We who email naturally worry about unsubscribers. We limit how much email we send for fear of wearing out patience and in the confident expectation of diminishing returns. That’s probably a good thing.
But there is evidence to suggest that, at least for certain brands, there is a better approach to optimizing email success. It comes down to sending as much as possible, while testing for diminishing returns. The Obama email team did this and found that, for them, there was no limit.
Why do we under-test?
Here are some lessons from the winning Obama Campaign, via Bloomberg BusinessWeek.
I love this article because it neatly demonstrates what all marketers who use direct response tactics should know, but typically don’t. It gives some great examples of what marketers using direct response tactics should do, but overwhelmingly don’t. And it shows the results, including the large sums of money that most marketers leave on the table.
Their marketing crime: under-testing.
Don’t be surprised if your next doctor visit requires you to touch your physician’s smartphone: the U.S. Food and Drug Administration has approved an iPhone case from AliveCor that can monitor your pulse and heart rhythm. The $199 AliveCor Heart Monitor, which works with either an iPhone 4 or 4S, is available for pre-orders and should be shipping to medical professionals by January of 2013.
Recently received this picture from the wall of a freshman dorm room at Indiana University. The buzz from last year’s DIGO party seems to have penetrated the MidWest. Those who were there will not be surprised by the news! Looking forward to the 17th this coming May!
Ole is a Norwegian expatriate whose empathic and curious nature has driven him to explore consumer experiences on several continents. His eclectic, cross-cultural background ranges from military training in the Norwegian Armed Forces, to deep immersions into a diverse range of sub-cultures across the globe.
By MARIA PANARITIS
FreshDirect.com, the Internet-only grocer that has built a devoted flock of click-and-buy shoppers in the high-rises of New York and across its suburbs, rolled delivery trucks into Philadelphia on Monday to launch its first expansion beyond the Big Apple.
Although initially delivering only to households in and around Center City, the company that hawks farm-to-doorstep produce, meticulously selected seafood, and prepared dinners, along with supermarket staples, hopes to expand deeper next year into the Philadelphia region, building upon this area’s reputation as a food lovers’ haven.
By STUART ELLIOTT
FreshDirect, the online home-delivery grocer, is preparing a new advertising approach as it seeks to, er, um, freshen its brand image.
A campaign scheduled to begin this week is to introduce a theme, “Grocery shopping perfected,” that is intended as a more engaging way to express the company’s philosophy than current lines like “A new standard for grocery shopping.”
The new theme is part of a revamped pitch aimed at busy consumers — primarily working mothers — who care enough about the quality and provenance of the food they buy to pay FreshDirect’s prices. (more…)
By SUZANNE VRANICA, JULIET CHUNG and JESSICA HOLZER
“Invest in hedge funds: because you are worth it.”
“Alternative investments are it.”
“It’s not your father’s hedge fund.”
Those are just a few hypothetical slogans that could appear on a billboard near you as a result of a planned relaxation of a ban on hedge-fund advertising. (more…)