Return On Subscriber – Email Marketing Blog

I stop once a day, 7 days a week, for a Venti cup of Joe from the Green Siren herself. I know that they are hawking everything else under the sun from cups, to cakes, to clothing, and now music. I enjoy the tunes playing there, and yes I even bought a new Dave Mathews Band CD there one morning for the drive in. But I want to know about one to one marketing here and not mass marketing. I come for coffee everyday. I have a Starbucks card tied to my email address. I buy coffee. I buy others coffee. I want to hear about moving me from a standard cup of coffee to a larger transaction item beverage rather than music.

I would think that they would really be data mining up there in Seattle about who the customers are, how to segment them and how to drive more value from each, or to each customer.

Is my line of thinking out of reach? Could they maybe send a “Thanks for spending a chunk of change with us each anc every day for the past 7 years, could we offer you a cup on us?” Right?

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In an effort to expand our latest study we are currently working on, we would like to invite you to participate in this survey. This survey will help us to combine some key data points we analyze over our emailROI network and provide you with the combined results in August.

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Sign Up for our Study Release and download past studies.

For those of you that have not subscibed to our newsletter yet, here is a teaser and a link to the full version. You can aslo add it to your RSS Reader with the link at the end of this post.

School is out and people are on the move. Many are planning vacations and this affects both consumer and business marketing plans. A large number of clients and partners that we have spoken with have not really taken this into account for planning and adjusting their summer campaigns. You may want to be asking yourself the following: Will your audience be online at home? Or will they be on the go in the parks, at summer camps, in the woods or at beaches and fairs? How will these factors impact your email campaigns?

We suggest allowing for more time for responses to summer campaigns come in as many people will be traveling and schedules, no matter the audience, will change. Think about adding 3-5 days onto any measurement rates you have in place and allow additional time to convert recipients and respondents into sales or leads.

On the flip side, expect to see people having more time that they can allocate to sitting in front of a computer. The computer, and especially the email Inbox, have become more of a fixture in everyone’s daily life, so it will be interesting to see if a noticeable behavioral change in response rates occurs.

Either way, get out and enjoy some of these longer days and sunshine for yourself. We here at eROI certainly plan to do so.

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I wanted to post this to share with those of you a great article from our favorite Melinda Kruger from today’s MediaPost Email Insider email.

By Melinda Krueger, Tuesday, June 6, 2006
IS JOHN MARSHALL OF CLICKTRACKS Analytics guilty of heresy? At the recent INBOX 2006 e-mail conference in San Jose, Calif., he posited the radical idea that interactive marketers are too focused on ROI. Despite the fact that I was there to moderate another panel on e-mail reporting and analytics, I had to agree.

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I found this good article in the Adestra newsletter today. It gives some good ideas on how to calculate value of your email contact lists.

How do you measure the value of an email address?
By Henry Hyder-Smith, Adestra Managing Director

The biggest challenge facing email marketers looking to grow their email marketing program is how and where to acquire profitable names for their database.

As featured in Direct Response Magazine, Henry Hyder-Smith shows you how to determine how much each email address is worth and gives you a framework to evaluate whether your planned acquisition activity will pay back.

Jupiter Research reports that 71% of e-mail marketers don

Have you weighed the three options? Which give you the best opportunity to market your products and services? One school of thought is that Opt-out and Opt-in produce the highest number of subscibers while Confirmed opt in hampers the subscription process.

But how much do you really consider the value of these individuals, how likely are they to be a valuable subscriber. Valuable subscriber does not just mean purchase, I think there are a few things that really make a subscriber valuable:

1) Likelihood to purchase
2) Take an evangelist role – likelihood to pass your brand on to friends and family
3) Influencer

What are your goals?

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 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″

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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