Tag archives: e-mail marketing

Rss and marketing… a new perspective

I�m writing an article about RSS and I�ve been reading quite a lot on the topic to get informed. There are a lot of articles and opinions out there about the marketing potentials of RSS. You can read some enthusiastic people saying that RSS is an unspammable medium, that it can deliver the advertising message using a �pull� model, that it�s cost effective, etc� On the other side the negative voices will tell you that it�s not measurable, that RSS is just for geeks, that is not (yet) integrated in email software, etc� I would like to take a different (and additional) perspective in the discussion, not considering RSS for what they really are in their substance. I believe the main issue about RSS� marketing potentials is connected to the information overload. There are tons of softwares installed on our computers: browsers, email readers, instant messengers, p2p, toolbars, desktop alerts etc� We get messages from everywhere, either in push or pull way (and I�m just considering computer mediated communication!). At work my Internet browser is always open. If I want to see if a Web site has been updated I just click on its link from my bookmarks. I don�t have to start another software and get the information downloaded on my computer. I do have a newsaggregator installed on my Mac, but I rarely use it. Maybe because I�m kind of lazy (I admit it), maybe because there are already too many windows open on my desktop, delivering me any kind of information just one click (and 5 seconds) away. I would tend to compare this point with the one associated to e-commerce web sites. The more clicks to buy a product, the less products get sold. The more clicks to get an headline, the less headlines� So I�m not saying RSS aren�t a fascinating medium. They are extremely attractive from a marketing perspective. I�m just saying there are already tons of information out there, but a day has only 24 hours, at least mine�

Ocado: ‘Be more demanding’ campaign

Ocado, the online grocery service, has started a cross media campaign to promote its new customer service proposition. As Brand Republic reports, Ocado is is using print and radio promotion as well as is sending out personalised and targeted e-mails to new and existing users promoting offers, incentives and e-coupons. The creative has been developed by Heresy.

B2B e-mail marketing

Email marketing is just as effective in targeting a business market as a consumer one, but there are some crucial differences. There’s a long long article on Revolution Magazine of this month to explain them. Briefly, one of the main problems it’s the lack of data (I experience it with the Company I work for as well), while segmentation and precise targeting is the key to success.

Get ready for video-email ads

Entertainment industry is looking for an effective marketing tool? Here comes the video-email! Revolution Magazine reports about a new technology developed by Lawton eMarketing that solves some the biggest hurdles in video e-mail marketing. Is this the solution of the future or just another option for spammers?

Save e-mail marketing from extinction!

Spam is a menace to marketers’ credibility and efficiency. On Boston.com Bob Liodice, president of the US Association of National Advertisers (ANA), says: “Our marketers are basically saying spam is killing (e-mail marketing). E-mail marketing clearly will be muted until they have a greater degree of confidence that their messages will go through in the way that they want them to”.

The message is clear: stop the spam or in a year e-mail marketing won’t exist any more! We might actually start a petition… Save e-mail marketing from extinction!