Authors

Email Marketing Response Rate

Inadvertent blocking at Cox this morning.

Thursday, October 29, 2009 by Karen Balle

Cox made some changes to their mail servers this morning, leading to some accidental blocks this morning that we understand were not actually listed on the dnsbl referenced.  Other sources have confirmed that these blocks were wide-spread and accidental. 

Cox seems to have this resolved now and our tests show that previously blocked emails are now being delivered.   They responded to earlier cases and asked that customers who had email blocked this morning to try resending their blocked messages.

We received the following official statement from Invalument:

 

On Thursday, October 29th, Cox Communications make a number of changes and improvements to their spam filters. They added a special Postmaster
page:

http://postmaster.cox.net

And they added the invaluement.com DNSBLs to the blacklists they use to eliminate spam.

Unfortunately, during the early morning hours after this was implemented, there was a glitch in their system which caused some legitimate e-mail sent to cox.net addresses to mistakenly get blocked, and this was mistakenly attributed to the invaluement lists. (The invaluement.com lists did NOT have those legitimate sending IP addresses
blacklisted.) This glitch occurred between 4 a.m. and 8 a.m. EST on 10/29/2009. The damage was greatly minimized by the off-hours timing of the incident and greatly minimized by Cox's internal whitelist.
The glitch is now completely fixed.
 

Live Blog: Financial Services Solution Showcase

Wednesday, October 14, 2009 by Amanda Cross
We've got quite a change of pace in the ol' developer track conference room. Chris Murray of ExactTarget is the emcee for the Financial Services Solution Showcase.

He starts by introducing the first segment:

Beyond Deliverability: Consumer Choice & Control
Authentication, Privacy, and Policy
by Craig Spiezle
https://otalliance.org

The Online Trust Alliance is concerned with security in online activity, especially financial services. Spoofed email, phishing, and online exploits are a major challenge for financial organizations that operate online.

Craig said that government regulations are likely to come about in the next few weeks as a result of the identity theft incidents that we've heard of recently. Craig said that the United States is actually behind other parts of the world in consumer production.

Craig discussed extended validation certificates. In order to get one of these certificates, the business must prove that it's registered with a local tax authority. While this can't verify that the business has good business practices, but it does require that the business be a real business. When a business has this certificate, it turns the address bar in your browser green when you visit their site. If the address bar isn't green, you know that it's a spoofed site.

He continued to talk about the business value of authentication. Not only does this help protect your business from being spoofed, but also improves your deliverability.

Of the top 100 financial institutions in North America, only 43% have protections in place for consumers.

Craig talked about the problem with unsubscribe: an unsubscribe link in the footer of the email is required by CAN-SPAM, but consumers are warned not to click links in emails they don't want for fear that they'll alert spammers that they're a real person. An unsubscribe header allow ISPs to render an unsubscribe link in their client so that people can unsubscribe without clicking the "report as spam" link and degrading your reputation. About this time, someone from ExactTarget piped up to mention that ExactTarget email already does this automatically.

Addressing Email Security Concerns
Matt Burton - GMAC/Ally Bank

Matt talked about Ally bank and the fact that its customers were receiving more spoof emails that were pretending to be from Ally as they were receiving from the real bank.

Ally Bank, like many places, would love for there to be a "silver bullet" that would solve the problem, but in fact the best way to protect consumers is with a combination of proactive monitoring, excellent deliverability of your legit content, and customer education.

Governance, while unpopular, is critical. If your company has multiple business units, ALL of them have to have successful security.

Some financial institutions do not include links in their emails, instead telling consumers to go to the website. This is problematic because it requires more copy and results in fewer site hits. Also, this doesn't prevent phishing emails from including links in their emails.

Security tools, such as ISP Phish Blocking and Certified Mail, are available to help prevent risk and increase confidence in your message respectively.

Education of consumers can be tricky. Sending emails that tells customers how to tell whether your email is real might make it look like you're a spoofer trying to set them up to trust fraudulent email in the future. Better to just remain consistent in your sending so that consumers become accustomed to your style and learn to identify spoofs on their own.

To wrap up, Matt recommended proactive risk diminuation rather than waiting for a problem happens and only responding then.

Technology Solution
e-statements at Nationwide
Brian Jaffe - Nationwide Insurance

Nationwide was facing a "statement challenge"--sending statements to customers on email. The address this issue, they created an elegant solution.
  • Governance - As part of this process, they codified their program for sending emails.
  • Preference management - allow customers to specify their preferences. Brian recommends double opt in.
  • Billing format - recreate view of paper statement
  • Send mode - bulk or single send. You probably batch up your bills, but some might do individual sends.
  • Data preparation - attributes or data extensions? what is the unique subscriber key? You need to understand your extremes (what happens if you have an extremely large amount of data?) and your data-display issues.
  • Deliverability - decisions about IP and Domain. Learn from your deliverability team!
  • Feedback - decisions about bounce management, reply management. If people unsubscribe and then try to sign up, you could have technical problems sending emails. Make sure you understand how your unsubscribes are managed. And be ready to monitor replies, even if you tell people not to reply to a message.
  • Inserting marketing messages into transactional emails - CAN-SPAM does allow you include marketing messages into your transactional emails under certain circumstances.
Paperless statements can create issues. For example, what if customers call in saying that they never received their statement. Customer service needs to be able to access tracking to see whether the subscriber ever opened the email and have other strategies to deal with these complaints. Customer service needs to be able to resend statements.

Nationwide includes quite a bit of personal information in their emails so that subscribers know that the email must be legit, since a phishing scam wouldn't have access to so much personal information. Watch out for links to log-in pages, since phishing emails like to send very similar emails that direct to their own "login page."

