Email Marketing Case Studies

The significance of GData

May 12th, 2006

by Stephan Spencer

Gdata, short for Google Data APIs, promises to be Google’s new standard protocol for transmitting all sorts of data back and forth to Google and its various services. As Google states on Google Code: “All sorts of services can provide GData feeds, from public services like blog feeds or news syndication feeds to personalized data like email or calendar events or task-list items.” Imagine for instance, starting with a base feed, then adding query parameters like restricting to a particular category and date range and ending up with a customized feed that specifically fits your criteria. Gdata builds on the RSS 2.0 and ATOM 1.0 protocols.

Imagine your desktop machine — armed with your personal profile — communicating with Google (and even with the Web in general) about your email, search history, RSS subscriptions, calendar, bookmarks, blog posts, and the news… and all through the GData protocol. As Reto Meier states, “Google already has a ridiculous amount of my information. Now with an API that promises access to this information to use the way I want to, there’s one less reason to think about storing it anywhere else.” Kinda scary but also exciting at the same time. Google Operating System here we come!

Will we all be speaking GData in years to come? Will the GData protocol become as ubiqitous as the HTTP protocol? Only time will tell, but I certainly think GData is one to watch!

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Advanced Email Marketing

Professional Association of Innkeepers International 2006 annual convention — Phoenix, AZ

April 3rd, 2006

Seminar by Stephan Spencer

Every email marketer’s biggest challenge is getting their emails delivered, opened and read. Don’t worry, advanced tools and tactics like whitelisting services, domain verification, and spam scorers can help save the day!

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Getting Started with Email Marketing

Professional Association of Innkeepers International 2006 annual convention — Phoenix, AZ

April 3rd, 2006

Seminar by Stephan Spencer

Don’t want to get caught in spam filters, alienate your recipients, or burn your list? Then come to this session and learn the fundamentals of successful email marketing.

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Beyond the Banner: New Ways to Brand in the Online Channel

Strategic Branding — Auckland, NZ

March 27th, 2006

Seminar by Stephan Spencer

Branding campaigns appear in many forms online besides the ubiquitous banner ad. There are blogs, RSS feeds, paid search ads (e.g. Google AdWords), contextual ads, natural (organic) search listings, text link ads, microsites, and podcasts, to name a few.

  • Gain an understanding of each of these channel’s unique benefits and where each fit in your brand strategy
  • Learn best practice techniques applicable to these new channels, with numerous examples

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Case Study: Carter Center

November 30th, 2005

Carter Center logo

  • 2500 new pages in the index
  • Blog strategy gains inbound links
  • Blogging a huge success
Continue reading »

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Thought Leaders Commune on Email Marketing - Part 2

August 30th, 2005

by Stephan Spencer

Originally published in MarketingProfs

Spam filters tend to be the bane of the email marketer’s existence. Getting past them is a serious challenge, and it is becoming increasingly harder. How can an email marketer consistently bypass those spam filters?

Continue reading »

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« Read the whole series: 1,2 »

Thought Leaders Commune on Email Marketing - Part 1

August 23rd, 2005

by Stephan Spencer

Originally published in MarketingProfs

Left to its own devices, email marketing is unlikely to survive. However, if email marketers take responsibility for developing great strategy and execution, we are likely to bring on its evolution.

Continue reading »

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Email Marketing Teleconference

August 22nd, 2005

by Stephan Spencer

Originally published in MarketingProfs

In this teleseminar, Netconcepts’ founder Stephan Spencer moderates a panel of email marketing experts, including Chris Baggot, Rok Hrastnik, Eric Kirby, Jim Sterne, and Shar VanBoskirk. The output of which is an insight into email marketing’s true power and potential. Produced by MarketingProfs.com.

Read the Executive Summary: part 1 and part 2

Download the Transcript: PDF (300 K)

 
icon for podpress  Email Marketing Teleconference [106:42m]: Play Now | Play in Popup | Download

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GOOD email marketing is like mastering the 15-second soundbite

May 3rd, 2005

by Stephan Spencer

Here’s a startling bit of research, done by EmailLabs and written up in MarketingSherpa, for all of you folks responsible for crafting email campaigns and newsletters:

This [past] fall tens of millions of emails from permission mailers were tested for a brand new metric: actual read time.
Turns out 15-20 seconds was the average. Consider the last email campaign or newsletter you sent. Could a typical reader skim the entire thing, digest the graphics, and decide to click on the best item for them in just 15-20 seconds?

Yes, people. You read that right. The read time of your precious prose is, on average, a lousy 15 seconds… 20 seconds, tops!

You labor so hard over that e-newsletter: spending countless hours writing it, then perfecting it, then testing it, then further refining it… and to what end? The bloody inconsiderate recipient spends a mere 15 seconds absorbing it! How rude!

So, what to do? Email marketers must become masters of the 15-second soundbite. The conventional wisdom in email marketing of short sentences, short paragraphs, placing the call-to-action so it appears above-the-fold in the preview pane, etc. etc. just won’t come close to cutting it any more.

Based on this study, I’ve been totally rethinking how we’re doing our regular “communiques” to our clients & partners. Perhaps we should ditch our current approach of a roughly-monthly, short-and-sharp 400-word e-newsletter? I think we’ll test another approach: where I strive to deliver a single idea or tip that offers real value to the recipient and coaxes that person into engaging in a dialogue with me — within a mere 80 words! (This paragraph, including this parenthetical note, is 80 words.)

Bite-sized chunks of relevant advice, personalized to that individual client’s situation, sent on more regular intervals than our current “communique”… Sound like a plan? (Actually it sounds like an extranet blog, but done less frequently and delivered via email instead of RSS.)

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Audience Development and the Internet

Circulation and the Internet: Co-hosted by American Business Media and National Trade Circulation Foundation, Inc. — New York City

February 8th, 2005

Panelist: Brian Klais

  1. The benefit of the internet to your circulation/audience development efforts, and how important it is to your company
  2. How to use email to renew or acquire new subscribers
  3. E-mail tests - what’s working, what’s not working
  4. Search engine marketing - what are you using and how is it working
  5. Banner ads - are they working, what have you changed, where do you have them
  6. How has can spam effected your subscription efforts? How has it effected your list rental activities? How has it effected your use of outside lists for subscription promotion?
  7. Web agents - are they still working?
  8. Blogs - are they a source of names? How can we get subscription information onto a blog?
  9. Email files - do you have separate files for circulation, web casts, eNL, or a combined database for all? Advantages and disadvantages for each.

Gloria Adams, Pennwell - Moderator
Laura Wilson, NEJM - Panelist
Sean Fulton, GCN Publishing - Panelist
Brian Klais, Netconcepts - Panelist

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