The ‘Email’ Category
Neil Capel is CEO and co-founder of SailThru, an email delivery platform.
AdExchanger.com: What is the biggest misconception right now regarding email advertising campaigns?
NC: The first thing that pops into my mind is that Ecommerce people realize the more email they send, the more revenues they can make. But at the same time they lose more subscribers because they're sending too much email.
And then you've got the flash sales, and so on - there's so much email coming into your inbox now that spam is no longer spam. Spam is just something you don't care about.
So, the biggest misconception to me is that people are just saying, "Keep sending email."
The fact is you've got to be relevant, and the more relevant you are the better you're going to be at getting engagement from the customer and the better value you're giving that customer. Because if you're just sending them stuff they don't want, then you're just disrespecting your own brand and giving the customer another piece of email that they've got to delete.
It’s all about looking after that end user, really.
What's the idea with the name SailThru?
To be honest with you, it came from the idea: “SailThru to the inbox.” We were trying to redesign the ways that people do mass mail and communicate with everybody. Originally, we were just playing around with names in the email space.
We’ve always been focused on communicating at the one‑to‑one level .
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Scott Olrich is CMO of Responsys, an email and cross-channel, digital marketing firm.
The company recently announced its new display product here. Olrich discussed the product and the company's overall strategy with AdExchanger.com.
Why is Responsys moving into display advertising now? What is it that you are seeing that is causing you to add this channel?
SO: Responsys is focused on relationship marketing, and when we talk about relationship marketing, it's being able to talk to someone in a known way, so we actually know something about them. They could be a prospect, or a customer, where we would know more about them.
What we're announcing this week is a Responsys Interact for Display. What this allows us to do is what we call relationship retargeting. Whereby we can cookie a consumer when they come to one of our customers websites ‑‑ or we can cookie them when they open one of their email communications.
Now once we have that information, we can obviously attach that to a profile in our database because in most cases we know who that consumer is. If we don't know who that consumer is, then we have the ability to reach them in doing what is typically called display retargeting.
So that's what, to me, is so exciting. You're actually taking this [display] channel which has historically been acquisition‑based and you're actually turning it into a relationship‑based channel. Then, you can coordinate it as part of an overall cross channel effort and much more integrated. In the case of a major U.S. car rental company, for example, they will send a confirmation email to users who have made reservations and follow up closer to the pick-up date with another e-mail reminding them about the reservation. Not every user who makes a reservation picks up the car, and the reminder e-mail serves as a marketing communication to increase the probability of the user actually becoming a paying customer. The company can also send users a mobile message for the same purpose. However, to truly increase the frequency of communication leading up to the user’s pick-up date without bombarding the user with e-mails, the company can obviously retarget users with appropriately messaged display ads.
Integrating all of that together as part of a campaign is hugely valuable. Part of it is because display is going to be more expensive than email. So if you can drive the consumer to the desired action through a more cost effective channel or another channel that they prefer, you're better off doing that.
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Matt Keiser is CEO of LiveIntent, a trading desk and exchange solution for email and display.
AdExchanger.com: First, can you share a little bit about your background and how you got to forming LiveIntent?
Prior to founding LiveIntent, I co-founded and served as the President of Datran Media. I architected Datran System, the underlying technology for Datran Media’s suite of performance marketing and audience measurement solutions. From an initial capital investment of $30,000 we built the company to 200 employees and over $100 million in revenue in seven years. After handing the reins to a new CEO in 2008, I started to work on LiveIntent.
As a longtime open exchange evangelist and investor in Invite Media and AppNexus, I began to see firsthand how a transformative exchange and real-time advertising would be to the efficiency and success of the email and social media channel. Our original focus at LiveIntent was helping site visitors discover the best personas and feeds in social media, but we quickly realized that the same predictive technology that we used to help drive follower and fan acquisition would actually work even better for our current cross-platform mission in the email channel.
From both the advertiser and publisher viewpoint, what is unique about the email opportunity?
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