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Email Marketing Metrics:Looking Beyond Open and Read Rates

04.03.2008

There has been a lot of discussion surrounding email marketing metrics, most of which has been relatively negative.  The lack of standards remains a major issue to the email marketing industry as it is responsible for confusion and skewed results. Cross-industry email marketing benchmarks, which once were considered standard, are now virtually useless as the data is not collected or measured in the same way.

Homepage: http://www.listrak.com

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Best Practices for Email Acquisition

04.03.2008

You’ve crafted a highly dynamic, engaging email campaign…now what? Without a list to send it to, the email campaign is worthless. Acquiring addresses is as essential as creating a targeted message. So where do you start?

Homepage: http://www.bronto.com

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The Retail Marketer’s Playbook

04.03.2008

In the retail industry more than any other, revenue has always been the key measure of email marketing success. Today, that revenue is driven by relevance — relevance made possible by powerful, integrated technologies and strategies.

Unfortunately, many retailers who want to take their email marketing efforts to the next level of relevance are faced with fundamental challenges. While most have the ability to track what consumers are doing online, they lack clear, actionable strategies for leveraging that behavioral data (clicks, visits, purchases) in their email marketing efforts to increase relevance. Even with sophisticated web analytics and email marketing systems in place, many retailers lack the level of integration among these and other enterprise information systems that would give them a better understanding of their customers.

Homepage: http://www.responsys.com

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Outlook 2007 Explained: The impact on email marketers.

18.11.2007

If you haven’t caught word already, then allow us to be the bearer of less-than-good news: Outlook 2007 can cause (minor, but curable) headaches for email marketers.

Homepage: http://www.bronto.com

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T he Relevance Trajectory

18.11.2007

If you work in e-mail marketing, you constantly hear that everything has to be relevant, but what exactly does that mean? Relevant e-mail is keyed to a recipient’s location, interests, attributes, behaviors, and other important factors that drive attention and response. Relevance increases e-mail productivity
(improving conversions, revenue, and profit) as well as customer engagement.

Homepage: http://www.e-dialog.com

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T he Relevance Trajectory

23.10.2007

Creating a Standard for Relevance in E-mail
A guide to understanding, measuring, and improving relevance as it relates to e-mail marketing

 

Homepage: http://www. e-Dialog.com

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5 Steps to Double Your Web Marketing Value without increasing your spend

23.10.2007

As B2B sales organizations increasingly shift their marketing spend to the Internet, more and more avenues for online lead generation open up, leading to a much greater number of leads being passed to sales. While producing more leads certainly meets a key performance indicator of many marketing directors, it may not
necessarily be as valuable, or accommodating to the sales department, as producing more qualified leads. Fortunately there is a solution. Using off-the-shelf technology, touch points with a prospect can be unified into one cohesive platform, where interactive marketing tools were formerly disparate. By aggregating all prospect interaction data into one system, B2B sales organizations gain significant marketing and sales efficiencies, effectively increasing their sales pipelines without having to increase spending on lead generation.

The five tactical steps are as follows:
• Automate lead scoring to optimize sales reps’ time
• Nurture leads through drip marketing emails
• Understand prospect interest level and desires through micro-web analytics
• Identify companies before pre-conversion with website caller id
• Continually refine the process using automation rules

 

In the five steps that follow, you will see how implementing a marketing automation solution will maximize your on-going investment in lead generation, facilitate turning your existing “suspects” into prospects, and double the value of your web marketing.

Homepage: http://www.pardot.com

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8 Quick Steps to Double B2B Conversions

23.10.2007

The great divide for business to consumer (B2C) and business to business (B2B) marketers is the definition of conversion. In the B2C world, conversion starts and ends in the same place: the purchase. For B2B marketers with long, complex sales cycles, conversion typically means getting a visitor to fill out a form in exchange for something of value: a white paper, a demo, a free consultations, etc.

 

There are four distinct groups of people that are interacting with your landing pages:
1. The vast majority of your visitors leave within 10 seconds of viewing your landing page.
2. The next group of visitors leaves when they decide your landing page is not compelling.
3. A few of your visitors attempt to fill out your form and convert but fail for one reason or another and
then drop off.
4. A small percentage of your visitors successfully convert and become leads.

 

As the four groups illustrate, you have a very limited time window in which you need to prove your value proposition. In the eight steps that follow, you will learn how to boost the effectiveness of your landing pages and raise the number and quality of your B2B conversions. Some of these steps are simple best practices and
others are made possible by recently developed web technologies, but all will contribute directly to your online lead generation program.

Homepage: http://www.pardot.com

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Finding Value in An ESP

01.10.2007

How much do you pay your email service provider (ESP)? Do you pay per email transmission? What features do you have access to as part of your service agreement? Does your ESP offer advanced features or does the service basically amount to loading email addresses, composing a message, and sending it? Here’s a more important issue—do you know the answers to these questions?

 

Many email marketers look for the lowest price point and equate that to the best value, but the lowest cost may not be the best value.

 

Homepage: http://www.goldlasso.com

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ISP Deliverability Report Card - Q1 2007

12.09.2007

Contrary to popular belief among marketers, message content is not a major cause of deliverability challenges for most email marketers. This finding is a result of testing the content of more than 1,705 unique emails, using EmailAdvisor’s content scoring tool. The content scoring function is based on the content scoring rules of the widely adopted Spam Assassin open source project. The emails tested had an average content point score of 1.04 well below the fi lter’s generally accepted spam identification level of 3.0 or higher.

 

Homepage: http://www.lyris.com

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