Having a protocol to deal with bounces is wise. In their case, if a subscriber soft-bounces, they put the subscriber back into the paper stream for one cycle and try paperless again for the next cycle. If they run into a hard-bounce, they put the subscriber back into the paper stream indefinitely until the subscriber re-enrolls themselves in the paperless process.

Nationwide's solution is based on the ExactTarget SOAP API. Their OMS (outbound messaging service) is a middleware layer of abstraction that actually sits behind their firewall. Between the OMS and ExactTarget much communication occurs to get the statements out to subscribers.

The content of the eStatement itself uses AMPscript to build the bill by parsing concatenated attributes and dynamically displaying content in appropriate data tables.

Michael Murdza (ExactTarget) took us through the technical aspect of the eStatement data flow. A sophisticated decision tree weave through the Nationwide database and ExactTarget application, using XML, AMPscript, and API calls.

And then the presentation wrapped up, and everyone started getting ready for the evening entertainment. I've really enjoyed live blogging the technology track for everyone today, and I hope you've enjoyed reading as much as I've enjoyed writing it. See you between the lines :)

Mobile Developers Solution Showcase

Wednesday, October 14, 2009 by Amanda Cross
Ratul Shah is the presenter for the first part of the solution showcase. Unlike every other presenter that's talked in this room so far today, Ratul is maneuvering through the crowd with the hand-held mic. What a showman. :)

Industry Standard Terms
  • SMS = short message service, aka text messaging. It has a 160 character limit.
  • MO = mobile originated = a message sent FROM a phone
  • MT = mobile terminated = a message sent TO a phone
  • short code = a 5- or 6-digit number that you buy from a carrier to send messages to your customers. http://www.usshortcodes.com
  • vanity short code = a short code that spells something out, such as our, ETSMS
  • random short code = a short code that doesn't intentionally spell anything. These cost slightly less.
  • private short code = only your traffic goes through this code
  • shared short code = a code that you share with other SMS users. Keywords differentiate your traffic from the traffic of other people on the shared short codes.
  • MMA = Mobile Marketing Association http://mmaglobal.com/policies. A group that creates guidelines for United States mobile marketing.
  • Aggregator = a third party company that maintains connections between the carriers and the content providers. When we provisioning a short code for you, we work with an aggregator to get you approved for all carriers.
ExactTarget SMS Architecture
You create JOIN, VOTE, HELP, UNSUBSCRIBE and other kinds of actions that subscribers use to send you MO messages to get in on your mobile messages.

Unfortunately, you can't create keywords or actions in the API at this point. You can initiate SMS sends through the API, however.

System Terms
  • Subscriber key = unique identifier for subscribers. Allows you to identify subscribers by phone number instead of email address.
  • Publication list = contains subscribers who opt-in using their mobile device
  • Data extension = contains subscribers whom you import through the GUI or the API  
Implementing Text
  • Keyword response - text in and receive a response
  • Mobile capture - captures email address for list growth
  • Vote and check vote count - submit your vote. poll the response
  • Outbound (with opt-in) - a message from ExactTarget to the mobile device
  • Custom campaigns
Wow, Ratul goes through a lot of content fast, and a lot of these slides are very graphics heavy and difficult to translate to blog. Thankfully, everyone at the conference is supposed to be able to get the slides.

FanMail Solution

Dave DeVore - CEO FanMail marketing
Josiah Kaiser - Senior Operations and Solutions Consultant
Tim Kauble - ExactTarget product specialist and world-class AMPscript guru

FanMail Marketing is using SMS to capture email addresses. Initially they were asking subscriber to text their email addresses in this format:

krohn email@example.com to 88769

but they found that customers found this confusing and made errors that prevented the system from capturing their information. So for the next phase, they made it into a 2-stage process to make it more like a conversation. In the new setup, subscribers text in in this format:

stubbs to 88769

then the system sends back an text saying something to the effect of, "Thanks for your interest. Reply to this message with your email address to join our mailing list." When the subscriber responds with the email address, it is added to the email list. The customer gets an email immediately welcoming them to the list, and then any future mailings to that list.

The SMS message that was sent back after the first message included AMPscript to trigger the welcome email.

The first use case resulted in more errors than the second, and people weren't willing to try to sign up more than once. A limitation of both use cases is that it only captures people's email addresses, omitting other important subscriber information that would be useful for relevant messaging .

In the third phase of FanMail's SMS evolution, they integrated their SMS with landing pages to allow the capture of more subscriber information. People text in:

butter to 88769

The system responds with a message saying to respond with an email address. When the subscriber replies with the email address, the system sends them an email with a link to a landing page built with the Smart Capture feature.  People complete the Smart Capture form and now the system has information to send really personalized information. For example, this band (Hot Buttered Rum) uses the subscriber's ZIP code to let the subscriber know about upcoming concerts in their area.

What FanMail discovered was that going through this process aggregated higher quality subscribers who were more likely to be engaged with the marketing campaigns and therefore higher ROI on their marketing efforts.

The future phases of this SMS evolution may allow subscriber to provide attribute information via SMS, such as ZIP code to empower the functionality above.

Another thing that FanMail has discovered is that subscribers are willing to send you SMS messages if they're interested in what you have to offer, but they don't like for you to begin the SMS conversation.

Custom Use Case
Tim Kauble took the stage for the final portion of this presentation. Poor Tim--his phone junked out on him this morning and his data connection didn't work, so we're seeing a modified version of his presentation. Typical of technology!

Tim talked about designing a system to allow him to manage his own tasks using text messages. He wanted to accomplish the following:
  • Accept tasks
  • Assign those tasks
  • Assign priority, including deadlines
  • Expose the tasks to landing pages so that he could see them all
  • Support multiple methods of input, such a forwarding emails to an endpoint that generates a task with the content of the email.
Tim demonstrated texting in to the system to find out how many tasks he had. He had 30, by the way, plus the system also sent him a message to stop messing around with text messages and get back to work. :)

Tim also brought up the landing page where we could see his lengthy task list--such is the life of the ExactTarget employee!

