurements can tell you about the success or failure of your campaign.

What follows is a list of ten terms that are commonly used with email marketing campaigns, what they mean, how they are normally calculated and why it’s important to you. more…

• Wednesday, October 28th, 2009

42% of e-marketers are leaving money on the table

dollarsIf you’ve been here before you know how much I dislike lazy, uniformed e-marketers.  Relax, this is not going to be another rant.  I want to help you get better results, and maybe reduce the “junk” that fills my in-box every night.

Forrester Research reported that the average cost per order from an email marketing campaign was only $6.85.  Compare that to $12.27 and $19.32 for affiliate and paid search campaigns and it’s a no-brainer as to why companies are ramping up their plans to do even more email marketing.  Unfortunately, many companies are leaving money on the table.  The same Forrester study showed that of the companies doing email marketing, only 58% segment their lists based on customers’ purchase history or preferences.  This lack of segmentation not only costs them revenues, it is needlessly filling their customers’ mailboxes with unwanted mail.

If Customer’s don’t want it – It’s SPAM

One of the most difficult things for some e-marketers to understand is that just because someone opts in to their mailing list, that does not mean they want to see every offer under the sun.  It does not take many off-target emails before the customers start to view messages as an intrusion – spam, and not as messages from a trusted merchant.  It won’t be long after that when they start ignoring your messages, unsubscribe, or worse yet – click the “spam” button in their email software. more…