Response Posts
Jan
20
Jan
19
Jan
09
What: User-generated email messages
Who: eBay
Why we love it: eBay has found a way to automate truly targeted, one-to-one email communications for its vast membership. When you do a search for a product on eBay you are given the option of saving the search and having any products that match it emailed to you up to once per day. Since the email is automatically generated off your search term, it is completely relevant. These emails elegantly emphasize what makes eBay so great...
Tell me moreCategories: Response
Jan
07
By: Tami Forman
Director of Strategic Services
In honor of cold and flu season it seemed appropriate to talk about viral marketing. In an earlier edition of this newsletter, we told you that the key to making viral marketing work is to have great content and then surround that content with the right mechanics.
So, what makes "great," virus-worthy content? The most important element is that it be relevant to your target audience. Getting people to forward is fine, but what you really want is for them to forward to the...
Tell me moreCategories: Response
Dec
20
By: Stephanie Miller
VP of Strategic Services
We heard some shocking news the other day... that more than 60% of marketers decided NOT to email their customers after the holidays.
While I appreciate the break from the deluge of emails we've all received this season, and I would never encourage marketers to send email messages that don't have meaning and value for their subscribers, I have to think this is a huge missed opportunity! The survey was conducted by Accucast of 52 their own retailer clients, and found that many marketers will pass on the chance to use email for promotions or thank you's to customers post-holiday.
The week between Christmas and New Years' -- which also happens to be Hanukkah this year -- could be a good opportunity for you - both B2C and B2B. Consider some of these ideas...
Categories: Response
Dec
15
By: Stephanie Miller
VP of Strategic Services
Looks like the analysts at Jupiter are reading the Sign Me Up! book from Return Path! Excerpt: According to a recent JupiterResearch survey, 16 percent of consumers formed negative opinions because of email newsletters or promotions they received, impacting relevance and creative aspects of e-mail campaigns.
After relevance, clearly written copy drives 40 percent of consumers to click through on email messages. Marketers must adopt best practices such as testing and calls to action...
Tell me moreCategories: Response
Dec
13
Dec
05
By: Stephanie Miller
VP of Strategic Services; Return Path, Inc.
The classic sales funnel shows prospects flowing in the top, cycling through a number of marketing and sales qualification steps, and
emerging as customers out the bottom. While much attention has been
focused on retention -- turning those one-time customers into repeat buyers and possibly even ambassadors for the brand -- marketers are again paying more attention - and assigning more budget - to
acquisition: Enticing prospects into the first stage.
A new study by IDG/Prophet shows that more than half...
Tell me moreCategories: Response
What: Email satisfaction survey
Who: Sierra Trading Post
Why we love it: Catalog and online retailer, Sierra Trading Post was interested in learning more about what its audience of email subscribers liked and didn't like about the emails they were receiving. The started with a simple survey that they included as a button on their regular promotional email. The response rate was...
Tell me moreCategories: Response
Nov
27
By: Stephanie Miller
VP of Strategic Services; Return Path, Inc.
Good news from Jupiter Research, confirming the power of email to drive commerce. A recent study found that 60% of consumers immediately bought items from an email promoting products they had previously thought of purchasing. (Jupiter Research 2005)
Email plays a powerful role in turning web researchers and/or site browsers into buyers. There are a number of ways marketers are using email now to engage with prospects, and the emergence of integrated and easy-to-use targeting and segmentation...
Tell me moreCategories: Response
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