Email Marketing - Roundtable Output [Sept 2004]

Based on feedback from a recent email marketing roundtable, this report looks at the very latest trends in email marketing and includes many tips and tricks as suggested by attendees.

Email marketing is a fast-growing sector that E-consultancy has forecast to double in size in 2005, largely because many thousands of businesses are using email marketing platforms to create newsletters, email alerts and other email-driven communications.

Thie report can help you define your email marketing strategy by considering best practice techniques as discussed at the email marketing roundtable.

Topics covered include:

1. How to improve email delivery rates
2. Capturing the right data to improve your email marketing strategy
3. Timing the delivery of your campaign for the best results
4. Content vs offer-based emails
5. Rich media, video and highly functional emails
6. Targeting, segmenting and personalisation

Attendees at the recent Email Marketing roundtable who contributed to this document include: Argos, Dialaphone, Citigate, Potential Job Board, Site Intelligence, Cisco, Warner Bros, Royal Mail, RedEye, Bluestreak, lastminute.com, Video Island, Toptable.co.uk, Linguaphone, B and Q, COI, Debenhams, D-Marketing, EmailcenterUK, Eurostar, Modem Media, Net-A-Porter, Practiv, Rodale, acceleration.biz, Xpedite, DotBiz Consulting, Panlogic, BCA Interactive and the DTI.

Snippet:

When do people respond to your offers? Often this isn’t when they open their mail and click on the relevant link, but can be a delayed response. People tend to review their mail, the offer and revisit the relevant web page between 2 and 2.5 times before they purchase. Typically, first time users or relatively new customers open their e-mails a number of times before responding, whereas regular users / customers tend to open once and respond.

Topic Relevant Keywords

email, e-mail, delivery, open, marketing, bounce, IP, spam, filter, trigger, blacklist, data, lists, HTML, targeting, personalisation, personalization, segmentation

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