Live Blog: Automation Event Triggered Sends Using SOAP API

Wednesday, October 14, 2009 by Amanda Cross
The developer track continues with Automation Event Triggered Sends Using SOAP API. Between sessions, the intrepid staff of the Westin brought in several more chairs, effectively ensuring that no one will be sitting on the floor this time. There wouldn't be room, even if they wanted to.

Ana Ng plays over the PA system while we wait for the session to start, and with a minute to go it switches to Particle Man as the room fills up. You can tell that we're gearing up for the They Might be Giants concert tonight, after the Second City performance. Indeed, I'm already wearing my wristband :)

Automation Event Triggered Sends Using SOAP API
ExactTarget Product Specialist Manager and general super brain, Dale McCrory beings the presentation by asking how many people in the crowd have used triggered sends before. This feature is one of the most powerfully compelling and commonly implemented functionalities available in the SOAP API. Triggered emails are perfect for things like password reminders, order confirmations, and welcome emails. You can also use them together with Web Collect forms, Reply Mail Management, and other parts of the ExactTarget system that automatically send response emails to subscribers.

He continues by talking about send classifications: marketing and transactional, and the differences between then. Basically, marketing messages are subject to CAN-SPAM regulation, while transactional messages are not, since they're might actually be required to be sent to subscribers, such as receipts.

Dale puts some code up on the screen to show the anatomy of a triggered send call. He talks about how the template, content, and all the look-and-feel stuff about the email are created within the application and are controllable by marketers. The API then references the triggered send definition using the external key and doesn't have to bother with actually creating the content  of the email using the API.

Next, Dale moved in to the difference between synchronous and asynchronous API. A synchronous API call goes to the server, which responds. If the server is unavailable, there's no response, and it's on the ExactTarget customer's shoulders to retry. Asynchronous calls, on the other hand, are queued up, so even if they can't be processed right away, they will get processed when the server is available. He recommends that people starting new triggered send initiatives use asynchronous API, unless development is so constrained that synchronous is all there's time for.

High priority API calls can be processed immediately, even if one of the servers is unavailable, by using our multiple data centers. There are limitations on emails that can be sent this way (they can't contain info from data extensions...stuff like that) and it incurs an additional cost per send.

Dale ran a little short of time, but he'll be presenting again later in the day.

Intuit's Notifications Service Engine: A practical approach to facilitating customer notifications
Next Intuit's Gary Rittinger directed everyone to http://connect.intuit.com to check out the implementation that he'll be talking about.



His purpose is to provide Intuit's infrastructure and offerings the ability to send, monitor, and manage the notifications they send to customers in a consistent and reliable way.  To do this, Gary uses triggered sends to send welcome emails, order confirmation, shipping conversation, and other transactional messages.

Intuit finds that it's difficult to get consistent programming from across its organization, so it uses "application adapters" to normalize the input. They're using ExactTarget accounts to let each product manager get in and see the status of email sends.

As a result of implementing ExactTarget, Intuit enjoys:
  • Better transparency into notifications deliverability.
  • Reduced cost and increased efficiency of customer notifications.
  • Improved enterprise SOA adoption through standard web service technologies.
  • Fewer of redundant apps that served the same purpose.
  • Improve governance and compliance.
Gary recounted the ease and smoothness of putting this process in place. He commented that they've recently been moved from the Indy data center to the Las Vegas data center--one of the first customer to be live sending out of that data center--and the move took only 90 seconds. He also said that rolling out the process took only a couple weeks.

During the Q&A, Bryan Wade (the emcee) is talking up the documentation wiki and the API content that's available on it. This is a topic near and dear to my heart <3

Email + Surveys

Wednesday, October 7, 2009 by Scott Roth
At ExactTarget, we often talk about honoring subscriber preferences in regards to permission, frequency, content and channel. In my last post on Email + Web Analytics I wrote about the value that web analytics brings to the table by allowing you to sense behavior and then respond with appropriate offers.

Here's my buzz-word free advice for today. Instead of just observing behavior and reacting, why not also ask your subscribers what they are looking for? It may seem like a no-brainer, but not that many people do it, or do it well. This is where preference centers, lead capture forms, and surveys come into play. By leveraging surveys both on your website and within emails, you can gradually accumulate more and more information about your subscribers that will help you target them with more timely and relevant one-to-one communications.

One of our certified ExactTarget Extensions Network survey partners is SurveyGizmo. SurveyGizmo provides a seamless integration to include intelligent surveys in your emails, leverage existing subscriber data in surveys, and automatically update ExactTarget subscriber records with survey responses.

You can learn more about SurveyGizmo by visiting their listing on the ExactTarget Extensions Network.

Or, if you are going to be in Indianapolis for Connections on Tuesday, October 13th you can stop by their user meet-up happy hour from 5:00-7:00. Click here for more information.

Huge Opportunity for Travel Industry to Leverage Social Media

Monday, September 28, 2009 by Blaine Cooper-Surma

With the third quarter coming to a close, and the holiday season approaching, it's about that time to begin making holiday vacation arrangements.  Personally, every year I travel to Florida to spend the holidays with my family.  So how am I getting down to the beautiful, sunny weather this year?  When it comes to planning my trips, I always purchase my flights online - quickly and painlessly.

There certainly is a buzz right now around social media in the marketing world.  eMarketer.com recently published the results of one of their surveys that analyzed the percentage of internet users that have been influenced by social media in making their travel/vacation decisions.  eMarketer found that 23 percent of respondents, who happen to be U.S. internet users, have been somewhat or significantly influenced by social media when it comes to making travel/vacation decisions.
 

