Maybe they're just betting on the effectiveness of their visuals (which, I have to admit are pretty compelling), but Victoria’s Secret seems to be less sophisticated that Playboy.com on the e-mail marketing front.
The evidence we're gathering so far is that there just seems to be one e-mail campaign list. Well, maybe two if they can connect your e-mail account to an actual purchase, but there seems to be only random ebb and flow on e-mail volume over time with no indication of their assessment of effectiveness, i.e. whether their messaging has long since fallen on deaf ears. Other than rendering the e-mail we're not doing anything and yet VictoriasSecret.com would seem inclined to treat us today just as they did months ago when we first registered.
It would seem to me that treating your potential customers all the same all the time would seem a little oversimplified, but then again, their e-mails are occasional to borderline frequent, focused, and nicely presented. A pretty good job overall.
Tracking Page: VictoriasSecret.com
Monday, November 24, 2008
Tuesday, November 18, 2008
TechCrunch, a Reliable Technology News Source
We're just making a quick point to share that TechCrunch, as expected, is a reliable source of a singular, daily e-mail digest of their blog posts. We're not seeing any other e-mail arrive on our unique, use-once-only e-mail address that specifically tracks TechCrunch.com. It's just the one-a-day e-mail, and that's it.
There's also no indication that they're even interested in sharing e-mail address lists with anyone. But, if they do, we'll be the first to know (and we'll certainly spread the word if that ever were to happen). How we highlight / show a sudden spike -- and how we get that information out to anyone who might want to be alerted -- has been a topic of discussion the past week, and we're looking into how we might best do this when / if it's needed. Comments, suggestions, ideas are certainly welcome.
We'll just add that -- at the time of this blog post -- TechCrunch is the model citizen so-to-speak with respect to consistent, one-a-day e-mail.
Tracking Page: TechCrunch.com
There's also no indication that they're even interested in sharing e-mail address lists with anyone. But, if they do, we'll be the first to know (and we'll certainly spread the word if that ever were to happen). How we highlight / show a sudden spike -- and how we get that information out to anyone who might want to be alerted -- has been a topic of discussion the past week, and we're looking into how we might best do this when / if it's needed. Comments, suggestions, ideas are certainly welcome.
We'll just add that -- at the time of this blog post -- TechCrunch is the model citizen so-to-speak with respect to consistent, one-a-day e-mail.
Tracking Page: TechCrunch.com
Friday, November 14, 2008
Playboy Using Advanced E-Mail Marketing Practices ?
It's interesting, but we noticed a drop off in arriving e-mail and started to wonder if Playboy might be applying advanced e-mail marketing practices.
Most will simply add your e-mail address to an ever-growing list and leave it as that. They keep pumping out messages to the list and leave it to You to unsubscribe. Why should they go through the hassle of trying to figure out when their messaging has fallen on deaf ears when they can make you do it for them (by unsubscribing) ? It's undoubtedly relatively bad business, but there is a simple logic to it.
But what we're seeing with Playboy is that e-mail arrived en masse shortly after registering, stayed steady for some time, and then somewhat recently dropped off rather abruptly.
What this makes us think is that there's a 'new registrant' e-mail campaign alongside a 'non-responders' e-mail campaign for anyone who doesn't pay for services within a specified period of time. You're simply added to the 'new registrant' campaign for starters (along with the date you joined the campaign), and you're simply switched to the 'non-responders' campaign if you don't convert to a paying account within some number of weeks. (If true, there's obviously a 'paying customers' campaign for those that have actually purchased on-line services.) That all would be pretty advanced, which when you think about it, is pretty much exactly what you would expect of an advanced marketing company like Playboy.
Tracking Page: Playboy.com
Most will simply add your e-mail address to an ever-growing list and leave it as that. They keep pumping out messages to the list and leave it to You to unsubscribe. Why should they go through the hassle of trying to figure out when their messaging has fallen on deaf ears when they can make you do it for them (by unsubscribing) ? It's undoubtedly relatively bad business, but there is a simple logic to it.
But what we're seeing with Playboy is that e-mail arrived en masse shortly after registering, stayed steady for some time, and then somewhat recently dropped off rather abruptly.
What this makes us think is that there's a 'new registrant' e-mail campaign alongside a 'non-responders' e-mail campaign for anyone who doesn't pay for services within a specified period of time. You're simply added to the 'new registrant' campaign for starters (along with the date you joined the campaign), and you're simply switched to the 'non-responders' campaign if you don't convert to a paying account within some number of weeks. (If true, there's obviously a 'paying customers' campaign for those that have actually purchased on-line services.) That all would be pretty advanced, which when you think about it, is pretty much exactly what you would expect of an advanced marketing company like Playboy.
Tracking Page: Playboy.com
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