ABOVE THE FOLD
Exciting News From Datran Media
Helping You Outperform by Achieving Sustained Consumer Value through Increased Relevance - The Launch of adLoyalty
It’s already been quite a busy summer at Datran Media. In case you have not heard, in June, we announced both the availability of adLoyalty™ and our acquisition of SKYLIST, a top ranked e-mail service provider and deliverability leader.
adLoyalty is a new integrated e-mail marketing offering that combines acquisition, retention, and loyalty solutions into a single product to achieve more intelligent targeting and optimum deliverability. adLoyalty represents a collaborative effort resulting from Datran Media’s acquisition of SKYLIST.
Visit the Direct Marketing Association to read more about this exciting news and Datran Media President, Matt Keiser’s comments on adLoyalty’s value to customers seeking a more holistic solution that goes beyond pure acquisition or pure retention, and delivers long-term, sustained consumer value through increased relevance. You may also contact Datran Media Chief Marketing Officer, Sean O’Neal at 212-706-4806 or via email at sean@datranmedia.com.
Introducing Outperformance Marketing, an Online Journal for ROI-Focused Marketers
In our continuing efforts to educate marketers on the benefits of online and performance-based marketing strategies, Datran Media recently launched the Outperformance Marketing Journal. Like the newsletter, the online journal will be a destination featuring news on a variety of topics including advertising, customer relationship management, industry research, and more. Datran Media coined the term Outperformance Marketing™ to describe our commitment to providing our customers with superior performance-based marketing strategies. The Outperformance Marketing Journal is Datran Media’s way of extending this commitment to all marketers.
NEWSBYTE
Email Makes a Good Impression
Email Predominant Advertising Medium Online
Email garnered 49 percent of all online ad impressions in May as tracked by Nielsen/NetRatings AdRelevance – up slightly from 48.7 percent in April. Specifically, Yahoo Mail accounted for the single largest proportion of May’s ad impressions with 38 percent. Being a very cost-effective and efficient medium, email is a proven method of reaching consumers who are increasingly using email as a form of communication with friends, families and businesses.
To learn how to leverage these techniques in your email, contact us at 212.706.4817 or visit datranmedia.com
Ask a Datran Media Expert
Q: I just got back from ad:tech in San Francisco and noticed something interesting– everywhere I looked people were checking email with a BlackBerry. I am a B2B marketer and wondering with so many executives using the handy little device, should I change the way I mail my newsletters?
A: I have noticed that too. Even though the BlackBerry and other handheld devices like the Treo have been around for a while, I feel like everywhere I look these days, people are using them to read email. That, or play games. Handheld devices have essentially taken email out of the office and into the world. They give busy executives the opportunity to clean out their inboxes when they are away from their computers and make sure they return to only the most important messages. So your job is to send a newsletter that someone will want to save and read later. Here are some tips to make your newsletters stand out a little so they are not deleted on handheld devices.
As we always preach here, make sure your subject line captivates your reader with news he can use. Of course, on a handheld, even if your reader opens your message, the chances are high that it will be deleted right away. To avoid this, get to the point. Put your lead copy as close to the top as possible. Off line marketers will remember this tip as “above the fold.” Handheld screens are very small and the reader only sees a few lines before they need to scroll down. Capture the reader’s attention before he decides to abandon your message and trash your newsletter.
You know what I hate to see on my BlackBerry? An email that is full of links at the very top of the message. I don’t want to click on anything and wait for pages to load. Do not bloat your message with frivolous links. Keep your newsletter concise and free of irrelevant information so the reader can easily engage in the subject matter and move on.
Include an ALT tag so the handheld does not default to HTML. ALT tags will allow a device to display the email in a readable format without affecting how the email will look on a computer.
Understand your reader’s channel preferences and test rendering of your content. Email technology makes it easy to “listen” to your audience’s preferences, modify them in real-time based on preference changes and assess how your message will render across various channels. Don’t forget to test your email campaigns. It is among the top mistakes made by marketers and one of the easiest to avoid.
Send your questions to askanexpert@datranmedia.com If we answer it, we'll send you a FREE Datran Media t-shirt!
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