June 27, 2002
Dear Reader,
I can't decide which item from this
issue is most interesting--the interview with Rosalind Resnick, founder
of NetCreations whom I've admired for years, the survey of e-mail
deployment programs done by Web Commerce Today, or the presentation full
of stats-you-can-actually-use from the Association for Interactive
Marketing. I'll have to let you be the judge ...
Table of Contents
1.
NetCreations' Rosalind Resnick on Permission Email
avant|marketer
2. E-letters 101:
Beyond Content: 8 Other
Things That Belong in Your Email Newsletter
MarketingProfs.com
3. E-letters 102:
Measure the Success of Your
E-Newsletter ClickZ.com
4.
Survey of Email Marketing Programs
Web Commerce Today
5.
3 of 4 Recipients Feel Appending is Unethical
Opt-in News
6. Stat Heaven:
Email Industry Research and
Trends Association for Interactive
Marketing
Content
1.
NetCreations' Rosalind Resnick on Permission Email
avant|marketer, June 2002
Rosalind Resnick is a pioneer in the area of
e-mail. In addition to founding NetCreations/PostMaster Direct in the
mid-1990's, she's always been a vocal advocate for stringent opt-in and
privacy policies. I've never met her, but I've used many of her
interviews and quotes to educate clients about the right way to do
e-mail marketing. Rosalind retired earlier this year, but here's a
recent interview where she talks about declining click-through rates,
e-mail as a branding tool, multi-channel marketing with e-mail and the
role e-mail is best suited to play in your marketing efforts (you may be
surprised!).
2. E-letters 101:
Beyond
Content: 8 Other Things That Belong in Your Email Newsletter
Mark Brownlow, MarketingProfs.com, June 25,
2002
I've always viewed e-mail newsletters more as 'publications' than
'letters'--and Mark seems to agree. This article does a great job of
providing some basic guidelines, including the proper use of a masthead
and a great paragraph on writing an introduction. If you're already
publishing an e-mail newsletter, you can use this article to confirm you
have all the right components; if not, this is a great article to use to
build one.
3. E-letters 102:
Measure the Success of Your E-Newsletter
Debbie Weil, ClickZ.com, June 26, 2002
Debbie's done it again! Shortly after I read this article I was speaking
with a client who said she had read the best article on metrics on
ClickZ that morning. Yep, same article. Don't worry--it's not too
technical, and gives a great presentation of basic metrics, how to
calculate them, what they measure, and when and how you should try to
improve them. Valuable reading for anyone just starting out with e-mail
newsletters and/or metrics.
4.
Survey of
Email Marketing Programs Dr. Ralph
F. Wilson, Web Commerce Today, June 15, 2002
A client turned me onto this valuable resource. Dr. Wilson provides
overviews of over 70 different e-mail deployment solutions, some that
you install on your computer and some solutions that are hosted
elsewhere. All the ones you've heard of, plus a bunch more are included.
The guide provides basic information on services and how to contact each
vendor. All this is free. Added bonus: paid subscribers also get access
to feedback from marketers using the services. A great starting point if
you're evaluating different e-mail solutions, or looking for an
inexpensive system with lots of bells and whistles.
5.
3 of 4
Recipients Feel Appending is Unethical
Rodney Much, Opt-in News, June 24, 2002
The jumping off point for this article is a consumer survey where 76% of
those asked found the concept of appending to be 'unethical.' Even so,
The Association for Interactive Media just provided guidelines for
appending and YesMail recently announced they would start offering this
service. If you read my latest
ClickZ.com column, you know I'm not a fan of appending; if your
organization is considering appending, you should read this article to
add to your knowledge base on the subject.
6. Stat Heaven:
Email Industry Research and Trends
Ben Isaacson, Association for Interactive
Marketing and DoubleClick, 2002
The first third of this 29-page presentation labeled "Just the Facts"
has great (if sometimes overwhelming) statistics. It includes
big-picture numbers (66% of those surveyed said their e-mail sales
increased since 2001) as well as closer-to-home statistics about
frequency (10% are sending daily e-mails to their house list) and
average costs and revenues associated with online customers, along with
what formats (HTML, text, rich media) marketers are using for e-mail. A
good presentation to download and use the statistics to benchmark your
efforts. Note: I wasn't able to directly link to it; it's the 8th item
down on the list (you'll recognize the title).
Closing
Thanks for reading this week's issue. Hope you're enjoying your summer.
We'll publish again on Thursday, July 11; until then, have a safe and
fun fourth of July!
Jeanne
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