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Let us help you get the most out of your email marketing efforts.
CAN-SPAM: New Rule Provisions
Although BlueHornet does not provide legal advice, we have reviewed the new CAN-SPAM rules, attended industry-specific debriefings about them, and can provide you access to the full text of the FTC changes. Read More
Data Collection Strategies for Lifecycle Messaging
It's definitely true that BlueHornet's eMarketing Suite makes it easier to leverage your preference, behavior, and transactional data for lifecycle messaging (LCM) campaigns. But let's be honest: The effectiveness of your targeting and personalization efforts are only as good as the data used to power them. So for the next few months, we will focus on helping you collect the data you need to deploy lifecycle campaigns that evolve as customers' or subscribers' preferences and behaviors change over time. Read More
Lifecycle Messaging: A Three-Point Victory
Two weekends ago, I watched the biggest game in football, which is considered to be the biggest night of advertisement, as well. Despite the astronomical investments put into creative and placement, I have a confession to make: I don't actually remember too many of the ads themselves. Do you? Even if you've got all the money in the world and a large, captive audience, it can still be a real challenge to make a lasting impression when you're trying to reach many people with only one widely broadcast message. Read More
BlueHornet Helps Demystify APIs
While many BlueHornet clients are already using APIs to manage their data, there are some who have never heard of or don't fully understand their capabilities and benefits. If you fall into the latter two categories, take a moment to see if the API could help lighten your load and allow you to automate management of your database. Read More
Five Tips for Better Holiday Email Delivery Rates
Is your email program ready for the holidays? As you may know, economic uncertainty means many U.S. retailers are starting their holiday marketing efforts earlier this year than ever before. So now that the face paint has just been washed off and the sugar high has barely started to subside from Halloween, the holiday shopping frenzy will begin. To optimize deliverability, response rates, reputation, and sales during the holiday season, we’ve put together five tips to optimize your holiday email delivery rates. Read More
Do You Need a List Scrub?
The quality of the email addresses in your list plays an essential role in optimizing deliverability and response rates. The ISPs are looking at the percent of "unknown users" and "spam traps" hit as part of their reputation checks. These are key factors in the battle to reach the inbox. Sometimes, hitting only one spam trap is enough to cause your mail to be filtered, your IP to be blacklisted, or both. Read More
An Email Marketer's Call to Action for 2008
As you look ahead to 2008 for new opportunities to improve your email marketing efforts, we encourage you to look back for a minute, as well. Remember the “email is a courtship” metaphor and “one-to-one” techniques espoused by Seth Godin and others? Even as far back as 1999, those ideas resonated strongly with all of us because they were dead-on. Jump ahead to 2008, and it’s pretty obvious that marketers have failed to realize the potential in offering true relationship email marketing to customers. Read More
Simply Sophisticated Segmentation: BlueHornet Smart Lists™
Some days, spending long hours loooking at a computer screen wreaks havoc on my eyes. When those days occur, I swap out my contact lenses for eyeglasses to give my eyes a break. Since I don't normally wear my glasses, I inevitably get comments about how smart they make me look, which I take as a compliment! Read More
The Sweet Sounds of Segmentation
Conceptually speaking, the process of segmenting your subscriber lists is a lot like organizing songs on your ipod® or mp3 player. Sure, you could lump all the songs into only one category and simply call it "music," but that would be doing a disservice to the unique qualities of the various genres, albums, and playlists. It's like that with your subscribers, too. They share one important commonality, which is being in your email marketing database. But beyond that, they have their own special qualities. Read More
Measuring Success: An Email Marketer's Guide to Common Metrics
As email marketing continues to gain traction, email marketers face more pressure to gauge, quantify, and optimize their efforts. The numbers are readily available, but what do they really indicate, what are industry averages, and how do your campaigns measure up? Read More
The Standard Components of an Email
If you're comfortable with the success of your existing program, give our list of standard email components a quick review for affirmation that you're on the right track. But if you're like most, you may find some room for improvement...Read More
Email Optimization Services
One of eMarketing’s biggest benefits is the ability to easily optimize campaigns. With BlueHornet’s email optimization services, you’ll help your clients deliver the right message to the right people at the right time... Read More
Email Deliverability
Far be it from me to argue against the importance of email deliverability. Spam fighting has long been a personal mission of mine--mostly because I hate the stuff, but also because spam makes it harder for legitimate eMarketers to reach their opt-in subscribers... Read More
Email Deliverability Quiz: Do You Respect Your Subscribers?
When it comes to long-term deliverability success, your actions speak much louder than words. If you've got respect, you've got high deliverability and good ROI. So take this test to see if your email practices are showing respect for subscribers and customers... Read More
Frank Talk about Blacklists and Whitelists
Is an Email Service Provider (ESP) trying to win your business by saying that their company's "whitelisted" status is the key to your email deliverability?
If so, we respectfully submit the following facts for your consideration... Read More
But, I'm not a SPAMmer! -- Avoiding the Spam Label
In email marketing, no four-letter word incites more outrage than SPAM. Simply defined, SPAM is unwanted, unsolicited email. These days, email users are so concerned about SPAM and viruses that even legitimate email marketers are mistakenly reported as SPAMmers... Read More
Avoiding the Delete Button -- Create Compelling Email Content
It's morning. 8:32 a.m. Your customer logs into her computer. Inbox: 28 new email messages. Which ones does she delete immediately? Which ones does she open first? Read More
Establishing a Frequency
Deciding how often to email subscribers is a bit like deciding how often to ask someone out a date. Send too many emails and your subscribers may get annoyed and opt out (or ditch you). Send too few and they may forget about you (and ditch you). The ease of opting out makes the question of frequency one of the most important strategic marketing decisions you can make... Read More
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