Top
brand marketers suggest ways of beating the major email
marketing pitfalls in new E-consultancy report
Released
on = September 24, 2004, 7:01 am
Press Release
Author = E-consultancy.com
Press Release
Summary = Based on feedback from a recent roundtable, this report
looks at the very latest trends in email marketing and includes
many tips and tricks as suggested by attendees.
Topics covered
include:
1 - How to improve
email delivery rates 2 - Capturing the right data to improve your
email marketing strategy 3 - Timing the delivery of your campaign
for the best results 4 - Content vs offer-based emails 5 - Rich
media, video and highly functional emails 6 - Targeting, segmenting
and personalisation
Press Release
Body = London, UK: 24th September 2004
How do you know
whether your company has been blacklisted? Who in your organisation
should be responsible for checking blacklists? How can you make
sure legitimate emails arrive? Do content-based emails work better
than offer-based ones?
These are just
a few of the questions discussed – and answered - at two recent
E-consultancy.com roundtables, where some of the biggest brand names
in email marketing made sense of the key issues in this area.
The findings
have been published, alongside an invaluable collection of resources,
in E-consultancy’s latest email marketing report (http://www.e-consultancy.com/publications/email-marketing-september-2004/).
The publisher
of best practice internet marketing reports invited major brands
such as lastminute.com, Argos, Warner Bros, B&Q, Debenhams and
Eurostar to the two events, to provide the latest practical insight
into the problems faced by marketers
when conducting email campaigns.
The biggest
single issue was found to be email deliverability, with many attendees
citing bounce rates of at least twice as much as the 10.5% suggested
as an industry average by DoubleClick. To improve performance in
this area, the following were
suggested (more detail on each point contained within the email
marketing report):
• Regularly
change your IP address/range. Don’t rely on just one IP address,
and consider sending operational mails from a different address
than marketing messages.
• Monitor
blacklists. We’ve included a resource that marketers can use
to search hundreds of blacklists in one go.
• Measure
bounce rates. Details and resources in the report will help you
work out the difference between soft bounces and hard bounces.
• Open
email accounts with the major ISPs. Test emails before you despatch
them to thousands of subscribers. If they don’t arrive, it
is more often than not a content issue.
• Work
out what content to avoid. Capitalisation and excessive punctuation
are a bad idea…
• Educate
the user about unsubscribe messages and ‘whitelisting’.
If somebody really wants to receive your messages, then persuade
them at the sign-up process to add your email address to their ‘friends’
list.
Other topics
covered in the report include: Data Capture, Co-registration, Buying
Third Party Lists, Timing Delivery, Rich Email (HTML, functional,
transactional, video), Targeting, Personalisation and Segmentation.
More information
can be found in E-consultancy’s latest roundtable report on
email marketing:
http://www.e-consultancy.com/publications/email-marketing-september-2004/.
Non-subscribers
can view a sample here:
http://www.e-consultancy.com/publications/download/90263/email-marketing-september-2004/email-marketing-september-2004-sample.doc.
E-consultancy’s email marketing section also contains a wealth
of advice for advanced and novice marketers keen to improve the
efficiency of their email campaigns.
Individual subscribers
pay just £99 per year to access the full range of exclusive
content featured on E-consultancy. A popular new ‘All-in-One’
subscription package (priced at £249) provides unlimited access
to E-consultancy’s press release
distribution tool, an enhanced listing and unlimited individual
access to the content for one year.
***Journalists
and internet marketing bloggers can contact E-consultancy editor
Chris Lake to request a complimentary copy of the 15-page email
marketing guide.
### Ends ###
About E-consultancy:
http://www.e-consultancy.com/about/
Since 1999 E-consultancy
has provided UK e-business and marketing professionals with access
to the best information and advice to help them get the most out
of interactive channels:
* Information
- Specially commissioned reports, white papers and guides as well
as 100,000+ pages of articles, case studies and features from leading
sources.
* Advice - Exclusive
roundtable events, Beauty Parades, bespoke training courses, seminars,
expert forums and a network of specialist e-business consultants.
E-consultancy
charges for individual subscriptions and multi-user corporate membership
as well as for bespoke training and research work. E-consultancy
has over 23,000 registered users, 30% of whom are CEOs, Directors
or Senior Management.
E-consultancy
was co-founded in 1999 by Ashley Friedlein and Matthew O'Riordan.
Ashley is a twice best-selling Internet author. E-consultancy's
shareholders include Philip Redding, former Managing Director of
Wheel, which he helped grow to the
largest UK new media agency.
About Ashley
Friedlein, CEO, E-consultancy.com:
http://www.e-consultancy.com/account/profile-2/ashley.html
Ashley Friedlein
began his career in digital media at Pearson and Bloomberg, before
becoming Lead Strategist at Wheel, where he successfully managed
the development, delivery and ongoing maintenance of several major
Internet sites, in particular for
media owners.
Ashley is also
the author of the books "Web Project Management: Delivering
Successful Commercial Web Sites" and "Maintaining and
Evolving Successful Commercial Web Sites: Managing Change, Content,
Customer Relationships and Site Measurement"
[Publishers Elsevier Science & Technology Books].
---Contact Information---
Chris Lake,
Editor, E-consultancy
e: chris@e-consultancy.com
t: 0207 0718612
Web Site = http://www.e-consultancy.com/publications/email-marketing-september-2004/
Contact Details
= Chris Lake
E-consultancy
85 Clerkenwell Road
London EC1A 5AR
tel 0044207 0718612
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