Archive for: July 2011

Email news: Washington Post Jobs hacked, 1,27M email addresses exposed, design for touch

After many big launches in the social media world, including Google+ and Facebook’s Skype-powered video chat the dust is now settling and everyone is wondering: do we need another social network? Time will tell :)

From the email world there’s news too: see the most recent bits and bytes below.

Corporate news / blogs

Bronto: Top ten tactics to grow your list
Campaign Monitor: Coming monday huge editor update and new template language
Lyris: Stellar subject lines: 10 rules that get results (resource download)

Email designs / webmail clients / browsers

Hotmail: New app-like Outlook features added to Hotmail
Litmus: A guide to validating HTML for email
Email on acid: Hotmail no longer supports image maps

Deliverability / (anti) spam / security / law

The next web: Washington Post Jobs hacked, 1,27 million email addresses exposed


Emaildirect: Hold the phone – a look at designing for smartphones
Webdesignerwall: Make your HTML email 5,5 times more mobile friendly

Other email marketing news and posts

MediaPost EmailInsider: Online Retailers’ Email Marketing Report Card: D+ Average
InboxGroup: Email Marketing KSSS –  Keep Surveys Simple
The relevant marketer: Returns and exchanges – who needs paper anymore?
Email Institute: The rise of email retargeting

Social media vs email vs …

ClickZ: Social networks and Bacn: the good, bad and ugly by Simms Jenkins

And this just in from TechCrunch: MG Siegler says ‘I’m Quitting Email‘.

Also, follow Emailblog on Twitter for more daily email marketing bits and bytes.


Email insight: the value of an email

Imagine every email you send as an email marketer costing 5 bucks. Sending out to the nice round number of 100,000 people would cost half a million. All of a sudden, you would make every single e-mail and every single address count. Why else would you spend that kind of cash to send out your next email newsletter?

Of course current email costs are low compared to many other marketing channels, and return on investment is comparatively high. But instead of thinking that you send as much as you can (which I do support, up to a point), think about making every single email count like it would be the last one you send out at your current job, or one costing 5 bucks like the previous example.

Because one should not forget that to get an interesting amount of revenue from email, there should be a considerable investment at first. This doesn’t mean having the biggest list out there. Having a 100,000 people on your list sounds nice, but what if only a 100 people do something in response? In that case the 99,900 other contacts on that list are quite useless…

Finding out how to provide value to all your list members is crucial: it will take you some time and investment of resources, but will pay back. A lot actually: currently email is the ROI champ with a 43 to 1 ratio (read here). For every dollar invested you get 43 back. Unbeatable methinks: other channels are slipping or still have to prove themselves (like social media).

When you make an email more valuable (e.g. relevant content, timely fashion, etc) to the subscriber they will respond better to it, and more shall respond!

To recap: next email campaign will cost you $500,000. Spend it wisely.

edit 13:42 CET:

Jordie van Rijn has reacted to this post in lightning fashion: his responding blog post can be found here: