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Who are you?
September 14, 2008Nil8r?
Part techie, part marketing, pure gamer, Seattleite, and scooter enthusiast.
You may not have guessed it, but some of my hobbies include gaming. My current favorites right now are D&D 3rd edition, City of Heroes and World of Warcraft for the PC, Animal Crossing, Osu Tatakae Ouendan, and Age of Empires for the DS Lite, Final Fantasy Tactics on my Game Boy, card games, board games and more. In a secret past life, I was the beta coordinator for Xbox Live. After launch, I moved over to Xbox.com and managed the Xbox Live channel content. The experience was as cool as you would image, but it was also a lot of hard work!
Other things I enjoy are gadgets, gizmo’s, knitting, dancing, anime, music, single malt scotch, and my favorite color is blue. I’m not married, but my boyfriend and I are very committed to each other. He’s a computer technician/support analyst, and shares my wacky outlook on life. We have a Russian blue cat named Zelda and someday we hope to add an English bulldog to the family.
[Day 2] Email Insiders Summit – Measurement & ROI
May 23, 2008Measurement is… “a framework, a use of tools, a practice and an organizational movement,” according to David Baker, Avenue A|Razorfish.
ROI is… “The result of measurement, your interpretation of financial value, and your lever for change.”
The Roundtable is comprised of Naeem Kayani from Dell and Michael Atwell of The Hartford (Insurance industry).
How would your CEO or Sr. Leadership team describe the performance of the email channel today?
Dell: Easier to get budget compared to other as it’s so trackable; email team doubled in the past year, and while it’s “extremely important,” no one in the organization understands the complexity
Hartford: Reletively new channel for them (6-7yrs compared to 20+ in the direct mail channel) and while they recognize the value, they’re not necessarily using email as a retention or communication channel.
KPI’s that matter?
Hartford Group – Loss Performance, Media Spend, Sustainable Volume, Response Rate, Cost Per Policy, Policy Issue Rate, Cost Per Response
Dell – Engagement and basic reporting to learn what worked and didn’t, and they are paying attention to lifestage a well as behavioral
Capitol One – Value of an email address
How is ROI defined by your organization?
eDialog – Frequency and engagement, they will consult with their clients to deal with the “drop-off point” that can happen when frequency is increased
Hartford – Looks at it from a five year perspective and potential long-term profitability
WedMD – Revenue by email sent
What tools do you use to help?
Dell – A very transaction based company, uses internal tools, site (VisualScience) analytics
Hartford – Excel based forecast, planning, performance models and SAS analytics
Relevancy Score formula for email
May 23, 2008Ron B. posted the following formula in Tamara’s http://www.b2bemailmarketing.com/ blog, in the Email Insiders Summit live feed:
Revelance Score =(Unique_Opens/Total_Valid_Recipients)+((Unique_Clicks*3)/Unique_Opens)-(Unsubscribes/Unique_Opens)-((Spam_Complaints*10)/Total_Valid_Recipients)
It’s primarily an open/render based metric, and originally posted on: http://blog.deliverability.com/2008/04/we-need-a-way-o.html
[Day 2] Email Insiders Summit – Mobile Email De-mystified
May 23, 2008Morgan Stewart, ExactTarget and Deirdre Baird, Pivitol Veracity discuss how the mobile growth, challenges and how to optimize mobile email. Notworthy was that 2007 was the first year that smartphone sales overtook laptop and pcs for the first time. Some interesting metrics from Morgan:
Symbian OS (Nokia devices use) is only 1% of market share in US, but roughly 65% worldwide. RIM (Blackberry) comprises 41% in the US, but 11% WW. Apple iphone is 28% US marketshare and 7%WW.
Email – the next killer app of mobile? It’s entirely possible that email could overtake sms/text in the next few years, particularily in the US where each sent/received text message costs money and email is free. Today however, the email in mobile is not a full feature experience and roughly 50% of users find mobile email functionality inferior to computer clients.
Multi vs Single Platform Users – 52% access the same account through mobile and computer; 48% maintain a unique mobile email address (note this survey was taken at the cusp of the iPhone launch).
Deirdre takes over to discuss how we can optimize for mobile email readers. She gives an example of one email viewed in four different devices:
- Symbian, the global leader, shows on the text of an HTML part, and only full URLs are clickable
- Blackberry, the US leader, strips the html of an email and only keeps the text part and will link to image URLs
- Win Mobile 6 has html support, images off by default
- Apple iPhone, html support and images
Three reasons to optimize?
- Customer, ”not you,” controls which email client to read from
- over 50% receive the same email and both platforms
- email client they use directly drives their experience. These experiences are as varied as there are clients
Other thoughts? Images off is the new norm. The “wiew this email on your mobile device” is not a good solution since mobile browsers have rendering issues across platforms.
Marketer’s use of top real estate: 48% have “add at address book” at top, 60% have “click to view” at top to combat rendering image issue despite the image enable like nearby in the browser/client. Also 2/3rds of recipients with preview panes, rely on them! (Jupiter Research)
Mobile optimization tips– 640 pixel width maximum recommended, and keep the “weight” at 20KB or less (that’s after images are downloaded). Don’t bother with images spacers, blackberry will just mess it up. Use full URLs or it won’t be clickable.
[Day 1] Email Insiders Summit – Privacy Panel
May 22, 2008One of the challenges many marketers face is that they have different brands and accounts and what are the legal requirements around sending separate emails or consolidation.
Scenario: unsolicited marketing messages send to social networking profile, any legal rules?
Today, there are not CAN-SPAM or similar compliance laws, although the new judgement applying CAN-SPAM to the recent Myspace case may build the way.
…trying not to get eaten by a bear
May 16, 2008So, our team at work generally sends each other outlook calendar appointment/meeting requests to track when people are out of office (with time blocked as free). When you're talking about 10 or more people on the team it's pretty handy without being intrusive.
My boss sends the following title in her vacation calendar request, "OOF trying not to get eaten by a bear." I'm working at home today, but I can imagine the roars of laughter eminating from various offices in the marketing hall. You see my boss occasionally goes camping, but has a fear of bears (and rightfully so!). The irony, if you will, is last year she almost got eaten by a bear. Perhaps more accurately, the bear poked it's not so little snout in her tent window. A pleasant way to wake up? Not so much…
I'm pretty much with Stephen Colbert on the subject of bears:
"' 'Dear Stephen, why aren’t you nicer to bears? I like them a lot! They make me laugh my head off. Love, Joshua.' Like a lot of kids, Joshua has been misled about bears. They won’t make you laugh your head off, they'll tear your head off." —Stephen Colbert, reading a fan letter on his show, The Colbert Report
MarketingShepa Email Summit 2007 (Day 0)
March 7, 2007Day 0, Boot Camp
March 4, 2007
Here are some highlights from the email boot camp session…
Interesting Statistic: On average, 22% of emails in your customer list bounce per year.
MarketingSherpa speakers suggested that some of the best segments for testing include:
Customer vs. prospects
New opt-in (30 days)
Actives vs. inactives
Recent partners (offer, response)
Triggered (b-day, behavior, etc)
The concept of “Reputation” is based on a combination of the following:
Complaints
permission type
IP address
Frequency w/o relevancy
Authentication
Blacklists
List hygiene
Sadly, the ISP’s don’t give out their “secret sauce,” which makes it difficult for marketer’s to gather and define benchmarks around sender reputation. Read the rest of this entry ?
