 |
 |
| August 2008 |
|
 |
| Optimization |
Four Common Assumptions Masquerading as Best Practices
By Stefan Pollard
"Your mileage may vary."
You hear that qualifier whenever carmakers boast about their high-mileage cars. It also applies to the advice you hear from all the email experts (me included) who publish articles, newsletters, white papers and slide shows, and give presentations and workshops.
Saying that doesn't diminish the quality of this free advice at all. However, one thing I have learned in my years of working in email is that advice that works wonders for one email program will barely move the needle in another.
Click to Continue
|
|
Dear <%% if <> "" %%><%% else %%>Reader<%% endelse %%><%% endif %%>,
This month, we examine four common email-marketing assumptions that are so entrenched, they're automatically taken as truths.
Read on to learn why it's not always wise to blindly follow conventional wisdom.
Stefan Pollard
Editor
|
|
|
|
| Delivery Trends |
Five Tips for Building Better Segments
By Stefan Pollard
In order to create relevant messages that your subscribers will welcome and act on, you must be able to create highly targeted segments from your house list. But, if you don't collect much information beyond email addresses, how can you create good segments? You probably have more information than you realize.
My recent ClickZ column outlines ways to use the information you do have and how to collect more information to create better segments and more relevant messages.
Click to Continue
|
|
|
|
| Stat Watch |
Top Emailers Don't Lead on Best Practices
If you're looking to top brands for email leadership and exemplification of best practices, you might be out of luck. A Return Path survey of 61 top brand marketers found many are missing the mark:
- 60% did not send any welcome message.
- 33% sent a message within 24 hours.
- 7% sent a message two days to three weeks later.
- 30% sent no mail in the first 30 days after opt-in.
- 70% asked for detailed information at opt-in.
- 75% of those marketers never used the information.
Source: Return Path survey, June 2008 |
|
|
|
| Ask Lyris |
Am I guilty of "harvesting" email addresses?
Question: As a business owner, am I allowed to visit Web sites of my prospects, one at a time, find their email addresses, and then email them each a relevant email message (even though they never gave me express permission to contact them)?
Answer: While we aren't lawyers, nor do we play them on TV, we can explain how we understand "harvesting" and the legal aspects under CAN-SPAM.
Click to Continue
|
|
|
|
| About Lyris |
Lyris (OTCBB:LYRI.OB) is the online-marketing expert that delivers the right mix of technology and industry knowledge to help you simplify your marketing efforts and optimize campaign ROI. Its EmailLabs® email-marketing solution is rated highest in both market suitability and overall business value for small-to-midsize businesses (JupiterResearch E-mail Marketing Buyer's Guide, 2008). EmailLabs is now part of the company's Lyris HQ™ integrated marketing platform that provides 360-degree control of campaigns, from email to pay-per-click to Web content management and analytics.
For more information, visit Lyris.com or EmailLabs.com. Call 888-GO-LYRIS (888-465-9747).
|
|
|
| |
|
|
| |
|
