Archive for July, 2009
Where does your email really go?
The ability to report, track and respond to your recipients actions makes email a phenomenal and incredibly powerful marketing tool. As technology improves and reporting gets better and better, many people still rely on the “delivered” figure in their ESP to tell them how many people received their email. As important and fairly accurate this is, what if your email is going into the junk folder, or the server is not sending a bounceback?
How can you find out where your email is going?
There are other tools you can bolt on that will tell you this information. ReturnPath’s Mailbox Monitor tool is extremely powerful in telling you exactly what is going on with your email send. Simply by seeding your emails to Mailbox Monitor we at Adestra can monitor “inbox placement” for our clients so we know when their email is going to junk or going missing. Below is an example of one of our clients emails. You can then click on the email itself and find out exactly which email systems are junking or just not receiving your email.
From there, Adestra work with our clients to find out why their emails are not being delivered and advise on improving their deliverability.
To find out more about the deliverability tools we offer, please email strategy@adestra.com
Using Green Marketing to Increase Online Revenues
In a case study cited on the Marketing Sherpa website, Chiasso, an American online catalogue site used a Green Marketing strategy to increase their open, click and conversion rates to great effect. Chiasso realised that their customers were becoming increasing environmentally aware, which is why they decided to use green marketing to spearhead a new email campaign. It was very simple and effective, given that they would always possess a percentage of customers that will prefer a paper catalogue.
Chiasso embraced a four stage approach–
- Provide greener options for clients with emotional marketing copy to push the uptake.
- Redesign email templates to boost conversions and compliement counteract paper catalogue opt-outs.
- Re-launch email campaigns, sent to subscribers 3 days before the paper catalogues land.
- Remarket to non-openers 48 hours after the initial campaign was broadcast and provide 10% discount.
The results that Chiasso experienced are really promising –
Customers embraced the fact that Chiasso was becoming socially responsible by incorporating greener options into their business. The migration from paper to online catalogue was gradual with around 1% immediately opting out of the paper version. Their conversion rates saw an increase of 19% with overall revenues increased by 20%.
In relation to the campaign launched 3 days before the paper version, they experienced a 19% open rate with a 7.7% click through rate. The remarketing campaign to non-opens achieved a 21% open rate and a 3% click through rate.
To view the full case study please click here:
To learn how you can run effective campaigns like this and get the most out of your database, please refer to Adestra’s whitepaper ‘The power of automatic data filtering and recurring email campaigns’ or get in touch with your assigned client strategy consultant to investigate whether green marketing would work for you.
Daniel Murphy, Client Strategy Consultant
Using email to reduce costs associated with ill targeted DM
Virgin Media has recently been racked on the knuckles by the Advertising Standards Authority for not suppressing records that had moved addresses from their direct mail list. The issue came to light after numerous consumers complained that they were received past tenant’s Virgin Media mail.
As Virgin Media is one of the top 10 users of direct mail in the UK the ASA has ensured that Virgin would cease sending mail to old addresses ongoing. Although the issue was a data suppression oversight, I wonder how many fewer complaints the ASA would have received if Virgin Media used email to keep their database up to date.
For instance, to keep their database fresh and manage costs associated with ill targeted DM pieces, Virgin could have any direct mail pieces which are ‘returned to sender’ flagged so that they can dispatch an email to the consumer asking them to update their address details and communication preferences online otherwise if no email addresses are available the records should be suppressed automatically.
Daniel Murphy, Client Strategy Consultant
Where does your email really go?
The ability to report, track and respond to your recipients actions makes email a phenomenal and incredibly powerful marketing tool. As technology improves and reporting gets better and better, many people still rely on the “delivered” figure in their ESP to tell them how many people received their email. As important and fairly accurate this is, what if your email is going into the junk folder, or the server is not sending a bounceback?
How can you find out where your email is going?
There are other tools you can bolt on that will tell you this information. ReturnPath’s Mailbox Monitor tool is extremely powerful in telling you exactly what is going on with your email send. Simply by seeding your emails to Mailbox Monitor we at Adestra can monitor “inbox placement” for our clients so we know when their email is going to junk or going missing. Below is an example of one of our clients emails. You can then click on the email itself and find out exactly which email systems are junking or just not receiving your email.
From there, Adestra work with our clients to find out why their emails are not being delivered and advise on improving their deliverability.
To find out more about the deliverability tools we offer, please email strategy@adestra.com
Using Green Marketing to Increase Online Revenues
In a case study cited on the Marketing Sherpa website, Chiasso, an American online catalogue site used a Green Marketing strategy to increase their open, click and conversion rates to great effect. Chiasso realised that their customers were becoming increasing environmentally aware, which is why they decided to use green marketing to spearhead a new email campaign. It was very simple and effective, given that they would always possess a percentage of customers that will prefer a paper catalogue.
Chiasso embraced a four stage approach–
- Provide greener options for clients with emotional marketing copy to push the uptake.
- Redesign email templates to boost conversions and compliement counteract paper catalogue opt-outs.
- Re-launch email campaigns, sent to subscribers 3 days before the paper catalogues land.
- Remarket to non-openers 48 hours after the initial campaign was broadcast and provide 10% discount.
The results that Chiasso experienced are really promising –
Customers embraced the fact that Chiasso was becoming socially responsible by incorporating greener options into their business. The migration from paper to online catalogue was gradual with around 1% immediately opting out of the paper version. Their conversion rates saw an increase of 19% with overall revenues increased by 20%.
In relation to the campaign launched 3 days before the paper version, they experienced a 19% open rate with a 7.7% click through rate. The remarketing campaign to non-opens achieved a 21% open rate and a 3% click through rate.
To view the full case study please click here:
To learn how you can run effective campaigns like this and get the most out of your database, please refer to Adestra’s whitepaper ‘The power of automatic data filtering and recurring email campaigns’ or get in touch with your assigned client strategy consultant to investigate whether green marketing would work for you.
Daniel Murphy, Client Strategy Consultant
Using email to reduce costs associated with ill targeted DM
Virgin Media has recently been racked on the knuckles by the Advertising Standards Authority for not suppressing records that had moved addresses from their direct mail list. The issue came to light after numerous consumers complained that they were received past tenant’s Virgin Media mail.
As Virgin Media is one of the top 10 users of direct mail in the UK the ASA has ensured that Virgin would cease sending mail to old addresses ongoing. Although the issue was a data suppression oversight, I wonder how many fewer complaints the ASA would have received if Virgin Media used email to keep their database up to date.
For instance, to keep their database fresh and manage costs associated with ill targeted DM pieces, Virgin could have any direct mail pieces which are ‘returned to sender’ flagged so that they can dispatch an email to the consumer asking them to update their address details and communication preferences online otherwise if no email addresses are available the records should be suppressed automatically.
Daniel Murphy, Client Strategy Consultant