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| September 26, 2002 Dear Reader, I just love it when I come across good statistics on e-mail metrics, and I've included one of the best I've seen lately in this issue for you (hint: It's from DoubleClick). There's also don't miss information on getting your mail through spam filters from WordBiz Report, a great primer on using e-mail newsletters to sell products and services from MarketingProfs.com and news of another e-mailer moving to double opt-in in my publisher's note. Table of Contents 1. Publisher's Note Jeanne S. Jennings 2. CLIP & SAVE Guide to Avoiding Spam Filters WordBiz Report 3. Transforming Internet Newsletters into Marketing and Sales Machines MarketingProfs.com 4. Stat Heaven: Q2 Email Trend Report DoubleClick 5. Sifting through Spam and E-Mail Marketing eMarketer Content 1. Publisher's Note Jeanne S. Jennings Another e-mail newsletter publisher moves to double opt-in, a quick tip on formating links for e-mail, and information on online publishing models and how to handle legacy e-mail lists where you don't have permission. Oh, and has anyone else checked out the Opt-in News site lately? 2. CLIP & SAVE Guide to Avoiding Spam-Filters Debbie Weil, WordBiz Report, September 24 2002 Spam filters are becoming a big topic in e-mail circles. While there are some legitimate e-mails that are being filtered as spam, no one really knows the magnitude of the problem. Here's a nice piece with some practical advice on the 'triggers' the most common filter uses, and how to avoid getting in its net. Also great are the resource links at the end. Oh, and don't forget to take the poll! 3. Transforming Internet Newsletters into Marketing and Sales Machines Jason Kassel, MarketingProfs.com, February 19 2002 I'm getting lots of calls lately to develop e-mail newsletters to sell products and/or services for clients. It's something I'm a firm believer in and something I've had success with; by taking a 'soft sell' approach, providing value and building the relationship over time you'll be at the top of your prospect's mind when they need you. And that's a good thing. Jason's article is right on, and a good primer for anyone who is using -- or thinking about using -- e-mail in this manner. 4. Stat Heaven: Q2 Email Trend Report DoubleClick, September 2002 Is your bounce rate too high? How does your conversion rate stack up against other e-mailers? Can you realistically expect to improve your open rate? Is that decline in your click-through rate a macro-trend or something specific to your program? Full of statistics, this is a great report to use to benchmark your results. In addition to overall averages, they include some (very limited) industry breakdowns. It's only four pages (wish there were more!), but it's free and well worth downloading. 5. Sifting through Spam and E-Mail Marketing eMarketer, September 24 2002 The bad news: 16% of those surveyed by Harris Interactive saw no difference between legitimate e-mail marketing and spam. The good news: 94% of those surveyed say they delete unsolicited e-mail, while 35% go even further and report the senders. Business Case for Opt-in, anyone? Click- through to get the quick overview of the data on perceptions and reactions to e-mail marketing. A good quick read. Closing Thanks for reading. We'll publish again on Thursday, October 10. Until next time, Jeanne mailto:publisher@jenningsreport.com |
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The
Jennings Report