US Internet Users Who Say Their Travel/Vacation Decisions Are Influenced by Social Media*, 2009 (% of respondents)


Although just less than a quarter of these people noted the effectiveness of social media in influencing their decisions, this still is an enormous audience that travel companies are reaching.  As I've already pointed out, I fall into the 23 percent of people that have made or changed travel plans due to some sort of social media.  A month or so ago I noticed an ad on Twitter that boasted cheap flights to Orlando, and within minutes had scheduled a trip across the country.  I see this as a huge opportunity for the travel industry to offer travel deals that are specific to Facebook and Twitter, as both of these social networking platforms have such an enormous user base.

Large social media platforms also have the ability to use 1 to 1 marketing techniques by pulling travel locations from user info in order to provide users with more relevant content - for example, if I lived in Anchorage, Alaska, it is likely that I would be interested in going on vacation somewhere a little bit more like Key West.  Once the user has purchased the trip, travel sites like Expedia.com send a confirmation email that contains the travel itinerary and purchase information.  In addition, travel companies have the ability to take this one step further by instituting an SMS campaign that sends customers an SMS message letting them know if their flight is on time - I know this is something that many frequent travelers appreciate and certainly take advantage of.

As soon as you've identified your 23 percent and have built your subscriber list, you are now able to send automated email messages that every-so-often offer your subscribers different travel deals and opportunities.  As I pointed out in my last post, email marketing is still the best internet marketing channel and is sure to be around for a good while longer. 

To see another example of how social media has benefitted personal travel arrangements, check out Liz's post.

Marketers Moving More Budget to Email Marketing

Friday, September 25, 2009 by Joel Book
Two recent studies provide compelling evidence that marketers are turning to digital marketing – and specifically email marketing – to improve marketing effectiveness.

According to the “2009 ANA/MMA Marketing Accountability Survey” from the Association of National Advertisers and Marketing Management Analytics, “The No. 1 strategy for marketers who wanted to improve effectiveness without spending more, according to the June 2009 poll, was shifting from traditional to digital media. More than one-half of respondents also reported shifting spending away from brand-building initiatives, and 38% were putting more spending into lower-cost media.”

Tactics Used by US Marketers to Improve Marketing Effectiveness

Change in Marketing Spending for Select Media in 2009

And as more marketers shift to digital media, the tactic that is seeing the largest increase in spending is email.

According to the “2009 Media Survey Results & Analysis” study conducted by Round2, “40% of US Marketers reported that they had increased spending on email marketing in 2009.

What This Means for Marketers

Increased dependency on email marketing means three things:

1. Email is no longer optional. It has firmly established itself as the #1 tactic for 1to1 marketing. And email has become the “go to” tactic for word-of-mouth marketing as brands empower email subscribers to “share” email messages and offers with their friends on Facebook, their followers on Twitter, and their connections on LinkedIn.

2. Email marketing will become more sophisticated as marketers move aggressively to integrate email with other tactics and technologies – like CRM, SMS, POS, Websites, and Social Networks -- that are used to keep customers connected to the brand. The cornerstones of effective email marketing will be Integration, Automation and Optimization.

3. ESP (Email Service Provider) selection will become a more strategic decision. Marketers must evaluate and select an ESP by their ability to provide “industrial strength” application functionality plus consulting services including 1to1 marketing strategy, email and landing page design, email deliverability, and application integration.

Marketing within Social Networks

Thursday, September 3, 2009 by Lisa White
With the number of people using social networks increasing, the opportunity to spread information using these networks is becoming more exciting. According to the article "What Women Want from Social Sites," women are interested in using social sites for finding out about products, services and discounts.  Not surprisingly, the survey found that the top reasons women use social sites are staying up to date with friends and professional networking, however, an astounding 79% of survey participants considered researching products and services important and 64% considered finding deals and discounts important.  This means that a great deal of women that use social networks would respond to marketing on social networks that is relevant to them.

Integrating social media marketing with an email marketing strategy is a great way to spread the word about products, services, deals and discounts.  If I get an email with information about a sale going on at my favorite store, then sharing the media to facebook or twitter would allow my friends to also be aware of the great deals.  Thus, the power of social networks allows marketers to easily spread email messages while still adhering to the principles of permission based email marketing.

To learn more about integrating your email strategy with your social network strategy, check out the whitepaper "Expanding the Reach of Email through Social Networks."

Email is Still Communication King, but Social Media is No Jester

Thursday, September 3, 2009 by Blaine Cooper-Surma

 

In 2003, with the introduction of MySpace, the way we communicate with one another drastically changed. 

 

Last year, MarketingSherpa ran a survey to help it better understand society’s perception of social media regarding its role in marketing communications. What did these marketing experts discover, you ask?  They found that 97 percent of respondents use social media platforms, like MySpace, Linkedin, Twitter, and Facebook as complimentary marketing mediums to the current communication king – email. 
 


 

So why are email service providers like ExactTarget not threatened with the rise in social media usage?  The answer is simple.  Email, as a means of communication, allows social networking sites to send relevant information to its users.  Social media enterprises have realized the convenience and effectiveness of email – hence the reason you receive an automated email when someone posts on you Facebook wall or sends you a Linkedin connection request.  Essentially, your personal email account funnels all activity that occurs throughout your numerous social media accounts into one location.  For this reason, email isn't going anywhere – at least anytime soon.

So where does ExactTarget fit in this picture?  We fully understand the importance of social media and its ability to expand the reach of your email marketing campaign.  For example, another resource that should be added to your marketing arsenal, as a means of facilitating subscriber list growth, is the social forward feature

In the past few years social media has emerged as an effective tool in the marketing world, however, we agree with the 97 percent that still find email is the primary means of marketing communication.

