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November 2005
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Optimization
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Permission Email Marketing: "Permission" is Not Optional
By Loren McDonald
At a recent online marketing conference, I taught a 4-hour introductory session on best practices in email marketing. But my carefully structured agenda got shredded when about half of the participants and I spent 30 minutes discussing - make that "arguing about" - whether you need to get permission first before you start emailing offers or newsletters.
I was stunned by the pushback from these marketers on an issue which, for me, hasn't been an issue for years. Although I emerged a little battered from the session, it was a strong reminder that thousands of marketers still haven't climbed aboard the permission-email-marketing train. If your email program isn't 100 percent permission-based, read on and hopefully I'll convince you to see the light. Read the full article...
Full Article | Email Feedback
Previous Optimization Column
Designing Emails For the Preview Pane and Disabled Images
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Dear Reader,
I have been preaching the gospel of permission email marketing for many years. By now, I thought, most marketers had converted to this most basic of best practices. Then I learned that there are still plenty of unbelievers who haven't seen the light yet. If you still doubt that permission is the key to marketing salvation, read this month's Optimization article to see why I still say "'Permission' is Not Optional."
Loren McDonald
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The Lab
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Combat List Inactivity by Older Opt-Ins
By Loren McDonald & Calvin Wong
Two new data sets reinforce the inevitable but still depressing idea that readers are less likely to open your newsletters or marketing messages the longer they stay on your list. The drop-off is greatest after the first few months, but by the sixth month, the decline continues at a much slower rate.
That's the bad news. The good news is that you can do something to stem the decline by engaging new readers sooner and reactivating those who have lost interest but didn't unsubscribe. Read full article...
Full Article | Email Feedback
Previous The Lab column
Timely Reminder Boosts Survey Participation
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Quick Tips
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12 Tips for Targeting Inactive Subscribers
The point of identifying your inactive recipients is to treat them differently - not to delete them, ignore them or cry over their inactivity. Your goal after identifying and segmenting your "active" and "inactive" subscribers is to spend more productive time on actives and attempt to re-engage inactives. Here are some tips on what you can do to re-engage your inactives:
- Special Offers - If you are a retailer, for example, consider a special offer such as discounts or free shipping. If you are a B2B marketer you might offer a special white paper that will motivate the recipient to re-engage with your communications.
Survey Subscribers - While you are not likely to get a significant response, consider surveying these recipients to help provide insight into their inactivity. Read the rest of article for the other 10 tips...
Full Article | Email Feedback
Other EmailLabs Quick Tips
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> EmailLabs Version 4.0: Just released, the new version of the EmailLabs application introduces many new features as well as an updated look and feel. Some enhancements include a Dynamic Content Message Builder, a task management system, seedbox monitoring, a new message creation process and many others.
> WebSideStory: Mutual clients of EmailLabs and WebSideStory can leverage data based on both Web site and email activity to target campaigns based on behavior and create trigger campaigns on the fly.
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Regulatory and Privacy Watch
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Updates on Michigan and Utah Child Email Registries
Following are links to articles and information on the latest happenings with the Michigan and Utah child email protection registries:
Michigan E-Mail Registry to Go Live Next Week - Michigan legislators recently passed a bill fixing a technical glitch in the original children's protection registry act. Read the full MultiChannel Merchant article or visit the Michigan Child Protection Registry site. Utah "Do Not E-Mail" Registry Faces Court Challenge (MediaPost, November 18, 2005) - The Utah Registry has been challenged in court by an adult entertainment trade group and the E-mail Sender and Provider Coalition also opposes the Utah law and plans to seek permission to file a "friend of the court" brief. Read the full MediaPost article. FTC: State Registries Put Kids' Inboxes at Risk - State laws that set up "Do Not E-mail" registries for children are actually putting those kids' contact info at risk, according to a letter penned by the Federal Trade Commission (FTC). Read the full ClickZ article.
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About EmailLabs
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EmailLabs is a leading provider of high-performance email marketing technology solutions to agencies, publishers and marketing, sales and customer service departments of middle-market and Global 2000 companies. The EmailLabs email marketing platform is provided as an ASP (Web-based) service, and is easily customized and integrated with a company's Web site, sales force automation and CRM technologies. The company provides email marketing solutions to more than 400 companies, including Nokia, Agilent, PalmSource and Jupitermedia. Headquartered in Menlo Park, Calif., EmailLabs was founded in 1999 and is a subsidiary of
Lyris, Inc. (OTCBB:JLHY).
For more information, visit www.EmailLabs.com or call 888-465-9747.
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