email marketing

UNTIMELY MARKETING IS A WASTED EFFORT

I often point to flawed marketing efforts by well-known companies. It isn’t that I have something against big business; it’s that those big players tend to make some of the biggest, most amateurish mistakes in their marketing efforts. Usually, the underlying concept is sound. The execution is where it falls flat. Take the email I … Read more

AUTOMATIC RESPONSES AREN’T ALWAYS SOUND

I’ve railed before about automated email marketing campaigns that lack common sense. For example, when I buy products from a particular office supply store, it tries to resell me the identical product a couple months later with the message that it’s time to refill my order. No, I don’t need another shredder, thanks.

Just as annoying are the companies that send emails asking you to complete reviews of your recent purchases. A case in point was the email I received today from a major hardware retailer. While working on a home repair a few days ago, I needed to replace some rusty bolts, washers, and nuts, so I stopped in and bought a few new ones. I swiped my customer loyalty card when I made the purchase.

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SUCCESS STORY: EASY EXPLANATIONS

Email marketing is an evolving, powerful tool that is widely misunderstood by many in the marketing community. Those with prejudices against the channel fail to see the opportunities it offers for highly personalized, always trackable marketing efforts.

That means providers of email marketing services must devote much of their effort to educating potential customers, so they understand the value that their services offer. Indianapolis-based email marketing pioneer Delivra takes a very aggressive approach to developing understanding on both a macro level and in how their sophisticated, user-friendly platform puts those opportunities within reach.

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