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Insurance Emails Click While Technology Emails Lag

Social media is great for the fast hit, but email is still the option of choice when it comes to delivering a customized marketing message.

A new study by Harte-Hanks shows that overall delivery rates are at 95% for 2010, slightly up from 2009 and unsubscribes are down to .19%.

When it comes to the all important open and click, it varies by industry. Overall, open rates dropped to 17% from 26%, but Harte-Hanks says this might not be an accurate depiction of the facts. They say that many emails only report as “open” once the images have been downloaded, but many people will skip the images, rather than deal with the potential for a virus or simply because it’s an unnecessary step.

Direct Mail Still Works Say USPS

We may be living in the digital age, but the U.S. Postal Service would like to remind you that direct mail campaigns still work. In order to prove their point, they created the Marketing Achievement in Innovation and Leadership (MAIL) Award, solicited nominees through Deliver magazine and chose a winner.

That winner was branding agency Mlicki, and they won for their Blue Octo campaign which had a 10% response rate.

The Blue Octo is a line of waste-water pumps and these guys managed to make it look cool and exciting. Their mailer looked like a classified dossier with reports and photos about sightings of a mysterious Blue Octo creature.

Mlicki creative director John Randle told Deliver;

The Real Cost of the Free Sample

The free sample is a staple of marketing. Just spend an hour walking through Costco or perusing a money-saving mommy blog. Look at the number of people who will give up a Facebook “like” in order to get one or how many friend’s email addresses they’ll pimp out in return.

The trouble is, free samples aren’t free for the business who provides them. They actually cost quite a bit of money, particularly if they have to be shipped to thousands of people. Consumers don’t get this. Especially if they’re asking a business to donate an item to a local charity. Consumers think, well, you’re making cookies anyway, so what’s the big deal about making two dozen more in support of the youth soccer team? After all, it’s good advertising for your company, right?

What’s Next? Marketing to Match Your Mood

It’s just another manic Monday, which means I’m in the mood for chocolate, Ramen noodles and movies that don’t make me think. The last thing I want to do is cook, so this would be a great time to show me an ad for a pizza delivery service that includes fresh-baked, chocolate chip cookies with every order.

Imagine if you could match marketing to mood. Actually, you may not have to imagine for long, because the experts say it’s coming soon.

Moodagent is one step in that direction, it’s a mobile phone app that delivers a playlist of music based on your chosen mood. The program uses a variety of criteria to slot songs into emotional compartments such as happy, angry and sensual. For some odd reason my husband thinks “wistful” should be one of the choices, but what would it play? “Rainbow Connection” and “Breakfast at Tiffany’s?”

Email Subscribers ‘Can’t Wait’ to Open Deal Newsletters

I subscribe to a lot of email newsletters and there are several that I would greatly miss if I stopped receiving them. But I can’t think of one missive that I receive on a regular basis that I would say I “can’t wait” to open.

This is not the case with your average bargain shopper. According to a report compiled by eMarketer, more than half the people who subscribe to deal newsletters are excited to get them to the point where they “can’t wait” to see what’s inside.

I love shopping. I love deals, but really? Part of me wants to suggest that these people need a hobby, but the marketing part of me says, yippee! This is great news. And it gets better. Remember the concept of deal fatigue? Guess it’s not happening. . . yet.

Enter the IAB Seal of Approval

After many months of talk about a set of self-policing rules for digital marketers, the Interactive Advertising Bureau (IAB) has finally launched their Ad Network & Exchange Quality Assurance Certification program.

The new IAB guidelines is a 35-page document that covers such topics as Acquiring Inventory, an Online Media Rating System, Data Disclosure and methods of handling customer complaints. Ad networks who agree to follow a published set of guidelines will receive what they refer to as “the Good Housekeeping Seal of Approval for digital marketing.”

For those of you born in the later half of the century, the Good Housekeeping Seal of Approval was awarded to products that were tested and approved by the popular homemaking magazine. It started in the early 1900’s and was a highly recognized symbol of trust through the 40’s, 50’s and 60’s. If a product had that seal, then the consumer knew it was safe, reliable and a good buy.

Netflix, WebMD Make the List of Most Successful Digital Media Companies

paidContent has put together a list of what they think are the Top 50 Most Successful Digital Media Companies in the US. They based their decisions on which companies were bringing in the most money from online content and online advertising (estimated at times) and on the company’s strategy and future.

Not surprisingly Google, Yahoo, Apple and Microsoft took the top four places in that order. Fifth place went to Netflix with their estimated revenue of $1.5 billion-plus. Netflix recently lined up some big deals with the studios and now that they’re doing well with their streaming arm, the future looks very bright for this ground-breaker that is slowly clearing the field of all competition.