Nov
29
By Craig Swerdloff
VP and GM of Customer Acquisition Solutions
Baseball has Ryan Howard, online marketing has email list rental. We were excited to see the release of a study by Marketing Experiments that proves the power of email list rental. They ran a test with a financial publisher that compared the conversion rates of campaigns with Yahoo! search, Google AdWords and email list rental. You can read the full study here.
My friends at the Search Insiders Summit take note: The results weren't even close. ...
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Nov
15
By Craig Swerdloff
VP and GM of Customer Acquisition Solutions
In any advertising model there are three groups with intersecting but somewhat competitive interests:
But today's lead generation model is largely unbalanced, where the market currently favors monetization of publisher inventory over consumer experience and advertiser performance. ...
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Oct
12
By Matt Blumberg
CEO & Chairman
After flying below the radar screen for awhile now, append is back in the news of late. First, there was a slam in the pages of the venerable direct marketing bible, Direct Magazine. Then, a slightly more nuanced, but still unflattering, write up was found in MediaPost's Email Insider column.
Once upon a time though, email append seemed like a great idea. ...
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By Craig Swerdloff
This week, BtoB Magazine had an item from Worldata that supposedly "proves" that CPMs for email list rental are falling.
We've found it interesting the past couple of years since we entered the email list business by acquiring Postmaster Direct that Worldata is the only company in the space that publishes data about industry pricing. Kudos to them for that. We plan to publish comparable data from our own business later this year, and at least anecdotally, I can tell you that our experience with market pricing runs counter to Worldata's - prices are stable, and in many sectors, they are on the rise.
So we have to wonder why the disconnect ...
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Sep
25
By Craig Swerdloff
VP & GM, Customer Acquisition Solutions
The popularity of search in the last few years comes down to effectiveness. And that effectiveness is driven by intention. When someone types "Sony HDTV" into the Google search bar, they are probably in the market for a new television. Frankly, it doesn't really take a marketing genius to take advantage of these types of opportunities.
We have found that similar low-hanging fruit can be found on the email side. ...
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Aug
29
By Stephanie Miller
VP Strategic Services
Since they have a relationship with your company, your existing customers should be the easiest group to entice onto your email list. Yet, many B2B marketers have email addresses for a very small portion of their offline customer base. Why do customers -- even satisfied customers -hesitate to give you permission to email them?
The answer is, we marketers have let them down. A recent survey by Marketing Sherpa shows the very low tolerance business and technology professionals have for irrelevant or uninteresting email. ...
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Aug
24
By Dennis Malaspina
VP, Sales and Client Development
Across the land marketers in every industry are gearing up for their third and fourth quarter efforts. For business-to-business companies the fourth quarter is a time to grab the last of the '06 budget and get themselves into mix for '07. For business-to-consumer companies it's all about hitting the spending trifecta: back-to-school, Halloween and Christmas...
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Mar
06
By Chad Malchow
VP New Business Development
Every marketer wants a large, robust email house file -- and despite all the hype and myth in the marketplace, there are basically four ways to get there: reactivation (ECOA and list hygiene), append, paid acquisition and organic growth. Take a holistic view of your email program by considering all of these -- and aim not just for high counts, but high quality.
For example, reconnecting with lost customers on your file through ECOA and list hygiene will reactivate subscribers you've already paid to acquire through other means. These subscribers may ....
Categories: Acquisition
Mar
03
By: Tami Forman
Director of Strategic Services
Although it's most assuredly winter in our New York offices, our thoughts are turning to new spring growth. List growth, of course!
Building a bigger list is generally on the top of most email marketers to-do lists. But, before you start to consider new tactics to meet that goal, you first need to assess...
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Jan
08
By: Stephanie Miller
VP of Strategic Services
OBITUARY: MASS email advertising is dead. Marketers mourn the early, heady days of email marketing when generic emails drove high response rates and consumers thought any email was good, as long as it was addressed to them. But alas, we must bid adieu to the old era--if not for the sake of our own careers, then on behalf of consumers everywhere who are tired of irrelevant and uninteresting email messages. As we say good-bye to 2005, we can also say good-bye to this ineffective marketing method.
Rest in Peace, indeed. Batch and blast is so 1999...
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