DMNews' E-Mail Weekly: The Knot hears bells when e-mail gets more relevant

July 22, 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 The Knot hears bells when e-mail gets more relevant Dianna Dilworth For wedding site The Knot, keeping the dialog relevant with consumers online is key, which is why it began adding targeted product recommendations to its abandoned cart e-mail program back in June. Since then, the site has seen a 10% increase in unique click-through rates.   Urban Outfitters signs Merkle for data and analytics Chantal Todé Multichannel apparel merchant Urban Outfitters Inc. has selected database marketing agency Merkle Inc. to manage data, analytics, strategy and build a comprehensive custom-built database infrastructure called a Knowledge Center for executing multichannel marketing programs in the US. The deal encompasses all of the company's retail brands, which include Urban Outfitters, Anthropologie and Free People. "We see a trend in the retail space of going away from really basic data processing to taking CRM more seriously," said Scott Cone, SVP and client team lead at Merkle.   Harte-Hanks adds IT data to Demandbase platform Lauren Bell Demandbase, a SaaS database marketing platform, has added Harte-Hanks' Market Intelligence Technology Database to its offering. Harte-Hanks' data, which includes IT professionals and business decision makers from about 600,000 companies, is collected and verified through telephone and Web-based interviews. Including 325,000 names from the Harte-Hanks data, Demandbase is adding 3 million new business contacts to its database.   Advertisement Opinions How much is too much marketing? Mark Kolier, president, CGSM It's so tempting. Sales are soft. Marketers have to do more with less. You have a substantial number of e-mail addresses of both customers and prospective customers who may have shown interest in your product or service. Why not increase the frequency of your email e-mail communication? Answer: Because it could do much more harm than good.   Inbox Insider: Geotargeting makes e-mail more relevant Dianna Dilworth The more granularly an e-mail can be targeted, the more relevant it tends to be. One way to segment to make an e-mail more meaningful to the recipient is to target based on location. Joining the likes of Campaigner and CityTwist, this week JangoMail has added a geo-tracking reporting capability to its Web-based e-mail marketing platform.   From the 2008 DMNews Essential Guide to E-mail Marketing The 2008 DMNews Essential Guide to E-mail Marketing is now online The 2008 DMNews Essential Guide to E-mail Marketing is now available as a PDF file. Click on the image or headline to download it.   Six of the e-mail marketing trends you'll see in 2009 Nicholas Einstein With the rapid adoption of social networks and Web 2.0, marketers view e-mail through a new lens. Now an established online marketing channel, e-mail has an average ROI of nearly $40 for every $1 invested. Marketers no longer view e-mail as an acquisition-only channel and see its value as a tool for managing customer relationships and stewarding brands. The array of case studies and best practices shared by e-mail marketing vendors and their clients testify to the value of e-mail as a marketing channel and as media itself.   Lists and Databases Taking Action: Be Your Own Boss New list — Taking Action: Be Your Own Boss — Aggressive List Management — This file contains individuals that are researching options for starting a home-based business.   Ready. Set. Go. Entries for the 32nd Caples Awards are now open. Click here to download the entry kit today. Caples Community David & Goliath helps bring the Kia Soul into the digital space Agency Business Report Click below to view all agency profiles FREE WHITEPAPERS View More Research DMNews Data Management Survey
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