Just because everything is different doesn't mean anything has changed.  – Irene Peter
 


2009 Marketer's Dilemma: Doing More with Less...Again

Thursday, August 20, 2009 by Amanda Berkey
39% of Marketers think their budget will be cut in 2009As a marketer, I've always focused on balancing driving the most results from a limited budget. Then the global recession took effect last year and to remain competitive, companies began their prudent cost-cutting measures across all areas of the business. All marketers know that their budgets are some of the first to be reduced during trying economic times. This challenge helps us flex our virtual marketing muscles to affect our target audience with strategic marketing campaigns, with less budget than before.

The good news is that you're not alone! MediaPost shared results from the Association of National Advertisers (ANA) recent survey of marketers, concluding that while marketing spend is slightly increasing in some companies, the amount of new projects is surging. What a balancing act!

MediaPost's Jack Loechner writes, "today, 87% of the respondents indicate they are identifying cost savings and reductions, the same as one year ago, and only slightly improved from 93% six months ago." The survey shows that marketing spending is still tight often leading to sending fewer people on the road, reducing the media advertising, and lowering overall production costs.

This recent survey validates that the pressure is on to continue to improve marketing strategies that drive business results, all while spending less budget. At ExactTarget we know more than ever that our customers come to us for One to One Marketing and Email Marketing Strategies that help set them apart from their competitors.

This Tuesday, Myron Corporation, announced that they renewed their contract with ExactTarget because they were able to reduce their marketing costs while more than doubling their email-related sales using our on-demand marketing solutions. So what's "in" for 2009, you ask? Saving on costs, while driving business is always in style.

ExactTarget 2009 SUBSCRIBERS RULE! Awards – Nominations Now Accepted!

Tuesday, August 4, 2009 by Chip House

Each year at the ExactTarget Connections conference we give out awards to our clients that have demonstrated some of the best programs, designs, list growth and results of the year. This year is no different…but there is a new twist. This year we’re launching the SUBSCRIBERS RULE! Awards.
SR Award
There are 5 key awards and 3 grand prizes that go to those programs that best honor the three main tenets of our SR! philosophy:

1. Serve the individual.
2. Honor their unique preferences for communication, content, frequency and channel.
3. Deliver them timely, relevant content that improves their lives
 

If you are an ExactTarget client or partner you can now nominate yourself, or another program online. Nominations are only open until Friday, September 4th so please start those wheels turning now.

Submit nominations here!

Award Categories are:

Communication & Content Relevance Award
Do you design your content around subscriber preferences? This award focuses on customers that have shown big improvements in subscriber relevancy by designing emails to match subscriber preferences. Of course design and metrics matter here!

Behavior & Data Relevance Award
This award is for marketers that have really done a great job integrating and leveraging data from multiple sources (CRM, analytics, POS) in a way that results in more individualized communications through ExactTarget.

Channel Preference Award
Honoring your subscribers’ channel preferences to receive email via email, SMS, voice or other channels? If so, this award is for you!  Nominees must have used at least two messaging channels and will be judged on demonstrated customer retention or lift in response.

Permission-based List Growth Award
The best marketing lists are grown subscriber by subscriber while honoring permission. If you are an ExactTarget customer using unique, permission-based list capture strategies that have shown big improvements in list growth or response rates then we want to hear from you!

Improving Lives Award
Who says email can’t change lives? Many of our customers in non-profit and profit sectors help others every day. This award is for a customer with the most inspirational story of how their one-to-one marketing efforts are improving the lives of their customers.

Grand Prizes:

Reseller Partner of the Year Award
From beginning to end this ExactTarget Reseller demonstrates excellence in email marketing strategy, design, integration, execution and client success all while honoring the tenets Subscribers Rule!

Embedded Partner of the Year
A number of companies have embedded ExactTarget into their software application. This award is for the best embedded solution that honors Subscribers Rule!

Email Program of the Year Award
This award will simply go to the best of the best. The grand prize winner of the SR! Awards 2009 will be the best overall email marketing program that honors the tenets of Subscribers Rule from start to finish. That includes solid strategy, data management, creative, use of dynamic content and targeting, integration, and results!

One thing is for sure…we’ll have a great time giving out the awards this year. ExactTarget customers never disappoint. There are always some amazing programs shown off at these awards and I’m sure this year will be no different!
 

Reporter Butchers Social Media Usage Statistics

Monday, August 3, 2009 by Morgan Stewart
On Friday, the Houston Chronicle ran Companies in new age of networking. Jeff Rohrs sent me a link to the article asking me to do a little digging into the opening statement:

"As social networking sites like Twitter and Facebook assimilate into our lexicon as verbs, companies faced with reduced communication budgets are realizing the value of engaging their employees and customers through Web-based interactive media.

A June survey conducted by The Internal Association of Business Communicators (IABC) and Buck Consultants reported almost 80 percent of organizations frequently use social media, outranking even e-mail."


The rest of the article contains excerpts from an interview with Julie Freeman, president of the International Association of Business Communications (IABC) talking about how ans why companies should participate in social networking. Which of course begs the question, if 80% of companies are already using it, then why the need to talk about the basics of social media? Simple, because they don't!

So, where is the problem? Well, the original press release from the IABC, Two Out of Three Communication Professionals Don't Think Twitter's Popularity Will Last, makes a lot more sense. Furthermore, the full report, Employee Engagement Survey, provides some interesting information on the current and future plans of how companies plan to use social media tools in communicating with internal employees.

Unfortunately, the Houston Chronicle is the latest to get caught up in the feeding frenzy around social media and email bashing. In doing so, they failed to grasp the incredible significance of an asterisk.



Reading this chart, you must take the little notation next to the channel that says (n=xx) into consideration. This tells you how many people answered the question and form the basis for the percentage in the chart. For social media, there is an additional asterisk saying that this was not listed as an option in the survey. However, 72 people wrote in social media as a way they used to communicate internally. Of the 72, 79% said they use this method frequently. So, about 57 of the 1,477 survey respondents frequently use social media for internal communication. This is about 4%.

