According to the DMA’s National Client Email Survey 2014, more than half of client-side email marketers plan to increase their spending as email campaign ROI has now reached 2,500%. It’s a staggering number, and to understand this statistic in context, it’s helpful to look at the drivers behind it, and – more specifically – ways to both lower email campaign costs to boost profitability and leverage sophisticated software capabilities for topline growth.
Email marketing campaigns that are delivering results of this magnitude are leveraging email campaign software that automates success. And, running campaigns without a fully featured solution in place essentially translates into both higher costs and dollars left on the table. Read more ›
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Posted in Email Deliverability
, Email Marketing
Several months ago Econsultancy released their 2014 Email Marketing Industry Census and reported that email continues to rank as the best channel on “return on investment,” posting a 28% revenue increase on average for email marketing programs year-over-year. What is driving these favorable email response rates?
Email campaign open rates have jumped considerably, with industry experts citing an increase of around 30% over last year. How should email marketers interpret the significant movement on this metric? Read more ›
Political candidates and causes live and die on donor contributions, and successfully soliciting donations serves as the lifeblood for any successful campaign. Because email marketing is so efficient, inexpensive, and easy to execute, it’s become a critical component of the fundraising strategy for political campaigns across the board. Hence the proliferation of the political campaign email blast tactic.
The itchiness around reaching the donation quota drives campaign staffers crazy – and at the end of each month, the gauntlet falls. This is because in an election year – like this one – the Federal Election Commission tallies donations monthly for parties and quarterly for specific campaigns. Subsequently, candidates are anxious to post impressive numbers as an indication of momentum and strength.
So they embark on creating an email marketing campaign which essentially becomes an email blast because they don’t have the right email campaign software in place. The problem with the email blast approach is that there’s no segmentation or targeting. And, compounding the problem, when you only communicate with email recipients at the end of the month begging for funds, you come off as desperate and annoying. Read more ›
Most companies running email marketing programs are leveraging a variety of lead generation techniques to grow their prospect pool – banner advertising, website registration, content marketing and more. While growing the list of prospects is a critical first step, the value of a prospect isn’t realized until it converts – this is why lead nurturing strategies that drive customer acquisition are so important.
When you consider the cost of customer acquisition, a customer acquisition strategy focused on driving leads through the conversion funnel is clearly critical. Conversion doesn’t happen instantaneously – the path is paved with a variety of customer touch points that build affinity over time.
What are the most effective lead nurturing strategies that convert prospects into customers? Read more ›
Everyone knows that they they’re supposed to visit the dentist regularly. However, many folks don’t – they wait until there’s an acute problem before they pick up the phone and make an appointment. People avoid the dentist for a wide of host of reasons – fear, expense, inconvenience, and a perceived lack of urgency. Savvy care providers know this well and are reaping the benefits of electronic communication with patients as a way to improve the patient experience and encourage regular visits.
Despite the clear benefits of electronic communication with patients, many care providers shy away from email due to dental office HIPAA compliance concerns. How can care providers best leverage HIPAA dental compliant email marketing to improve the patient experience and boost the quality of care? Read more ›
Email direct marketing has consistently delivered a higher return on investment than other promotional and advertising activities – it’s one of the most powerful tools available to marketers. While many organizations sit on their lists, there are a wide host of companies across industries that are using email marketing tools to achieve great success. It all starts with email marketing strategy, quality execution and using software tools to their maximum advantage. Where are email marketing pioneers focusing their efforts? Read more ›
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This blog post is meant to help you determine whether CASL might apply to you, and how to get ready for CASL. It is not intended to be legal advice.
What is CASL?
The Canadian government has passed a wide-ranging piece of legislation known as Canada’s Anti-Spam Legislation
(text of law
) that regulates commercial electronic communications sent to or from Canadian computers. CASL takes full effect on July 1, 2014
. CASL is quite different from the US CAN-SPAM Act legislation in that CASL requires explicit or implicit opt-in
by recipients before you may send them any messages, while CAN-SPAM only requires you to respect opt-outs you receive. Read more ›
Gone are the days of commissioning a travel agent or picking up the phone to call around for deals and availability. Today’s travelers are internet savvy, hopping online to surf and shop travel aggregator sites for the best possible deals. This has spurred a fundamental shift in the airline and hospitality industries – it’s no longer realistic to rely on top-of-mind familiarity and brand equity to keep customers loyal. This means that airline and hospitality providers need to step up to stand out in a crowded sea of fares, ratings and options – and the easiest and most cost effective way to succeed within these fluid markets is through digital direct marketing.
While travel and leisure aggregators provide sales volume for airline and hospitality providers, there are two principal pitfalls with respect to becoming overly dependent on these sites to drive business. The first issue is purely financial – if your patrons are booking your services through a third party site, your margins will slip as the percentage of your total bookings derived from aggregators rises. Read more ›