Survey of marketing tech types finds ROI strongest for search and internal email tactics

A recent survey has shed light on what one breed of marketing professionals are perceiving as good bets in terms of measurable return on investment (ROI). The tactic leading the pack is email, sent to an internal — or “house” — list. This is hardly surprising, since it is a relatively low-cost way to announce …

In praise of short URLs and one innovative provider

Like everything else, short URLs follow the rules of supply and demand. My first internet business, in the mid-1990’s, had a four-character dot-com domain name. Back then this was good but not extraordinary. Now the dot-com space is so crowded that many start-ups look like they were named by dipping a spoon into alphabet soup. …

Email deliverability issues sound familiar to direct mail pros

Recent discussions about email deliverability sound oddly familiar. Before email become a major marketing channel, Standard Presort Mail (known then as Third Class or Bulk) was the exclusive direct response medium. Mailboxes overflowed with catalogs and sales pitches. Back then this would be the case year-round, not just right now — in the protracted post-Halloween …

Shepherd your online prospects to conversion with a strong email reminder

MarketingSherpa does a lot of things right, so I should not have been surprised to get this conversion email from them last week. It should serve as a reminder that when someone begins a conversion process and bails out, all is not lost. Note the tone and content of this case study quality email message: Dear …

Confirmation page growing in email marketing importance

A recent Direct Marketing Association study describes the growing popularity of super-simple subscription processes — sometimes just asking for an email address. But even more noteworthy is the clever twist of nailing down details within the confirmation page. In a way this is just a semantic trick. Instead of the subscription process being a two-page “ordeal,” with …