Email revenue at risk from bad practice
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Revenue is being hit because companies are failing to put in place sufficient measures to ensure email marketing messages are delivered, according to the Direct Marketing Association.
A white paper by the Association’s Email Marketing Council says bad practice is putting marketing strategies at risk and damaging ROI.
The document outlines “ten steps to improved deliverability” including taking measures to improve data collection, monitor sender protection, reduce SPAM complaints and introduce “good list hygiene”.
It also lists the “key players” offering filtering services in a bid to increase understanding of the products and services available to marketers.
The white paper was written by Guy Hanson, business development director of Database Group Interactive and Simon Bowker, managing director of eCircle.
Hanson says: “Companies that fail to understand these issues risk jeopardising their email marketing strategy as well as the company’s bottom line.”
To view the white paper in full click here.
Readers' comments (3)
Rolv E. Heggenhougen | Wed, 28 Apr 2010 1:01 am
Email Marketing does not have to mean only mass emails.
Companies invest a great deal in their website which is often the only “store” where they showcase products and services. The challenge is to drive people to the website but as we all know, more people in the store will lead to more sales. Corporate employees send emails every day to clients, prospects, friends and others but these are plain emails that do not generate any traffic to the website.
WrapMail offers a solution that does not require any installation but that seamlessly adds interactive letterheads (designed by the client) to every outgoing email so that each and every one becomes a promotional piece for the company and when clicked delivers the reader to the website. Furthermore the solution tracks the clicks and reports who is clicking on what and when (also in real time), turning the system into a research tool.
This “hidden” advertising medium is probably the most viral available and the least costly, WrapMail only charges $5 per user per month.
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Craig Whiston, Head of Client Services, Coremetric | Thu, 29 Apr 2010 2:32 pm
“Building on the white paper recommendation for improved data collection, web analytics provide an effective way to facilitate brand awareness, traffic and customer loyalty.
It is important for companies to choose a web analytics solution that enables you to build both a comprehensive visitor and customer profile though linking individual behaviour on the website with email address.
These profiles provide visibility into the interests of various customers and customer groups, enabling brands to test consumer response to different types of email. In-depth information on each visitor enables brands to identify factors such as recency, frequency, browsing behaviour, and lifetime value and then tailor targeted emails.
By investing in highly relevant, highly targeted email campaigns companies will be rewarded with higher clickthrough and conversion rates, increased revenue, and stronger customer relationships.” Craig Whiston, Head of Client Services, Coremetrics
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Tim Little | Fri, 30 Apr 2010 4:48 pm
Marketers should be required to carefully plan their e-mail campaigns with analysis and follow-up, to track and clean bouncebacks, delivery errors and un-subscribe changes.
Inappropriate or sloppy practices should be fined or banned.
Tim Little
Publisher, www.marketinglistbroker.com
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