75 posts categorized "Email"

Advanced Email Reporting in Cross Media Integrated Marketing

May 31, 2011
Posted by JFM Concepts at 9:12 AM

Traditional email marketing programs rely on very limited reporting to accomplish marketing analytics.  One key to a successful integrated email marketing campaign is to continue tracking the responses of individual recipients beyond their actions in the email.  In typical email marketing, tracking ends when the prospect leaves the email and a "link click" is recorded.

By utilizing a personalized URL (PURL) campaign in conjunction with email, the actions of individual responders can be tracked beyond the inbox.  The additional intelligence that can be gathered from this process include:

•  Link clicks on the landing page
•  Time spent on the landing page
•  Videos watched and time spent watching video
•  Files downloaded
•  Surveys submitted
•  "Seed" content review, and more

Additionally, highly relevant and personalized information based on the segmented persona of the individual recipient can be provided on the PURL landing page that can make a dramatic difference in response rates.


By using a PURL in conjunction with email, marketers can continue reporting and tracking beyond the inbox.  The most important feature is that a marketing decision maker can complete this process without the support of corporate or third party IT resources.

The critical factor for both marketing service providers offering cross media and in-house employees executing the same is the ability to avoid inter-departmental struggles in order to quickly and efficiently launch the campaign.  To avoid complications with the legal department, reuse materials that have already been improved.

The most important result is that marketers who have responsibility for results, but not necessarily the authority across departments to control their own destiny can launch and have access to sophisticated tracking and analytics under their own area or responsibility (AOR).  The case for access to critical data cannot be overstated.  If the data collected by a firm resides in IT, the sales or marketing decision maker may not have access to the data on a timely basis.

JFM Concepts & VDP Web and PSDA 2011 Print Expo Show Review

May 23, 2011
Posted by JFM Concepts at 5:40 AM

JFM Concepts is pleased to have partnered with the Print Services Distribution Association for the 2011 Print Solutions Expo from pre-show marketing to educational sessions and post show follow-up.  The highly successful event was held at Chicago's Navy Pier May 17th to 19th.


JFM Concepts and VDP Web provided in depth cross media marketing support to the PSDA for the show including data cleansing, segmentation, personalized URLs (PURLs), QR Codes, Generic Landing Pages (GURLs), Personalized Landing Pages, Surveys, Email and more in a comprehensive pre and post-show marketing effort.  The effort was the first time the association had implemented a comprehensive communication plan that included all these channels with unified reporting and analytics.


The results of the campaign included a streamlined work process, coordinated messaging and content, highly relevant personalization, detailed reporting, and improved response rates.  The association was able to access detailed analytics and metrics for each individual channel.


James Michelson presented an extended session on integrated marketing based on his popular book "Cross Media Marketing 101: The concise guide to surviving in the C-suite" from Schooner Press. The interactive presentation focused on the practical development of several real world campaigns from strategy through follow up.  The three hour session was a follow up to the overview of the same topic from the CEO Summit.



Show visitors experienced VDP Web first hand at the double-size booth featuring both Mac and PC, mobile and desktop cross media applications.  At the exhibitor theatre, Josh Driver delivered a session on generating revenue with cross media for print manufacturers and distributors.



JFM also sponsored the show's cocktail reception with an open bar.  Attendees and exhibitors alike were able to relax after a hard day's work with complimentary food and drink before hitting the town.

For additional information or to get copies of presentations and sessions, please visit www.vdpweb.com

Marketers Must Follow Through on Sales Cycle

April 01, 2011
Posted by JFM Concepts at 5:24 AM

The following email from AT&T is a good example of direct email marketing.  We like this example because the call to action is clear, above the break, and there are multiple ways to respond.Att email before no call to action

Once the link for the new Atrix phone is selected, the link takes the user to a content specific page on the AT&T site, which is good. The missing link here is that there is no way to continue to get more information on the phone or a “buy now” link.  There are other options below the fold, but they are difficult to find.  (The address in blue is actually part of an image and not a link and is not a next step in any event...)

Att no call to action

The simplicity and directness of the email is lost on the landing page.  When thinking about the customer experience, always remember not to make the user think.  Make it painfully obvious at each and every step what he next action should be.  The email does a good job of this, but the landing page drops the ball and maybe the sale.

