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| December 12, 2002 Dear Reader, Welcome to this issue! We've got two items heavy on e-mail metrics, a review of a buyers guide on choosing e-mail broadcast services, strategy tips for e-mail newsletters and a partridge in a pear tree (okay, well maybe not that last one!). So jump right in for practical information to help you benchmark and enhance your e-mail marketing initiatives. Table of Contents 1. Publisher's Note Jeanne S. Jennings 2. Featured Resource: Buyers Guide for Email Broadcast Services Marketing Sherpa 3. CPA or CPM: What's the Better ROI? DM News 4. Q3 Email Trend Report DoubleClick 5. Email Click-Throughs Climb in Q3 eMarketer 6. Getting Past the Spam Filters, Part I Web Marketing Today Sponsor  Content 1. Publisher's Note Jeanne S. Jennings Lately I've been working with clients to help them develop strategies for their e-mail newsletters. Here's a quick article with four tips for maximizing the effectiveness of your e-mail newsletter initiatives with strategies and real-life case studies from the e-mail newsletter trenches. 2. Featured Resource: Buyers Guide to Email Broadcast Services for Marketers and Publishers Marketing Sherpa, December 2002 As a ClickZ columnist I often ask readers to e-mail me with topics they'd like to see addressed in future articles. Questions about e-mail broadcast services are far and away the most common type of inquiry I receive. Which is why I was so excited when Marketing Sherpa told me they were about to publish this report. There are lots of good vendors out there. The trick is to identify a short list of reliable ones that meet your needs with regard to features, support, service and price. This report provides you a basic apples-to-apples overview of 52 well-known vendors, along with a '21 Question Quiz' about your needs and 'Vendors-at-a-Glance Selection Chart' to help you narrow the field. The vendor profiles include: > whether the vendor is whitelisted by AOL or Yahoo (a real plus with all the filter issues facing e-mailers) > which metrics they track and report > how they price their service > sample pricing for small, medium and large clients > who their clients are > What extra service they provide > Customer service hours and response time > Experience with and handling of spam complaints > Much more You can view the full table of contents before you buy, and as with all the Marketing Sherpa reports there's a 100% money-back guarantee. Best of all, you can access it right away online, or order a hardcopy version which they'll ship to you within 24 hours. I'd strongly recommend this report to anyone who is looking at e-mail broadcase service vendors. It will save you time and money and could save you from making a costly mistake. 3. CPA or CPM: What's the Better ROI? Steve Hardigree, DM News, November 27 2002 One of the best articles I've seen about the CPA vs. CPM debate. Steve provides both pros and cons of CPA, as well as some metrics based on his experience. He also makes good points about who can -- and who can't -- typically use CPA lists successfully. 4. Q3 Email Trend Report DoubleClick, November 2002 The link above takes you to DoubleClick's Knowledge Page; The Q3 report should be the top item on the list; click on the title to view the 4-page executive summary in PDF format. Which industry category has the highest average open rate, and what is it? How much of an increase are they seeing in CTRs? What is the average conversion rate for retailers using e-mail? Which format (text vs. HTML) do consumers respond to better? These stats and much more are here in this month's report from DoubleClick. Valuable data for any e-mail marketer.  5. Email Click-Throughs Climb in Q3 eMarketer, November 26 2002 eMarketer uses the new DoubleClick study as a jumping off point and adds in CTR stats from other sources -- some are industry specific, some historic. Worth printing and saving (because eMarketer archives are only available to paying subscribers) for future reference... 6. Getting Past the Spam Filters, Part I Dr. Ralph Wilson, Web Marketing Today, December 3 2002 This is more and more of an issue for e-mail marketers; in the past week I've heard of three different legitimate opt-in publishers who were filtered, blacklisted or other had delivery issues because they were mistaken for spam. Dr. Wilson has compiled the best information I've seen yet on addressing the problem. There are actually three articles on this page, all about how legitimate e-mailers can avoid getting caught in filters. Must reading if you're dealing with this issue. Closing Thanks for reading! As a result of the holidays, we won't be publishing again until Thursday, January 9, so best wishes for a Happy New Year and we'll see you in 2003. Take care, Jeanne publisher@jenningsreport.com |
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The
Jennings Report
