Need to Know: Drake Morton

Click Rates – Online Video Ad Metrics

General benchmarks nonexistent as CTR varies by industry, demographic and more

Benchmarks are often important markers for advertisers looking to estimate initial campaign performance and approximate competitor efforts. As online video, a subset of the larger display industry, continues to gain momentum, marketers are increasingly looking for video ad benchmarks to justify increased campaign budget and online video investment. (more…)

Good Read: Drake Morton

3 Tips for Delivering the

Content Your Audience Wants

By Loren McDonald, Vice President of Industry Relations

What’s most important to your email marketing and lead-nurturing efforts? It’s probably some combination of building relationships, increasingly loyalty, moving buyers through the sales cycle and, of course, turning your messages into revenue. Delivering the right message–content that educates, engages and entices recipients to perform the action you want–is essential to all of these goals.

With carefully planned strategy and the correct tools, you can improve the likelihood of providing the content your contacts are looking for–especially if you nail the right timing for your message. Here are a few tips for building your content so you deliver messaging that resonates strongly. (more…)

Good Read: Drake Morton

Email Delivery Up, Open Down

According to the Harte-Hanks Postfuture Index 2009-2010, email open rates declined to an average of 17% last year, down from 26% in 2009. The report examined metrics for over 2.8 billion email messages sent by about 100 companies in nine vertical industries. The company says that “… changing patterns in use of text and imagery… is having an impact on open rates, without necessarily having an impact on response.”
The study indicates that:

• Delivery rates increased to 95% last year, up from 93% in 2009
• Click rates were steady at 3%
• Unsubscribe rates dropped from 0.32% to 0.19%
• Bounce rates declined from 7% to 5%
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Interesting Read: Drake Morton

Why Google+ Matters

by David Berkowitz , Thursday, July 7, 2011

I’m done writing about Google+, at least for today. Fortunately, I have enough material for a column thanks to the powers of crowdsourcing — the act of tapping the community to achieve a common objective. In this case, I posted a message on Google+, publicly asking, “Why does Google+ matter?”
(more…)

You should know: Drake Morton

Tomorrowland: The Future Of Inbox Deliverability

At Top Webmail Providers

by George Bilbrey, Wednesday, July 6, 2011

My company recently released a new study on sender reputation and the factors that influence inbox placement rates. The report showed that complaint rate, spam trap hit rate and unknown user rate are the biggest factors in determining whether or not your emails get delivered to the inbox. It’s always great to have more validation for what we’ve been saying for years, and information like this is very powerful in helping marketers to implement best practices.

That’s the world of reputation today. What does the reputation and deliverability world look like tomorrow?  As expected, I have a few thoughts.
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