Email Marketing With Listrak

Listrak: One To One Email Newsletter

November 2007

CEO’s Letter

Learn How to Increase Your Click-Through Rates 41%

We’re publishing some exciting research today – our first case study on our all new Dynamic Content feature.  We worked with DiscountBeautyCenter.com on a preference-based dynamic content email campaign that included two distinct dynamic content containers that displayed variable data based on past purchase history.  The results of using the preference-based dynamic content version versus the non-preference based version were compelling:

15% increase in open rates
27% increase in read rates (opened for 5 seconds or more)
41% increase in click-through rates

The case study is available for free download here.

If you think dynamic content might be for you, you’ll be interested in reading Brent Shroyer’s blog post, “Using Dynamic Content for Email Campaign A/B Split Testing.”  It offers a practical approach to using our dynamic content system for email testing.

If you’re looking for ways to boost your response rates for your upcoming Holiday Season campaigns, it’s not too late to consider using dynamic content.  Contact a Listrak email marketing expert to learn more.

Regards,
Ross

Download Whitepapers

The Art and Science of Email Marketing
In order to craft an effective email marketing campaign, you must carefully balance the needs of your audience, the message you want to communicate, and the technology that allows you to manage the interaction. Art is all about form and content, and like art, your emails must inspire your audience to perform your end goal. However, unlike art, there are certain guidelines that have been tested, measured and proven that you must follow in order to ensure your messages reach your audience. This is the science behind email marketing. Listrak has put together the following white paper to help you learn how to combine engaging message tactics with established procedures to create email messages that are meaningful and important to your audience.

Dynamic Content in Action: DiscountBeautyCenter.com Case Study
In response to several customer inquiries regarding practical uses for dynamic content, Listrak’s marketing and professional services departments teamed up to help Discount Beauty Center, an online supplier of brand name cosmetics, fragrances, and professional beauty supplies, set up and test the viability of using dynamic content to generate their email campaigns. At first, DBC was not convinced that dynamic content would increase response, but Listrak felt that relevant messages targeted to specific customers would sell more products and, therefore, increase the overall ROI of the email campaigns. This case study discusses in detail the planning, development, and execution of the dynamic content email as well as the results of the campaign.

Recent Announcements

Listrak Changes Click-Through Rate Calculations
Listrak has made an important update to the way it calculates click-through rates in order to increase the accuracy of your reports. Listrak’s click-through rates in reports will no longer include the number of contacts that clicked on the Unsubscribe link, the forward to a friend link, or the browser link in your email message.

Listrak has previously counted these clicks towards the total number of clicks on the Message Activity Report and the Message Summary Report. These clicks have also been included when calculating the overall click-through rate. The historical data contained in the reports generated before October 29, 2007, will not change; however, reports generated on or after that date will no longer include these clicks.

For more information, log onto your Listrak account and view the News section.

Listrak Plans End-of-Life for URL Branding
At the end of this year, Listrak’s email marketing solution will no longer include the URL Branding feature. URL Branding is a legacy feature originally created to allow Listrak customers the ability to brand tracking links in their emails by creating a scripted web page with code provided by Listrak. This technique for branding tracking links is an older method and, while effective, it has limitations. Listrak has added an alternate feature to its solution based on DNS (domain name) lookups as opposed to running an external code page. The feature, Domain Alias, has been in place since 2005 and is already the more popular choice between the two methods as it has several advantages, including greater flexibility, reliability, and usability. Read more about the advantages of Domain Alias and find out how to update your Listrak account.

Listrak Joins the Email Sender and Provider Coalition
Listrak announced today that it has reinforced its commitment to help its customers overcome deliverability issues by joining the Email Sender & Provider Coalition (ESPC). The ESPC is a cooperative group of industry leaders working to combat the proliferation of spam and the emerging problem of email deliverability. It focuses on a combination of legislative advocacy, technological development, and industry standards to promote email marketing best practices; thereby ensuring email remains a viable and legitimate marketing channel.

Permission-based email marketing has made great strides in recent years thanks to organizations like the ESPC that are working to achieve standards and policies. Earlier this year, Listrak partnered with Sender Score, Return Path’s delivery assurance solutions division. Return Path is a founding member of the ESPC, and Sender Score helps mailers get more email delivered to the inbox by monitoring deliverability failures, strengthening reputations, and minimizing future blocking, filtering, and rendering problems. Listrak’s activity with both the ESPC and Sender Score strengthens its dedication to appropriate email marketing procedures so email marketers benefit from increased communications within their subscriber base.

Listrak Blogs

Email Marketing with Listrak

Conversations on Email Marketing
Read Megan Ouellet's new post:
Quick Tips on Email Marketing: Pay Attention to Your Call to Action

The Listrak Creative Side
Read Brent Shroyer's new post:
Using Dynamic Content for Email Campaign A/B Split Testing

Upcoming Events

New York, NY
March 17-20, 2007
Booth #1303