Datran Media
Datran Media coined the term Outperformance MarketingTM to describe our commitment to employ superior performance-based marketing strategies. The Outperformance MarketingTM Journal is our way of sharing this commitment beyond our walls to marketers everywhere.

Face Time on Facebook

It seems as if everyone is using social networks these days. Even I have a profile on a social network and I am not very social. Latest figures show that Facebook has over 70 million active users. With these users spending more time on the social networking site, it is making it a bit more challenging for marketers to reach them. The good news is Facebook is a great medium for messaging to customers.

I've penned a new whitepaper that will help marketers understand the emerging social media channel and offer easy steps to getting social with customers on Facebook in no time. Be sure to download it if you want social media face time.
— by Michael Goldberg, Datran Media Marketing Manager @ 10:05

My Many Inboxes

I was reading Melinda Kruger’s MediaPost column in which she discusses the Habeas statistic that reveals "60% of emailers employ two or more personal email addresses, giving a different address to entities they do not trust, while maintaining separate accounts for trustworthy sources." I am glad to hear I am not the only schizophrenic email user. For the last few years I have lived under 3 separate identities with 3 separate addresses – Outlook, AOL and Gmail. Until recently, I kept all three explicitly separate from each other - I used one for work, one for making purchases and one for communicating with friends and family. Recently however, I have found myself giving some of my favorite companies my personal email account. I’m not sure why I do it, I check all of my accounts every day, but I feel as if I am giving some of these companies an exclusive VIP invitation to contact me. That’s probably because these brands have given me something of value in the past and I look forward to their messages. Plus, I do not mind sharing cool new product announcements or great sales with my friends. And after finishing Melissa’s column, her suggestion to marketers makes perfect sense – “We don't need just to stand out in the inbox, we need to get subscribers to access their ‘inbound only’ accounts.”
— by Michael Goldberg, Datran Media Marketing Manager @ 16:38

Direct Marketers Choose Email

A recent survey conducted by Direct Magazine shows that email has become the number 1 channel for direct marketers. According to the survey and reported in MediaPost’s Research Brief, 72% of responders send email to customers, a 10% increase over 2007, and 50% to prospects, a 9% hike. In addition, 55% of those who use email plan to increase their budgets for the channel next year. With direct marketers facing rising postal costs and increased paper costs, email is a cost-conscious alternative that also happens to be an extremely effective medium.

Despite cost increases, direct mail remains the 2nd most popular channel. But more and more direct mailers are cutting volume and shifting some of their budgets to online and engaging in multi-channel platforms. Because consumers have so many more choices, multi-channel marketing is critical. Leveraging email data will actually help drive direct mail and vice versa. Datran Media’s Michael Bloom and Alliant’s Dan Parzych will be discussing multi-channel convergence at this month's DM Days in New York City. It’s not too late to register. I’ll be doing a follow-up of their event in the coming weeks.
— by Michael Goldberg, Datran Media Marketing Manager @ 15:54

Understanding New CAN-SPAM Provisions

Last month, the Federal Trade Commission, after three years of considering feedback from industry participants, issued an approved set of final rules modifying the CAN-SPAM Act of 2003. The FTC's long-awaited final rule provides marketers with a set of regulations that address some of CAN-SPAM's biggest challenges, and, more importantly, the regulations align some of the Act's provisions with industry reality. As always, advertisers and list owners are required to understand the regulations and, where applicable, modify practices to conform to the new CAN-SPAM requirements that go into effect on July 7th, 2008.

According to a WebSurveyor study from 2005, 81% of marketers had no ideas about the rules governing CAN-SPAM. Now, with new provisions, it is more imperative than ever that marketers understand the rules to levergae the effective email channel.

Join experts from the Email Sender & Provider Coalition and UnsubCentral as they team up for a complimentary webinar to help marketers discover the information needed to successfully navigate the new CAN-SPAM rule provisions.

Date: Tuesday, June 10
Time: 2 PM EST / 11 AM PST
Duration: 45 Minutes

Register today!
— by Michael Goldberg, Datran Media Marketing Manager @ 14:45
May 30, 2008 in Email Marketing , Datran Events

Email is Here to Stay

While Web 2.0 has given us social media, widgets, wikis, and a variety of fun new ways to interact online, one tried and true medium from the Web 1.0 heyday remains effective and popular today: email. According to a recent study conducted by Ipsos for Habeas, nearly three-quarters of adult email users in North America said they used it every day.

Between work and personal time, email is still the easiest way to quickly reach out to co-workers, friends and family with news, gossip, greetings, invites, etc. You can clearly see the influence email has had on today’s social networking sites like Facebook and MySpace. Email essentially laid the blueprint for the social media landscape. And while social networks have skyrocketed in popularity, social media users still rely on email to reach a person that is not part of their social network. In fact, while email can be integrated into an effective social media marketing program, online users still prefer email for communicating directly with businesses. In fact, two-thirds of adult respondents said they prefer to hear from business through email in the study. And according to the study, email is not going anywhere: two-thirds of responders said they expected to still prefer email five years from now. And why wouldn’t they? I have come to love Web 2.0, but I always return to email for a majority of my communications. My favorite brands still send me discounts, coupons and promotions to my trusty email account which is now older than some of the users on Facebook. If that doesn’t date me, I don’t know what does
— by Michael Goldberg, Datran Media Marketing Manager @ 09:25

UK Gives Email a Chip Chip Cheerio

According to B2B Marketing magazine and Newsweaver, 78% of UK-based b-to-b marketers consider email to be either a "critical" or "very important" part of their marketing efforts. Email, more than ever, has universal appeal, and this is reflected in the booming UK market which is increasingly using email as a revenue generator. Last summer, for the first time in the UK, email marketing volume overtook direct mail volume, according to a report by the Direct Marketing Association’s Email Marketing Council.
— by Michael Goldberg, Datran Media Marketing Manager @ 10:04

