2007 Email Guide (download)

The DMNews Essential Guide to E-mail Marketing is now available as a PDF. Click on the link above to download it.

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Stop me if you’ve had this conversation before with a small-business owner:

You: “So that’s a broad overview of what we do. We can definitely help you out with whatever you might need in the email marketing space.”

Them: “Well… how much do you cost?”

You: “It really depends on what you use us for, whether it’s software, creative or something else. Do you have a budget set aside for this type of thing?”

Them: “Not really.”

You: “OK. How much money do you invest in marketing?”

Them: “We don’t really have any money set aside for that.”

You: “Oh.”

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You have finished making your own site. You have introduced your company and presented your products and services. You have added propositions and promos to catch your target audience’s attention. You have achieved the dos and donts of building a company web site. But why isn’t your web presence a major success?

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Many people are intrigued by the idea of obtaining a ready-made list of email addresses they can send promotional emails to. Why wait months to slowly build up your own list of email addresses when you can piggy-back (for a price) on someone else’s efforts?

While the idea seems attractive, there’s a big trap waiting for anyone pursuing this course of action without care.

The important issue is how you come to obtain that bulk list of email addresses. And here we distinguish between renting a list (list rental) and buying a list.

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Few days ago I received  Returnity Newsletter, Had some really good articles that I would like to share with you. 

What’s a good open rate?
It’s the most frequently asked question in this business. The answer is… it depends.

Your particular benchmark depends on the industry in which you operate. The Construction (Property) and Hospitality-Tourism sectors show the highest open rates, at well over 30%. No surprises given those two sectors cover houses and holidays. While the Telecommunications, Government and Advertising sectors are all in the low 20’s.

So if you are a Telco and your open rate is 25%, then chances are you are beating most of your competitors. But a tourism body with an open rate of 25% has some work to do.Just as important though are the other metrics and the trends over time. Are your open and click-through rates trending up? Are bounces and unsubscribes flat or falling?

The beauty of this medium is the measurability. Given the high number of campaigns and the huge volume of emails delivered across our network, returnity is in a great position to analyse aggregate data and provide you with benchmarks and trends that can be used to gauge relative performance against your peers.

Download the Email Marketing Performance Report for a snapshot on campaign metrics across 11 industry segments and more than 11,000 campaigns.Stay tuned for the December report. Due out very soon, this report will answer the second most frequently asked question… what is the best day of the week to send email?

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