Two articles showed up in my RSS feed in the last 24 articles that touched on different aspects of the same issue. Senders should improve their email marketing program even when they are working well. Stephanie Miller over at ReturnPath addresses the lost revenue from current programs. Consider that if we can earn a nearly $60 ROI by creating email programs that are compelling to just a few...
What’s an opt-in reconfirmation email? Also called, as fellow blogger Al Iverson mentioned lately, a re-engagement email, or a permission pass email. Al links to DJ Waldow’s write up on Shop.org’s recent re-engagement strategy, and today I see that Janine Popick, CEO of VerticalResponse, talking about Coach’s turn at culling their list through this process. What’s interesting here is that...
Ken Magill (hereafter known as Mr. Stupid Poopypants) has a follow up article today on his article from last week about the Obama campaign’s mailing practices. While poking Dylan a bit, his message is that marketers really need to look harder at double opt-in. All these things can and do go wrong with double opt-in, but the risks of not using it have simply become too great. For one thing...
Friday Al posted about data verification, building on discussions last week about Mr. Poopyhead’s article on open signup forms. He has a very insightful analogy, that I like and I am going to steal (emphasis from the original). Running a web form, especially one that requires that an Internet user provide information before handing over something, whether it be a login to a website, a free...
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