Resources: List building and segmentation

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CAN-SPAM ACT Updates for 2008

The CAN-SPAM Act of 2003 (a Federal law) establishes the requirements (and penalties) for those who send commercial email. You can access an overview at the Federal Trade Commission Web site. An important update was just released, which is to go into effect on July 7, 2008. A great summary of the new interpretations can be found at Pepper Hamilton’s Web site. The key updates include clarifcations of the following…

Active versus Inactive Users: Who's On Your Email List?

A new client recently came to me concerned about the open rates for his email campaigns, which were running about 11%. When I asked whether he was aware of the proportion of active versus inactive users on his email list, he had no idea. So we determined the number of inactive users (people who hadn’t opened his company’s emails for 6 months or more), took a look at the open rates without the inactive users and found that that the rates were actually about 37%. My advice: It was time to try to re-engage his audience and/or weed out the inactive users from the list.

9 Ways to Make the Most of Your Welcome Emails

Did you know that Welcome Messages have the highest open rates of all promotional emails sent? That’s why Welcome Messages provide a great opportunity to establish a strong online relationship with your subscribers from the start, as well as communicate your marketing message to a highly-engaged audience. In this issue, we provide several important tips to help you create effective Welcome Emails.

Ready or Not, Mobile Marketing Is Here!

There’s no doubt about it – the number of people using mobile devices to access their email and the Web is rapidly exploding. You need only to look around such areas as airport waiting areas, subways and buses, coffee shops and shopping malls, to see it for yourself – people engrossed in silent conversations, their thumbs tapping away on handheld gadgets. Until recently business professionals were the primary group using this technology. However, now more and more consumers are getting in on the act, too, as web-enabled phones and mobile devices like the Blackberry become increasingly affordable.

5 Strategies to Ensure your Email's Deliverability

Did you know that spam volume increased 100% over 2007, reaching more than 120 billion spam messages per day according to a recent study by IronPort? Breaking past the barricades put in place by Internet service providers (ISPs), companies, and subscribers is tough business. You can do so much right with your design and copy, and still achieve less than optimal results. Pay attention to the issues surrounding what is called "deliverability," though, and you can keep your email program humming. Check out our 5 top strategies for getting your messages to your subscribers.

Segmenting Your Audience

In a nutshell, segmenting your audience basically means that you are looking at slices of your audience that have similar traits. The defining trait(s) can be something as simple as where the “slice” is physically located (zip code for example), whether or not the “slice” has purchased your product, or what types of subject lines they responded to previously. Probably the most important reason as to why you would segment your audience is to be able to craft your content to be of specific interest to that segment.

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