DJ posts the top 4 reasons an email campaign fails.
October 17, 2008
Evaluating email
17October
September 30, 2008
Constituents clog lawmaker mail servers
30September
With the recent credit market turmoil and the proposed 700 billion dollar bail out bill many, many Americans are taking the opportunity to contact their congressional representatives. This increase in traffic has resulted in the house.gov website being slow or unresponsive, the mailservers being clogged and the phone system straining. In response to the increased load, the CAO has put some limits...
September 25, 2008
The Question
25September
Mark Brownlow has a list of 12 questions every email marketer should ask about their marketing program. Buried in the middle is the most important question for delivery. Do you worry more about what ISPs think about your email than what subscribers think about your email? If you take care of the latter, won’t the former take care of itself? My answer is if a sender is worried more about...
September 11, 2008
The overlooked secret of marketing
11September
Seth Godin posted recently about the overlooked secret of marketing: time Cherish my time. The second part is closely related. It has to do with respect. You respect my time when you don’t waste it. When you don’t spam me. When you worry about the 100 cars backed up on the road and figure out how to get us moving more quickly. You respect me when you value my time more highly than...
September 8, 2008
Lashback tackles opt-in fraud
08September
Last week Lashback posted a three part series on opt-in fraud. One of the issues they commented on is that suppression lists are being passed around and some mailers are actually spamming them. This is something that used to be common, where spammers were harvesting email addresses from opt-out forms and then spamming the addresses or selling them to other mailers. This is why some ISPs and anti...
September 4, 2008
Results based email marketing
04September
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...
September 3, 2008
Opt-in Reconfirmation in the Wild
03September
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...
August 14, 2008
Getting whitelisted by endusers
14August
One of the best ways to ensure mail is delivered to a recipients inbox is to encourage the recipient to add the senders from: address to their address book. In cases where an ISP might otherwise bulk folder the email, they will instead put the email into the inbox. Senders are changing their practices to get recipients to add from addresses to address books. There are a number of companies...
August 11, 2008
Letting Go
11August
Derek Harding has an article over at ClickZ, discussing the importance of letting subscribers go. Many marketers are embracing the concept of a list exit strategy. That is, developing and managing a process to identify and gracefully remove recipients for whom a list is no longer valuable. Many lists have a long tail of recipients who have been on the list for a very long time but who also have...
August 7, 2008
Delivery thoughts
07August
I have spent quite a bit of time over the last few days working with new clients who are asking a lot of basic, but insightful questions about delivery problems. I have been trying to come up with a model of how spam filtering works, to help them visualize the issue and understand how the different choices they make change, either for better or worse, their delivery. One model that I have been...
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