There’s an old saying in direct marketing-old as in pre-Internet old-that if you want to know what’s working for a competitor, look for what they do repeatedly.
Direct mail is so expensive to produce and deliver that any company repeatedly sending bad catalogs or direct-response letters will be out of business soon enough.
The same holds true for television, radio and magazine advertising.
This concept is one reason why so-called swipe files-files of other people’s creative work to use as inspiration-are still popular among many direct marketers.
It’s been said there are no original ideas in direct marketing, you just forget who you stole them from. (more…)
Any marketer who isn’t leveraging drip campaigns is missing out on one of the biggest set-it-and-forget-it opportunities in email.
According to Epsilon’s 3Q 2016 Email Trends and Benchmark Report, triggered emails, such as drip campaigns, typically achieve an average 56 percent lift in open rates and 145 percent lift in click-through rates over business-as-usual messaging.
So, what is a drip campaign? (more…)
“Our department is overstaffed and we don’t have enough to do,” said no email marketing manager ever.
Or at least no email marketing manager I have ever known has said that. And as an email marketing vendor-and-technology consultant, I have known a lot of email marketing managers.
In some ways, email marketing is like a hobby. You can spend as much time and money on it as you want. But as in all things business related, email marketing resources are limited and must be prioritized.
For years, email marketing pundits have been critical of so-called “batch-and-blast” email marketing and have been predicting its demise at the hands of targeted emails made possible by list segmentation.
Wow, that was fast-probably because the work we do is so enjoyable and satisfying.
Today marks 12 years since I founded Red Pill Email.
In that time we have helped more than 50 companies select and integrate email service providers and have helped dozens of companies migrate from one email vendor to another.
Our focus from the beginning has never been on finding clients the so-called “best” vendor. Rather it has always been on finding and integrating the right vendor for clients’ specific needs.
We have worked with clients ranging from agencies and retailers to financial institutions. Lately our strength lies in the financial sector because, as it turns out, once we get our foot in the door in one division we tend to expand our support to others. It’s gratifying that organizations with such specific and sensitive needs trust us with such a crucial part of their business.
Notice the headline doesn’t say “How to Score Social Media Activity” but “How to Think About Scoring Social Media Activity.”
Before assigning values to various social-media activities, it is important to think about them properly.
Assigning value to social-media activity can be tricky business. Clearly shares and follows have value, but how much?
Giving social-media activities too much value can result in more marketing resources being put against the channel than it warrants. Likewise, failing to assign enough value to a social-media activity can result in wasteful neglect.