Feb 25, 2010

OME Madrid

The OME Madrid is almost over, unfortunately I didn't have time to go to any conference yet, but here's some second hand information I can share with you guys:

1 - A massively huge amount of people attended the conferences, all packed in the different rooms around the fair, some even sitting on the ground or standing outside, most of the conferences had a massive success.

2 - As last year, a very high percentage of these conferences linked in a way (or the other) to social marketing (every year more present form of marketing in Spain):
- Use email in your social marketing strategy
- Build a community and address it
- Get Social
- ...

3 - Most of the email marketing related conferences stressed, as you would expect, the importance of targeting, of sending out relevant information to your subscribers, show them respect.

4 - It seems Spain is still lagging a bit behind other European countries but catching up quickly.
Let's hope they keep it up.

Now, on a more general point of view, the fair seems to have quite a bit less visitors than last years overall and especially we experienced a huge drop in visits on day 2.

Feb 22, 2010

OME Madrid coverage

I'm in Madrid this week, (partly) to attend the OME Madrid trade show.
My company has a booth there (Cabestan - Booth n°96). I you are around, please feel free to drop by and say "hello".
I will try to attend some of the Keynotes (those on email marketing mainly) and to make short summaries of what has been said and done.

Stay tuned!

Feb 17, 2010

Third party emails: Extra revenue, great risks.

At some point, the idea always ends up on the VP of marketing's desk:
Earn extra money from the DataBase by sending third party campaigns. The idea will always seem sweet: rent the database for a nice CPM or find the latest generous affiliation campaign, it's quite simple indeed and grants a quick revenue to the Database owner.

The real trouble is companies usually under-estimate the risk for their database and their deliverability.

Having now worked for quite some time for an ESP, I know for sure it's far harder to maintain a good deliverability or database quality for agencies, whereas it's quite simple to achieve very good results with companies complying to all known best practices and broadcasting in house campaigns.

What are the reasons for such difference?
First of course is the Database recruitment process: while loyalty databases are composed mainly of clients and brand opt in profiles, the agency databases are often made up from a gathering of several databases with obscure optin rules.

Then, the type of campaigns : When one subscribes to a Newsletter, he expects to receive announcements from that company and (quite probably) looks forward receiving the emails. On the other hand when your email ends, a way or an other inside a Megabase, you will then start receiving sometimes irrelevant from probably unknown or at least unexpected companies.

When sending third party email campaigns the risk is that you might fall in massive troubles on both points.
People are subscribed inside your database to receive your own offers and not something else.

The only solution to avoid immediate damage to your email strategy is to do things properly.
For instance, if you send email campaigns for brand or products miles apart from your own products, knowing that people subscribed because they were interested in what you sell, they will probably not be very responsive and very likely to complain or unsubscribe.

After a few third party email campaigns, if you are not as cautious as possible it's quite likely that the number of unusbscribers and complainers will increase quickly and will first make you lose potentially valuable subscribers but will also soon make it quite impossible to perform as well as before with your email marketing campaigns, even your own.