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Get it right: Drake Morton

It’s Holiday Season.

What If Your Emails Don’t Care?

by Mike May , Wednesday, November 18, 2009

If you thought inboxes were already cluttered, just wait until this year’s holiday season ramps up to full speed. Retail business are struggling to recover, while at the same time cutting ad and direct mail spending, and focusing more resources on ROI-heavy programs like email. It’s a perfect storm headed straight towards inboxes. (more…)

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Good Information: Drake Morton

E-Tailers Investing Ahead of Recovery

NOVEMBER 13, 2009

Getting ready for consumers to open their wallets

Recovery from the recession is not yet in reach, but online retailers are ready to start spending all the same.

E-tailers know online consumers demand a top-notch shopping experience, and that difficulties navigating e_commerce Websites can lose them sales. Internet Retailer and Vovici Corp. found that more than seven in 10 Web merchants planned to spend more on advanced e-commerce applications and services this year.

E-Commerce  Applications US Online Retailers Plan to Add or Replace*, by Business Model, August 2009 (% of respondents)

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You need to understand the parameters of the playing field: Drake Morton

Most Popular eMail Clients 2009

Most Popular eMail Clients 2009

 

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You need to know: Drake Morton

New Chart: Email Spending Sped Up

As the Economy Slowed

SUMMARY: Email has not only been spared the ax that fell heavily on most marketing budget line items, it seems to have actually benefited from the down economy. This boon wasn’t skewed by a few email-reliant sectors, it occurred in every industry participating in our benchmark survey.

email spending chart

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Worth thinking about: Drake Morton

Your No. 1 Upgrade For 2010: Lifecycle Marketing

by Loren McDonald , Thursday, November 5, 2009
If you’re already thinking about how to take your email-marketing program to the next level in the coming year, you should start by switching out your batch-and-blast program for one that uses lifecycle marketing to send highly targeted and relevant messages.

Although it might be a challenge to persuade your upper management to invest time and money to upgrade your email program, this story of a company that boosted its conversion rate 40% using segmentation and targeted messaging might help loosen up the budget.

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Is Email Strategic? Or Dead?

by Daniel Ambrose , Thursday, October 29, 2009

I first read of the death of email, by email.

I guess certain Wall Street Journal reporters will go far to get attention.  If journalism is supposed to be provocative, it worked.  The recent article ” Why Email No Longer Rules,” by Jessica E. Vascellaro,  made the case that communicating through social media like Facebook and Twitter is so much more “for the way we live”  — which just didn’t make sense, and drew many objections and comments.  The subsequent follow-up blather from Vascellaro didn’t add any clarity, including a “non-scientific poll.”
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 A Must Read: Drake Morton

Email Use Increasing, Despite What WSJ Says

by Morgan Stewart , Wednesday, October 14, 2009

  • Increased use of social media drives increased use of email.
  • Even non-social-media users are using email more.
  • People use email more as they get older.
  • Email serves as the foundation for a world that is increasingly reliant on digital communication.
  • Smartphones are driving more email use.
  • Smartphones are also changing how email is used among college students.

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Interesting Read and Take-a-Way: Drake Morton

 

Socialized Email?

 

You Can’t Ignore Thousands Of New Users

by Ryan Deutsch , Thursday, September 17, 2009

Newly emerging metrics – all email marketers should be considering when looking at integrating social media into their programs. Since then I have had the opportunity to help a number of clients socialize their email campaigns to increase reach and conversions. Today, I would like to share the results that one of these clients has realized: online personal financial service Mint.com, recently acquired by Intuit.

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Keys To Great Email Strategy

by David Baker , Monday, July 27, 2009

The foundations of strategy don’t change, but transferring it to email require a different level of thinking these days.  I was teaching my daughter backgammon and talking about the strategy of the game. She very simply said, “My strategy is to win.”  After laughing, I said “Winning isn’t a strategy, it’s a result.”  But she had a good point; we seem to think very cause and effect in our business.   We either think too narrowly in determining what winning means — or we think so long-term that we lose sight of the strategic things that really worked.

Strategy to me is an evolving thing that includes establishment of goals, objectives, tactics, and an iterative methodology that allows you to create dimensional approaches across many segments, products and channels.
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Are You Making Your Subscribers Feel Welcome?

by Aaron Smith , Tuesday, July 7, 2009

The welcome email is one of the most important messages in any email program. Welcomes come at a time when subscribers are most receptive to receiving messages, generating outsize open and click-through rates. So why do so many email marketers pass up this once-in-a-business-relationship opportunity by delivering subpar welcome emails — or worse yet, none at all?

Sometimes the technology limitations of an organization’s infrastructure come into play. It also may be a result of organizational dynamics, where the group responsible for email marketing may not be in a position to change the underlying technology infrastructure used to send welcome messages. Often it’s simply the result of the email team being over-tasked, unable to add yet another project to an already overflowing queue.
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