Planning for Spring
Digital 'Engagement' Faces New Challenges in 2011
number of our clients are mastering the process of successfully
integrating digital or
online media into their overall direct marketing strategy. Results have
been mixed, and there are a number of challenges ahead that may temper
expectations about turning Facebook users into customers. Learn how to
avoid common digital media mistakes.
E-mail's Three 'T's': Timed, Targeted and Transactional
looking for e-mail results, avoid the pitfalls of bulk e-mail, where
performance is dismal, according to Experian Marketing Services.
Experian reports that e-mails delivering the best click rates, open
rates and revenues per e-mail are personalized, transactional e-mails
targeted to specific recipients with specific offers. It's no secret
that timing also plays a key role. For B2B efforts, Worldata has a
wake-up call. It recently found the highest open success was for e-mail
deployed at 7 a.m., with an average 18% open rate. In contrast, B2B
e-mail deployed at 6 p.m. had an open rate of just 2%. Another tip: If
you put your whole offer in the subject line, average click-through
rates increase by 14%, reports Worldata.
See how to boost response for your next e-mail campaign.
Hikes As More Paper Mail Goes Into the Cloud
Pitney Bowes has announced it is launching a new service that takes mail
delivery into the cloud. The new Volly service will allow mail
recipients to receive, view, organize and manage digital versions of
such contents as bills, statements, direct marketing, catalogs and
coupons that they might otherwise handle as paper mail. Meanwhile, the
financially strapped U.S. Postal Service recently filed new mailing service rates, going into
effect April 17. Overall rate increases are limited to the Consumer
Price Index (CPI) cap of 1.74%, but the continued challenge for USPS
revenues and traditional mail service is clear. Read
details of new postal rates.
Are you planning to purchase lists directly from
online sites in
Results of previous Industry Survey:
60% of respondents
say they plan to increase direct mail spending in 2011.
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