For travel and leisure direct marketing initiatives, email is the perennial top performer – it consistently delivers on revenue and ROI, demonstrating over and over again that no other channel can beat its effectiveness. Unfortunately, many travel and leisure marketers fail to fully capitalize on the channel’s potential with respect to direct marketing.
Years ago, travel and leisure marketers relied heavily on direct mail marketing – glossy brochures and postcards delivered in the snail mail box with enticing offers to call and make a reservation. With the advent of email marketing, direct marketing companies were presented with not only a new, highly profitable way to reach customers but also the chance to eliminate the hassle, expense and waste associated with printing and postage.
The benefits of email marketing extend far beyond cost savings, and reaping the rewards of those benefits hinges on the quality of the email marketing strategy. How can travel and leisure direct marketers fully leverage the potential of email marketing? Read more ›
Transactional emails – things like delivery confirmations, password resets and receipts – present a treasure trove of opportunities for monetization. In fact, email marketers can expect transactional emails to directly deliver two to six times more revenue than general marketing emails. How can your organization cash in? Through leveraging the automated sending interface (API) of an email service provider (ESP).
Why are transactional email programs such effective revenue drivers? It starts with “open” rates. Because transactional emails by their very nature contain personalized, relevant and valuable content – and because your subscribers are expecting your message – you can count on very high open rates. And, if the email contains content like a tracking number, subscribers are likely to open the message more than once to check the status of their order. Read more ›
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 ›