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	ISSUE 30 26 October 2009 Archive
	Home Design Production Reporting & Analysis Contact us
	Industry Update Unlike SPAM and Phishing, legitimate email marketing rarely gets a mention in the mainstream media, so we thought it would interesting to find out what is said about email marketing when it is covered. We were pleasantly surprised to find that many mainstream publications do have something to say about email marketing. This month we bring you a selection of articles covering a wide range of topics, including: email usage, valuable content, coverage of email research, reports of good and bad campaigns as well as the potential impact of the much discussed UK Postal Strike.
	What we've been reading... The AWCM Index EMAIL USAGE The Wall Street Journal published an article about the changing way we communicate online. We've all read and been irritated by articles about the death of email, and this is no different. What makes this worth reading is the fact that the comments (nearly 200 posts) are from consumers rather than people in the marketing industry. RESEARCH Research by E-Consultancy stating that the value of email marketing is expected to rise 15% was picked up by a number of marketing & media magazines. And even Reuters reported on ExactTarget's 'Email Utilization Whitepaper' suggesting that social media is a popular consumer topic. VALUE A recently published article in The Sydney Morning Herald focuses on how email is bringing about a resurgence of the use of coupons, particularly among younger consumers. The Times's article on Ryanair's recent promotions shows more widespread acceptance by consumers of email as an important vehicle for delivering promotions. Deep in the Times's archive, we rediscovered an article on Thresher's 'act of accidental marketing genius' when its supplier discount email went viral in December 2006. Reading how surprised people were with the results shows how much the industry has changed over the past 3 years. THE GOOD Coverage of the effective use of email by Homebase, John Lewis and the Guardian in the marketing press. THE BAD Controversial campaigns involving 'industry watchdog' adjudication by Zavvi, Tagged and Shifty received widespread coverage. POSTAL STRIKE The impending Royal Mail strike has generated a number of articles about online sales, email and direct marketing. The Guardian reports on the immediate impact of the strike on the direct mail industry and how it may result in a long term shift away from postal DM. And finally, the BBC reports on why the Royal Mail is in trouble and contains some very interesting statistics on email penetration in the UK. The Alchemy Worx Consumer Mailbox Index Reporting on volumes and frequency of marketing messages received by the monitor, the AWCM Index gives you a monthly summary of what email marketers are up to. Events November 4th November Ad:tech New York 4th November Free Online Advertising and Email Marketing webinar 4th November RMDMA Workshop 5th November Email Marketing - the top 10 things you should be doing 11th November European Email Marketing Conference 2009 16th November Digital Marketing & Media Summit 17th November MarketingSherpa Email Marketing Essentials 101 18th November Online Marketing Masterclasses 2009 25th November Email Marketing Supplier Showcase
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