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Archive for
June, 2007
Compliments to the chef…err.. email marketer!
June 26th, 2007 by
Kelly Rusk
It’s so easy to pick apart email newsletters - but every once in a while we have to stop and give kudos to a great one… Especially when a couple of email marketing specialists start raving about it (and it’s not one of our clients), you know it’s definitely something worth blogging about. I’m talking about the Canadian Kraft Kitchens email program…
See a sample issue…
In fact, what really shocks me about it, is that it doesn’t even follow some email best practices that I (and others in the industry) are preaching - for example, the first 1/3 of the email is all image-based, not great for preview pane/image blocking, but I definitely open and activate images every time I receive the email, and here’s why:
- Timely - the email always seem to arrive in the late afternoon - when I’m getting distracted from working and thinking about what’s for dinner. Also, it often has relevant ‘themed’ recipes for upcoming holidays (in this case, Canada Day)
- Targeted & relevant- on sign up, Kraft asks for quite a few details which it explains:
Most importantly, when you create your personal profile and register, you’ll receive content that is relevant to you. By telling us about yourself we can design more recipes, tips & timesaving techniques with you in mind
- It’s fairly obvious the program is well thought out, and planned ahead of time - which makes a huge difference.
Also, what I love, is they sometimes cross promote another issue at the top with a “send to me now” button - therefore, they aren’t annoying me for sending too much, and now I’m in control of whether or not I want another one… Genius!
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Despite rise in spam, Canadians willing to subscribe to email
June 26th, 2007 by
Kelly Rusk
It was one of those magical moments - I’m sitting here wondering what to blog about, and this perfect email from Ipsos lands in my inbox - no wonder I love this medium so much…
According to a study by Ipsos-Reid, Even though Canadians have seen an increase in spam messages this year, up 51%, email is still the communications method of choice for 66% of us. Furthermore, two-thirds of Canadian Internet users are willing to provide an email address to companies that ask.
Other highlights include:
- 44% of us agree that we can hardly keep up with the amount of email that we receive.
- After a steady decline since 2003 in the amount of email received by Canadians in an average week, that figure has risen again. Canadians report receiving an average of 206 e-mails per week, a 26% increase over last year and up from a high in 2003 of 197.
- Four-in-five Canadian internet users who have registered at a website to receive e-mail have also deregistered, stating a variety of reasons including a loss of interest (43%); the inability to deal with e-mail volume or no time to read the emails (25%); and, too much junk mail or irrelevant information (22%).
See the press release…
The study’s executive summary is available online, and the full version available for purchase: “Email Marketing 2007: SPAM or Marketing – Do Canadians Know the Difference?“
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Better late than never - card Q1 ‘07 Quarterly Trend Report
June 19th, 2007 by
Kelly Rusk
Finally, the Q1 ‘07 Email Trend Report by card is ready for your reading enjoyment! It was a bit of a kooky quarter - trends that we’ve seen repeated over and over again were different, although some things stayed the same (smaller, segmented lists still outperform larger lists!)
Take a look…
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Email resource roundup
June 19th, 2007 by
Kelly Rusk
It’s been a busy couple of weeks around here, so I admit I’ve been ignoring the blog a little. Luckily for you (and me) there’s been a lot of great email marketing articles posted about the web lately. Here’s just a few:
Enjoy!
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Is permission enough?
June 14th, 2007 by
Kelly Rusk
Stephanie Miller of Return Path shares some insight into why people may opt out, ignore or complain about your email.
Bottom line is, you should always set the stage for your subscriber - if you are going to mail more often, or different types of email than initially promised, ask for permission again.
Read on…
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Retailers using animation in email
June 8th, 2007 by
Kelly Rusk
Chad White of RetailEmail.blogspot and the eec has just put out a new report on the use of animation in retail email.
The use of animation in email is interesting: on one hand, it can help your creative be more eye-catching and attention getting, however, on the other hand - it just won’t work in some email clients (i.e. Outlook 2007) and image-blocking software can make it ineffective.
My recommendation is go ahead and use animated gifs (not flash in email) but be aware that some recipients may not see the animation - only the first image in the cycle - so be sure that image can stand alone without animation.
Check out Chad’s executive summary, the full report is free for eec members, and costs $99 for non-members.
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Boosting web site visits w/ personalized emails
June 1st, 2007 by
Kelly Rusk
According to this new study from RightNow Technologies and Harris Interactive, segmented and tailored e-mail messages can be a key driver for sales while personalized follow-up can turn a one-time customer into a loyal repeat customer.
Ya no kidding!!! Here’s the skinny:
- 68% of consumers surveyed said they were prompted to browse a web site after receiving an email from a retailer, according to the study.
- 73% said they would appreciate any post-purchase follow-up.
The survey also found that 50% of consumers have increased shopping online “a great deal” or “somewhat” in the past five years. This is great news for all our e-commerce friends!
Oh and 42% said they would prefer to be able to find the answers they need online by themselves if they had a question or needed help during an online shopping experience. HINT: you better make sure you have a good online search tool AND think about web site personalization - more at: http://www.sitebrand.com/solutions_retail.html
“Providing shoppers with easy access to relevant information is critical to the success of any online retailer,” says Greg Gianforte, CEO of RightNow.
The study was conducted online from March 26-28 among 2,873 adults ages 18 and over.
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