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| September 11 2003 Dear Reader, This issues includes a boat-load of statistics, a great article written by one of the pioneers in the opt-in marketing industry and another article on RSS (If you missed my last issue devoted to this 'hot' technology, never fear -- I've included a link to it and my latest ClickZ.com article on RSS with this new article). Plus a great case study on co-registration and my publisher's note on a recent panel discussion about blogs and other things happening in my e-mail world. Table of Contents 1. Publisher's Note: "Blog, blog, blog" and Other Thoughts from my Email World Jeanne S. Jennings 2. How I Sold My Company for $111 Million BusinessWeek online 3. Stat Heaven 1: Email Marketers Missing the Mark BtoB 4. Stat Heaven 2: Q2 2003 Email Trend Report DoubleClick 5. Stat Heaven 3: 2003 Email Metrics Survey: 2,327 Marketers Report Opens & Clicks Still Strong Despite Sp*m MarketingSherpa 6. A Really Simple Content Solution? ClickZ.com 7. Weather.com Turns Email Registrations Into Advertiser Leads DM News 
Content 1. Publisher's Note: "Blog, blog, blog" and Other Thoughts from my Email World Jeanne S. Jennings, August 26 2003 Hi! Well, this one's a mish mash -- some thoughts on the blog panel discussion I was part of earlier this week, a little about what's going on here (hint: a lot!) and some upcoming events that I'm attending -- that you might want to as well. 2. How I Sold My Company for $111 Million Rosalind Resnick, BusinessWeek online, June 25 2003 If you're been in e-mail marketing for any length of time, you know the name Rosalind Resnick. Early in this century when I was in an ongoing corporate debate (it seemed constant) about opt-in vs. opt-out I could quote Rosalind (as well as Seth Godin, Kim MacPherson and other permission gurus) from memory. Here's a fun, quick read about how she started NetCreations, the premier opt-in list broker, in her kitchen, grew it to be a leader in it's field and then got out -- just in time, some would say. 3. Stat Heaven 1: Email Marketers Missing the Mark Kate Maddox, BtoB, August 11 2003 I've been trying to get a primary source for these stats, to no avail, so here is the best secondary source I've seen. They aren't benchmarking metrics, but more a 'status of the industry' review done by Jupiter Marketing Operations. No surprises here -- message deliverability is a huge issue and many online marketers aren't fully leveraging the tracking and reporting benefit of e-mail. But good reading. 4. Stat Heaven 2: Q2 2003 Email Trend Report DoubleClick, August 25 2003 The link above should open the 3-page PDF document in your browser; if you have trouble visit Knowledge Central and click on the report title under 'Featured Trends' It's back! The report I LOVE with tons of numbers to use for benchmarketing my client's e-mail initiatives. As usual, there's information on conversions in the retail and catalog e-mail real as well as open and click-through rates for a number of industry categories, including business publishing (which saw a marginal decline in open rates but an increase in click-throughs), consumer products and services and business products and services. As always, a must-read. 
5. Stat Heaven 3: 2003 Email Metrics Survey: 2,327 Marketers Report Opens & Clicks Still Strong Despite Sp*m MarketingSherpa, September 10 2003 If you're looking for good news -- and something to help you justify your e-mail budget for 2004, here it is. Chock full of quantitative data (I just love metrics!) and insights (landing pages are the new 'hot' area for testing), this is a must read if you're doing e-mail marketing. The summary article is good; the full report is for sale and it looks well worth the cost. 6. A Really Simple Content Solution? Rebecca Lieb, ClickZ.com, September 5, 2003 Another perspective on RSS, this one a little less rosy than the one I expressed last issue. Well worth reading (but then, all Rebecca's columns are!), especially if you are thinking about moving toward this hot new technology. I'm also including links to the last issue of the Jennings Report, which was dedicated to RSS; to a new 'manifesto' (per Steve Outing of Poynter's E-Media Tidbits) on RSS by Chris Pirillo; and to my most recent ClickZ article (published today) which also talks about RSS. Read them all and make up your own mind. More on RSS: RSS: A Medium for Marketers, Jeanne S. Jennings, ClickZ.com, September 11 2003 Why RSS Will Kill Email Publishing, Chris Pirillo, Lockergnome, September "All RSS, All the Time" issue dedicated to RSS, The Jennings Report, August 26 2003 7. Weather.com Turns Email Registrations Into Advertiser Leads DMickey Alam Khan, DM News, September 11, 2003 Looking to grow your list via opt-in? Co-registration deals, if you can broker them with the right partners, may be just the ticket. See how Weather.com has feed over 1 million leads to companies like Lowe's, AARP and American Express since October 2002. An intriguing case study. Closing Thanks for reading. Today I can't help but think of two colleagues who perished two years ago on Flight 11 -- my thoughts and prayers go out to their families on this sad anniversary of 9/11/01. We'll publish again on Thursday, September 25. Best, Jeanne publisher@jenningsreport.com Phone: 202-365-0423 |
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The
Jennings Report
