|
|
| July 11, 2002 Dear Reader, Lots of variety in this issue! We've got special sections on deep linking and the future of e-mail marketing, as well as a word of warning if you're sending to Hotmail e-mail addresses and some great refresher pieces on elements of great e-mail marketing. Oh, and did I mention the list of almost 40 other e-mail newsletters you may want to subscribe to? It's all here in this issue... dive in! Table of Contents 1. Need Leads? Put Your Site to Work ClickZ.com 2. AdMarketing List of Marketing Newsletters Netpreneur 3. Broadcast Emailer Alert -- Your Message Links Expire in Hotmail in Just Five Minutes EmailSherpa.com 4. Is Email Marketing in Trouble? 4A. Point: E-Mail, Online Advertisements Just Don't Click With Viewers The Wall Street Journal 4B. Counterpoint: How's This for a Response? ClickZ.com 5. The Five Most Important Words in Email Marketing MarketingProfs.com 6. Deep Links Illegal? 6A. What's New! NewsBooster.com 6B. Deep Linking is Good Linking Jakob Nielson's Alertbox 6C. Deep Linking Lunacy SearchDay Content 1. Need Leads? Put Your Site to Work Barry Stamos, ClickZ.com, July 8, 2002 A good article with practical tips for using your website to build your e-mail lead list. If you have a website and aren't collecting visitor's e-mail addresses, this is a must read; if you're doing this, it's a good check to be sure you are taking full advantage. 2. AdMarketing List of Marketing Newsletters Newsletter AdMarketing Community of Netpreneur.org, June 28, 2002 I was pulling together a list of resources for a training session I'm doing when I remembered this list and visited; there are actually e-letters on here that I wasn't even aware of! With almost 40 listed, it's well worth a look-see; topics include affiliate marketing tips, tools for webmasters, case studies and copywriting online. In addition to the title and a brief description, each also has a link to subscribe. 3. Broadcast Emailer Alert -- Your Message Links Expire in Hotmail in Just Five Minutes EmailSherpa.com, June 26, 2002 What percentage of your e-mail list are Hotmail addresses? If it's significant, you'll want to read this great follow-up article (a link to the original article is at the end) which talks about a problem many e-mail newsletters and broadcast e-mail folks are having with Hotmail. While MSN (Hotmail's parent) wouldn't comment, this article describes the problem and provides some suggestions to cope. 4. Is Email Marketing in Trouble? Here are two opposing viewpoints from reputable sources -- judge for yourself. 4A. Point: E-Mail, Online Advertisements Just Don't Click With Viewers Vanessa O'Connell, The Wall Street Journal, July 2, 2002 Just in case you missed it...According to this article and eMarketer, average e-mail click-through rates (CTRs) have dropped to 1.8% (from 3.2% in 2001). During the same period, there was no change in CTRs for rich media (1.7%) and banner ads (0.3%). Is this the end of e-mail marketing? This article expresses concern for the future of the e-mail marketing industry... 4B. Counterpoint: How's This for a Response? Seana Mulcahy, ClickZ.com, July 2, 2002 Mulcahy makes some good points here refuting the conclusion of the WSJ article; primarily, that all mediums see some falloff in response rates as the volume increases (which it certainly has with e-mail). She also provides some bullet points for e-mail marketers on coping with the decrease in the click-through rate. Many are big picture (We need a better way to measure campaign effectiveness for both direct response and branding), but others are more useful. A good counter to the WSJ article above. 5. The Five Most Important Words in Email Marketing David Patterson, MarketingProfs.com, July 23, 2002 issue So what does PVBIT stand for? See how many of the five principles for successful e-mail marketing you can come up with on your own before you click-through. A good, concise overview of some key concepts. 6. Deep Links Illegal? Ironic that the defendant and loser in the suit (NewsBooster) is offering terrific information on it. You'll find the 'What's New!' sidebar in the left column of the homepage, with links to Court documents as well as press coverage of the case. 6A. What's New! NewsBooster.com, July 2002 Ironic that the defendant and loser in the suit (NewsBooster) is offering terrific information on it. You'll find the 'What's New!' sidebar in the left column of the homepage, with links to Court documents as well as press coverage of the case. 6B. Deep Linking is Good Linking Jakob Nielson's Alertbox, March 3, 2002 For a good 'nuts and bolts' primer about deep linking from a usability standpoint; Nielson reports that 27% of 'failures' were the result of people having trouble getting from the home page to the page on the site they were looking for. 6C. 6C. Deep Linking Lunacy Chris Sherman, SearchDay, Search Engine Watch, July 9, 2002 Sherman applies the theory behind prohibiting deep links to other mediums, some of which work and some of which don't. But he makes some good arguments, and the links at the end to additional resources (I was surprised at how good the American Library Association page on deep linking resources was) are really useful. Closing Thanks for reading! Hope your Fourth of July fireworks were breathtaking! We'll be in your inbox again on Thursday, July 25. Jeanne mailto:publisher@jenningsreport.com
|
|
|
The
Jennings Report
