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How Marketers Can Benefit From Email Database Services

December 3, 2012 By Jeremy Laverdiere and Suzanne Shaughnessy
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When you work and live in the email world, email marketing becomes the prism through which you look at life — and the news! That's why email marketers were so eager to analyze the recent presidential campaigns. Based on statements made by their strategy teams, President Obama's email database entries and outreach efforts outnumbered that of Mitt Romney's by 20 to one. Yes, 20 to one! With mere percentage points separating the winner from the loser in "all or nothing" electoral vote swing states, it's easy to see the impact email marketing had on the outcome of this election.

StrongMail's crystal ball
This certainly makes it look like email service provider StrongMail had a crystal ball earlier this fall when it authored the widely circulated assessment that Obama would be able to leverage email to his distinct advantage. StrongMail not only pointed out that Obama's email list was significantly larger than Romney's, but also stressed that his aggressive use of the medium could usher in a victory more easily than Romney's old-line tactics.

The numbers don't lie: bigger is better
Working by the numbers, be it number of recipients or number of times to email, is nothing new for email marketers who every day face the same daunting challenge of list growth that political teams face every election cycle. Similarly to the candidates’ teams, the list growth strategies email marketers employ are creative and increasingly sophisticated, including search engine optimization campaigns, social acquisition and loyalty programs, email appending, sweepstakes, etc. Furthermore, with collection points and real-time validation employed at all the key points of online collection and engagement, email marketers are clearly awash in big data.

Once the presidential race was over however, and the votes and spent dollars were counted, the size of the underlying email database proved to be the most significant variable in the final results.

Post-election strategies
With the election now over and the holidays knocking on our door, the lesson should be clear: enhancing your customer database needs to be on the front burner for marketers. One of the simplest and most cost-effective list enhancement strategies at your disposal is email appending.

Email appending is one of the more polarizing strategies available to email marketers, but if performed in a careful, conscientious and professional manner by an experienced provider, it might get you elected president, too.

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

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From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

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•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
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•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
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This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

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