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Hi , we are back with Eureka.
This year the focus will be broadened to include a wider variety of topics that affect your onine activities such as search engine marketing and technical issues. This issue we speak with Kim Tunbridge, one of Sydney's most respected young lawyers about using competitors brands in Google Search Engine Marketing and Adam Ramshaw explores the ins and outs of customer loyalty surveys. Meanwhile Poochee gets below the surface of open rates.
Happy reading !
Paul Hodgson
PeopleLogic
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The Buzz
What do E-bay, Amazon, You Tube and the plethora of on line specialist retailers have in common?
This well written and insightful book explores how the Internet has breathed life into books, music, collectibles and bizarre interests that would otherwise have perished. The Long Tail explores this phenomenon and its implications for retailer and e-tailers alike.
Available at major bookstores.
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Why are email open rates not 100 percent true?
How to compensate for false negatives in this crucial measurement.
Poochee Yuen
In recent years the increase in the number of email browsers that block images in HTML has increased. Email marketers have noted that this caused a drop in the usual open rates by somewhere in the vicinity of 7 or 8%.
Why?
HTML Email programs measure open rates through the use of images. Usually a unique invisible 1 pixel by one pixel image is loaded in the email browser whenever a reader opens an email. If the image is not downloaded then there is no open record.
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Customer Loyalty Surveys
Are you including all 3 critical elements
Adam Ramshaw
The starting point when designing customer loyalty programs should be understanding what your customers care about and how well you are meeting their expectations. Unfortunately, many attempts at customer satisfaction measurement fail to include all three critical elements in the customer loyalty survey and so fail to provide useful information to the business.
By not including all three critical elements the results of many customer loyalty surveys are worthless. Don’t get me wrong, they are often interesting but ultimately worthless because you get results but have no idea what to do with them.
For instance, have you ever heard these comments after you distributed your results internally?
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Use of competitors' names in Google Adwords campaigns
Illegal or just smart marketing?
By: Kim Tunbridge
There’s no doubt that you’ve heard about Google Adwords by now. Google has been doing a tonne of advertising and has been educating the marketing industry on the benefits of search engine marketing particularly over the last 6 to 12 months.
The big question is: whether the way Google Adwords is used is legal? And whether there are any problems or things to be careful of when using Google Adwords?
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E-marketing term
Email Blacklists Lists of IP addresses that are being used by or belong to organizations or individuals that have been identified as sending Spam. Blacklists are often used by organizations and Internet Service Providers as part of their filtering process to block all incoming mail form a particular IP address (or block of addresses).
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Emarketing Health Check
What’s the mood of e-mail marketers?
“Knowing where to begin to optimise our mailings” was the top challenge that e-mail marketers cited recently in a Jupiter Research executive survey.
The research found that marketers are generally satisfied, but overwhelmed. The majority of e-mail marketers are tethered to the production process of getting their weekly mailings out and often do not have time or the resources to think strategically about how to improve their mailings.
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Share your marketing experiences
Eureka publishes marketing information and stories for Australia's online marketing community Our readers want to know more about Australian's case studies and e-marketing experiences. If you have something to share or have an issue you would like addressed submit your contributions to the editor here.
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