If your e-marketing program is more than three years old, consider these stats.
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.
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Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
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