What the Changes in CAN-SPAM Mean for You

Datran Media's Chief Privacy Officer addresses the recent updates to the CAN-SPAM law to help you stay ahead of the curve:

On May 12, 2008, the Federal Trade Commission (FTC), after three years of considering feedback from industry participants, issued an approved set of final rules modifying the CAN-SPAM Act of 2003. The FTC's long-awaited final rule provides marketers with a set of regulations that address some of CAN-SPAM's biggest challenges, and, more importantly, the regulations align some of the Act's provisions with industry reality. As always, advertisers and list owners are required to understand the regulations and, where applicable, modify practices to conform with the new CAN-SPAM requirements.

Under the new FTC Regulations, the CAN-SPAM act will be modified in the following ways:
In a multiple-advertiser email, a single advertiser can assume the role of sole "CAN-SPAM sender." The Final Rule issued by the Federal Trade Commission establishes that, when there are multiple advertisers in single email, a single advertiser can assume the role of sole CAN-SPAM sender if (a) the advertiser meets the requirements of "sender," as defined under the CAN-SPAM act of 2003, (b) is the only advertiser identified in the "from" line, and (c) complies with all of the other original sender requirements imposed by the Act, including the requirements surrounding a "valid physical postal address."
Senders must provide recipients with an easy, unburdened way to unsubscribe from a commercial email. Specifically, the Federal Trade Commission requires advertisers to allow consumers to opt out of subsequent commercial email messages from that advertiser without requiring payment, information beyond the consumer's email address, "or any other obligation as a condition for accepting or honoring a recipient's opt-out request," including requiring a consumer to visit more than a single Internet Web page.
"Person" will be defined, for purposes of CAN-SPAM, as an individual, group, unincorporated association, limited or general partnership, corporation, or other business entity.
A "valid physical postal address" has been defined as "the sender's current street address, a Post Office box the sender has accurately registered with the United States Postal Service, or a private mailbox the sender has accurately registered with a commercial mail receiving agency that is established pursuant to United States Postal Service regulations."

In addition to the above, it is important to note that the FTC did NOT modify the time in which a sender has to honor an opt-out request, and senders still have ten-business days to honor such a request. The FTC agreed with the industry input it received that there is little evidence to suggest that the ten-day opt-out window was being used as an opportunity to "bomb" consumers with email. In fact, the FTC noted that, from its own law-enforcement experience, a reduction in "the opt-out grace period would [not] necessarily reduce any potential threat of email bombing."

Given the above, we believe that marketers need to be careful when applying the new regulations to every-day-marketing practices. Marketer should consult with their own counsel and consider doing the following: Adam Schanz
Marketers engaging in co-branded marketing campaigns, and taking the position that only one of the advertisers in the email is the "CAN-SPAM sender," should review the email to ensure the named sender satisfies all of the final-rule requirements. More importantly, all participants should ensure that the named sender is leveraging a reliable suppression technology, thereby helping to ensure liability for the named sender's failure is not passed onto the other advertisers in the email;
Marketers should verify that unsubscribe pages do not require more information than a recipient's email address to complete the unsubscribe process. Marketers should also ensure that consumers are able to opt-out on the first page they are taken to after clicking the unsubscribe link. Naturally, no fee or consideration should be required to process an unsubscribe;
Finally, marketers should review the address they are using to satisfy the "valid physical postal address" requirements of CAN-SPAM and ensure it satisfies the final FTC rule.Adam Schanz

Again, Datran Media believes that the new regulations are well-thought-out additions to the CAN-SPAM Act. We also believe that the final rules provide marketers with some intelligent answers to long-standing questions, and marketers should take the time to understand what the regulations establish and how best to comply.
— by Michael Goldberg, Datran Media Marketing Manager @ 15:20

Email Has the Scoop

Here is yet another example of why I love email. This morning while going through my inbox I noticed a message from Baskin Robbins with the subject line "31 Cent Cone Night." I immediately opened the message and was thrilled to discover that the ice cream chain is having a special promotion where everyone can get a 31 cent scoop of ice cream for a single night. And what's best, it is going to charity. Alder Security

I was bummed out this morning after missing yesterday's Ben & Jerry's free cone promotion, so needless to say I was psyched I could still get some incredibly fattening ice cream for an incredibly cheap price. And to make sure I was not alone in the gluttony department, I forwarded the message to several of my friends. Again, thanks to email, I discovered this cool promotion and was able to share it with others as well. Think about how easy it and cost-effective it was for Baskin Robbins to reach out to their customers about this. This is viral marketing at its best and email laid the groundwork. Adam Schanz
— by Michael Goldberg, Datran Media Marketing Manager @ 11:41
April 30, 2008 in Email Marketing

Did You Know?

Email to house files is the top online marketing tactic as 92% of online retailers said they use it

-The State of Retailing 2008 Marketing Report, Shop.org, 4/08
— by Michael Goldberg, Datran Media Marketing Manager @ 14:42
April 23, 2008 in Email Marketing , Industry Research

Healthy Ad Spending Online for Pharma

Big pharmaceutical marketers are making sure their sales stay in tip-top shape this year. According to a study by Cegedim Dendrite and reported in this morning’s edition of eMarketer, drug companies will increase their online marketing spending and cut back on traditional media like TV and radio. Respondents said they would more than double their spending on web sites, search and email. These three channels bested other online channels like third-party web sites and display for share of pharmaceutical ad spend.
— by Michael Goldberg, Datran Media Marketing Manager @ 11:50

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