Tips From the Front Lines
still getting through. Monitoring your rivals’ Web marketing
campaigns. Why clickers still call.
from AICPA Custom Media Solutions
those steady old workhorses of the online world, are still pretty
effective at getting your message points out to clients and prospects.
After examining 1,000 messages in both business-to-consumer (B2C)
and business-to business (B2B) sent during the fourth quarter of
2006, the E-Mail Experience Council (EEC) found that e-mail newsletters
are the most effective, and most widely-received, forms of online
marketing communication. Why?
have a healthy balance of images and text, according to Internet
Marketing Report, and they’re understandable and actionable,
even when images are blocked. Also, by sharing ideas, strategies
and best practices in your e-newsletters, you can:
- Help existing
customers get more value out of their purchases with you
add-on products and services
- Build trust
with prospective clients.
What are your
direct competitors doing online?
where your competitors are up to when it comes to placing their
ads and moving their brands? www.snipurl.com/news204
offers the latest breakdown of ad placements and types by industry
— including the top 25 performers — from Neilsen/NetRatings.
Users Who Click Ads Also Want to Call, Buy
It may sound
counter-intuitive, but many marketers forget to put their company’s
phone number on Web pages and e-mail messages. Nielsen/Net Ratings
and WebVisible surveyed nearly 3,000 Internet users and found
- 68 percent
use the phone number on a vendor’s Web site to contact the
- Of those,
nearly nine in 10 (89%) reported contact a vendor a second time.
- 72 percent
who clicked on a sponsored link also called the company
- 70 percent
who clicked and called also made a purchase.
Rates Are Still a Useful, Legitimate Metric
rates — at least measurable e-mail open rates — have
been declining for several years, but that doesn’t mean e-mail
marketing isn’t working. It also means you shouldn’t
ignore your open rates.
claim e-mail open rates aren’t viable any more — especially
in the corporate arena — because an “open” in
the recipient’s preview pane counts as an official open in
tracking software. Email Labs data says nearly seven in 10 (69%)
at work users always or frequently use the preview pane. On the
flip side, many e-mail publishers and marketers don’t get
credit for successfully delivered and opened mailings because even
though recipients have received their e-mails and read them, corporate
spam filters strip out the clear 1x1 pixel that many use to record/track
an HTML e-mail.
a recent study of at-work e-mail recipients by Email Labs, the open
percentage rate is not as important as it is as a means of benchmarking
one recent e-mail effort from another. Compare numbers from the
same list, advises Internet Marketing Report. It doesn’t have
to be the same actual people, but a comparable group, say prospects
who downloaded your white paper over the past 30 days.
Open rates can
also help you spot trends. If you send to the same list with a similar
subject line and the open rates noticeably change, they you should
check for seasonal variations; you should also check to see if you’ve
been blacklisted by an ISP.
say you do an A/B split, using the same offer, but different subject
lines and different e-mail content. To measure the impact of the
subject line versus the content, test click-rates again the number
of messages sent and the number actually opened, says Internet