The UK Direct Marketing Association (DMA) reports that 32% of British households are signed up for the “Telephone Preference Service”, similar to the US “Do Not Call” or Canadian “Do Not Contact” initiatives. They also report over 20,000 UK companies are contained in this directory. With fines up to almost $12,000 (£5,000) for calling these telemarketing opt-out numbers it is wise to not make a mistake.
How do you get around prospecting and the cold call when you can’t telemarket?
Here are today’s “ClickZ”:http://www.clickz.com articles:
* “The Micro and Macro of Behaviors”:http://www.clickz.com/experts/media/behavioral_marketing/article.php/3503586 (Andy Chen)
* “Meta Tags and Link Deficiency Confusion”:http://www.clickz.com/experts/search/opt/article.php/3503596 (P.J. Fusco)
* “Connecting the Dots”:http://www.clickz.com/experts/brand/emkt_strat/article.php/3503671 (David Cohen)
* “How Spam Complaints Affect Delivery”:http://www.clickz.com/experts/em_mkt/email_delivery/article.php/3503621 (Kirill Popov and Loren McDonald)
Today I read an article on email preferences in the E-Zine IQ newsletter from Chief Marketer. In “Preferences Prove Profitable” Bill Nussey, CEO of Silverpop provides a good overview of the WHY and HOW of giving subscribers the ability to tailor your email communications to them.
Preference centres or preference pages are a great way to segment customers and prospects alike. However, many email marketers do not use these tools properly. In addition, even if they capture preferences they are not effectively adapting their emails to this valuable information.
Here are your pre-filtered online marketing links for May 11, 2005
* “Adverblog – The future is rich – media”:http://www.adverblog.com/archives/001397.htm
* “PaidContent.org – ContentBiz 2005: Motley Fool and Optimost Landing Page Tests Case Study”:http://www.paidcontent.org/pc/arch/2005_05_11.shtml#013681
* “JenSense – Adwords advertisers can now negative filter publisher sites”:http://www.jensense.com/archives/2005/05/adwords_adverti_2.html (“via”:http://www.adjab.com/2005/05/09/online-ad-checklist-adware-new-ad-network-adwords-and-msn/)
Today I read another article on email deliverability. This one has a more Canadian slant. Basically the Direct Marketing News article “Deliverability is biggest challenge facing legitimate email marketers in Canada” suggests up to 50% of all marketing emails never get through. They use a good postal email analogy that simply underscores what deliverability is.
I dispute the generalization of the 50% figure when you are using reputable email service providers (ESPs) that have proper relationships with major Internet Service Providers. However, I will agree it is possible to have 50% of your email blocked.
What can you do?