Email Marketing: Key Issues Behind the Scenes
Heidi has been a tireless chronicler of email marketing as it's practiced by companies large and small. Today she's stepping back from the front lines to take a look behind the scenes.
Heidi has been a tireless chronicler of email marketing as it's practiced by companies large and small. Today she's stepping back from the front lines to take a look behind the scenes.
OK, I admit it. I needed a break from writing the traditional email marketing case study this week. So instead of the usual problem-solution-results column, I thought I’d give you all a look at a couple of issues behind the scenes.
I got an email message recently from Eric Winter of Timberline Interactive. “You consistently refer to the ‘open rate’ of various campaigns, but I haven’t found any place where you tell how this valuable stat can be determined,” Winter said. “What I have tried is to serve a tracer pixel (image) to my mail lists, but people have questioned the validity of this technique since many people have a preview pane in their email applications that renders HTML regardless of whether the message is ‘opened.'”
Not Perfect, but Useful
Since I don’t have hands-on experience, I turned to one of the pros for some answers. Clint Kaiser of Blue Ink Solutions, a company I wrote about a couple of weeks ago, had this response:
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Relevance: The Key to Good Will
I was also forwarded some interesting email from a reader who had been spammed. A software company had notified its customers about an “outstanding offer” on some computer hardware. The problem is, this particular customer had opted out of the database several months before. Or so he thought.
We here at ClickZ have said it before: If you’re considering sending out messages to consumers, make sure they’re relevant and that you respect consumers’ wishes. Otherwise, you might receive a response such as this. (The following is excerpted from a message sent by Madigan Pratt of Integrated 1-to-1 Marketing after first complaining to the offending company and receiving its response):
It sounds like some marketers need a little reminding. The next time you contact customers, make sure you follow the basic ethical tenets of email marketing. They include sending relevant information and letting recipients know how they can unsubscribe from your database.
I’m going to be a bit out of commission for a week or so, and it may take me longer than usual to respond to reader email messages. As you’re reading this column, I’ll be lying on my couch, eating bonbons and reading the latest Michael Connelly while I recover from surgery.
No, don’t be alarmed, I’m completely healthy. You see, I was matched up as a bone-marrow donor to a teenage girl with leukemia. It’s a fantastic program, so I’m telling everyone I can about it. If your personal beliefs and commitments permit, I suggest you consider signing up for the National Marrow Donor Program.