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.
MarketingOnline.nl presents the nominations for the Dutch email marketing awards 2004. Renault, Transavia/Basiq Air and @home are running for the gold medal which will be assigned on September 15th in Utrecht.
In the US, Sharp is running an online advertising campaign to enrich its database of email addresses. As reported on DMNews.com Sharp believes email marketing can still be very effective in delivering promotional messages to its customers and prospects, this is way they want people to sign up for newsletters featuring special offers and products’ information.
Recent anti-spam regulations will help email marketing’s rebirth. On Destination CRM they try to be positive about email marketing’s future, but I don’t feel like they are very convincing. The industry is actually making a few steps further but our mailboxes are still full of spam. As Mike Adams says “spam could vanish almost overnight, but the timetable on this scenario is uncertain”.
A new study by Doubleclick Germany says email marketing in Europe is growing in volume and effectiveness. In the last three months click-through rates increased to 11.3 percent. In Germany the value is 8.9 percent, in France 8.7 and in the UK about 7.4 percent. Opening rates are also growing, with 42.9 percent of opened messages.
A new report by Jupiter Research forecasts that spending on e-mail marketing in the U.S. will rise from $2.1 billion in 2003 to $6.1 billion in 2008. The press release explains three factors will be critical in driving the market: the dramatic cost reductions of e-mail marketing, the growth of sponsored and acquisition e-mail campaigns and the ever-increasing challenges presented by spam. Customer retention e-mail campaigns account the greatest share of non-spam e-mail marketing campaigns.
Jupiter Research has released this week a new report on online advertising. Details about it are provided on IAR. Internet advertising grew 10 percent in 2003 and is expected to continue at a rate of 19 percent compounded annually through 2008. Broadband is helping the growth, leading the investments in rich media ads. Paid search is still attracting a lot of attention and, good to know, email marketing is still alive and well, showing a compounded annual growth rate of 24 percent over the next five years to reach $6.1 billion by the end of 2008, according to the report.
Sweepstakes are a primary motivating factor in getting consumers to sign up for email marketing campaigns. A recent study by eMarketer, reported today on Center for Media Research says also that the main factor which drives consumers away from email marketing is the excessive frequency of messages.
A recent study by Opt-in News indicate that newsletters targeting business professionals boasted a 71 percent open rate, while B2C e-zines receive are opened only in 41 percent of the cases. B2B direct e-mail also fared better than the B2C counterpart. CyberAtlas presents a complete overview of the study featuring several interesting number on spam and email marketing.
Avis, the car rental company, has appointed Arnold Interactive to create an email marketing campaign. The emails will be distributed throughout the UK, Austria, Belgium, Denmark, France, Germany, Italy, the Netherlands, Norway, Portugal, Poland, Spain, Sweden and Switzerland. Avis plans to target up to 100,000 consumers throughout Europe. Mirko Behnert, e-Commerce Manager for Avis commented on Arnold Interactive Web site:“The strategy to develop more Internet business has enabled us to successfully increase the proportion of customers booking online to 12% in June, growing 65% year on year. We were impressed by Arnold Interactive’s ability to deliver cost effective solutions creatively and felt they were the ideal partner to help grow our business online.”
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