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MULTICHANNEL MERCHANT » ARCHIVES FOR KEN MAGILL
The collapse of direct marketer BlueSky Brands has delivered a bruising black eye to several of the most venerable nonprofits in existence and left them
Marketers embracing customized e-mails Direct marketers tend to think in terms of tonnage. How big is the list? How large is the universe of names? Increasingly,
Joan Jett and the Blackhearts may not care about having a bad reputation, but for e-mail marketers, reputation has a specific meaning crucial to the deliverability of their messages. And many merchants are not even aware of this.
Ask any multichannel merchant what its biggest e-mail marketing challenges are, and growing the e-mail file will certainly be one of the first topics
Privacy alarmists have always thought the rest of us are a bunch of drool-bucket morons who can
If there are two constants in direct marketing that have translated to the Internet, they are that people never do what we think they’ll do, and that
Attention online merchants: Your customers’ patience for technical foul-ups getting in the way of their purchases is wearing dangerously thin.
The reason: As e-commerce site experiences continue to improve, customer expectations improve right along with them.
Ask any multichannel marketer about the biggest challenges in e-mail, and growing their lists will certainly come up somewhere in the conversation.
Enter e-mail co-registration. When the tactic first came along in the early part of this decade, it was considered a fast and relatively effort-free way to grow an e-mail file.
Call it the e-mail paradox. E-mail to a house file is far and away multichannel merchants’ most cost effective sales tool. Yet the money most companies spend on it is barely a rounding error in terms of their marketing budgets.
One of the most telling examples of how far e-commerce has evolved in the past decade happened this summer at the eTail 2007 conference in Washington.