Dela Quist, CEO of Alchemy Worx, a U.K.-based agency focused on email, is one of the most thoughtful (and entertaining) people in the email business. He was on a panel at our recent customer conference in London. One of my favorite Dela skills is coining new phrases. And, once again he came through.
People who don’t respond to their email for long periods of time recently have become referred to as “emotionally unsubscribed.” That is, they are no longer interested in the email, but haven’t bothered to unsubscribe. Dela has a different twist on this that, frankly (more…)
I always like simple but insightful models, so I made a note to share one of the better examples I’ve seen recently. Skip Fidura, who manages OgilvyOne Worldwide’s email marketing department in London, presented at Silverpop’s customer conference in London last week. One of his many good slides included a pyramid with the six levels of relevance. You’ll have to imagine the graphic, but here are the six levels from the bottom up: Offer, Profile, Affinity, Collaborative, Expressed and Behavioral.
Skip pointed out that many marketers debate whether expressed prefe (more…)
I’m on the tail end of a great trip to our London office to speak at our annual customer conference in Europe.
The event was held at the Churchill Museum and Cabinet War Rooms, the very same place that Winston Churchill ran Britain during World War II. For those of you who have read my book, you know that I’m a huge fan of Churchill. It was a powerful experience to visit the place where he lived and worked and to see so many reflections of his words and actions. Most of the 120 people at the event had not been to the museum, and they all agreed it was an amazing (more…)
I was just thumbing through the recent Direct Marketing Association report, “The State of Retailing Online 2007.” It’s a great report filled with statistics from some of the most sophisticated marketers out there. One section really caught my attention: the comparison of email from 2005 to 2006. In every category, the effectiveness and scope of email marketing improved. Among the findings:Open rates went up from 23 percent to 26 percent despite the increased use of image suppression by popular email clients.The percentage of retail customers who have opted into the retailers’ lists (more…)
