Comments on: Marketers ‘rely heavily on email marketing, but prioritise speed over relevance’ http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463 Everything under Australia’s media and marketing umbrella Sun, 12 Feb 2012 04:28:50 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Camille Alarcon http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-28033 Camille Alarcon Mon, 18 Jan 2010 06:06:01 +0000 http://mumbrella.com.au/?p=15463#comment-28033 Hi Brad, A link to the report is now live within the article. Cheers, Camille - Mumbrella Hi Brad,

A link to the report is now live within the article.

Cheers,

Camille – Mumbrella

]]> By: Email Marketing post GFC « Digital Marketing Ninja http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27919 Email Marketing post GFC « Digital Marketing Ninja Fri, 15 Jan 2010 21:38:14 +0000 http://mumbrella.com.au/?p=15463#comment-27919 [...] http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevanc... [...] [...] http://mumbrella.com.au/market.....relevanc... [...]

]]> By: Useful Email Marketing Posts from Around the Web | MarketingProfessor.com http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27812 Useful Email Marketing Posts from Around the Web | MarketingProfessor.com Thu, 14 Jan 2010 16:43:41 +0000 http://mumbrella.com.au/?p=15463#comment-27812 [...] Marketers ‘rely Heavily on Email Marketing, but Prioritise Speed … [...] [...] Marketers ‘rely Heavily on Email Marketing, but Prioritise Speed … [...]

]]> By: Peter Applebaum http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27734 Peter Applebaum Thu, 14 Jan 2010 01:35:42 +0000 http://mumbrella.com.au/?p=15463#comment-27734 Similar scenario to discussions about social media campaigns - though with less justification. SM as a marketing tool has only been around a couple of years; email marketing has been the net's 'killer app' for over a decade. Targeting, relevance, a compelling offer & segmentation are the essence of an effective email marketing campaign. If speed enters the equation, often one or more of these are sacrificed. 1-to-1 marketing is the golden fleece of any effective digital campaign, email marketing in particular. Unfortunately, the initial data collection is often flawed, superficial or variable and that leads to campaigns that achieve sub-optimal results. From an order of importance viewpoint, it's classic DM: list is #1, offer #2, creative #3. Another one of email marketing's greatest issues is that it's so damn easy to send out a stack of any old email to a database. And clearly that's happening a lot. Email marketing done well remains an incredibly powerful tool for marketers. It's the doing it well that's the challenge. Similar scenario to discussions about social media campaigns – though with less justification. SM as a marketing tool has only been around a couple of years; email marketing has been the net’s ‘killer app’ for over a decade.

Targeting, relevance, a compelling offer & segmentation are the essence of an effective email marketing campaign. If speed enters the equation, often one or more of these are sacrificed.

1-to-1 marketing is the golden fleece of any effective digital campaign, email marketing in particular. Unfortunately, the initial data collection is often flawed, superficial or variable and that leads to campaigns that achieve sub-optimal results. From an order of importance viewpoint, it’s classic DM: list is #1, offer #2, creative #3.

Another one of email marketing’s greatest issues is that it’s so damn easy to send out a stack of any old email to a database. And clearly that’s happening a lot.

Email marketing done well remains an incredibly powerful tool for marketers. It’s the doing it well that’s the challenge.

]]> By: mumbrella http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27634 mumbrella Wed, 13 Jan 2010 05:22:11 +0000 http://mumbrella.com.au/?p=15463#comment-27634 Hi Al & Brad, We've requested an online version of the report to link to. The answer is yes, but they're not able to move terribly fast. Perhaps tomorrow... Cheers, Tim - Mumbrella Hi Al & Brad,

We’ve requested an online version of the report to link to. The answer is yes, but they’re not able to move terribly fast. Perhaps tomorrow…

Cheers,

Tim – Mumbrella

]]> By: Tom Petryshen http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27632 Tom Petryshen Wed, 13 Jan 2010 05:15:27 +0000 http://mumbrella.com.au/?p=15463#comment-27632 This should not be surprising for anyone who works in the analytics field. Although many companies now have analytics (Omniture, Google Analytics, WebTrends) and the ability to track the post click in place, most commit one or all three fatal errors: 1) They fail to implement the system correctly and are not able to track KPIs unique to their business. 2) They fail to provide training to staff on how to tag and track campaigns. 3) They fail to hire a BA to turn the data into actionable goal.. There's a great opportunity for agencies to help out but more don't have the skills to do so. This should not be surprising for anyone who works in the analytics field. Although many companies now have analytics (Omniture, Google Analytics, WebTrends) and the ability to track the post click in place, most commit one or all three fatal errors:

1) They fail to implement the system correctly and are not able to track KPIs unique to their business.

