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.
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
May 22, 2013
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June 5, 2013
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