Database marketing specialists and e-mail marketers who wish to interact with their target groups in a relevant manner analyze - in a systematic and structured way - the behavior and patterns of people in their e-mail lists. It is key in establishing successful e-mail marketing programs that...
The big news in the e-mail marketing community this week is the introduction of Google’s Gmail Priority Inbox. The service will allow the Gmail user to classify incoming mail in a way that is relevant to them. Many e-mail marketers question what impact it will have on the industry. The answer can...
James D. Lenskold, Jim to friends, the author of the excellent book Marketing ROI, recently shared the results of the 2010 edition of the B2B Lead Generation Marketing ROI Study, from his consultancy company Lenskold Group. Earlier this month Jim wrote an article on MarketingProfs where he...
Many recipients don't open their e-mails or never click the links in the body of their mails. And of course that's the opposite of what we want to achieve: getting people to open our e-mails and responding to them by clicking, sharing, forwarding or replying.Non-responsive e-mail subscribers all...
The conversion process in e-mail marketing takes place in various stages. The first step obviously is the recipient opening your e-mail. The subject line, the sender and the content all play a significant role here.What subscribers see in the preview pane and the value and relevance of your...
Do you know the value of the customer life cycle? Do you calculate Return On Marketing Investment? More and more businesses are doing it but there are challenges and different approaches.Nevertheless, to be able to work in a data-driven and customer-centric manner, it is an important exercise.The...
Social e-mail marketing, simply said the mutual strengthening and cross-fertilization of e-mail marketing and social media marketing, focuses strongly on tools to share your email content and on ways of creating content that people find worth sharing.Besides share-worthy and thus valuable content,...
According to the "E-mail Marketing Industry Census 2010", published earlier this year by Econsultancy, the 'split' of e-mails that are sent is larger for customer retention than for acquisition: 58% of this split is for e-mails with retention purposes, 42% applies to acquisition.   Both in...
Whether it involves e-mail marketing, social media marketing or online marketing via websites or blogs: mobile internet is becoming an increasingly prominent factor to take into account. Where 2009 and - up to now - 2010 was especially characterized by the impact of social media on marketing and...
Conversion marketing and interactive CRM specialist Selligent published a white Paper called ‘Is your company ready for interactivity?’, which contains the opinions of hundreds of European managers on the impact of the Internet boom as well as the massive growth of the use of mobile devices that...

Gmail Priority Inbox: Google goes relevance (and so should you)

Google's Gmail Priority Inbox is all about relevance: what e-mail marketers should knowThe big news in the e-mail marketing community this week is the introduction of Google’s Gmail Priority Inbox. The service will allow the Gmail user to classify incoming mail in a way that is relevant to them.
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Why nurturing stalled leads is important

Lead nurturing: more focus on nurturing stalled leads is requiredJames D. Lenskold, Jim to friends, the author of the excellent book Marketing ROI, recently shared the results of the 2010 edition of the B2B Lead Generation Marketing ROI Study, from his consultancy company Lenskold Group.

Earlier this month Jim wrote an article on MarketingProfs where he published some details and explained how one could indicate and develop the ROI of ‘lead nurturing’. Read more »

Five ways to reactivate non-responsive e-mail subscribers

Many recipients don't open their e-mails or never click the links in the body of their mails. And of course that's the opposite of what we want to achieve: getting people to open our e-mails and responding to them by clicking, sharing, forwarding or replying.

Non-responsive e-mail subscribers all have their reasons not to respond. Assuming their e-mail address still exists of course, they might not like the content anymore or simply be not interested anymore but not taking the necessary action to unsubscribe. They might also want other communication channels. You can imagine thousands of reasons. But, whatever those reasons are, it sure is worthwhile to see how you can get the non-responsive...responsive again. Read more »

E-mail marketing after the click: 6 consistency and relevancy tips to optimize conversion

A good landing page in e-mail marketing is recipient and conversion focusedThe conversion process in e-mail marketing takes place in various stages. The first step obviously is the recipient opening your e-mail. The subject line, the sender and the content all play a significant role here. Read more »

Customer-centricity: models and reasons to calculate the value of the customer life cycle

Calculating the value of the customer life cycle or CLVDo you know the value of the customer life cycle? Do you calculate Return On Marketing Investment? More and more businesses are doing it but there are challenges and different approaches.

Nevertheless, to be able to work in a data-driven and customer-centric manner, it is an important exercise.

The value of the customer life cycle, also called CLV, looks at the investments we plan to make for the customers (retention, sales, promotion, customer service, etc) and the return we expect from the customers. CLV has everything to do with the present and the future. It is the present value (expressed in your local currency) of the expected future cash flows from the customer.

The problem with calculating the CLV this way is that it happens from a global perspective (customer base), and it is difficult to use to calculate the value of the customer life cycle on micro levels like a marketing plan. Read more »

Using social sharing tools in e-mail marketing

E-mail marketing and social media marketing work well togetherSocial e-mail marketing, simply said the mutual strengthening and cross-fertilization of e-mail marketing and social media marketing, focuses strongly on tools to share your email content and on ways of creating content that people find worth sharing.

Besides share-worthy and thus valuable content, you also need sharing tools to enable recipients of your e-mails to share the content via their social networks. Of course this does not mean that you have to fill your e-mails with a tsunami of buttons that link to every possible social network now. In e-mail marketing less is often more and the KISS principle rules, especially if you think deliverability. Read more »

Trends and keywords in e-mail marketing for customer retention purposes

According to the "E-mail Marketing Industry Census 2010", published earlier this year by Econsultancy, the 'split' of e-mails that are sent is larger for customer retention than for acquisition: 58% of this split is for e-mails with retention purposes, 42% applies to acquisition.  

Both in terms of customer acquisition and retention, there are various challenges involved with e-mail marketing.
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