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| August 8, 2002 Dear Reader, Finally, some potentially good news about click-through rates, as well as great statistics on using e-mail as a branding tool and a fantastic report on the paid content situation (which, in my opinion, holds a lot of opportunity for e-mail marketing). I've also included an article on how one e-mail newsletter increased their subscriber base from 2,000 to 60,000 for just $1,000 (which sounds great but I have some doubts about the quality of the new subscribers). Read on for more... Table of Contents 1. Email Does Branding Right eMarketer 2. In Email Marketing, Consumers Weed Out the Weakest Links Knowledge@Wharton 3. A 'Safe' Way to Build Up E-Zine Lists DM News 4. Delighted to Receive Your Ad! ClickZ 5. Paid Online Content Grows 155% to $300 Million in Q1 2002 Online Publishers Association Content 1. Email Does Branding Right David Hallerman, eMarketer, August 6, 2002 Is e-mail best for branding, rather than selling? This article, packed with statistics and charts, makes that case. They are reporting click-through rates of over 17% for campaigns focused on awareness, and also provide a good overview of what companies are using e-mail for. The end has a bit of a product pitch, but otherwise a good read. 2. In Email Marketing, Consumers Weed Out the Weakest Links Knowledge@Wharton, The Wharton School, University of Pennsylvania, July 31 - August 13 2002 Note: You'll need to register to read the full article; it's the fifth item down on the home page. To read some potentially good news on click-through rates (CTRs) for a change, check out this article. Their findings show that while CTRs on third-party opt-in e-mails are declining, CTRs on first-party opt-in e-mails are actually up a bit (at just over 8%) from 4Q 2001. Travelocity's e-mail program is discussed in a case-study format, and the links at the end to some additional e-mail articles are good as well. Must-reading for any e-mail marketer. 3. A 'Safe' Way to Build Up E-Zine Lists Bob Bly, DM News, July 31, 2002 Bob tells how he grew his e-mail newsletter list from 2,000 to 60,000 in just six weeks, at a cost of just $1,000, using safelists. Have you heard of safelists? I hadn't before I read this article. I'm a bit skeptical about the quality of the subscribers (do they fit into the 'target market' that he is trying to reach?), so I don't think I'll try this anytime soon. But I'm sure curious to know how it works out for Bob--maybe he'll do a follow-up article and let us all know. 4. Delighted to Receive Your Ad! Barry Stamos, ClickZ, August 5, 2002 Barry's formula -- respect + relevance = response -- is a great guideline for e-mail marketing initiatives. Also a great piece if you are educating your organization on the business reasons to go opt-in. 5. Paid Online Content Grows 155% to $300 Million in Q1 2002 Online Publishers Association, August 2002 This 16-page special report PDF (there's also a presentation version available) is the most complete research I've seen on the free-vs.-fee content issue. You may wonder what this had to do with e-mail marketing -- I've launched paid e-mail newsletters, which is basically paid content. I've also developed e-mail newsletters to market paid content sites. It's all about the bottom line, and paid content is a natural partner to e-mail marketing, in my humble opinion. Check out the report and see if you agree. Closing Thanks for reading! We'll publish again on Thursday, August 22nd. Feel free to e-mail me if you find something that would make a good item for an upcoming issue. Jeanne mailto:publisher@jenningsreport.com |
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