Additionally, AT&T should consider personalization and segmentation to improve response rates.  It is odd that the same offer and text would go to a business account and then the recipient be asked to enter a “student email address.”  They have the data – they just need to use it.

New Email Validation Software from VDP Web

March 24, 2011
Posted by JFM Concepts at 10:43 AM

JFM Concepts is proud to announce the immediate availability of a new standalone Email Validation Software Module as part of the VDP Complete marketing system.  In response to client requirements for more cost effective and accurate email marketing, the programmers at JFM Concepts have developed a process that uses HELO via telnet to contact mail servers based on a list of email addresses to generate a “Pass or Fail” flag for email. 

This program simply reads and outputs responses from reported mail servers to give a general idea of the quality of the email list. The information in the response column can be instructive in resolving errors.  A qualified data analyst can query the responses and help to make appropriate determinations about which emails should be expunged from a list, thereby reducing negative statistics monitored by the various email service providers.

The software increases the chances for multiple concurrent connections to the same mail servers and improved response.  The software is designed to sort through many of the idiosyncrasies of email servers.  Often multiple runs will return failures when a record received a pass just moments before or vice versa.  The program will run the same list multiple times in order to more accurately assess the validity of email addresses increase the number of “Pass” flags. The following data is an actual sample of multiple run results.

Hard bounce 

Hard bounce 2 

The overall results are cleaners data, better response metrics, and improved standing with email marketing service providers.

"Prepare your Mercedes-Benz for winter travel" ?

February 22, 2011
Posted by JFM Concepts at 7:44 AM

I had begun to believe, after a few less than completely tragic emails, that Mercedes-Benz had finally started to get their act together when it came to direct marketing.  It appears that this is not the case.  An email entitled “Prepare your Mercedes-Benz for winter travel” arrived last night.


It is late February, Mardi Gras preps are in full swing, the sun is shining, its 65 degrees, and the first bulbs are sprouting.  It may still be winter in the far North, but even in Indianapolis, Chicago, and International Falls it is far too late in the season to prepare for anything.  Winter is here and almost gone.  In fact, in most parts of the country, people are knee deep into spring.  Even Punxsutawney Phil is calling for an early end to the cold.

So why on earth would anyone send an email that encourages drivers to “prepare” for winter?  This pitch may have been ok in November or December, but it is downright lame at the end of February.  If I were under pressure to shill snow tires in the spring, I may have tried a better subject line.  “It not too late to be worried about more winter weather” or “End of season snow tire precautions” would be a little less ridiculous.  Every touch that direct marketers make needs to be relevant and timely.  This solicitation was neither.  There was also a pitch for a “genuine plug & play entertainment solution” that is buried deep in the content that had very little do with the rest of the message.

On a positive note, Mercedes-Benz did include a link to two of the four offers presented in the email.  In this regard they only failed by half, a marked improvement.  If you make an offer, make sure there is a way to take the next step.  Don’t make customers search the web for the ability to buy.  They most likely will not.

New Cross Media Book from Schooner Press

February 08, 2011
Posted by JFM Concepts at 10:41 AM

Schooner Press is proud to announce the publication of Cross Media Marketing 101, The Concise Guide to Surviving in the C-Suite by James D Michelson.

Cross Media Marketing 101 is the perfect guide for executives and managers looking to be sure that they have considered the major challenges facing them as traditional marketing methods are eclipsed and even supplanted by new channels.  Taking a completely agnostic approach to the marketing mix, the author offers practical insight into the changing marketing world and how marketing leaders can beat the odds. Order now at https://www.createspace.com/3537914

“This book is a must read for any marketing leader looking to be sure they have a thorough grasp on the current marketing landscape.” Scott Abel, The Content Wrangler

About the Author
James Michelson is an internationally recognized thought leader on all aspects of cross media. He has extensive international experience in the development of advanced cross media and one to one (1:1) marketing campaigns in a variety of verticals. James has developed and executed industry recognized cross media marketing strategies for such firms as Caterpillar, Marriott, Hartford Insurance, California Closets, and many more. Visit his personal site at http://www.jmichelson.com for more information.

