Tag Archives: Email Marketing

New York Times Loss Widens as Ads Shrink

The WSJ ran a story (subscription required) on the 22nd about this issue. This problem is hitting all print publications:
Ad dollars are leaving print… and fast!
Their Q1 losses for 2009 were worse than expected, around a 27% loss in advertising revenue. This outpaced their efforts to cut costs (not surprising, good journalism is expensive). Seth Godin, on his blog, is predicting that by 2012 there will be, “no significant newspapers printed on newsprint in the US.” WOW! and entire vertical market will be gone, or almost gone in less than three years! These are both interesting reads and worth the effort to see what’s coming for online advertising. We have seen with with our clients, and in our past, efforts to cut “traditional” media spending and emphasize online strategies. We’re helping our client get better results through email and PPC marketing; things that are measurable and quickly executable.

Small Businesses Seek Solutions Online

Small business is flocking to the online marketing space, why? It’s cheap, it’s easy to measure, and, well, let’s face it, print is dead.
What are local advertisers to do, though? They don’t have the large budgets to go to a “big agency,” they don’t have the technical knowledge (in many cases) to prevent being taken advantage of by small agencies, there are too many options for free or almost free web based services, etc… They have to do research and they have to trust their network. What do successful small agencies have to do, then?
They have to be good at working with small businesses, they have to treat each of their customers well, they have to be successful, because small businesses can’t afford the expense of a failed marketing effort, no matter how small. Email campaigns and PPC campaigns are the best entry into online marketing for most small businesses, after getting themselves a quality web site. However, they should definitely use a someone to help them, they do not want to upset their targets with violations of CAN-SPAM, or just over communication. Read the whole article Small Businesses Seek Solutions Online – eMarketer.

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.

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!

Read more ...

Consumers Like Email!

MarketingVox has a story today, about the continuing preference of consumers for email for commercial correspondence.  Here is a brief synopsis of the results, click over to the MarketingVox article for their take, or the original at Habeas, or the MarketingCharts opinion.

Email

  • 67% of respondents prefer email as a communications channel over other online vehicles, and 65% say they believe that will remain the preference in five years.
  • Consumer opinion of the future importance of email registers far above future expectations for video conferencing (19%), instant messaging (17%), SMS text messages (12%) and Web meetings (12%).
  • 65% of the demographic ages 18-34 – those most comfortable with IM, SMS and emerging communications methods – say they will likely favor email to communicate with businesses in five years.

Online Threats

  • 69% of those surveyed expressed concern about being victimized by email fraud scams, an increase from the 62% finding in the 2007 Habeas report.
  • 43% of respondents voice concern over the spam and virus threat to mobile devices, up from 2007’s 36% – and a reflection of the increasing use of the "mobile inbox" through smartphone and internet-enabled phone devices.
  • As many as 35% of those surveyed do not know what to look for when trying to sift through emails that might potentially be dangerous.