Archive for October, 2009

Alternative approaches to subject line personalisation

Tuesday, October 27th, 2009

Over coffee with a client’s VP of Marketing last month, we came up with an idea for customising (or customizing!) subject lines in email marketing. It’s well known that subject lines are a key determinant of open rates and every good campaign should involve the testing of different variations to establish which oneĀ  performs best. Considerations often revolve around personalisation or length (with regards to whether shorter or longer is better), but we got to thinking that quirky or straight might also have an effect.

Some people, we concluded, might quite enjoy an email subject like “Have lunch on us whilst we talk about our stuff!”, whereas others may prefer a more serious tone along the lines of “Learn the benefits of our products over lunch”. This could be tested over a sequence of campaign executions and the individual open rate for each recipient recorded to see whether they tended to respond better to one type of line or another. This implied preference could then be recorded within the email or marketing database and utilised as a customisation parameter in future activity.

Of course any number of other factors could influence an individual’s open rate so ongoing monitoring and adjustment would be needed to ensure peak effectiveness. Just an idea though, and I set it free here for your consideration. If you give it a go, let me know how you get on!

Percassity Perspectives

Saturday, October 17th, 2009

Having started a business earlier in the year, we’ve just commenced publishing a (hopefully!) bi-monthly email newsletter, which we’re calling Percassity Perspectives. Since the subject matter crosses-over with this blog, I plan to post a quick link to the newsletter on our website every time we publish. Enjoy!

Issue 1, October 2009 With a news round up including the latest in data protection developments in Europe, marketing technology product news, the latest from Google, and the first part of our guide How to kick off your CRM system project.

What IT needs to do for Marketing

Monday, October 5th, 2009

It’s well known that Sales and Marketing are the cats and dogs of many companies (or dogs and cats, I’m not trying to start a debate about which is which in this post!), constantly fighting with each other and falling out. But what about Marketing and IT? Technology is crucial to most marketers and we turn to our IT colleagues for solutions to help us manage customer lifecycle, campaign execution and many other aspects of marketing activities. Alongside systems deemed business critical in finance and operations though, Marketing is often de-prioritised and left to fend for itself.

IT’s response to requests from Marketing for additional resource often revolves around their need to focus on “core functions”, but what are these functions? Clearly IT has many demands placed on it from across any business. Systems relating to financial management and service delivery will always occupy a high profile position, against those merely generating and tracking demand for a company’s products and services. The tendency among IT organisations is to want to retain ownership of as much as possible, define everything as a project and then submit every initiative to a review board for approval.

Marketing’s requirements are often much simpler than this, and the rising prevalence of hosted and software-as-a-service solutions mean these needs can be met in a much lighter-touch way. IT’s role then becomes that of creating an environment where these solutions can be rapidly selected and deployed, undertaking integration (often only a configuration task) where necessary. Core IT skills such as requirements definition, vendor assessment and selection and project management are still invaluable, but they are relieved of the heavy lifting of creating the environment for a new system and handling the fine detail of implementation.

Clearly the arguments in favour of outsourcing are well rehearsed, but Sales and Marketing represent a particularly good fit for this approach. IT’s “core function” can then become enablement, and the growing contingent of highly capable, technically literate marketing operations professionals can take it from there. There’s no reason that Marketing and IT can’t play nicely; now how to achieve the same result with Sales…