Contrarily, 75% of 1,418 survey respondents said email is used frequently for internal communication. This is approximately 1,064 of the total respondents.

The survey provides absolutely zero basis for comparison between social media and email. Since email was an answer choice and social media was a write in answer, we can't compare them. The "outranking even email" comment is simply wrong.

Email is still the workhorse for internal employee communication. Blogs, discussion boards, internal social networks, and wikis are all being used more and provide very valuable tools. They haven't displaced email and they won't displace email for a long time. Beware statistics that support hype in spite of the facts (and common sense).

Email Open and Click Benchmarks

Friday, July 31, 2009 by Morgan Stewart
This week eMarketer released their second report of the month on email marketing open and click-through rate benchmarks.

If you missed them, here are the two articles:

E-Mail Marketing and Click-Through Rates
features benchmarks recently released from MailerMailer.

E-Mail Marketing and Click-Through Rates: Part II features benchmarks recently released from Epsilon.

Looking at the charts, it does not take much time to notice that the data is different. In many cases, it is VERY different. Consider:

Average Delivery Rates
  • MailerMailer says 99%
  • Epsilon says 94%

Average Open Rates
  • MailerMailer says 12.5%
  • Epsilon says 22.1%

Average Click-Through Rates
  • MailerMailer says 2.8%
  • Epsilon says 6.1%

To understand the differences, one must take into account their respective client bases. MailerMailer conducted their research based on 300 million emails sent from 3,000 clients over 6 months. Do the math and their average client is sending just under 17,000 emails per month.

Alternatively, Epsilon’s numbers are based on an analysis of 6 billion emails sent from 200 clients over 3 months. Their average client is sending approximately 10 million emails a month.

Epsilon clients send 600 times the number of emails MailerMailer clients send. No wonder they are different. Epsilon is focused on big senders. MailerMailer is focused on small senders.

So, what’s the benchmark?

Benchmarks in email marketing can be tricky. Considering the large and significant differences in the benchmarks published by MailerMailer and Epsilon, this should be crystal clear. Use these numbers as guidelines and nothing more!

I commend the authors of these studies, but all benchmarks I have ever seen (or published) are subject to scrutiny. Benchmarks such as these (generated from client data) are subject to the diversity of the client base. Benchmarks generated from surveys are subject to the reality that marketers (like all survey respondents) tend to report best-case scenarios.

Keep in mind than benchmarks represent the average. The university I attended is notorious for grading on a curve. So, if we performed average, you got a “C”--hardly worth writing home to mom and dad about. Shoot high by benchmarking yourself against the better averages.

With that in mind, here are some suggestions based on my experience of looking at benchmarks over time.

Delivery Rates

MailerMailer’s average delivery rate seems high to me… as an average. Epsilon’s 94% average seems low based on our data.

Companies getting A’s in deliverability are consistently at or above 99% deliverability.  Anything below 96% should be looked at with some scrutiny. Permission-based email marketers who send on a regular schedule do not tend to fall below the 96% threshold on a consistent basis.

Open and Click-Through Rates


MailerMailer’s averages are somewhat erratic, especially when looking at the benchmarks by industry. Looking at Banking and Finance open rate averages for example, one would not normally expect to see such wild swings between messages sent to a list of 500-999 compared to sends sent to 1,000 or more. This is likely due the their client base consisting of smaller senders. These swings are likely driven by individual senders who either consistently over or underperform instead of true variance by industry.





Epsilon’s numbers are more in line with what I typically see and would expect. They are also much more stable. Given a choice, benchmark your program against the Q1 2009 numbers presented in these charts.





If you are looking for ways to increase your click-through rate, sign-up for InSight and receive an email each month with the best tips and tricks to get the most out of your email marketing campaigns.

Annoying Consumers with Too Many Emails

Thursday, July 16, 2009 by Morgan Stewart
When one interviewee was asked if he had ever signed up to receive email newsletters he responded, “Yes, and I usually regret it.” Asked to clarify he went on, “I sign up for things thinking that I will get one or two emails every now and then, and then you start to be their best friend. I hate it! Don’t over communicate because that’s when I get angry.”

One Catapulter summarized the feedback she heard from consumers this way, “Consumers don’t want to be inundated with information. They want ‘to-the-point,’ relevant communication that isn’t annoyingly frequent.”

But how often is too often? When does the frequency of a program start to drive people away?

There are two ways I have seen used to measure this. First, measure engagement.. Looking at the percentage of emails consumers open—and the corresponding percentage of emails consumers click—can provide insight into the saturation level of your subscribers. If consumers continue to click through on emails, marketers using this method assume the subscriber is still satisfied. Generally, this is a safe assumption. However, there are downsides. It takes a good deal of effort to implement and stick with this type of segmentation. The marketer is supposed to pull back on frequency to segments where subscribers start to engage less often. This becomes difficult to do when others in the organization challenge the logic of limiting some mailings to a small segment of “highly engaged” subscribers.

The second method of limiting frequency is simply to ask. Video of the street interviews will serve as a supplement to a consumer survey fielded last month. In that survey, we found 64% of people said they were more likely to provide their contact information to companies that asked them about frequency. This is in essence a contract with the subscriber, which can generally be used to defend against the “why not send one more email?” question.

Either way, “how much email is too much?” is entirely in the mind of the recipient. What is too much for one subscriber is not enough for another.

Marketers wanting to take subscribers from the first-date (see Permission Makes All The Difference) to a relationship need to determine their frequency strategy. Moving to fast risks ending the relationship prematurely, while moving to slow allows the door to stay open for other suitors.

This post is part of a series on Consumer Perceptions of Marketing.

