|
|||||
Arthur HughesArthur Middleton Hughes is senior strategist at Silverpop, advising customers on email marketing strategy and programs for acquiring more email subscribers. He’s also the founder and vice president of The Database Marketing Institute, Ltd. Arthur has been developing email marketing strategies and designing and maintaining marketing databases for Fortune 500 companies and others for the past 33 years. A graduate of Princeton University with a master’s degree in public affairs, Arthur taught economics at the University of Maryland for 32 years. When it comes to email and database marketing, he literally wrote the book, authoring Strategic Database Marketing 4th Ed. (McGraw Hill 2012).  While working at a large membership organization (numbers changed to preserve confidentiality), I learned about an aspect of email marketing that I hadn’t encountered before. This company has roughly 1 million members who pay an annual membership fee of about $500 per year. The members receive direct mail once a month, offering them many different [...] What makes a successful email? There are many ways to measure success, but one key indicator is whether the recipient opened and interacted with the email. Here we have a problem. Less than 20 percent of emails from legitimate companies are opened, and only about 24 percent of openers click on any link. Putting opens [...] Direct marketers have been using recency, frequency, and monetary (RFM) analysis to predict customer behavior for more than 60 years. It’s one of the most powerful techniques available to a database marketer. Typically, you begin by sorting your customers by most recent purchase date, divide them into equal quintiles (20 percent in each) and assign [...] Tags: RFM, segmentation, triggered emails
Category: Behavioral Targeting, Email Marketing, Scoring One comment Share and Enjoy Despite the attention many marketers pay to open rates, the only real proof that your email is getting your subscribers’ attention is when they click on a link within the email after opening it. Clicks are the true measure of whether anyone is actually reading your emails and thinking about what you’re trying to say [...] Tags: click rates, email creative, Email Marketing, email metrics, personalization, testing, video
Category: Email Marketing, Metrics and Analytics Leave a comment Share and Enjoy |
|||||
|
Copyright © 2012 Silverpop - All Rights Reserved. |
|||||
