ReturnPath and the EEC have put out a short survey on Bounce Rate versus Inbox Placement Rate. Took less than 5 minutes:
Take the Survey
Thursday, January 21, 2010
Thursday, January 14, 2010
Why isn't there a SPAM button on my mailbox?
When picking up my mail a few days ago, I realized something: it is a heck of a lot easier to get yourself removed from an email marketing list vs. a direct mail marketing list.
As email marketers, we're painfully aware of the trials and tribulations of trying to keep that customer from hitting the "This is Spam" button when they receive our emails. But, some print marketers are still living in the "They didn't say no, so it's ok" age, that says you can send anyone, anywhere a print catalog, and Hey! It's all right, because the FTC doesn't say that's against the law!
Case in point: I moved into a new apartment in March of 2009. The old tenant was receiving a few catalogs that I have absolutely no interest in, so I went to the catalog retailer's website and requested that the old tenant (or, in this case, it had reverted to "current resident") be removed from the catalog list. 10 months later - and I'm still receiving that catalog. Despite 3 different requests to be removed.
And why, exactly, do retailers assume that because you purchased something from them online, you must want to be added to their print catalog list? How about asking me when I check out, if I'd like to be added, as they do for their email list? Oh, that's right.... because the FTC requires it for the email list!
The average household gets 41 pounds of bulk mail per year. That's astounding! Think of the costs to the marketers, the environment, and the negative connotation in the customer's mind. Definitely in THIS customer's mind - it is usually ludicrously difficult to remove yourself from these bulk mailing lists (though there is always a link to subscribe, there is rarely a link to unsubscribe from catalog mailings).
It's time to look at print the same way we do email - permission based, relevant, and above all, wanted.
As email marketers, we're painfully aware of the trials and tribulations of trying to keep that customer from hitting the "This is Spam" button when they receive our emails. But, some print marketers are still living in the "They didn't say no, so it's ok" age, that says you can send anyone, anywhere a print catalog, and Hey! It's all right, because the FTC doesn't say that's against the law!
Case in point: I moved into a new apartment in March of 2009. The old tenant was receiving a few catalogs that I have absolutely no interest in, so I went to the catalog retailer's website and requested that the old tenant (or, in this case, it had reverted to "current resident") be removed from the catalog list. 10 months later - and I'm still receiving that catalog. Despite 3 different requests to be removed.
And why, exactly, do retailers assume that because you purchased something from them online, you must want to be added to their print catalog list? How about asking me when I check out, if I'd like to be added, as they do for their email list? Oh, that's right.... because the FTC requires it for the email list!
The average household gets 41 pounds of bulk mail per year. That's astounding! Think of the costs to the marketers, the environment, and the negative connotation in the customer's mind. Definitely in THIS customer's mind - it is usually ludicrously difficult to remove yourself from these bulk mailing lists (though there is always a link to subscribe, there is rarely a link to unsubscribe from catalog mailings).
It's time to look at print the same way we do email - permission based, relevant, and above all, wanted.
Thursday, January 7, 2010
How late is too late for a Happy New Year email?
I opened my inbox today - January 7th - to find a Happy New Year email from KnockKnock.
The subject line was "Happy New Year from KnockKnock!" Now, while I realize that, yes, it is January, and yes, the content of the email definitely supported the New Year theme (very well, I might add) it seemed somewhat jarring to me to get a New Year's email this many days into the year. Most of the New Year emails I received were sent anywhere between the last week of December and the 5th of January. Even though that was only 2 days ago, it was much more timely than this.
Although the New Year isn't a date-specific holiday, like Christmas or Thanksgiving, readers still expect to see New Year's content around January 1st. To me, this was like getting a Valentine's email on the 18th of February.
And on a related timing note, I also received this email from Organize.com today:
Is it me, or is it REALLY premature to offer the "biggest sale of the year" 7 days into said year? Doesn't leave their customers much to look forward to for the other 11 months of 2010.
The subject line was "Happy New Year from KnockKnock!" Now, while I realize that, yes, it is January, and yes, the content of the email definitely supported the New Year theme (very well, I might add) it seemed somewhat jarring to me to get a New Year's email this many days into the year. Most of the New Year emails I received were sent anywhere between the last week of December and the 5th of January. Even though that was only 2 days ago, it was much more timely than this.
Although the New Year isn't a date-specific holiday, like Christmas or Thanksgiving, readers still expect to see New Year's content around January 1st. To me, this was like getting a Valentine's email on the 18th of February.
And on a related timing note, I also received this email from Organize.com today:
Is it me, or is it REALLY premature to offer the "biggest sale of the year" 7 days into said year? Doesn't leave their customers much to look forward to for the other 11 months of 2010.
Tuesday, January 5, 2010
Did your emails reach the inbox during the Holiday Season?
We've been having issues with getting our emails delivered lately. Starting a few weeks ago, I saw a significant drop in the open and clickthrough rates for our emails. Then, all the Comcast.net and Roadrunner email addresses began bouncing. As these addresses comprise nearly 10% of our in-house list, I immediately reached out to our ESP to get the situation resolved.
Although the bounces are easy to catch, what about the emails that simply aren't getting delivered, or are winding up in the Spam or Bulk folders? A recent report by Pivotal Veracity indicated that on Cyber Monday 2009 (the Monday after Thanksgiving) only 76.2% of marketing emails made it to recipients' inboxes.
So what about the other 24.8%? For our largest email list, that number is about 56,000 customers... Customers who opted-in to receive email from us, and now, for whatever reason, will not. These deliverability issues mean lost revenue, as well as less connection with customers.
As email marketers, we need to carefully consider our strategies for Christmas 2010. Oversending, which by all indications was the biggest catalyst for this year's problems, isn't going to help us in the long run.
Although the bounces are easy to catch, what about the emails that simply aren't getting delivered, or are winding up in the Spam or Bulk folders? A recent report by Pivotal Veracity indicated that on Cyber Monday 2009 (the Monday after Thanksgiving) only 76.2% of marketing emails made it to recipients' inboxes.
So what about the other 24.8%? For our largest email list, that number is about 56,000 customers... Customers who opted-in to receive email from us, and now, for whatever reason, will not. These deliverability issues mean lost revenue, as well as less connection with customers.
As email marketers, we need to carefully consider our strategies for Christmas 2010. Oversending, which by all indications was the biggest catalyst for this year's problems, isn't going to help us in the long run.
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