2011 Cross Media Marketing Outlook Webinar

January 10, 2011
Posted by JFM Concepts at 3:26 PM

JFM Concepts, the industry leader in cross media marketing, is pleased to announce the next session in the firm’s  popular webinar series.  Join James Michelson and John Fager of JFM Concepts for this free educational webinar.  Discover lessons learned in 2010, the trends for the upcoming year, and benchmarks you can use to develop your own strategies throughout 2011. The last session for this topic is Thursday, January 13th at 1:00 pm EST.

Please visit http://webinar1.vdpconcepts.com/ to register.

James Michelson and VDP Web present PODi Webinar on Cross Media

January 07, 2011
Posted by JFM Concepts at 9:47 AM

VDP Web® is proud to announce a new session at the 2011 PODi AppFoprum  featuring James Michelson from JFM Concepts.  James Michelson’s presentation will feature successful cross channel marketing campaigns that were launched on tight client budgets from industry leading commercial printers. These campaigns incorporate direct mail, email, and other channels for events, lead generation, and direct sales.  Additionally, coordination with social media and other direct sales efforts will be included as part of the overall marketing strategy.

Key Takeaways include practical ways to ease clients into cross-media by leveraging their existing efforts, how to design effective cross-media campaigns using all the latest channels, how adding tracking and accountability to your programs can make all the difference, and the value of 'closing the loop' on real world integrated campaigns.

Cross Media Audit - Brought to you by VDP Web

December 30, 2010
Posted by Joshua Driver at 10:57 AM

Learn right from the experts. Increase your revenue.

Start the new year off right with a cross media audit from the experts at JFM Concepts, makers of the industry leading VDP Web integrated marketing platform. The audit is a critical planning and operational tool for small to medium sized businesses or business units of large firms. Without support from other departments, including IT, marketers can discover how their current efforts are part of the overall cross media marketing mix and how those channels can work better together to expand reach without increasing budget.

To discuss the options available, please call Josh at 800-735-2578 or submit the opt in form on http://www.audit.vdpconcepts.com for more information

From the Corner Office – “What’s coming for 2011 & VDP Web?”

December 08, 2010
Posted by JFM Concepts at 8:41 AM

2011 promises to bring continuing change at a pace that shows no sign of slowing.  The economic and political landscape continues to be remade and uncertainty abounds.  Political considerations include corporate and personal tax insecurity, “Do Not Track” legislation on the web and a floundering Postal Service struggling with relevancy. A new Congress suddenly bent with the most populist agenda in recent memory is about to convene.  How will marketers react?

Here is how we see the coming year.  There will be continuing pressure on justifying the value of print and traditional media channels while at the same time a vague call for change and more social media.  The trend for firms of all sizes to hoard cash and maintain a war chest for contingencies will continue while the tax and inflationary issues sort themselves out.  At the same time, industry consolidation will increase as investors pressure firms to show growth despite the environment and that war chest of cash starts burning holes in pockets.

VDP Web will continue to focus on the providing the best platform to handle any direction the market takes.  Whatever the next big thing is, regardless of what it is, VDP Web is built on a unique provider model to adapt.  In 2010 the buzz was all about QR Codes and if I knew what the 2011 and 2012 buzz would be I would be sitting on a beach in Maui rather than contemplating the first winter snow. 

Our basic principles remain unaltered.  VDP Web will add features that provide value and ease of use across multiple channels.  We have added powerful and elegantly simple tools for the inline production of QR Codes, JQuery and JavaScript for powerful  variable pages and “if-then” functionality, and much more.  Whatever comes, we’re ready.

The entire team at JFM is looking forward to working with you, your teams, your clients and your stakeholders in 2011 and beyond.

Best Wishes – James Michelson

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About Us

JFM Concepts is a full service cross media marketing technology firm featuring the VDP Web® PURL and cross media marketing platform. JFM specializes in creating variable data cross media marketing technologies with Personalized URLs for commercial printers, marketing departments and agencies of all sizes.

Cross Media 101 Book

Cross Media Marketing 101, The concise guide to surviving in the C-Suite is the perfect guide for executives and managers looking to be sure that they have considered the major challenges facing them as traditional marketing methods are eclipsed and even supplanted by new channels. Taking a completely agnostic approach to the marketing mix, the author offers practical insight into the changing marketing world and how marketing leaders can beat the odds. Order Now

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