the business of email - Newsweaver - HTML email newsletters

March 2008: In this issue's Hot Topic I take you through measuring your click-throughs. In a new feature, I answer two reader questions about HTML vs. Text and best day/time to send. In the news - some new benchmark studies. Plus, some of my most recent blog posts.

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denise cox
Editor

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the business of email is a free, monthly email newsletter offering relevant news, marketing articles and best-practice tips for permission based email marketing.

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HOT TOPIC

MAKE THE MOST OF YOUR CLICK-THROUGHS
Click-throughs are a powerful metric for marketers. Tracking the results of this metric can help you achieve greater personalisation, send mailings based on behavioural information and calculate your conversion rates.
Read the full story

ANY QUESTIONS?

Reader Questions
Last month I launched an 'Ask me a question' feature - every issue I'll pick two questions from readers and post my answers here. (You can email your questions to me at bizofemail@newsweaver.ie). Here are the first questions ...

Q1. Our weekly B2B newsletter goes to variety of types but mainly marketing, research and communications. Is there a particular day and time of the week which gives it the best chance of being read?
Conventional wisdom has been mid-morning early during the week, and B2C on weekends. However, more

Q2. I’m interested to know if there are any trends on whether people are reading emails in html or text-only. Our stats show a decrease in both opens and clicks. Is this a case of more people not opening emails, more firewalls blocking emails or more people viewing in text-only format?
It's important to remember that text emails, or those with images off, can't be measured as an open unless ... more

RECENT BLOG POSTS

Ten things that will make your newsletter sticky

How recipients and marketers are handling email (eec conference)

Some nuggets I picked up at email boot camp (eec conference)

EU EMAIL NEWS

DMA UK REPORT FINDS INCREASED USE OF SEGMENTATION
Brand Republic writes that the Direct Marketing Association's latest email marketing benchmark report has found, among other things, that the number of email service providers not using segmentation in campaign work decreased significantly since the beginning of 2007, with only 15% now using single segmentation campaigns in comparison with 50% for Q1 in 2007. The DMA said increased use of segmentation had grown open rates by 20% for acquisition and 30% for retention for the period. (More info on the report)

(Speaking of the DMA: the Association's Email Marketing Council have just relaunched their newsletter - which is now open to both members and non-members. Sign up at the latest edition of InfoBox here. Plus, mark your calendar. Wed, 23 April "Ready, Steady Email" in London - an educational networking event.)

MOBILE EMAIL USERS SAVE AN HOUR A DAY
A recent survey by BlackBerry maker Research In Motion (RIM) found mobile workers achieve tangible time-saving and productivity activities, and that efficiency increased by converting 60 minutes of downtime each day into productive email reply time. For workers on the move the RIM survey estimates they increase time efficiency by 38% when using these devices. [source: Silicon Republic]

[All signs point to a mobile future where we'll take everything with us. It'll converge into our mobile inbox, or 'smart inbox' - and I predict email will remain a key part of what we're checking in that inbox.]

US EMAIL NEWS

B2B MARKETERS: TARGET 3-5 KEY PEOPLE AT A COMPANY
A recently released DMA US survey, "The B-to-B Sphere of Influence: Best Practices in Reaching the Right Person," found that in B2B marketing 65% of those surveyed believe their clients have 3-5 people in the so-called "sphere of influence." More than 80% distinguish contact types and use the information to tailor messages. (Report for purchase)

FTC SETTLES WITH ADVERTISER FOR SPAM CAMPAIGN
InfoWorld reports an online advertiser that drove traffic to its websites by sending out spam with misleading subject lines has agreed to settle a U.S. Federal Trade Commission (FTC) complaint. The settlement requires Member Source Media to now disclose the costs and obligations associated with the advertised products and services and bars the company from sending email that violates the CAN-SPAM Act. They also must pay $200,000 in civil penalties.

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