Previous post in series: Consumers Don’t Know What CAN-SPAM Is

Next post in series: When Marketing Becomes a Service


Teens and Texting

Friday, July 10, 2009 by Morgan Stewart
Two recent eMarketer articles tout the potential for marketers in using text messages as a channel for communication with teens.

This week's article, "Teens Go Mobile for More Than Texts" highlights research from Nielsen showing how the number of text messages sent and received by teens has skyrocketed over the past two years while the number of calls has dropped slightly. This trend has clearly been aided by the increasing prevalence of unlimited texting plans offered by mobile carriers.



This follows another eMarketer article, "Mobile Texting Opportunities or Marketer (or Mobi Txt Opps)" where research from Deloitte showed that texting was the most common mobile activity among Millennials (age 14-25). The article goes on to highlight lots of other research that supports this reality and ends by saying, "Marketers attempting to get the attention of young people might do well to try and hook them by the thumbs."

This is flawed thinking! Why? Because the fact teens send and receive text messages frequently does not mean they want marketers to send them text messages. Last year we conducted survey research to identify the difference in preferences for personal communication (e.g., communication with friends and family) and communication from marketers. We combined this with observational research from the Center for Media Design to come up with the Messaging Behaviors, Preferences, and Personas Whitepaper. In that paper you can read about distinct personas for teens and college students.

The flawed logic says that because teens text a lot we should fire up our SMS marketing efforts. However, as far as the cell phone is concerned, texting is replacing phone calls. Two years ago, no one was suggesting the best way to market to teens was to call them, were they? Why not? Because phone calls are too personal. As one recent college grad we interviewed this week said, "Texting is for my friends, it's not for you!"

However, the consumers, even teens, still call you! That is why we have call centers and help desks. The same principle applies to texting. Yes, develop a texting strategy, but this strategy starts with responding to inbound texts from your consumers, or MO SMS (Mobile Originated SMS).


Top Independent Email Marketing Blogs

Monday, July 6, 2009 by Morgan Stewart
Following prior posts about the Top Resources for Email Marketing Education, we now get to the top independent blogs about email marketing. Blogs in this category are authored by people not directly affiliated with any particular ESP. While blogs were a more popular overall (as shown in the chart on the original post), there are simply more blogs on email marketing than there are publishers covering the space. As a result, these top blogs were not referenced as frequently as the publications were--the results were more distributed. To keep this list to a manageable number, we elected to recognize only the top 5--consistent with the top email marketing publications.

Here are the reults:

#1) Retail Email Blog **

Chad White was trained as a journalist and is the author and researcher behind the independent blog mentioned most frequently in our survey of go-to email marketing resources. Chad follows approximately 100 retailers at any time and looks at ALL of their email. Moreover, he has been doing this since 2006—he has definitely seen his fair share of email. His blog provides a virtual play-by-play of what retail email marketers are sending, from his “Subjectivity Scanner” posts where he recaps subject lines people are using, to who’s trying new stuff like embedded video or social media integration. If you are looking for examples with some insightful commentary, this is the place to go.

#2) Email Marketing Reports

Mark Brownlow is a writer and academic type. In his own words, “Email Marketing Reports entered life in November 2001 because I was tired of decent folk sending spam because nobody helped them learn the basics of legitimate email marketing.” His blog is dedicated to education. His articles consistently provide a balanced view of hot topics in the email industry and while he often references other sites, articles and studies, he can always be trusted to the appropriate context before sending readers off to another site

#3) BeRelevant! **

Tamara Gielen (collaborator on the study) is the author behind BeRelevant! Currently an independent email marketing consultant, Tamara has been a email practitioner for years having worked client side for Cognos and eBay, and agency side for OgilvyOne. Tamara started the blog as a tool for her to keep track of articles and topics she found useful in her own work and the blog has the same feel today. Most of her posts are lists of articles, tools, studies, and any other resources you could imagine on email marketing. Consider this blog a filter for articles worth reading.

#4) Convince & Convert

Jason Baer has been working in digital marketing since 1994 and was the founder of Mighty Interactive. The consummate entrepreneur, Jason is at it again as the founder of Convince & Convert, now a year old. Convince & Convert’s tagline is “social media and email consulting,” so while he focuses on social media first, don’t let that (nor his 6,000+ Twitter followers) lead you to believe he has moved on from email. His blog focuses on using technology to build community and he consistently provides sound advice on how to incorporate email into that process.

#5) Smith-Harmon

Smith-Harmon is an agency based in Seattle, WA dedicated to email marketing. They also happen to employ Chad White—so the Smith-Harmon crew is a deep well of expertise in email marketing. Their blog highlights different emails that catch their eye and typically focuses on the creative and aesthetic aspects of email. Even so, there is always an eye on the messages intent and execution. In short, the blog represents the personalities of the agencies founders, Lisa Harmon—the email industries queen of fashion, and Aaron Smith—the technical guy, but hardly a techie when it comes to style.

** Blogs by Chad White and Tamara Gielen have been noted as being potentially biased because their blogs were recruiting sources for this study. That said, they were asked to participate in recruitment because we know their blogs to be trusted email marketing resources. They both belong in your list of top 5 email marketing bloggers to follow (if they aren’t already). We’ll let them fight out their ranks respective to Mark, Jason, and Smith-Harmon if they feel so inclined, but I wouldn’t count on bloodshed, this is about the nicest group of folks you could imagine.

Disclaimer: ExactTarget is an advertiser, sponsor and/or partner of many of the sites listed in these survey results.  Our affiliation with these sites did not play into their rankings—rankings were based solely on the responses of 351 respondents to an open-ended question contained in the survey fielded in March 2009 by ExactTarget and the Email Marketers Club.

