Retail Online Integration

You will be automatically redirected to retailonlineintegration in 20 seconds.
Skip this advertisement.

Advertisement
Follow us on
Connect
Advertisement
 

How Publishers Clearing House Improved its Open and Clickthrough Rates

July 6, 2010 By Joe Keenan
Get the Flash Player to see this rotator.
 
The high return on investment offered by email drives marketers to the channel, but that attraction also has a downside: The more companies sending emails, the harder it is to differentiate yourself from the pack. Add in the fact that consumer interaction with email is declining, and you can see why marketers are more challenged than ever to be be relevant in the eyes of consumers.

In a session at last month's Digital Marketing Days Conference & Expo in New York City, Chris Marriott, vice president of global agency services at interactive marketing services firm Acxiom, and Josh Glantz, vice president and general manager at Publishers Clearing House (PCH) Online, the internet destination of the sweepstakes marketer, detailed how an integrated marketing approach can still win over consumers’ attention — and wallets.

Consumers are choosing to remain uninformed until they're ready to listen to you, said Marriott. Therefore, reward those who listen to you. Do this by tracking and learning from every interaction you have with them. Calling this his “Groundhog Day” theory of marketing, Marriott drew from the 1993 film where the main character (Bill Murray) finds himself living the same day over and over again. Marketers must recognize customers and treat them like an old friend, he said.

The next step is to seek to understand why customers are behaving in a certain manner (e.g., purchases in-store after receiving an email) so that you can predict their future behavior, said Marriott. Build strategies around gained insight and put that info into future marketing messages. Users want emails from you as long as they're relevant, Marriott added.

And relevance is grounded in consumer recognition. Your company needs to have institutional memory at every customer touchpoint that can be acted upon, Marriott said, because “insight without execution is pointless.” Think “what are they likely to buy rather than what's in the back room that you're looking to get rid of.”

How PCH Drives Clickthroughs
The myth of email is that the CAN-SPAM legislation would reduce the volume of email consumers receive. The reality is that consumers are receiving more email than ever, and 90 percent of that email is junk. For PCH, therefore, maintaining a clean sender reputation is critical. Here are some of the ways PCH keeps a clean sender reputation, despite being a high-volume email marketer:
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON E-COMMERCE >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

SUBSCRIBE TO DirectMarketingIQ Insider

Receive our FREE
e-newsletter:
     Privacy Policy
 

RETAIL ONLINE INTEGRATION MAGAZINE:

Get Your FREE Subscription to Retail Online Integration:
March/April 2014 Issue
     Privacy Policy