Kilde: ClickZ

Her trekker Jeanniey Mullen fra OgilvyOne Worldwide frem tre spådommer som slo til i 2006 og 2007, med andre ord noe av det viktigste å ha kontroll på nå i inngangen til 2008.

1. Do you offer an e-mail opt-in form or link on every Web page?
In 2005, Forrester released studies stating the "end of e-mail growth" was near. The research indicated most people who were inclined to sign up for e-mail programs had done so, and new list growth would come from people switching from a competitor's e-mail program to yours or adding more messages to their personal mix. This information, coupled with industry standard metrics showing the average house file will lose 30 percent or more of its e-mail addresses annually, paints a pretty clear picture: E-mail opt-in is no longer a nice-to-have. It's a must-have. In a digital world where search enables many people to drop into a site's landing page or deeper content page, opt-in on the home page alone is no longer sufficient.

2. Do you have a welcome e-mail with content driven by the marketing group?
In 2007, the Email Experience Council (EEC) released its second annual study on the growth of welcome e-mail usage across the retail industry. While the EEC found a 12 percent year-over-year increase, the plain fact is only 72 percent of retailers send a welcome e-mail. Many studies have shown that a confirmation/welcome e-mail's impact and effectiveness are significantly reduced if the message isn't sent within two hours.

3. Do you use response reporting data to help define future e-mail strategies?
This is a tricky one, but it's critical. Over the past five years, one e-mail prediction that continues to arise is that e-mail technology will enable better behavioral targeting, dynamic content, and even some level of predictive modeling. While pieces of this prediction have come true, the sad fact is many of us in e-mail still don't leverage the basic results we get in a meaningful manner. If your open rate is 25 percent, do you use that data to gain insights into why the other 75 percent of recipients who said they wanted to hear from you aren't engaged? Do you use that data to build a reengagement strategy?

Jeanniey Mullen er i tillegg til Executive Director e-mail marketing hos OgilvyOne Worldwide leder av DMA-nettverket Email Experience Council. Mer om henne finner du her.

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