DMNews Email Marketing Weekly: Spammers disguised as legitimate brands; ExactTarget acquires Twitter platform CoTweet

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March 3, 2010 Check out DMNews on your smartphone Advertisement Free Email Breakthrough Report Q409 How are Southwest Airlines, Esurance and other forward-thinking brands pushing the email marketing envelope? StrongMail's new Q409 Email Breakthrough Report explores the latest trends and best practices, including excellence in social media integration, dynamic content and branding. Get It Now >> Inbox Insider Inbox Insider: Spammers disguised as legitimate brands Dianna Dilworth Spammers are sly. So it's no wonder they take advantage of popular brands' reputations to pull one over on the consumer. This past week saw two spam attacks in which e-mails appeared to be from legitimate brands.   News ExactTarget acquires Twitter platform CoTweet Kevin McKeefery E-mail marketing firm ExactTarget has acquired Twitter-management platform CoTweet for an undisclosed sum. CoTweet, a Web-based application, will retain its name and office in San Francisco. Its seven full-time employees will be integrated into ExactTarget's company structure.   Saks Fifth Avenue integrated initiative encourages fresh fashion Dianna Dilworth Saks Fifth Avenue has launched a campaign encouraging consumers to try new styles. The "Think about" effort, which runs through June, includes e-mail, direct mail, social media, digital ads and in-store signage.   LendingTree parent to launch multivertical lead-generation site Mary Elizabeth Hurn Tree.com, parent company of loan comparison engine LendingTree, will launch a pay-per-performance customer acquisition channel in this year's second quarter. At the Web address Tree.com, the site will aggregate vendors in the education, automotive, personal finance, home services, real estate, health and insurance verticals.   E-mail scam targets American Airlines customers Dianna Dilworth Scammers recently sought consumer information by distributing e-mail messages pretending to be from American Airlines. The phishing messages appeared to have been sent from American Airlines' AAdvantage frequent flyer program.   Opinion Tips for e-mail marketing bliss Eric Rabinowitz, president of The Nurture Institute Bliss may be too strong a word when it comes to anything marketing-related, but according to the Direct Marketing Association, every dollar spent on e-mail marketing generates $43.62 in revenue. That, of course, is the average. Follow these rules and get better results from your e-mail campaigns.   From the 2009 DMNews Essential Guide to E-mail Marketing The 2009 DMNews Essential Guide to E-mail Marketing is now available in a digital edition Cara Wood The 2009 DMNews Essential Guide to E-mail Marketing is now available in a digital edition.   For best engagement, follow 40-40-20 rule By Andrew Sambrook, general manager of IDG List Services For many years, direct marketing messages were mostly about a company and its products, with little thought given to the recipients and their needs. With inboxes filled thanks to the popularity of e-mail marketing, irrelevant information is likely to be ignored or treated as spam.   Lists and Databases LiveCareer.Com New Mover Database New list — LiveCareer.Com New Mover Database — Net60 — This file contains consumers who have recently moved residence. These individuals are actively seeking information and assistance to change their career, learn new skills or start a new business.   Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat

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