| AUGUST 2003 |
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September 11, 2003 October 1-4, 2003 October 12-15, 2003 |
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| Knowledge Swollen Orders Show Spam's Allure >> by Brian McWilliams >> Wired.com E-Mail
Case Study: Hold the E-Mail Amazon
Sues Spam Spoofers
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It is back to school time for everyone, including e-mail marketers. In this month's issue, we have the first in a series of special lessons from guest contributor, Guy Powell. Guy recently published a book on Return on Marketing Investment, or ROMI, that provides great advice for proving the ROI of your marketing endeavors. E-mail marketing seems to be the perfect fit for his theories. Stay tuned over the next few months as we provide more insights from Guy. Sincerely, Michael Pridemore, CEO |
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on Marketing Investment ROMI Defined: Return on Marketing Investment (ROMI) is defined as the revenue (or margin) generated by a marketing program divided by the cost of that program at a given risk level. According to a recent Accenture survey, 68%1 of marketing executives report difficulty measuring the ROI of their marketing campaigns. Yet in this economy what should the marketer do, when his/her budget is on the line and the CEO demands: "Why should I invest in marketing when I can get better results by investing in the sales team?" Without concrete data based on reliable metrics, marketing can only give vague answers about brand awareness, creativity, and slogans but not the cold hard facts that the CEO needs to report back to his shareholders. The concept of Return on Marketing Investment (ROMI) was developed for just this reason and is critical to helping marketers drive accountability, increase their effectiveness, grow their budgets and keep their jobs. ROMI is key to gaining credibility with the CEO and the rest of the executive management team. Marketing Investments have real and direct impacts on revenues and profits in many ways:
Improving your company's ROMI is critical to improving the profits of the company. Many types of marketing media make it very difficult to provide direct metrics of marketing effectiveness. Can you imagine tracking every sale to a TV advertisement? Or, how about a roadside Billboard? With e-mail marketing many of these issues go away. By its very nature, good e-mail marketing can provide:
With the right infrastructure and software driving your e-mail marketing, it can become the marketers dream by providing accurate and timely accountability, easy campaign testing & tweaking and finally, message personalization. Yes, it is worthwhile to invest in new marketing technologies! 1 "Insight Driven Marketing," research report (Accenture, 2001) 44-46. This is the first in a series of contributed articles by Guy R. Powell, author of Return on Marketing Investment: Demand More from your Marketing and Sales Investments and CEO of Coacta Marketing Group on how Digital Asset Management Systems can improve your ROMI. Go to www.returnonmarketing.net for more information on his book. For questions on ROMI, feel free to contact Guy at author@returnonmarketing.net.
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to Success: Challenge/Response - A New Technique in the War on Spam ISP's are constantly searching for new approaches to fight the onslaught of unsolicited messages their members receive every day. The latest technology trend in the war on spam is Challenge/Response filtering. Under this system, either the sender's e-mail address or domain name must be listed in the recipient's address book in order for e-mail to be delivered directly to the inbox. All other mail is filtered into a separate folder. The system then sends an automatic message, or "challenge" to the senders who don't make it to the inbox. The "challenge" varies by system. Some require the sender to verify that they are human by performing a task that can't be automated; others request addition to the recipient's address book. Either way, challenge/response presents a challenge to high volume e-mailers and automated response systems, where a human does not monitor incoming messages. Challenge/Response is not widely implemented but is an emerging technique that is worthy of your attention. Start by asking recipients at subscription to add your company domain to their address books. It is also a good idea to periodically monitor your incoming mail for challenges. This will help you gauge challenge/responses' effect on your e-mail marketing endeavors and formulate a plan for action. Socketware is actively working to help legitimate e-mail marketers deal with challenge/response technology. We will keep you posted as new technologies and best practices emerge. For Socketware Clients Only: Recently, the nation's second largest ISP, Earthlink, announced a new Challenge/Response program. More information on Earthlink's policy is available for Socketware clients by calling your Client Services Specialist. Also, look for a detailed instructions for address book inclusion in the next News You Can Use, for clients only.
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Would you like to talk with a Socketware representative about Accucast E-mail Marketing Software? Phone
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