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Tag archives: email marketing

The Instant Web Companies fly with Delta

on October 16, 2003 by Martina Comments reports today that Delta Air Lines awarded a three-year contract to The Instant Web Companies, for producing its SkyMiles frequent-flyer newsletters, statements and membership credentials. In the press release, Rob Borden, SkyMiles program director, said:

“IWCO�s programming capabilities allow us to extend highly targeted offers to our members, driving customer loyalty in strategic markets.”

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The marketing power of RSS

on October 15, 2003 by Martina Comments

Tom Hespos wrote yesterday on MediaPost an excellent article to explain the marketing power of RSS (Really Simple Syndication). Apparently operating on the push model, they actually put consumer in control, since it’s up to the end user to decide which content to receive. RSS might be seen as a “spam” free” alternative to email marketing. I believe text-based ads will work for RSS feeds. RSS represent another chance for contextual advertising. Relevant advertising content can be put at the end of the feed. However I think it will be important to clearly separate the feed content from the advertising content. RSS appear to be a powerful tool for marketers, and it’s important to immediately gain people’s trust. Two simple words like “sponsored link” might do the job.

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Esure personalised email marketing

on September 30, 2003 by Martina Comments

Esure, a UK based online insurance firm has launched a new email marketing campaign to promote its its car and home insurance services. Brand Republic reports that the campaign, which features personalised email messages has been developed by Inbox Media, following the style of Esure current press ads. Chris Bowden, marketing manager of Esure, said:

“Initial feedback is extremely good and I am confident that this unique approach to financial services marketing will really hit the spot with consumers.”

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Newsletters: The Art of Discipline

on August 6, 2003 by Martina Comments

I’ve read with great interest today’s article on ClickZ, The Art of Discipline, by Kathleen Goodwin. A newsletter could be a strong tool to promote a brand and establish a direct contact with clients and prospects. Publishing a newsletter is easy, but publishing a precise and effective newsletter takes time and a lot of effort. Kathleen points out seven rules to be followed to keep a newsletter on time, fresh and… successful. Nothing really new, but a lot of useful tips to always keep in mind.

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McDonald’s targeting McMoms online

on July 25, 2003 by Martina Comments

As reported on Yahoo! News, McDonald’s Appeals to Mothers With Web Promotion. It’s basically an e-mail marketing campaign run through a newsletter that aims to draw more mothers into the restaurants with coupons, parenting advice, and health and nutritional information. Well, personally I would rather focus on targeting teens directly. As a mother I would never suggest my children to eat at McD, they will just go there with friends because a “cool” teen experience. Anyway, a suggestion… eat pasta, it’s much healthier!

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New below-the-line campaign by Virgin Atlantic

on July 24, 2003 by adverblog Comments

As Revolution Magazine reports today, Virgin Atlantic is starting a new campaign to target premium travellers, in its competition game with British Airways. It will invest about �50m to relaunch it Upper Class Suite. The campaign will be run through direct mailing as well as through email marketing, brochures and a microsite. The creative agency for this campaign is (of course Smart, which I suppose is an Australian agency…

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Online advertising in Italy

on July 13, 2003 by adverblog Comments

IAB Italy has recently released a report with some interesting numbers concerning the development of online advertising in “my” country. In the first quarter of 2003 online advertising spendings have raised of 7.7%. In particular, it appears that clothing, beverages and self care industry, together with public institutions have strongly started investing in the Internet as promotional media. Sponsorships are the preferred kind of advertising covering 21.6% of total investments. Email advertising is also on the rise (9.8%) while mobile advertising through SMS has suffered of a strong slowing down (-28.5%). If you want to know more about what’s going on in Italy, drop me a line, I’ll translate some more data for you

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E-mail marketing: clickthrough rates increase

on June 28, 2003 by Martina Comments

Clickthrough rates increased by 60% since the fourth quarter of 2002, according to a new study by NetCreations. The study showed clickthrough rates for the current quarter to be at an average of 5.1%. This compares with 4.4% for the first quarter of 2003 and 3.2% for the fourth quarter of 2002. More information about the research and some tips to optimize an email marketing campaign can be found on Direct.

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DoubleClick fights the spam

on June 12, 2003 by Martina Comments

In a press release published today, DoubleClick has announced its declaration of war to spam. The Company will launch a series of initiatives “designed to help legitimate marketers and the email marketing industry betterunderstand and leverage policy, research, education, and technology, in the fight against Spam, and to further differentiate legitimate marketing communications from Spam.”

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

on June 1, 2003 by adverblog Comments

It sounds a little bit unexpected but, according to a recent Doubleclick’s research, spam hasn’t hurt e-mail marketing. Of course this information comes from one of the main providers of e-mail marketing technologies, and therefore has to be “handled with care”. In addition, the commenting article on Internet News reports that Jupiter Research, projects companies will spend $1.4 billion on e-mail marketing this year.

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