E-consultancy - Henry Hyder-Smith's Blog

Is there a future for acquisition using email marketing?

Tue, 29 Jul 2008 08:00:00 UT

Marketing to third party lists does not perform as well as to your own lists. Add to this more frequent delivery problems, and many email marketers are questioning whether they should be using external data at all.�

This entry gives guidelines to using third party lists successfully.

Data management is at the heart of good email marketing

Mon, 21 Apr 2008 08:00:00 UT

The E-Consultancy/Adestra Email Marketing Industry Census 2008, published March 2008, investigated over 600 email marketers� approach to data.�

After all, accurate data powers relevant targeting, which is proven to deliver the best results.�

The findings showed that regular data cleaning has taken a back seat for many email marketers.

Deliverability is costing you money

Fri, 28 Mar 2008 08:23:00 UT

The E-consultancy/Adestra Email Marketing Industry Census of over 600 email marketers highlights the real cost of deliverability for the first time - marketers are wasting around 11% of their budget.�

This entry investigates what they can do about it.

The subject line is not a marketing device

Fri, 8 Feb 2008 09:00:00 UT

The subject line has evolved.�It is now a filter and not a marketing device.�

Those using it to tease extra opens run the risk of sender reputation damage for little incremental revenue.

�9.11 - the value of an email address?

Wed, 6 Feb 2008 14:00:00 UT

In the latest DMA National Benchmarking report (Q207), all contributing ESPs were asked what�value their clients could allocate to an email address.�

The average result came to �9.11 - but how did the DMA come�to this figure and is it right to use it to inform your marketing activities?

Sending speeds: are they important?

Fri, 11 Jan 2008 14:04:00 UT

The send speeds of ESPs�are increasingly being looked at as a key selling point.�Being able to pump out over a million emails per month is regarded as a benefit by many clients.

Most major UK-based ESPs are able to provide these speeds, often through a partnership with companies such as Strongmail or Port25 Solutions.

But is this important?

Can Xmas email marketing ever not be tacky?

Tue, 11 Dec 2007 15:10:00 UT

A simple Santa hat, some holly or a bit of tinsel hanging off the corporate logo is often the most companies do to make their email marketing festive.�

They are missing a trick.

Using relevant email to drive revenue

Mon, 5 Nov 2007 08:30:00 UT

I wanted to share with you a quick summary of the main points of our presentation on �Using email to get relevant and to get incremental revenue� that we gave at eCommerce Expo last week.

Should email marketers be paid commission?

Tue, 9 Oct 2007 07:25:00 UT

One of my team has just spoken at the latest DMA �Effective Email Marketing� conference on the importance of when to send email marketing.��

As part of one of the presentations, John Nugent of Responsys asked a very topical question:

�Should email marketers be paid commission on all the revenue they generate?�

This question has been niggling away at me for a few days, and I can honestly say I don�t think they should.�Before you scream, let me explain why.

Do you get what you pay for with email marketing?

Wed, 19 Sep 2007 07:30:00 UT

A good online marketer makes their budget stretch a long way. Now I employ an account management team full of them, I�m always gobsmacked by how far they used to make a little money�go in their previous positions.

Bad email marketing can ruin product launches

Wed, 29 Aug 2007 13:49:00 UT

One of the reasons for the failure of NatMags� Jellyfish magazine has been blamed on email distribution problems.�

What lessons does this hold for email marketers?��

An email dialogue: conduct some research!

Wed, 8 Aug 2007 15:29:00 UT

In the excitement of the latest email marketing buzzwords such as using dynamic content, triggered campaign sends, improving deliverability rates and integrating databases, many email marketers are forgetting one of the most powerful uses of email marketing.�

Email is excellent at driving people to surveys and gathering essential customer intelligence.

Windows Live Hotmail: how will it impact your marketing?

Mon, 16 Jul 2007 07:30:00 UT

B2B or B2C, the chances are that you are relying on delivering a significant number of emails into web mail.�New versions of web mail systems are being released with different methods of filtering and handling messages.�

We�re recommending you conduct an audit of your database, to understand how concerned you should be about web mail.�

Are you using the clever features of your email platform?

Thu, 31 May 2007 13:06:00 UT

What a horrid, wet and cold bank holiday that was. It probably gave you the same problem I faced; what were we going to do?

Let�s face it; most of us plan something for our bank holidays. But when bad weather comes along, you have to find something else to do, indoors.

Remarketing: the most obvious way to increase ROI?

Wed, 11 Apr 2007 07:18:00 UT

As April arrives, it is always accompanied by the first warm weather of spring and a number of bank holidays.

As the rays of sunshine creep through, the office is looking slightly more empty than normal as people take extended weekends, and�this led�me to think about ways that email marketers can be more efficient in their promotions, and enjoy their bank holidays more.

ROI: find time to track it� and for sandwiches

Fri, 9 Mar 2007 11:34:00 UT

After a long day in meetings across London with some of our key agency clients, I�ve been reminded how much email marketing is done in a rush.�

Timelines are tight, and agencies' clients can be very demanding.�As I write this, I�m returning to Oxford on the train with a grumbling stomach, a victim of a packed schedule and over-running meetings.

Given up your email marketing New Year resolutions yet?

Wed, 17 Jan 2007 15:04:00 UT

Bad salutations, not working off feedback and static timing schedules: UK email marketers are slipping back into the bad habits so prevalent in 2006, writes Henry Hyder-Smith.

'You are a spammer' - accusations and implications

Mon, 18 Dec 2006 12:07:00 UT

A member of my team has just conducted a seminar at the local University for Marketing Students.�Interestingly, one of the major discussion points was �who is to blame for spam?�

Multi-channel home shopping: email marketing opens doors

Tue, 14 Nov 2006 13:34:00 UT

Following my presentation at last week�s ECMOD event on email marketing, I noticed that most home shopping and e-tail email marketing strategies centre around offering discounts or promotions.�

This is despite the fact that one of the major benefits of email marketing is that it is measurable.�You can use this information to learn and further refine your communications.

Email Q&A's From The Floor At ECMOD

Thu, 2 Nov 2006 11:38:00 UT

Last week, I moderated an interactive seminar on email marketing at ECMOD, the home shopping and catalogue event.� At the end of each session, we discussed the presentations and the attendees asked any questions they had on email marketing.