ING — a provider of retirement and insurance services — is currently running a great marketing and advertising campaign to get consumers to know the level of savings they need to retire. They lead with “Find Your Number.” In one of their television ads, for example, a guy asks his neighbor what his number is. The neighbor responds, apprehensively, with “a gazillion.” The point of the commercial is that if you don’t know your goal, you’ll never reach it because you don’t have a plan.
A few months ago, Hotmail focused a lot of attention on the term “graymail,” which is used to describe emails and newsletters that users had opted-in to receive but no longer wanted. According to The Windows Blog, graymail accounts for as much as 75% of email classified as spam by users. As a result, Hotmail declared “a war on graymail,” introducing new tools for its users to keep graymail out of their inboxes. So how will this impact the results of your email-marketing campaigns and what can you do to avoid having your emails classified as graymail? That’s what we discuss in this month’s feature article.
Since starting FulcrumTech, we’ve worked with numerous clients and prospects who have been frustrated by how to justify their email-marketing programs. Specifically, they want to know how much they’ll get in return from a certain level of marketing investment. Until now, there hasn’t been a way to accurately calculate email-marketing return on investment (ROI). To address this problem, FulcrumTech developed a sophisticated, web-based email ROI calculator called ROI GoalsetterSM.
If there’s one thing that makes me cringe, it’s when someone calls an email-marketing campaign a “blast.” Everything about that word goes against what we as email-marketing professionals do in creating email campaigns that deliver outstanding results. I thought I’d pull a few definitions of blast from a dictionary to drive home my point. I…
In last month’s feature, we gave you tips on how to build a high-quality email list. So, as you continue to grow your list of subscribers, you want to encourage subscribers to keep their preferences up to date – for their email address, name, desired frequency of emails, and more. Read more about how to create an effective email preference center that helps you keep your subscribers active and engaged.
After years of using a certain Internet service provider, I decided to make a switch. That meant that the numerous email newsletters and other services I had subscribed to so many years ago needed to be changed to reflect a new email address. You’d think changing an address would be simple, right? Wrong!