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Interactive marketing and other great advertising ideas since 2003
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December 20, 2010
Hotmail Spain: to change so you could like them more

thirtydays.jpg

This one is a clever one, from DoubleYou for Microsoft in Spain. To talk about the new developments and capabilities of Hotmail service, and based on the claim "we've changed so you'd like us more", a 30-day real-time campaign was created, with a boy trying to change (asking users for help and collaboration) so he could get her girlfriend back in love with him again:

The product is then shown, as a medium for the boy to achieve something and not as the main thing of the campaign, i love this. There was some discussion about if the story was true or faked, and although i think it's true, does it really matter? the content and the organic nature of the whole thing makes it entertaining enough as to be one of the cutest thing i've seen coming from Spain lately.

March 24, 2010
Kit Kat Jesus

kitkatjesus.jpg

This Kit Kat Jesus fake e-mail is one of the best e-mail marketing efforts i've seen, love it.

November 04, 2007
Axe, the spam effect

From Germany, an email marketing campaign that wanted to prove that even online, when you use Axe, you attract a lot of girls. Basically the user gets sent an email from a friend with a link to a site, after visiting the site and spraying a little bit of Axe the recipient of the viral email receives a further series of messages from a dozen of young ladies. It's the Axe effect, right? But we have become so sensitive (and annoyed with unsolicited messages) that it rather looks like the spam effect.

You can see the video explaining in detail how the campaign worked on Ads of the World.

July 07, 2007
Click, and defeat malaria

Email marketing could prove a valuable tool not only to sell products, but also to raise awareness on social problems. On Houtlust I've found a very good example of email for social: a campaign to support an EMSI (Integral Health Medical Unit) project to eradicate malaria in Burkina Faso.

The agency is Tiempo BBDO and the work can be seen and appreciated on their website.

November 17, 2005
The email marketing dilemma

What's the best day to send out your emails to customers? My friends at Eroi have just release an interesting report analysing the opening rates day by day and by list size.

"In Q3 of 2005 we notice that the middle of the week is the low point, as far as read and click statistics go. Noticeable high points in the week occur on Sunday and Friday for both stats. So from this quarter we reaffirm again that sending volume is inversely related to how reads and clicks are going to react with the one exception of Saturday.

You can download it for free here (opens .pdf).

September 28, 2005
What's the best day for email marketing?

Quoted on eMarketer a new research by ExactTarget suggests that the "best days for opens are not necessarily the best for clicks". Of course, maximizing open rates is important for brand exposure, while generating clicks is the key if the goal is conversion. The research found out that if you send out your commercial emails Wednesday through Friday you get the highest opening rates, but if you're looking for clicks, than the week-end is the best time. According to ExactTarget data, over 97% of campaigns are sent Monday through Friday.

August 25, 2005
Five tips for email marketers

On ClickZ an article provides five tips to improve the performance of email marketing campaign. Basically it says: be nice and be clear (about privacy, unsubscribing procedures, personalization options) and people will read your messages.

July 17, 2005
Viral email marketing for BP

In the UK, BP has launched a viral video email to promote its Ultimate range of fuels. The petrol giant is targeting Nectar cardholders aiming at educating them about the available fuel choice.

June 25, 2005
Email still effective to reach customers

The new Email Trend Report just released by Doubleclick shows an increase in the click-to-purchase conversion rate, which rose 24.2% (from 3.3%) to 4.1% versus Q1 2004. On the other side we face an overall trend indicating a decline in opening rates (from 38.2% in Q1 2004 to 30.2% in Q1 2005). Good news for what concerns bounce rates which were at an all time low at 8.3%.
Commenting the Report Kevin Mabley, Senior Director and General Manager of Strategic Services at DoubleClick said: "This quarter's data demonstrate the continuing effectiveness of email for communicating with and marketing to customers".

May 05, 2005
Personal touch needed in email marketing

The solution to get better results with email marketing? Add a touch of personality! According to Jupiter Research, the vast majority of email marketers are getting poor results because they fail to target engaged customers, not sending personalised email based on factors like Web pages viewed, time spent per page and shopping cart abandonment. Futhermore, personalisation is usually limited to inserting the recipient name in the salutation, absolutely not a key factor in influencing the purchase behaviour.
Read more on Mediapost...

April 25, 2005
Havana Club: success via email

In Belgium Barnes & Richardson developed last year an email marketing campaign for Havana Club, to promote the "Anejo Especial" Edition. As explained on Digimedia (in Dutch) 15.000 email messages were sent to people aged 24 to 35 living in Brussels. The email invited people to visit a dedicated web site and win a bottle of the new Rhum to be drunk with friends at local pubs. Over 4000 users took part to the competition.

April 09, 2005
Two codes of conduct are better than one (maybe)

Email spam is a big problem everywhere. Someone is taking it seriously, some others just ignore it. In France it seems like they preferred to take a strong position against a plague with is affecting email marketing. Last week the Union Fran├žaise du Marketing Direct (UFMD) has published a code of conduct for email marketers. It defines the rules to collect and use the email addresses to be used to deliver commercial messages. The curious thing ZDnet France reports, is that also the e Syndicat national de la communication directe (SNCD) decided to release or, better, to update, its own deontological rules. For the moment the two associations are going to come together to produce a unique document.
Who should email marketers listen to?

February 13, 2005
Black & Decker prepares to run email campaign

Black & Decker has appointed Mailtrack to create a pan-European email campaign in order to learn more about its customers and prospects. Mailtrack will create a series of competitions to win products and to profile people through a questionnaire. The initiative will run in Italy, Spain and France.

September 29, 2004

Email marketing works but...

September 15, 2004

Contextual email marketing

September 08, 2004

Dutch email marketing awards

July 08, 2004

Lateral: weapon of mass awareness

June 03, 2004

Sharp: ads for emails

Guidelines for Spanish email marketers

June 02, 2004

Email marketing will be back

April 07, 2004

E-mail marketing is growing in Europe

March 19, 2004

E-mail marketing isn't dead

February 20, 2004

Jupiter: email marketing ain't dead (yet)

February 01, 2004

Learn driving thanks to a viral push

October 28, 2003

Sweepstakes: the key to email marketing

October 21, 2003

B2B E-mail Open Rates Higher Than B2C

October 20, 2003

Avis to launch an email marketing campaign

October 16, 2003

The Instant Web Companies fly with Delta

October 15, 2003

The marketing power of RSS

October 10, 2003

Ocado: 'Be more demanding' campaign

September 30, 2003

Esure personalised email marketing

September 10, 2003

B2B e-mail marketing

August 29, 2003

Save e-mail marketing from extinction!

August 28, 2003

Successful video-email campaign by Land Rover

August 06, 2003

Newsletters: The Art of Discipline

July 25, 2003

McDonald's targeting McMoms online

July 24, 2003

New below-the-line campaign by Virgin Atlantic

June 28, 2003

E-mail marketing: clickthrough rates increase

June 12, 2003

DoubleClick fights the spam

June 01, 2003

Spam and e-mail marketing: it's not hate

May 24, 2003

Rich media e-mail: not a good deal

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