DMNews' E-Mail Weekly: E-mail, fastest growing direct marketing segment, expands double digits

August 5, 2009 Check out DMNews on your smartphone Advertisement 6 Fixes to Dramatically Boost Email Marketing Results Everybody makes mistakes; smart marketers learn from them. Silverpop's new white paper shows you how to correct common missteps and help engage subscribers, reduce list churn, build customer dialogues and increase revenues and ROI. Download your copy from Silverpop today! News E-mail, fastest growing direct marketing segment, expands double digits Carol Krol E-mail marketing spending will continue to expand at double-digit rates — 18.5% per year — for the next five years, according to Veronis Suhler Stevenson, a private equity firm, in its annual Communications Industry Forecast published on August 3. VSS specializes in the information and media industries. VSS puts the total spend for e-mail at $11.9 billion in 2008 and, by 2013, it forecasts e-mail will be a $27.8 billion business.   InfoGroup reports 18% revenue decline in Q2 Cara Wood InfoGroup reported an 18% decline in revenue for second quarter 2009 ending on June 30, 2009. The data and marketing giant's final delivered revenue for the quarter was $122.2 million.   Airlines make bid for shrinking loyalty with new programs Lauren Bell The travel industry has taken its share of lumps in the recession — including, according to new research from Colloquy, a precipitous drop in active participation in travel rewards program — but new programs from Delta and United might help the airlines win loyalty among frequent fliers.   Eight O'Clock leverages AMC's Mad Men for social push Nathan Golia Coffee brand Eight O'Clock is the primary sponsor of a number of social media pushes for AMC's acclaimed drama series Mad Men. The partnership includes a "Mad Men Yourself" avatar-making site, online games and e-cards featuring images from the show. The latter two initiatives were created by Eight O'Clock's agency S3, while "Mad Men Yourself" was done by AMC's digital agency Deep Focus.   Advertisement Opinions Inbox Insider: MySpace forges partnerships to become more spam-free Dianna Dilworth Back in 2006 MySpace was the social network. Facebook and Twitter have come to usurp this ranking. And sadly for MySpace, this may be because it got too big. Its huge rise in popularity led it to becoming the victim of a lot of spammers. Since consumers don't want spam, they moved along, and while Facebook and Twitter are not exempt, in general, it easier to avoid malware on these sites.   Overlooked e-mail metrics Steve Webster, Chief Strategy Officer, iPost You can only improve what you can measure. Unfortunately, most email marketers measure only what their e-mail service provider (ESP) supports, like email open rates, click rates, bounce rates, and list size. These e-mail-centric metrics are certainly valuable, and can lead to improvement in your email-centric results.   From the 2008 DMNews Essential Guide to E-mail Marketing DMNews seeking Essential Guide to E-mail columns DMNews is seeking submissions for the 2009 Essential Guide to E-Mail Marketing, which will be published on October 26. Experts from all areas of the direct marketing world are invited to share their knowledge, case studies, trends, tips, best practices and forecasts with DMNews' readership. We will accept submissions at various levels of expertise and understanding.   Minimize your list churn by optimizing opt-out process Loren McDonald, VP of industry relations, Silverpop Reducing the number of unsubscribes from your mailing list remains one of the best ways to minimize list churn. However, reducing unsubscribes doesn't mean you make it harder for people to leave. Instead, understand the reasons why people leave, offer them other ways to remain in the relationship and make the process a positive customer experience.   Lists and Databases Chiropractors at Office Address New list — Chiropractors at Office Address — Complete Medical Lists — This file contains office-based chiropractors and is compiled from more than 50 data sources. Suggested usage includes financial planning, affinity credit cards and other high-ticket items.   Small Business Executives Newsletter Subscribers Masterfile from ISI New management — Small Business Executives Newsletter Subscribers Masterfile from ISI — DirectInnovations Inc. — This file contains subscribers to Small Business Digest, My Business Chronicle, Travel for Small Biz, Home Based Business, SoHo Biz Digest, Healthcare & You, Your HR Digest and many other newsletters. These small business owners, presidents and C-level executives subscribe online and use these Web sites for b-to-b book purchases, averaging $33 each time.   GLP Corvette Owners New list — GLP Corvette Owners — McCarthy Media Group — This file contains men and women who love their Corvette vehicles and enjoy driving and showing off their performance vehicles. Suggested usage includes parts, accessories and performance products.   DestinationMaternity.com Families E-mail Masterfile New e-mail list — DestinationMaternity.com Families E-mail Masterfile — Adrea Rubin Management — This file contains customers from Motherhood Maternity, A Pea in the Pod and Destination Maternity who have signed up for the Perks program. These families with children have elected to receive special offers, products and services that will help them as they start new families or expand their existing families.   Did you produce the best DM creative this year? Then you must enter the 32nd Caples Awards. Click here to learn more and enter today. Caples Community AIM Proximity built a treehouse restaurant in a New Zealand Redwood forest using only companies found in Yellow's local directory Agency Business Report Click below to view all agency profiles DMNews Data Management Survey
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