Top brand marketers suggest ways of beating the major email marketing pitfalls in new E-consultancy report

Based on feedback from a recent roundtable, this report looks at the very latest trends in email marketing and includes many tips and tricks as suggested by attendees. Topics covered include: 1 - How to improve email delivery rates 2 - Capturing the right data to improve your email marketing strategy 3 - Timing the delivery of your campaign for the best results 4 - Content vs offer-based emails 5 - Rich media, video and highly functional emails 6 - Targeting, segmenting and personalisation

London, UK (PRWEB) September 26, 2004 -- Top brand marketers suggest ways of beating the major email marketing pitfalls in new E-consultancy report

How do you know whether your company has been blacklisted? Who in your organisation should be responsible for checking blacklists? How can you make sure legitimate emails arrive? Do content-based emails work better than offer-based ones?

These are just a few of the questions discussed -- and answered - at two recent E-consultancy.com roundtables, where some of the biggest brand names in email marketing made sense of the key issues in this area.

The findings have been published, alongside an invaluable collection of resources, in E-consultancys latest email marketing report (http://www.e-consultancy.com/publications/email-marketing-september-2004/).

The publisher of best practice internet marketing reports invited major brands such as lastminute.com, Argos, Warner Bros, B&Q, Debenhams and Eurostar to the two events, to provide the latest practical insight into the problems faced by marketers when conducting email campaigns.

The biggest single issue was found to be email deliverability, with many attendees citing bounce rates of at least twice as much as the 10.5% suggested as an industry average by DoubleClick. To improve performance in this area, the following were suggested (more detail on each point contained within the email marketing report):

•Regularly change your IP address/range. Dont rely on just one IP address, and consider sending operational mails from a different address than marketing messages.
•Monitor blacklists. Weve included a resource that marketers can use to search hundreds of blacklists in one go.
•Measure bounce rates. Details and resources in the report will help you work out the difference between soft bounces and hard bounces.
•Open email accounts with the major ISPs. Test emails before you despatch them to thousands of subscribers. If they dont arrive, it is more often than not a content issue.
•Work out what content to avoid. Capitalisation and excessive punctuation are a bad idea...
•Educate the user about unsubscribe messages and 'whitelisting. If somebody really wants to receive your messages, then persuade them at the sign-up process to add your email address to their 'friends list.

Other topics covered in the report include: Data Capture, Co-registration, Buying Third Party Lists, Timing Delivery, Rich Email (HTML, functional, transactional, video), Targeting, Personalisation and Segmentation.

More information can be found in E-consultancys latest roundtable report on email marketing:
http://www.e-consultancy.com/publications/email-marketing-september-2004/.

Non-subscribers can view a sample here: http://www.e-consultancy.com/publications/download/90263/email-marketing-september-2004/email-marketing-september-2004-sample.doc.

E-consultancys email marketing section also contains a wealth of advice for advanced and novice marketers keen to improve the efficiency of their email campaigns.

Individual subscribers pay just 99 per year to access the full range of exclusive content featured on E-consultancy. A popular new 'All-in-One subscription package (priced at 249) provides unlimited access to E-consultancys press release distribution tool, an enhanced listing and unlimited individual access to the content for one year.

***Journalists and internet marketing bloggers can contact E-consultancy editor Chris Lake to request a complimentary copy of the 15-page email marketing guide.

About E-consultancy:
http://www.e-consultancy.com/about/

Contact Information
Chris Lake, Editor, E-consultancy
e: chris@e-consultancy.com
t: 0207 0718612
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