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(Direct) New York–Online direct marketing is growing faster than the list business is keeping up. Can-Spam e-mail list regulations and Internet service providers are shaping the future of the list business.
E-mail open rates are down, but conversion rates are up: Those are the first-quarter trends reported by New York-based marketing services provider DoubleClick.
According to a 2004 study by the Pew Research Center, 63% of consumers trust e-mail less than they had the previous year. Redmond, WA-based Microsoft is trying to turn that tide by notifying its Hotmail customers when Sender ID protocol is unable to verify the authenticity of an e-mail message.
Bill Nussey is president/CEO of Atlanta-based Silverpop, a provider of e-mail marketing services. We caught up with him last week at the Annual Catalog Conference in Orlando, FL. Here are selected words of wisdom from our conversation
Women’s apparel merchant Coldwater Creek sends the 2.5 million customers on its e-mail file roughly two e-mails a month. But a year ago nearly 30% of
Building your permission-based e-mail database begins with creating a strategy for e-mail address collection and, ultimately, your corresponding value-based e-mail communications program, says Deirdre Namur, vice president of creative services at e-mail solutions provider Bigfoot Interactive. As such, she advises paying particular attention to collecting important demographic and product-interest fields that will help you build relevant e-mail communications.
The release of AOL 9.0, with its new personalized adaptive filters, and similar services from other Internet service providers (ISPs) has opened a new
2004 presented e-mail marketers with many new challenges while confirming the value and significance of the email channel. What happened with e-mail medium in 2004? Were response rates up or down? How did consumer perceptions of email change or evolve? How have technology solutions and federal legislation impacted the volume of spam?
Business-to-business marketers have used private promotional databases to improve response and better target their mailings since the early 1980s. Now, says Linda Huntoon, executive vice president, of Greenwich, CT-based list services firm Direct Media, consumer merchants are starting to take advantage of them as well.
Recency, frequency, and monetary (RFM) database segmentation has been proven to work. Yet many smaller companies
by Jim Davidson
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