Top Email Marketing Publishers

Monday, July 6, 2009 by Morgan Stewart
The following list contains the most frequently referenced publications about email marketing as determined through the 2009 Inside Email Marketing survey of 351 email marketers conducted in March 2009. Rankings are based on the number of times each publication was mentioned in response to an open-ended question asking, “Please provide the names of the three specific resources you reference most frequently to learn about email marketing?”

#1) MarketingSherpa

According to website traffic data from Alexa, Marketing Sherpa doesn’t generate the same traffic that ClickZ and Mediapost do. However, when it comes to a trusted source for information on email marketing, Sherpa tops the list. Sherpa’s latest Email Benchmark Guide is the 6th they have published. Their longstanding commitment to the email space along with their focus on independent research, benchmarks, and real world case studies has helped them become the ‘friendly native guides’ they aspire to be (hence the Sherpa name) to many email marketers.

#2) Email Experience Council

Better known as the EEC, the Email Experience Council is the email marketing arm of the Direct Marketing Association. This global professional organization strives to enhance the image of email marketing and communications, while celebrating and actively advocating its critical importance in business. Content is largely produced by its membership through member roundtables and advisory committees that consist of a virtual who’s who of industry professionals and email marketing companies (and yes, ExactTarget is a very active member).

#3 (tie)
MediaPost Email Insider

Mediapost was founded in 1996 and has strong online and offline presences. Mediapost’s Email Insiders column features approximately 4 columns per week on email marketing distributed through daily newsletters and hosted on blog. Articles are written by industry experts, including the authors of two of the top 5 independent blogs identified in our survey and yours truly.

#3 (tie) ClickZ

ClickZ is has more than 12 years under its’ belt as a resource for online marketers. It. covers a number of topics from email to search, analytics, media buying, and online marketing trends. The publisher features approximately 3 columns per week on email marketing written by various industry experts broken into 5 categories: B2B Email Marketing, Delivery, General, Email Marketing Optimization, and Trends.

#5) MarketingProfs

MarketingProfs has evolved over the past 8 years from a site where ideas could be exchanged between marketing academics and professionals to a full-fledged online publisher of marketing insights covering topics from email to public relations and social media. About 1 how-to article per week is published on email and an email marketing case study is published about once per month. They also host several online seminars on email each year.

Disclaimer: ExactTarget is an advertiser, sponsor and/or partner of many of the sites listed in these survey results.  Our affiliation with these sites did not play into their rankings—rankings were based solely on the responses of 351 respondents to an open-ended question contained in the survey fielded in March 2009 by ExactTarget and the Email Marketers Club.

Top Resources for Email Marketing Education

Saturday, July 4, 2009 by Morgan Stewart
In March we conducted a survey of 351 email marketers as part of the 2009 Inside Email Marketing Study (the same study that formed the basis of the 2009 Email List Growth Study). The following chart shows responses to a question on the types of resources referenced most often for education about email marketing.



This question was then followed with an open-ended question asking, “Please provide the names of the three specific resources you reference most frequently to learn about email marketing?” Since blogs and industry-focused publications topped the list, we thought we should share the feedback we received on the specific resources marketers shared with us.

Check out the results in these blog posts:

Email Marketing Publishers
Independent Email Marketing Blogs

Disclaimer: ExactTarget is an advertiser, sponsor and/or partner of many of the sites listed in these survey results.  Our affiliation with these sites did not play into their rankings—rankings were based solely on the responses of 351 respondents to an open-ended question contained in the survey fielded in March 2009 by ExactTarget and the Email Marketers Club.


SMS Marketing Term of the Day: MT and MO Messages

Tuesday, June 30, 2009 by Amanda Cross
When you talk about SMS marketing messages, you always talk about it in terms of the mobile device. 

The term MO message (mobile-originated message) is a message that a subscriber sent from a mobile device into the ExactTarget system. Setting up your system to respond to MO messages is similar to setting up a triggered email: you create content and the system sends it out automatically whenever anyone triggers the message. In the case of SMS, people trigger the message by sending you a keyword in a MO message.

The term MT message (mobile-terminated message) refers to a message that goes out from the ExactTarget system and is received by the subscriber's mobile device. Setting up an MT message is similar to setting up a user-initiated email: you choose the content and select the subscribers, and send the message at the time you choose.

Right now, ExactTarget users with a private short code can set up their system to respond to MO message as well as send MT messages. With the next release, shared short code users will be able to send MT messages as well. Check out the SMS page on our website.

Text in for a Free Sandwhich

Friday, June 26, 2009 by Kyle Schroeder

I was on my way home from my internship at ExactTarget yesterday when an advertisement came across the radio for a common fast-food restaurant. What caught my attention was how the commercial ended:

It had me text (mobile originated) a one-word keyword to a five-digit short code. I then received a text message (mobile terminated) back and received a coupon for a free sandwich on my next visit.

This made me think of three different things:

1.       This is excellent Gen Y college student marketing.

2.       This is great one to one communication.

3.       They could take this one step further.

This is excellent Gen Y college student marketing. Why?

1.       College students text. All the time.

2.       College students love free stuff. Anything free.

3.       College students eat. Especially cheap fast food.

 

This is great one to one communication. Why?

1.       The company has called me to action—for me to respond.

2.       I am likely to spread the word to my friends.

3.       It’s not intrusive and a great use of texting and SMS.

 

They could take this one step further. How?

1.       Is there an opportunity to build a subscribers list?

2.       Could I text back my email address to also receive coupons via email?

3.       Could I opt in to receive regular communication from this restaurant via SMS?

 

A powerful ESP platform with an email campaign application and tools for SMS text message marketing can allow businesses to use the power of one to one communication. ExactTarget does just that.

 

When it comes to providing relevant information to the Gen Y college student audience an SMS marketing campaign can be a great way to reach us. Power that with tools that ExactTarget provides and you can see just how effective your campaigns are.

 

Kyle Schroeder

Slingshot Summer Intern