Total Email Marketing: Maximizing your results from integrated e-marketing
Excerpted with permission from: "Total Email Marketing: Maximizing your results from integrated e-marketing," authored by Dave Chaffey, Copyright 2007. Published by Butterworth-Heinemann, a division of Elsevier. For more information about this book and similar titles, please visit www.books.elsevier.com.
Email marketing challenges and innovation
This chapter looks at issues that will affect the future of email marketing, many of which
are significant already. They include challenges such as achieving deliverability, given the rise
of spam, and attaining the right balance between frequency and return on investment. There
are also technological innovations, including wireless access devices such as PDAs and mobiles,
and the new opportunities for rich media, such as video streaming provided by increased
bandwith. The impact of Really Simple Syndication (RSS) on email marketing is also covered.
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| Email marketing excellence |
One example of a successful rich-media email innovator inbox is given by BUPA, where a rich media message was used to target personnel managers in organizations with more than 500 employees. The message was offering health cover to employees through a company scheme. The creative consisted of a personalized video showing the time savings that companies could potentially make. The results were: - Open rate 52%
- Click rate of open 21%
- Request call of open 8%
- Conversion to appointment 18%
During the campaign, the company monitored which recipients opened the email and these were then followed up by phone. |
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By the end of this chapter you will be able to:
assess different approaches being developed to control spam.
evaluate the relevance of rich media emails.
identify the options for email using wireless access devices.
assess the role of RSS in the future.
The chapter is set up as follows:
- Improving deliverability
- Touch frequency
- Rich media emails
- Messaging through mobile or wireless access devices
- Really Simple Syndication
- References
- Web links
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