By 2014, online gift card sales are slated to hit $5.86 billion in revenue. That’s a compound annual growth rate of 29% over the next several years, according to Javelin Strategy and Research.
E-commerce, retail, and hospitality companies regularly use gift card sales as a way to drum up revenue during peak holiday seasons. Now gift cards have gone digital, and because of the relative ease to develop and send online gift cards and the ability to drive incremental sales, they’re becoming increasingly popular with B2C companies.
Restaurants in particular are making a renewed push towards... Read More
For years, email marketing professionals have been pounding the drum of personalization. But according to a July 2011 article in DM News, conventional wisdom may be wrong again.
The most unexpected finding was that emails with a personalized subject line underperformed generic subject lines by just about 75%, seeming to undermine everything most people thought they knew about email. Generic subject lines were opened at a rate of 11%, while personalized subject lines were opened at just 4%.
That’s a huge discrepancy. Even in our testing across dozens of clients, we’ve seen similar... Read More
Following Best Practices is virtually always a good idea, and email is no exception. There are a staggering number of emailers who don’t execute some of the most fundamental email marketing best practices — still conducting the lowest common denominator of “batch and blast” that might have worked in the email marketing strategies of yesteryear, but doesn’t work today.
In the same vein, even the best marketers sometimes hang on to ideas that have become outdated and “corporate legends” about what works that are no longer valid or relevant. Parsing which are dogma, and which... Read More
Less than half of marketers are using branded Facebook pages to collect email subscriptions. That’s right, half. What does the half that grabs prospect and customer email subscribers from their Facebook pages know that the other half seemingly does not?
Our friends at DM News shared some interesting numbers on how marketers are actually using social media, and despite the talk of social conversions, marketing across social and email channels is rarely being utilized to it’s potential.
As of May 2011, 51% of marketers now have a branded Facebook page. That’s the good... Read More
Is Bigger Better? When it comes to your email list the answer is that it’s less important than having a well managed and growing list. Short term growth accomplished with low value subscribers (folks that really don’t want your email) is very unlikely to create much value.
But what makes a good email list, and how do you get your hands on one? Those are excellent questions, but because of time and space limitations, we’ll break them down into two parts. First we’ll look at the how to build a great email list, and in the next installment we’ll go through and sort your list out to see... Read More
“Enough is enough.” It’s a simple, intuitive colloquialism that seems to make sense to everyone, especially as it relates to email marketing. After all, everyone knows subscribers, prospects, and customers are annoyed by an overabundance of email messages.
…Or Does It? Uncommon Sense Prevails.
As is often the case in direct marketing, common sense turns out to be wrong. My friends at DMNews point out an interesting fact:
Q2 of 2011 saw less emails sent than Q1 without any noticeable increases in opens or click rates.
“Mailing less,” doesn’t necessarily mean your subscribers... Read More