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
Nov
11
By: Tami Forman
Director of Strategic Services
Oh no, not again. Does everyone hear that rumbling sound? It's the noise 1,000 marketers make when they rush to change the day they send email based on a new study (this time from eROI). And at the already-busy Christmas season at that.
We can't say it enough: the best day to send email is the day that your email performs the best. How do you know when that is? Test it, test it, test. And then...
Tell me moreCategories: Response
Nov
02
By: Stephanie Miller
VP of Strategic Services; Return Path, Inc.
Never a very reliable metric, open rates now tell us even less about the actual behavior of our email subscribers. With image suppression on as the default setting for the majority of email clients, tracking open rates with any accuracy is nearly impossible.
However, don't use that as an excuse to ignore what sharply declining open rates are telling us! Open rates declined by an alarming 25% over the last year. At the same time, however, click through rates...
Tell me moreCategories: Response
Oct
26
This month's "Cool Email Idea" comes from Clubessential, which is a company that creates customized Internet solutions for private clubs and organizations. Like many B2B companies, they produce a regular newsletter with interesting, valuable content. In particular, they link past articles at the bottom of the footer. This is a fantastic way to...
Tell me moreCategories: Response
Oct
15
By: Stephanie Miller
Vice President of Strategic Services
We wrote the book on email newsletters, but does that mean newsletters are the right solution for every business?
No, not necessarily. In fact, for businesses with limited lifecycles, a weekly newsletter may not make sense for your prospects and customers, or your marketing resources. In those cases, an Email Series may...
Tell me moreCategories: Response
Privacy | Copyright 2010 Return Path, Inc.