Essential Guide Email Marketing 2009 : Page 3
DMNews • E-mail Marketing guide 2009 | table of coNteNts 3 Editor’s Note E carol Krol Executive Editor dMnews -mail, already a hugely popular and effective direct marketing channel, has only gained popularity this year among cost- conscious marketers based on its reputation as an inexpensive and trackable means to reach customers. In addition, while spam is still — and likely always will be — an issue for marketers, consumers continue to opt in to commercial e-mail in record numbers when their favorite brands offer value. Tools for targeting customers through e-mail have also improved, and advanced strategies that incorporate personalization, social media, mobile media and embedded video only boost e-mail’s prominence in the marketing mix. However, even as tactics grow in sophistication, the fundamentals of marketing through e-mail are vital to ensure the vitality of the medium and the greatest ROI. Getting the basics right should be a top priority. Marketers and e-mail providers must be also vigilant in their quest to solve ongoing deliverability issues brought on by spam and heavy-handed ISP filters. Reputation management plays a critical role. The 2009 Essential Guide to E-mail Marketing covers the entire e-mail waterfront. Here, e-mail executives provide a road map of best practices. Marketers including eBay, Patagonia, Allstate Insurance Co., DuPont and Travelzoo reveal their best tips, while expert columnists discuss everything from the basic building blocks of e-mail marketing to the latest technological advances. Throughout, a common theme emerges in the Guide: be relevant and engage your customer. The promise of a two-way dialogue between marketers and their customers has come to fruition through e-mail. Savvy marketers will take that opportunity and cultivate it. Table of Contents FEaTurEs 4 E-mail basics meet new tricks, by Douglas Quenqua 6 A conversation with: Sony’s Gerard Lo Monaco, by Dianna Dilworth 9 eBay wins e-mail bid, by Dianna Dilworth 17 Marketers’ top tips, by Carol Krol E-mail 101 12 Basic steps to break through inbox clutter, by Kim Harrison 13 Now is the time to redefine e-mail marketing manners, by Craig Spiezle 13 Inbox timing: A critical component of e-mail relevance, by Loren McDonald 15 Seven strategies for successfully implementing e-mail marketing, by Debra Jason 15 E-mail receives a bigger allowance … with more chores, by George DiGuido 16 Test your way to better e-mail response and targeting, by Stefan Pollard 16 How to create e-mail newsletters that break through clutter, by Becky Repka DElivErabiliTy 18 Adaptive delivery a boon for marketers, by Dave Lewis 20 CAN-SPAM compliance doesn’t guarantee e-mail delivery, by Justin Premick 20 Keep bounce rate grounded to increase delivery odds, by David Cacioppo 22 Better deliverability starts with best practices, by Jeremy Saibil 22 Optimizing deliverability requires integrated approach, by Michelle Eichner sTraTEgy 24 Boost e-mail success, think less is more, by John Rizzi 25 Fashion retailers set trends in e-mail marketing, by Katie Kirkpatrick 25 Customer dialogues take relevance a step further, by Ashley Johnston 26 For best engagement, follow 40-40-20 rule, by Andrew Sambrook 26 Protect data when engaging in third-party marketing, by Todd Bouillon 27 Incorporate personalization in e-mail and approach, by Steve Webster 28 Studies show postal mail still boosts e-mail campaign, by Ray Chin 28 The next generation of e-mail marketing gets personal, by Joel Book 30 Reach makes geographical targeting relevant, by Elena Bond 30 Tactics e-mail marketers can steal from behavioral economists, by Susan Tull E-Mail MarkEting guidE eDItoRIal: editor-in-chief Cara Wood executive editor Carol krol editorial Director Julia Hood associate editor dianna dilworth copy editor nathan golia aRt aND PRoDUctIoN: Design Director Sandra diPasqua art Director Claire Spiezio Production Manager Michelle Zuhlke aDVeRtIsING: advertising Director Joanna Harp senior advertising Manager Sammy Patel assistant Display advertising Mgr deborah Hartley account executive Jessica Schmidt HaYMaRKetMeDIa: President/Publishing Director lisa kirk chairman/ceo William Pecover sUbscRIPtIoNs: (845) 268-3156 DMNews (ISSN 0194-3588), incorporating iMarketing News 114 West 26th St., New York, NY 10001 Telephone (646) 638-6000 © 2009 Haymarket Media DMNews is published biweekly on Monday (24 times a year), except for the following: July 6 and December 21. Publisher: Haymarket Media Inc., 114 West 26th St., New York, NY 10001. Periodicals postage paid at New York and additional points of entry. Reproduction of any part of DMNews or its trademarked or copyrighted supplements without express permission of the publisher is prohibited. Annual subscripton rate $49 US, $99 Canada & Mexico, $149 other international. Single copy $10 US, $16 interna- tional. Postmaster: Send address changes to DMNews, Subscription Department, PO Box 316, Congers, NY 10920-0316 USPS 496530 mEasuriNg suCCEss 32 When the going gets tough, the tough e-mail, by Naveed Usman 33 Shopping cart abandonment: Recapturing a lost sale, by Ross Kramer 34 A step-by-step guide to better program measurement, by Whitney Hutchinson 34 Improve e-mail marketing with universal profile management, by Brian Deagan 36 Multichannel e-mail emerges as the newest trend, by Jeanniey Mullen 36 A holistic e-mail program sells burgers and builds loyalty, by Simms Jenkins soCial mEDia 38 The social inbox: What’s next for e-mail, by Matt Blumberg 39 The power of customer voice shapes new rules of relevance, by David Daniels 40 Social media for small business in under an hour, by Janine Popick 40 Social auditing takes your e-mail program beyond the inbox, by Lori Connolly 41 New social media metrics for e-mail marketing, by Ryan Deutsch 42 Why e-mail needs social media, and tips to get you started, by Ellie Mirma 42 Together, e-mail and social media lead to better communication, by Ivan Chalif
TABLE OF CONTENT
EDITOR'S NOTE
CAROL KROL
E-mail, already a hugely popular and effective direct marketing channel, has only gained popularity this year among costconscious marketers based on its reputation as an inexpensive and trackable means to reach customers. In addition, while spam is still — and likely always will be — an issue for marketers, consumers continue to opt in to commercial e-mail in record numbers when their favorite brands offer value.<br /> <br /> Tools for targeting customers through e-mail have also improved, and advanced strategies that incorporate personalization, social media, mobile media and embedded video only boost e-mail’s prominence in the marketing mix.<br /> <br /> However, even as tactics grow in sophistication, the fundamentals of marketing through e-mail are vital to ensure the vitality of the medium and the greatest ROI. Getting the basics right should be a top priority. Marketers and e-mail providers must be also vigilant in their quest to solve ongoing deliverability issues brought on by spam and heavy-handed ISP filters. Reputation management plays a critical role.<br /> <br /> The 2009 Essential Guide to E-mail Marketing covers the entire e-mail waterfront. Here, e-mail executives provide a road map of best practices. Marketers including eBay, Patagonia, Allstate Insurance Co., DuPont and Travelzoo reveal their best tips, while expert columnists discuss everything from the basic building blocks of e-mail marketing to the latest technological advances. Throughout, a common theme emerges in the Guide: be relevant and engage your customer. The promise of a two-way dialogue between marketers and their customers has come to fruition through e-mail. Savvy marketers will take that opportunity and cultivate it.
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