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Editor's Notes

1. On demand technologies that support presentation, collaboration and relationship buildingPremiere Global Services, Inc. is a global provider of on-demand, communication technologies-based business process improvement solutions. Our Premiere Global Communications Operating System (PGi℠COS) supports business applications within the following solution sets: Conferencing & Collaboration, Document Solutions, Notifications & Reminders, and eMarketing. In 2008, the PGiCOS helped nearly 102 million people worldwide meet virtually and collaborate.
2. Is there such a thing as a perfect mail?Diagram of 1 mail designed exclusively for 1 person based on perfect informationImagine it is you? What is a perfect mail for youTiming, words, style, look/feel, objective, Buzzwords … relevance, conversion, ROIBeauty is in the eye of the beholder
3. 1:1 Marketing originates from the idea that in the “old way” of doing business the “shopkeeper” knew his customers by name, knew their lifestyles, and could interact with them on a personal level.1:1 Marketing builds on this idea, emphasizing personalized interactions with customers, but on a massive scale through technology.The personalization of these customer interactions fosters greater loyalty and better return on marketing investment.
4. What is Broadcast/Triggered/Lifecycle/Targeted/Clickstream?We were just talking with David Daniels from Jupiter/Forrester a couple of weeks ago and he is about to release the new data relating to this research. He is combining a couple of the columns, adding a social oriented column, but the rates he said were very similar.Despite Additional Mailing Costs, Relevance Increases Net Profit by 18 Times Although marketers using advanced targeting tactics have more e-mail marketing resources (e.g., inflating annual salary costs), the aggregate increase in net profits from these targeted campaigns (triggered through clickstream) is 18 times more than is that from broadcast messages, even when figuring in additional costs. These results show additional expenses are well worth the cost. For example, targeted mailings generate 16 times more improvement in net profit than do broadcast campaigns. The use of Web site clickstream as a targeting attribute is particularly beneficial for both topline and bottom line results—even after including additional Web analytics spending.Production needs and resources will increase with more sophisticated campaigning - consider outsourcing some or all of your production needs to our Strategic Services Production Team
5. Personalization and relevance based on event/recorded online behviour or other context, or profile based on ESP/billing/demo/psych data
6. 1) Data & IdentificationQuestions around data collection, types of data available (demographics, behavioral, etc.)2) Differentiation & SegmentationHow are segments defined, can you identify your most valuable/active customers?3) Customization & InteractionDo you use segmentation, conditional content, lifecycle campaigns, etc.?Do you integrate email with other channels?Do you test on a regular basis?4) Measurement & ImprovementHow do you measure success (opens, clicks, conversions, ROI, engagement, etc.)?Do you take action on your campaign & test results?1-to-1 marketing is a simple principle, but very difficult to execute in the real world. However, there are some quick wins you can implement immediately that puts you on the road to being an effective 1-to-1 marketer.Segmentation 101Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits, and so on. Using segmentation allows companies to target groups effectively, and allocate marketing resources to best effect. Traditional segmentation focuses on identifying customer groups based on demographics and attributes such as attitude and psychological profiles. Value-based segmentation, on the other hand, looks at groups of customers in terms of the revenue they generate and the costs of establishing and maintaining relationships with them. Customer segmentation procedures include: deciding what data will be collected and how it will be gathered; collecting data and integrating data from various sources; developing methods of data analysis for segmentation; establishing effective communication among relevant business units (such as marketing and customer service) about the segmentation; and implementing applications to effectively deal with the data and respond to the information it provides.
7. Helps you figure out what the perfect email is for your client and that particular campaign
8. Inserting Pre-header snippet – drives user to CTAView Images link – links to microsite link in case images are suppressed the user is directed to a hosted versionView in Handheld – mobile version of your message, light HTMLWhitelisting Link – add to address book so user’s get your message in their inbox and it is not filtered into your spam folder
9. If your website utilizes a thicker navigation, make it thinner for your email marketing efforts. If there is a gradient or image, make sure to back it up with a background color so that lighter text will show up.A simple area dedicated to give the users choices about where they want to go.
10. The body of your email is where the majority of your content is. Depending on the size of your header and navigation, part of your body will be present above the fold. Utilize that space and do your best to get the call to action in the top 250-300 pixels. This is the area that will show up in preview panes.F-shape pattern: Traditionally people designed with the left rail in mind because users read down the message in an F-shape pattern. More recently people have been utilizing a right rail so that the pertinent information in the message is in that F-shape.In regards to a left or right rail, we recommend testing. If you send your message frequently enough, it might be worth testing a new version with the opposite side rail. Moving things around might help to freshen up your message and re-engage some of your subscribers that lost interest.
11. The footer should not detract from anything else in your message. It is an area dedicated to host mandatory elements.
12. The perfect email is when you’ve aligned whatyour target market wants and needs and you deliver it to them in email format.Targeted, relevant messaging directed to the right audience. What works for a securities company is not going to work for a shoe retailer.
13. Production & Delivery Coding, Optimization, Testing, Scheduling & Throttling
14. Why Outsource Some/All of your Email Function to PGiMarketExperienced MarketersExperts in multiple online marketing disciplinesLong successful track record of email productionTried/tested best practicesQualityClean, validated and tested mailStreamlined proven processScalabilityFrom simple newsletters to advanced targeted and lifecycle programsFrom 1000 to 10 million mails / monthDeliverabilityFully managed deliverability setup, monitoring & managementThrottling of mail delivery where relevantImpact & PerformanceEmail design experienceOptimized clicks, conversions, engagement, ROIConsistencyDedicated account managementUse of customized professional templatesFlexibilityIndividual tasks or complete outsourced production serviceLeverage your agency/creative or oursCollaboration throughout with defined roles, goals, checkpoints, deliverables