email marketing

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Are marketers running in the wrong direction with their budget?

A couple of things caught my eye over the past week; one was a report from Forrester and another was a survey that came from InfoPrint Solutions. Both combined made me ask the question, “Are marketers all running in the wrong direction?”.

The report from Forresters (Click here for report) shows the dramatic shift away from traditional marketing spend onto new interactive media; things like search, display, email, social and mobile marketing. In summary an increase from $20 billion to over $55 billion over the next few years. And where is this new spend coming from? Certainly not from an increase marketing budget – but instead by reducing the spend in other areas.

When surveyed 60% of marketers said that they would be reducing their budget away from traditional marketing. 40% would be cutting direct mail spend, 35% would be cutting newspapers spend and 28% would be cutting magazine spend.

This is a huge swing away from traditional printed media – and in some ways my doorstep will feel better for it.

However, would I be happy to have the amount of direct mail reduced only to see a dramatic increase in junk that is coming through to me via email, mobile and online medias? I do not think so.

It seems like marketers and organisations alike are desperately moving away from traditional medias because they are expensive and not cost effective – whereas online is cheaper and has potentially better results. However I come back to ‘me’, the customer – what would I prefer?

In contrast  within the Infoprint survey (Click here for the report) 50% of respondents stated that they would prefer to receive marketing information about new products or services via traditional mail rather than email. Three out of […]

By |September 21st, 2009|Personalised Communications|3 Comments

XMPie expands into services offerings with launch of e-mail service

XMPie are entering the services market – initially with the release of XMPie E-Mail Services. This new e-mail service solution is an option embedded into every PersonalEffect Cross-Media and e-Media product and affordably provides robust, commercial-grade e-mail delivery and tracking.

XMPie’s PersonalEffect products have, for a while been integrated into ExactTarget’s on-demand e-mail marketing solution and offered as an add-on – but that involved customers having to deal directly with ExactTarget for setup, support and pricing. Now, XMPie E-Mail Service will be available as a cost-effective, all-in-one option within XMPie server solutions.

XMPie E-Mail Service allows users to maintain state-of-the-art e-mail design and execution through the same tools they use for personalized print, Web and mobile communications, but adds the convenience, ease-of-use and affordability of integrated e-mail delivery and tracking. It offers users peace-of-mind, ensuring e-mail messages are properly managed and delivered by handling unsubscribe and opt-out requests, in addition to CAN-SPAM Act compliance, and by expertly avoiding spam filters, black lists and other delivery barriers. It also tracks e-mail open rates, bounce backs and all other parameters that are essential in commercial grade e-mail service.
“XMPie has built a reputation on offering cutting-edge technology that streamlines the one-to-one process, making it easier for service providers, marketers and enterprises to harness the power of personalization, regardless of media,” said Jacob Aizikowitz, president, XMPie. “By expanding into services and adding e-mail delivery and support to our roster, we continue to eliminate the guesswork involved in building a cross-media specialty, instead allowing our users to focus on growing their businesses.”
The option to select the XMPie E-Mail Service will be available starting in Q4 2009 with all PersonalEffect Cross-Media 4.5 or higher and PersonalEffect e-Media products. It features several different service plans, so users can […]

By |September 11th, 2009|XMPie|2 Comments

Sky Bet and Sky Sports – the Dream Pairing for XMPie Personalisation

One of my customers (Alphagraphics North East) recently shared a site that they had prepared for Sky Bet and Sky Sports.  The aim was to add value for new Skybet customers and to try and convert them to Skybet accounts (if they don’t already have one) and to get them to bet more on the Skybet sites, (this was done through email and direct mail directing people through to the

My understanding is that 3 different printed direct mailers went out; new for new customers, one lapsed customers and one for current customers – all that carried personalised content and personalised images – and all driving customers to their personalised websites. All nicely timed for the start of the new season.

