The Whitelist

Learn to get more from your direct marketing efforts at next week’s DMAnc event: “Actionable Direct and Online Analytics: How to get more from your direct marketing efforts with applied analytics.”

Speaker Jim Porzak, Senior Director of Marketing Analytics, The Generations, will talk about how to get the best performance from your direct marketing campaigns. He’ll present a quick survey of methods with examples from three key areas:
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It’s springtime! The birds are singing, buds are bursting and grass is greening. Could your email marketing results use some freshening up too? If so, check out MarketingSherpa’s 2009 Email Awards Gallery for inspiration.

With 43 inspiring email marketing award winners’ examples and descriptions, you could consider this an email marketing best practices tutorial. Seriously. Take some time to skim it, then go back through and learn from tried-and-true techniques for:
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As part of an ongoing series, this Tuesday, March 31, from 1:00 p.m. to 2:00 p.m. EDT, Premiere Global Services presents a webinar titled “Retaining and Expanding your Email Universe.”
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What kind of greeting do your new subscribers get? A warm one? A cold one? Or none at all?

Email marketing vendors Smith-Harmon and Responsys released their joint Retail Welcome Email Benchmark Study earlier this month, with good news and bad news about how well the email marketing industry is doing when it comes to using the welcome email. Some of the stats are admittedly surprising.
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Google “email marketing mistakes” and you’ll get a lot of the same old advice: use permission-based email marketing, be relevant, don’t over email, etc. All good advice! But not that helpful if you’ve been in the email marketing industry for a while and you’ve got the basics down.

That’s why it was a treat to stumble on a Grokdotcom newsletter article    crammed full of 12 more advanced email marketing mistakes, like creating individual emails instead of email marketing campaigns, and confusing response with results.
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Just like your exercise regimen, your email marketing program needs the occasional recommitment to make sure you’re keeping it as fit as it can be…and your email marketing ROI as high as it can be. The start of a new year is a great time to review your email marketing ROI goals, then implement and stick with some email marketing best practices to increase it.
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Email policies are important.  Not just the email governance policy that protects a company’s corporate interests, but a policy that protects your subscribers from potential email marketing abuse; and your relationship with them as a result.

It’s permission-based email marketing – meaning you got their permission, and your subscribers trusted you enough to hand over their email addresses in the first place. And you as the email marketer must guard that relationship when others in your company want to take advantage of the fast and cheap nature of email marketing for a quick financial fix.

To differentiate it from the Privacy Policy that reassures your subscribers you won’t share their email address, this policy is one that ensures you’ll treat your subscribers with respect. That means:

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