If you have been running an e-mail marketing program for over three years, you need to read this column with a pen and paper nearby. Did you know:
These seven statistics from the Email Experience Council are pretty powerful by themselves but together paint a very clear picture of why you need to absolutely stay on top of your messaging strategy to your consumers.
With equity in the value of your company's e-mail coming within the first three sends, you cannot afford to missend a message. One of the best ways to help proactively manage and avoid loss in e-mail response or brand loyalty is through the introduction of and use of a preference center.
Here are a few reasons why I like preference centers. Preference centers:
These all help you combat consumer interest attrition and keep e-mail response high. If your e-mail program is over three years old, and you don't have a preference center, or haven't done a preference center update effort recently, I highly recommend it. The results can improve results tremendously. For more insights or details on preference center usage, feel free to shoot me an e-mail, or visit the Email Experience Council for case studies and more statistics.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
March 19, 2014