September 23, 2008

Table of Contents   

It's Not Junk!
Consumers Do Want Your Email, But a Fair Share Still Ends Up as Junk

Consumers continue to warm up to email communication from companies, but a good chunk of those permission-based emails is still ending up in junk folders, according a story published on MarketingCharts.com. Some 58 percent of consumers think email is a great way for companies to communicate with them -- up from 45 percent a year ago. Yet, only 77 percent of email invited by the recipients makes it into the inbox, finds a study by Harris Interactive with Merkle.

That study also found that consumers spend 21 percent of their email time on permission-based marketing emails. The effectiveness of those emails is on the rise, up 3 percent from last year: 50 percent of respondents had made a purchase over the Internet as a result of such email.

Another email study by Lyris, Inc. found that inbox deliverability rates varied greatly among ISPs. A Lyris marketing executive said that ISPs mostly base their delivery decisions on the sender's reputation. CoolerEmail has an excellent reputation with ISPs and works directly with them to ensure the best possible deliverability rates in the industry. See the full story on MarketingCharts.com.
FrontPage & HTML
How to Put HTML into FrontPage

If you are using FrontPage to design a website signup form and are trying to copy and paste the website signup form or any other HTML into your FrontPage webpage, you have to use the "Paste Special" to do it. First, copy (right-click, or Ctrl-C) the HTML source provided by CoolerEmail. Then switch to your FrontPage window and right-click where you want to place the HTML. A small dialog box will open up when you right click; select "Paste Special" and then choose the radio button labeled "Treat as HTML." This will display the form in the Normal View, HTML code in the HTML View, and the form as it is supposed to look when you view it in a browser window. It's that simple!
A Word About Netiquette
Etiquette on the 'Net

Did you know there's a word for it? That's right, "netiquette" is a noun meaning "etiquette governing communication on the Internet," according to Merriam-Webster.com. Naturally, it's a blend of "net" and "etiquette." But surprisingly, the word's etymology is traced back to 1988. Wikipedia confirms that the word goes back to pre-World Wide Web days and points to the satirical Dear Emily Post news column as evidence of its use back when text-based email dominated Internet traffic. See the entry for netiquette on Wikipedia.org to learn more.

Cooler by Design

Send a Cooler cartoon suggestion, to Bill Mitchell!
THE COOLER CLIENT PROFILE:
James Trumbly of Hometown Marketing Group

Editor's note: This is the first in a series of interviews with CoolerEmail clients intended to give our readers more insight into how they may benefit from using CoolerEmail to communicate with their customers. These are real-world "power" users, as we like to call them, and their profiles start with a brief introduction followed by a question-and-answer format.

James A. Trumbly is the marketing director of Hometown Marketing Group, Inc., a full-service creative agency providing graphic design, website development, company branding, printing and email marketing in Vista, California.

Cooler Tips: James, describe how you utilize CoolerEmail to communicate with your customers.

James: CoolerEmail has allowed us to stay in contact with our clients and potential clients, promoting our services and keeping our brand fresh in their mind without spending thousands of dollars relying solely on traditional marketing. As a marketing firm we know the importance of multiple-touch campaigns to endorse the message. As a general rule, when promoting a specific service, we usually have a three-touch campaign to get the best response from the reader. We take full advantage of auto responders, too. In some cases we have nine-touch campaigns assigned to the contacts expressing an interest in our trial account!

Cooler Tips: What significant things have you learned from analyzing the real-time statistics CoolerEmail provides for each edition you send?

James: Knowing the statistics from the campaigns is a great tool, especially from a sales perspective. Knowing who the most interested customers and prospects are makes picking up the phone and closing the sale so much easier; we call them our "low-hanging fruit." Also, it's nice knowing that they have at least a little knowledge of the service being promoted before the sale as well. Of course, it's always nice when they call you, but in most cases an active role is needed, and picking up the phone is necessary.

Cooler Tips: What methods do you use to build your contact list? Which ones have been most effective?

James: Joining networking groups or speaking at functions is always a great way to grow your contact lists. Once you have that contact and email address, they are essentially a business that can be contacted indefinitely until they may choose to "opt-out" of our newsletters / promotions. And of course, under "Contact Us" on our sites, there is a "Join Our Mailing List"link.

Cooler Tips: How has CoolerEmail helped to improve your business or organization?

James: As a user and reseller of CoolerEmail (under our brand eConnectEmail.com), we are able to market our business to individuals in a professional way that we would not have been able to afford using other, traditional forms of marketing. It has kept our existing customers coming back for reorders, and has increased our reach to potential customers. As a reseller, we are able to work with businesses that we would not otherwise have had the opportunity to work with. It has also opened doors to new and affordable ways of marketing to our customers. CoolerEmail gives us the opportunity to create monthly revenue that continues to grow, especially with the CoolerEmail team constantly improving the system and supporting us. It is an awesome prospect for financial freedom.






We are always striving to make CoolerEmail ever better. Customer requests for feature enhancements are responsible for many additions. If you have feedback or suggestions, please send them to suggest@cooleremail.com.

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