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Dear Reader,
Happy December! We're back -- with not one, not two, but three
sources of e-mail marketing benchmarks (2 are free), tips on how to
build an effective opt-in e-mail list, word of a new worm that may be
delaying your e-mail deliveries and much more. Dive in -- or skate
in, based on the winter weather here -- for the scoop!
Best,
Jeanne
Publisher@JenningsReport.com
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DoubleClick Q2 2005 Email Trend Report
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It's about time for the Q3 report to be released, but if you didn't
already download Q2, here's your chance. Good news: bounces are at an
all-time low and the average click-to-purchase ratio is above 4.0%
for the fourth quarter in a row. Bad news: opens and clicks continue
to decline.
Find the summary report
here.
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Bronto's Quarterly Industry Statistics Report
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Not sure about DoubleClick's numbers? Maybe Bronto's will suit you
better. They recently released their
first quarterly report,
covering a variety of industries (a few more than DoubleClick,
actually), including Education, Legal Services and
Services/Consulting. Average open rates are clocking in at 23.4% and
average CTR at 4.7%. A bit lower than DoubleClick's figures; not sure
who's right but it's always good to get a second opinion.
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MarketingSherpa's Email Marketing Benchmark Guide 2006
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It's back! It's the resource I turn to again and again, updated for
2006. Looking for the latest on opens, clicks and conversions? It's
here. Want to find out what impact frequency, personalization and
segmentation have on results? It's here. Plus new information on
designing effective email newsletters, doublechecking your budget and
more. Includes over 300 charts and "eyetracking" heatmaps (to help
with your email design).
Get your copy today!
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On Language: Whitelist
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William Safire, New York Times, December 4, 2005
I love it when my work life makes a showing in my personal life
-- as it did this weekend when I was reading my New York Times
magazine and saw this article about the origin of terms such as
"Whitelist" and (my favorite) "Copyleft." Read the full article
here.
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Cyber Monday: Fact or Fiction?
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eMarketer, December 1, 2005
Did you leverage e-mail to drive more traffic to your e-commerce
site last Monday? Did you see a bump in sales?
Here are
some stats on the "Cyber Monday" phenomenon, along with some good
"chicken or egg" questions about the hype that preceded it. |
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How to Build Your Own Email Prospecting List
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Ann Meyer, Multichannel Merchant, November 28, 2005
This is one of those "couldn't have said it better myself"
articles that I love. It clearly spells out some of the basic rules
for building your own opt-in email list. I especially agree with her
tip on NOT using a one-click opt-out. Years ago I moved a client from
one-click to a preference center opt-out. We allowed people to see
what they were receiving and gave them the option to unsubscribe and
opt-in at will. Instead of just generating unsubs, this new system
also generated new opt-ins -- a much better use of resources.
Get the scoop!
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Sober Worm Jams MSN, Hotmail Servers
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Elizabeth Millard, NewsFactor Magazine Online, December 5, 2005
Do you have MSN or Hotmail emails on your list? Did you send to
them yesterday? Then you may have experienced the delivery delays and
error messages detailed in this article. With one organization
reporting that 1 in 13 emails sent is a result of this virus, it may
effect other ISPs -- and delivery of your email to them -- in the
future. Get the scoop
here.
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Email HTML Validators
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Worried that your HTML e-mail isn't holding it's integrity? Uncertain
if your graphics are showing up? Here are two different Websites that
claim to let you check your HTML. I haven't used them myself (yet!),
since the ESPs I work with usually handle this for me, but if you're
doing your own HTML it's worth doing a check.
W3C Quality Assurance Markup Validation Service
No Bullsh*t HTML Email Validator
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