What's buzzing

Do you know how your recipients behave?

Door Tim Karpisek op 10 augustus 2009 in Email Marketing, Personalization, Tips, Targeting

Email marketers often shy away from behavioral targeted campaigns, because it’s a challenging task. However, while it may take some initial work to get going, the reward is well worth the effort. It will also give you an edge over your competitors. If it was easy to do, everyone would be doing it, wouldn’t they? For starters, focus on email metrics such as opens or clicks and remarket to them. Remarketing on click-throughs is easier when you categorize links and key off those categories when including content blocks.

How to deal with generated traffic?

Door Tim Karpisek op 4 augustus 2009 in Email Marketing, Tips, Deliverability, Technology

A practical issue, sometimes forgotten, deals with generated traffic and bandwidth. As a marketer you want to generate traffic to your website with a clear call to action in your campaign. Of course you’ll have to bear in mind that generated traffic has to be dealt with by the server on which your website has been hosted and running. So make sure that (your providers) bandwidth is large enough to deal with the traffic generated by the mailings.

Fine-tune Email Frequency

Door Tim Karpisek op 4 augustus 2009 in Email Marketing, Trends, Tips, Targeting

When wondering how often you should send emails, keep in mind that each audience and segment is different and should be treated accordingly. The only way to know the answer to this question is to test. Some high-end retailers can send daily, while others with less cult-like following could see a spike in unsubscribe rates if they began sending weekly. Whether the intent is to sell or inform, every email should include valuable content. If the content is relevant and valuable, frequency becomes secondary.

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