• A Good Idea Doesn't Care Who Has It
    In every crowd there is someone who professes to know something about e-mail marketing. I suppose it's like talking about cancer or heart attacks -- it seems everyone has their own story, good or bad, or has a friend or family member who has had some experience. Those of us in the trenches who do e-mail marketing for a living are like some doctors who are unwilling to listen to and learn from the layman's experience. Yet I've discovered that some of the freshest thoughts come from those non-digital types. Let's not become a professional community so harried by ...
  • E-mail, Soprano Style
    Here's some recent news from Russia: On July 25, Vardan Kushnir age 35 was bludgeoned to death in his apartment in Moscow. Normally this would not be news: From January to May of this year alone there were 1,935 unsolved murders in Moscow. However, in this case, Vardan Kushnir was Moscow's premier spammer. No wonder Scott Richter got out of the spam game! Apparently Vardan was selling some language courses, unrelentingly, with both text and HTML e-mails. And, according to Anton Nossik, a writer with MosNews.com, the Russian media has been having a field day with headlines such as ...
  • The End of the Never Ending ROI Story
    We've finally reached the end of our story. I've compiled two specific return on investment (ROI) stories that illustrate the success of using the four elements of financial returns, customer value, internal efficiencies, and learning and progression to tell your story. The first story comes from an online-only retailer that is actively involved in e-mail marketing. The company's average open rate was 20 to 22 percent with an average click-to-open rate of approximately 45 to 50 percent. Mailings produced a 1.5 percent conversion rate and customers spent about $75 to $80 per order. Those are the basics. Now, let's tell ...
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