The cool bit for me is that on the site there’s a great tool for delivering online personalised UK football fixtures. The generic landing page, collects details about you and your club, along with a shirt number and then presents you back your own personalised RURL which not only contains the club fixtures of your chosen club but also a personalised image of your shirt. This is done quickly and with great effect.

What is also very nice is that they haven’t stopped there – Alphagraphics and Sky have also implemented a viral element to the campaign which is integrated into the primary campaign. If you click on refer-a-friend you are asked for a friends details and their email address. Again a personalised email is created, incorporating a personalised image and sent to the recipient.

It would’ve been outstanding if the refer-a-friend element of the campaign was directly linked to the original landing page – so that it knew that I was referring a friend; and therefore not asking me to re-enter my own details. […]

By |September 7th, 2009|Personalised Communications, XMPie|1 Comment

Dumping customers is the best way of getting noticed!

Seems odd doesn’t it? We almost get into the habit of companies chasing us for our business. We become so accustomed to receiving communications from companies, even if we did once request it and we have not really been looking at it since. I think that it takes a brave marketer to effect a change – however it seemed to have worked.

I received one of the most powerful pieces of personalised communications today. It wasn’t trying to sell me something and it wasn’t some ground breaking piece that used 6 different mediums and multiple touch-points. It was a single email, personalised simply and it would’ve normally paled into insignificance. However this piece was different …

The ‘WhatTheyThink’ Newsletter arrives in my inbox daily – and some days I look at it and some days I have to admit that it goes straight into the bin. Which is a shame, as the WhatTheyThink content is normally pretty good. Maybe too much of a good thing huh. Anyway, the words, “Goodbye from WhatTheyThink” struck a cord.

I have to admit that I thought that they were going bankrupt at first – but that was not the case…

WhatTheyThink were dumping me! They were actually going to stop sending me things! They were being conscious about cluttering up my inbox – which is the contextual equivalent of the infamous line, “It’s not you, it’s me!”.

Eric Vessels was personally dumping me. Wow!

I’m sure if it was male pride, a hurt ego or a re-vitalised interested in WhatTheyThink, but you know what?

I clicked on that link, and updated my profile bloody sharpish. I’m not having no Eric Vessels, COO of WhatTheyThink dumping me!

It got me thinking though – it’s a brave and wise […]

By |July 28th, 2009|Personalised Communications|11 Comments

My ‘Recent Nomination to Presidential Who's Who’ leaves me feeling like a VIP!

I received the following email in my inbox this morning..
David Baldaro,
It is my pleasure to inform you that on February 17, 2009 your information was reviewed and accepted for inclusion in the 2009 edition of our Registry.

Presidential Who’s Who, each year, recognizes and selects key executives, professionals and organizations in all disciplines and industries for outstanding business and professional achievements.

This recognition is shared by those who have reached a distinguished level of success in their chosen profession.

Please take a moment to complete the invitation by clicking on the link below. We ask that you complete it carefully, as it will be reviewed by our editorial department.

As a reminder, Presidential Who’s Who is pleased to inform you that there are no fees or dues to be included in the publication.

On behalf of the CEO and our esteemed staff, we wish you continued success.


MarkAnthony McGuiness
Chief Operations Officer

Presidential Who’s Who
134 Rockaway Avenue FL2
Valley Stream, NY 11580
Please complete the online link by March 31st
Nice – what an honour; an invitation to join an exclusive listing which will know doubt cost me something in the future and which will more than likely result in a torrent of further junk emails coming through to my in-box.

What’s really stupid about this email? Well 2 things. Firstly as great and as talented as I might be; I am not a US citizen so why would would I be even alittle  interestedin this? And secondly, I need to complete the link by the 31st of March – which would’ve been like yesterday then. So I am that good that I can bend time in order to complete the online survey which asks for stacks of personal information? I doubt it!

Please marketers; don’t do […]

By |April 1st, 2009|Personalised Communications|95 Comments