Category Archives: Digital Strategies

Why Retail Loves E-Mail

Why Retail Loves E-Mail – eMarketer The link above is to a pretty good article at eMarketer discussing the use of e-mail by retailers during 2008. An interesting take away from the article is that retailers increased their email quantity from 8.8 per month in January 08 to 14.6 per month in December! Another strong point was that 90% of the top retailers increased their holiday email volume as well.
“Retailers ratcheted up their e-mail marketing campaigns to aggressively compete for consumers’ dwindling spending dollars,” says Jeff Grau, eMarketer senior analyst and author of the new report, Retail E-Mail: Online Marketing Strategies. “That was due largely to the fact that e-mail is cheap to administer and delivers an ROI far superior to paid search, catalogs and other marketing media.”
Still, with all of the increased volume in email marketing, it still only accounts for 1.5% of direct marketing budgets in the US! However, between email marketing and PPC marketing, that is changing rapidly. Spends in both categories so far in 2009 are up versus the same period in 2008. Why, you ask? Because email and PPC marketing are measurable, testable, traceable, more cost effective, and much more customizable than traditional marketing (both brand marketing and direct marketing) and advertisers can do more for less.

iMetrics Comes of Age … More Web Ads Improve Their Aim – WSJ.com

More Web Ads Improve Their Aim – WSJ.com. “A long time ago in a galaxy far far away…” Sorry, wrong story.  It was a long time ago, however, when I was at Wunderman.  We created this metrics package because we didn’t trust the client’s reporting package.  We called it iMetrics and, while we were building this tracking package we realized that not only could we tell what our users were doing on the site, but, we could, with the inclusion of a VERY small piece of additional code, deliver targeted call-to-action messaging during their browsing experience.  We played with it, talked to our strategy and planning folks, and created some interesting logic to deliver the ads based on the users actions within the site.  Using this simple methodology we were able to boot our lead generation for the client by more than 2000% (no, that isn’t a typo).  The message, from that, and something that has continued to stick with me for the past 10 years, is, “Give the Consumer What They Want, When They Want It.” This ties directly to something over on eMarketer, an article about ad personalization & targeting, another good read.

It's True, PPC Ads Do Increase Brand Awareness

In a Yahoo!/MediaVest study, reported in Ad Age, sponsored text ads (Pay-Per-Click) increased BRAND AWARENESS by 160% for consumer packaged goods type products.  These search marketing ads had a HUGE impact on brand awareness, etc…  EVEN on consumers who DID NOT click!

But, wait, if it works here, why doesn’t it work elsewhere?  It does, I would argue, work the same across the board for ALL retail products.  Consumers basically ignore most non-targeted display advertising… the traditional method for brand building online, but, search is relevent and targeted, therefore consumers are MUCH MORE aware of the page content than they are on a typicall web page.

The New York Times And The iPhone





The New York Times (nyt.com) gets it… They were the ONLY newspaper to roll out an application with the launch of the new iPhone… And, they have an advertising program designed for this medium. Very nice work, NYT.

How To Lose Customers

Well, this is a bit of an interesting post.  As part of a prospecting effort for DMIdeas I have signed up for a few email newsletters, etc.  Starting last night at around 4:30PM I began receiving customer responses to an email from this particular prospect; here’s what happened:

  1. Prospect created a "group" on their own mail server called clients@PROSPECTNAME.com
  2. Prospect used a well know, and reputable, blast provider to create an email blast to their entire list.

Nothing wrong yet…but then:

  1. Prospect sends the test blast (without any personalization or opt out information) to the clients@PROSPECTNAME.com group.
  2. This "blast" of a single email is then FORWARDED by their system to the entire clients@PROSPECTNAME.com group.
  3. One of the users in the group has an auto-reply out-of-office enabled.

Still no problem…until:

  1. The FROM: address for the blast was …  Yep, you guessed it … clients@PROSPECTNAME.com.
  2. This caused that first out-of office to get sent to the entire group.
  3. Since that original email, there have been more than 150 messages from the members of the group about PROSPECTNAME‘s inability to know what they’re doing, about someone "hacking" their email and sending messages, etc…

It was an interesting view into the types of people that are in certain kinds of businesses.  Their lack of knowledge about the internet, etc.

The WORST is yet to come, however:

  1. PROSPECTNAME representative A begins to send messages to each of the respondents who’re asking to opt-out saying that they’ll be removed, but, their reply is going to the created group too…
  2. Then representative B sent out the message following the break… making things worse!

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