Return On Subscriber – Email Marketing Blog

Your subscriber is valuable to you, they are your bread and butter, but what is one of the best ways to destroy that relationship? Below is what Constant Contact sent out to its subscribers, which I am one of.

Sending offers of other’s products to your list is a great way for a quick buck but what does it do for you in the long term? Most likely it is going to destroy your brand if you did not establish up front that the purpose of your newsletter was to peddle the wares of others.

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Benchmark Survey: Email Earns Highest ROI

Marketers use a wide variety of techniques to improve response in their retention and acquisition email programs, with varying results, according to a MarketingProfs survey, the results of which are analyzed (premium article) by Return Path, which also offers recommendations. Among respondents who measure their campaigns, 40 percent say email earns the highest ROI, followed by search (28 percent) and direct mail (18 percent). Revenue per campaign is the most-utilized email-marketing success metric, used by 39.8 percent; file size is a close second with 38.3 percent keeping tabs; and revenue per email third at 25.8 percent. Some 35 percent do not set clear success metrics.

Read Full Article

http://www.marketingvox.com/archives/2006/03/21/benchmark_survey_email_earns_highest_roi/index.php

We are regular contributors on web marketing campaigns for iMediaConnection.com. We get asked to review new campaigns and would like to steer you to these from time to time.

This one focuses on fuse TV and was well done. Read our CEO’s takes.

Hip Humor Reaches Youth
fuse TV targets youth with a website that offers animation, comedy, downloads and music.

Another review we recently did for iMediaConnection.com. Worth a quick read as many people only associate eROI wil email marketing. We actually run a full service agency as well that helps deliver campaigns like the one reviewed below.

eROI CEO Reviews Nordstrom Silverscreen

Ecommerce Meets Entertainment
Thursday, January 12, 2006
Shopping and entertainment merge in Fallon

Do you know how often you are emailing your customers and prospects? Frequency is key. We always try to work with clients to help them to establish a frequency calendar. Unitl you look at all of the emails, no matter how helpful you feel that they are, you don’t know if you are over saturating an inbox and slowly killing a relationship.

It used to be that when you wanted to talk to your customers you had to stop them in the aisles, call them on the phone or go visit them. That was fine if you had fifty customers, but if you had lots of customers there wasn

We have been testing out some new social media systems with Google Maps. This is one that we have created using Frappr.com allows people on this blog as well as others mark their geo location. We invite you to mark your turf on the map and tag the industry you are in.

<img alt=”FrappreROI.jpg” src=”http://www.theemailwars.com/archives/FrappreROI.jpg” width=”300″

How do you generate 1,000s of leads in 2 days? How about develop a site that speaks to the core audience, provides a fun atmosphere and a competitive flair. eROI and InFocus built this site to target sports fans by entering them into a contest for a handful of projectors, reinforcing the brand as a top-notch HD experience product. What do you think? post a comment

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This has been an ongoing topic with David and I would like to point you to read his articles and sign up for the Email Insider newsletter.

Looking at the value and being able segment and attribute resources should be a focus in email marketing as programs are evolving and our data is getting deeper.

Acting On The Value Of Your E-mail Addresses
David Baker is vice president of e-mail marketing and analytical solutions at Agency.com.

IN THE FEBRUARY 20TH EDITION of “E-mail Insider,” one of my gurus, Richard Rushing, helped me articulate a basic model for determining the financial value of an e-mail address. Building on this and the response from some readers, Richard added more insight from a strategist’s point of view.

In the original article, we presented an example in which a marketer determined that the average value of an active e-mail subscriber was $6.40 annually. Further, there were one million active subscribers, for an aggregate list value of $6.4 million. But what does that really mean to the marketer? Here are a few ideas on how to integrate the results into your marketing efforts.

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At eROI we have been compiling a quarterly study on the best times of day and day of the week. This data is only based on the results of our customers. Everyone has a sweet spot to target where their audience in most receptive. Is it at work, at home, in the AM, on a weekday? We do not profess that this study is the end all, rather a guide of stastics to plan a review of your own campaigns.

Do you have a plan for frequency? Time? Day of the week, or do you continue the “Shampoo Effect” of Lather, Rinse, Repeat, not knowing that trying other times and days might lead to higher campaign conversions. And does list size and segmentation matter? You bet it does.

Read the study highlights.

Drving a new product launch should focus on giving the customer/prospect one task. Do not create multiple links in emails that have one goal. Keep in Simple. Tell them what the new product is, what they need to do to learn more or buy, and drive them to conversion.

Leave scattered newsletters to measure interactions and desires and campaigns to lead to results. Narrow in with a laser like focus and have a landing page in place that replicates some of the creative you placed in the inbox.

What offers have you seen that works. Were they focused? Why did you buy?