The impetus for this post is a recent Return Path (RP) article on the clients’ e-mail marketing habits. There, they found that a majority of marketers continued to “sent[d] email at a steady, high frequency for a 19-month period, despite a total lack of response from the subscriber (no opens, no clicks, no purchases).” This was no surprise to me as it can be quite difficult to manage complicated frequency / timing / creative optimization e-mail programs. RP continued to go into all the woes and drawbacks of such a practice, but an seasoned e-mail marketer should already know them. The name a few, mailing inactive consumers is BAD because:
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Facebook has posted information pertaining to its SPAM filtering system that is applied to internal messaging. The full blog post can be found here. Most of the methods they use to identify SPAM messages are also found in e-mail filtering. Here are a few examples:
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Affiliate marketing is used by many companies to acquire new customers or generate leads by leveraging the expertise of third parties. Affiliate marketers use a number of tactics to drive leads including: (1) discussing and linking to product, (2) running their own advertising, and (3) commercial e-mail marketing. It is with the third (3) option that many customers get frustrated.
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In my opinion, a Winback campaign is a sign of a currently flawed strategy. Companies should be consistently trying to re-engage their consumers through different creative, offers, content, etc. in order to keep the relationship alive and, thus, negating the need for Winback. In longer sales cycles, it can be necessary to re-engage the targets on longer intervals of time. However, I would not call that Winback but rather reality – you hadn’t lost the target, just waited for budgeting, meetings, etc.
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This is not the first time the idea of a .XXX TLD has been broached in the digital community. In fact, it was back in 2004/2005 when ICM Registry applied to have the .XXX TLD approved and supported. However, at that time, ICM faced challenges such as lack of community and administration support.
However, this go around, .XXX looks like it will make it through the process and become available. Sources state that there are already 100k+ domain names that have been reserved. (Montreal Gazette) Clearly, some of the reservations will be brand protection, however, many will be porn companies proactively adopting the new TLD. Bear in mind that adoption of the .XXX TLD is NOT mandatory for companies.
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