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Working Miracles, One by One

April 24, 2009  

"Now more than ever, the email channel in particular is being asked to contribute higher revenue," says Stephanie Miller in a post at the Daily Fix blog. "Yet, we all must make that happen with existing (or lower) resources." Reaching that goal requires innovation, and Miller reports on a number of ways that panelists who took part in a discussion at the virtual MarketingProfs Digital Marketing World conference have managed to work a few miracles. Among their initiatives, they:

Customize landing pages. Wendy Croissant of Sierra Trading Post tailors offers for visitors linking from certain locations. "She's seen a significant rise in response on those pages," says Miller, "even when just the image and headline are unique to the audience."

Reactivate subscribers. Winning back an uninterested subscriber can be difficult, but it can work. Sal Tripi of Publishers Clearinghouse "uses his direct mail to reach out," notes Miller, "but does so within 90 days of the last email action, so he knows the subscriber is still ... 'warm.'"

Capture everywhere. Stephen Gilberg of Happy Hours invites customers to sign up for email alerts at every touch point. "We ask them if they want email reminders for this one event, or every event," Gilberg says. "Choice helps them feel confident that we will respect their inbox," he notes.

The Po!nt: Innovate! According to Miller, you might face resistance from colleagues: "It takes courage and fortitude to advocate for a great subscriber experience when all everyone else wants to do is 'blast' the file over and over." But happy customers will make it worth your effort.

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