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 Dear reader ,
Customer acquisition is fast becoming a distant second to customer retention, and with good reason. Once customers defect, it is increasingly difficult to win them back. On top of that, assisted by the Internet and emerging mobile technology, your competitors are able to match your service and price with more speed and agility than ever before. So how do you turn this same technology to your advantage?
Join us for this half day seminar in Sydney on August the 18th. Limited seats are available so book now. More
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Can sponsoring e-newsletters boost exposure?
You have an opt-in list that you nurture via your e-newsletter. This is great, but what about the prospects out there that should know more about you?
Sponsoring community newsletters can net you high returns in branding, realm of influence and market share.
If you wish to reach an audience without costly acquisitions, sponsor a newsletter for a relevant qualified community.
At PeopleLogic:) we often come across non-profit organisations seeking such sponsorship, so if you wish to take part in our match-making services, please send an email to Poochee and we'll start the ball rolling!
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Constellation Hotels Increases Escape Club Membership Rate by 700%.
The recent launch of the Escape Club website, on-line sign-up form and e-newsletter has proven a smart move for the Constellation Hotel group. The Escape Club is a loyalty program set up for customers of the Chifley, Country Comfort and Australis hotels within the Constellation Hotel Group, providing privileges which includes free night stays.
Before the launch of this e-channel solution, Escape Club had an average sign-up rate of seven per week over fax and off-line customer points. Now, two weeks after their soft launch, they are experiencing a peak of around 15 a day: that's an average increase of some 900%.
So, what contributed to this success?
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What to do with 'dormant' accounts on your email list
One of my clients, let's just call him 'Jaime', publishes an e-newsletter to nearly 12,000 customers every month, with a good 57-60% open rate. He called me last week, just wondering what the other 40 odd percent were doing with his email and what he should be doing with them. A colleague of his in Direct Marketing told him that if they hadn't opened his email in 6 months, he should just remove them from his mailing list. Jaime called me for some advice regarding this.
My advice:
First of all, an open rate indicates that your HTML/Rich Text email has been revealed in full to a recipient, either through actively clicking on the email or by it being displayed in the preview pane of their email client. This open rate does not reflect accurately if you are also offering a plain text email alternative -- which Jaime is. Culling your list based on filtering open rates will remove these loyal text readers. So I would say no -- do not cull your list based on open rates.
Secondly, it is wrong to assume that unopened emails means your recipients don't wish to receive your email. I receive Thredbo’s newsletter all year round and almost never open it, however, the subject line always cheers me up and it makes me feel that going for a skiing trip is just at my fingertips. I may not open the newsletter until I am ready to ski: a fairly remote chance, but enough of a chance to keep me subscribed. So again, do not cull your list based on open rates.
When you are sending out printed materials by post it can be very costly to nurture non-responding clients. In these situation it may be more appropriate to be ruthless with your list. Since e-mail, by comparison, is low cost and permissions are very valuable to maintain, I would encourage you not to cull your list.
If you must, though, be very generous with your dormant period. Depending on your sales cycle, anything up to three years is still a potential. I recently had a client purchase from us who had been a contact for 2 ½ years and had only started reading (opening) my e-newsletter in the last three months when their business direction changed. Unnecessarily culling your email list can cost you a sale.
So strictly no, do not cull your list based on open rates. Use the open rates to provide you analysis on how to improve your content and subject lines -- but do not make it a chopping block for your mail list.
- Story by: Poo Chee Yuen
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'Blogging rights'
How many of you out there follow the online musings of your favourite political commentators, or study the diaries of Samuel Pepys? Not many? Well how about sneaking a peak at a Washington intern's very frank and risqué journal? Yes, thought that would get your attention!
Regardless of what 'turns you on', if you're avidly following the personal thoughts and comments of another human being through a web site, then chances are it's a 'blog'.
Oh no, not a blog?! How could I have been so stupid?! I'd better format my hard drive then!
Before you panic and start ripping Cat 5 cables out of the wall, don't, because it's not as bad as it seems:
A 'blog' or 'weblog', as defined by Wikipedia.org, is:
"A website which contains periodic, reverse chronologically ordered posts on a common webpage. Such a web site would typically be accessible to any Internet user. Part of the reason "blog" was coined and commonly accepted into use is the fact that in saying "blog", confusion with server log is avoided. Individual posts (which taken together are the blog or weblog) either share a particular theme, or a single or small group of authors."
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