Email marketing

SUMMARY: Using an emailed coupon is a common marketing tactic, but could you get better redemption rates if you added a Web 2.0 element into the mix and let your customers make their own discount offers?

See how a fast-food chain combined email and a custom-built landing page that got staggering open and clickthroughs, plus download rates nearly double their average. read the complete case study

SUMMARY: Last week, we outlined three battles that email marketers may have to fight if they’re being asked to generate more sales from their email list. One of the common concerns we’ve heard is the pressure to increase the size of your opt-in list -- at a potential cost to list quality.

Co-registration, sweepstakes, and list rental can generate a lot of names relatively quickly. But unless you’re following best practices, those tactics may backfire in the form of less-qualified names, higher complaints, and a ding on your email reputation. To help, we’ve outlined some best practices for these tactics. read the complete article

SUMMARY: Marketers have a wealth of data in their email and CRM systems that can take the guesswork out of creating email campaigns and newsletters that resonate with subscribers. The key is identifying segments of your database and customizing email messages according to their preferences.

We interviewed a marketer to learn how his teams have mined data to produce customized email messages that improve subscriber engagement. Includes tips on:
o Personalization tactics
o Writing for prospects vs. customers
o Using dynamic content
o Testing segmentation by industry vs. job description read the complete interview

SUMMARY: We’ve been studying email trends for a long time, and this chart goes back to the beginning, tracing the relationship between email practice and email success. In one form or another, we’ve asked the basic question about how well email was performing since our first survey in 2001. This chart highlights some trends and key takeaways. read the complete article

By Chris Heine, Senior Reporter

The BlackBerry Bold has been unveiled, and many folks compared it at launch to the iPhone. For what it’s worth, I think that's a good thing for BlackBerry marketers. Because, no matter the brand, smartphones are not going anywhere.

There will be more brands entering this particular technological fray; some might actually outdo both the iPhone and the BlackBerry Bold. And they will drive the wireless market... read the complete blog post