Day: March 7, 2011

• Social

  Optimizing Facebook’s News Feed to Get More “Likes”

  As brands come to use and understand Facebook more, they learn the best promotional strategies and tactics for them to best engage their audience like these promotions run by Speed TV and Miller Lite. one of the most important techniques a brand must learn is how to optimize posts to make them more “likeable,” or worthy of clicking “like.” There are many ways to do this, but the method that is by far the most mysterious to brands is the often misunderstood News Feed.

• Email

  Purdue Engages New Students With ‘Makers’ Email Effort

  Purdue University boosted the open rate for follow-up emails to accepted students by 7%, and increased the clickthrough by an impressive 33%.

• Mobile

  Augmented Reality Sweepstakes Helps A&E Debut ‘Breakout Kings’

  A&E is promoting its new series, “Breakout Kings,” with a sweepstakes where players hunt down augmented-reality fugitives on their iPhones. The “Catch a Con” sweepstakes, run by augmented reality platform GoldRun, pulls players into the plotline of the show to hunt down escaped prisoners hiding out in New York’s Union Square, Chicago’s Magnificent Mile, Philadelphia’s Rittenhouse Row and in Los Angeles and San Francisco.

• Chief Marketer Listline March 7

  Chief Marketer and NextMark offer a selection of files new to market.

• Direct Marketing | Print

  Broker Roundtable: Popular Direct Mail Formats for 2011

  Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What direct mail package designs are going to be popular in 2011?

• Email

  Engagement is a Strong Measure of Email Success

  As email marketing has matured, the ability to measure the channel’s performance has evolved substantially. Yet all too often, marketers rely on rudimentary campaign metrics from the batch-and-blast days of the past to judge effectiveness.

  Instead of thinking exclusively about how well a particular offer or piece of creative performed, marketers should additionally look to longitudinal metrics—measurements of subscriber engagement over time—to determine whether or not an email program is successful.

  One of email’s greatest strengths is its measurability. Marketers regularly evaluate campaigns against standard response metrics such as delivery rates, open rates, click rates and conversions. These are all excellent criteria for how well a particular offer or message resonated with the target audience. Further, those who are willing to test multiple combinations of copy and presentation (from lines, subject lines, content, creative, layout, etc.) can achieve highly optimized rates of response at a campaign level.