[ :: 1st Quarter 2007 - Eureka E-Newsletter

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

Why are email open rates not 100 percent true?

Customer Loyalty Surveys

Use of competitors' names in Google Adwords campaigns

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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.

So assuming you are doing nothing to tick people off so that they don't want to read your messages, the drop in open rates that most email marketers are experiencing is a false one, In fact our recent surveys of open rates vs. Click through rates have shown that click through rates are steady while open rates have dropped. But if you want your open rates to be more accurate and you really prefer your readers to download your full email into their mail box. What can you do?

What can you do?

Look at your HTML Email in a browser that blocks images. Is it readable? When your email arrives stripped of its images, ensure that those empty image boxes do not clutter the content. This way your recipient can immediately see your content and decide if they wish to download the images. Campaigns and newsletters that are very image heavy

Use content to drive your reader to the download images. In your content promise a graphic that is valuable to the reader. This can be an industry specific graph or a comparison chart or even a cartoon. Of course once images are downloaded the open rate is closer to the truth.

Use article intro’s with “read more” style links that encourage the reader to click through for the balance of the story. Thus opening the newsletter in browser window just as you did a few minutes ago.

Make sure that the imagery enhances the content and that the visuals are appealing. Its all about rewarding preferred behavior

In the end, its all about content. Write copy that compels readers to add you to their approved senders list. That way your images will always be displayed and your brand reinforced. Your branding and your culture are just a click away, so are your open rates.

Poochee Yuen
Director
PeopleLogic
www.peoplelogic.com.au
© People Logic Pty Ltd

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?

Read more

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?

Read more

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).

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.

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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Email contact: paul@peoplelogic.com.au • Web address: www.peoplelogic.com.au

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