2) They fail to provide training to staff on how to tag and track campaigns.

3) They fail to hire a BA to turn the data into actionable goal..

There’s a great opportunity for agencies to help out but more don’t have the skills to do so.

]]> By: Brad http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27601 Brad Wed, 13 Jan 2010 04:00:03 +0000 http://mumbrella.com.au/?p=15463#comment-27601 Can you post the link to this report? Can you post the link to this report?

]]> By: Mark Halstead http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27585 Mark Halstead Wed, 13 Jan 2010 02:35:02 +0000 http://mumbrella.com.au/?p=15463#comment-27585 Good promotion for email marketing as a medium. In terms of reporting - all the email broadcasts do on behalf of advertisers come with very detailed activity reporting tracking; opens, clicks, and even pass alongs (viral). We do rely on clients to continue the post click tracking as they do for most web based campaigns, so the more sophisticated clients diffently do track to acquisition. We know this as they keep coming back for more targeted media :) Basic tracking and post clicl tracking is available to all clients using a ESP (Email Service Provider - broadcast system) such as the one mentioned in the article so please ask your ESP or your 3di account manager Good promotion for email marketing as a medium.

In terms of reporting – all the email broadcasts do on behalf of advertisers come with very detailed activity reporting tracking; opens, clicks, and even pass alongs (viral). We do rely on clients to continue the post click tracking as they do for most web based campaigns, so the more sophisticated clients diffently do track to acquisition.

We know this as they keep coming back for more targeted media :)

Basic tracking and post clicl tracking is available to all clients using a ESP (Email Service Provider – broadcast system) such as the one mentioned in the article so please ask your ESP or your 3di account manager

]]> By: Google top news for eMail marketing 01-12-10 | # The eMail Guide - The search engine for eMail marketers http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27550 Google top news for eMail marketing 01-12-10 | # The eMail Guide - The search engine for eMail marketers Tue, 12 Jan 2010 20:33:48 +0000 http://mumbrella.com.au/?p=15463#comment-27550 [...] Marketers ‘rely heavily on email marketing, but prioritise speed over relevance’ [...] [...] Marketers ‘rely heavily on email marketing, but prioritise speed over relevance’ [...]

]]> By: Al http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27522 Al Tue, 12 Jan 2010 06:01:09 +0000 http://mumbrella.com.au/?p=15463#comment-27522 Can we get a link to this report? Can't see it on Cheetahmail or Forresters' sites. Thanks! Can we get a link to this report? Can’t see it on Cheetahmail or Forresters’ sites. Thanks!

]]> By: Camille Alarcon http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27517 Camille Alarcon Tue, 12 Jan 2010 05:49:32 +0000 http://mumbrella.com.au/?p=15463#comment-27517 Hi Ro, Yes, that was typo which has now been amended. :) Cheers, Camille - Mumbrella Hi Ro,

Yes, that was typo which has now been amended. :)

Cheers,
Camille – Mumbrella

]]> By: Ro http://mumbrella.com.au/marketers-rely-heavily-on-email-marketing-but-prioritise-speed-over-relevance-15463#comment-27510 Ro Tue, 12 Jan 2010 05:25:59 +0000 http://mumbrella.com.au/?p=15463#comment-27510 Uh... Tim...., last sentence mate, 'b2b and b2b marketers'? 'do you mean b2b and b2c - or some combination of that? Uh… Tim…., last sentence mate, ‘b2b and b2b marketers’? ‘do you mean b2b and b2c – or some combination of that?

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