CASE STUDY:

LIFESCRIPT'S RX FOR A HEALTHY DATABASE STARTS WITH KEEPING IT CLEAN!

One of the fastest-growing online health publishers, LifeScript owns the 4th-largest independent health site and 10th-largest women’s online community. The only site focusing exclusively on women’s health in a voice that resonates with its core audience, LifeScript Nutrition Research Laboratories was founded in 1999 as a single-product company selling customized vitamin plans. Today, more than 11 million readers subscribe to its six daily email newsletters.

THE PROBLEM:

As a women’s health portal, LifeScript aims to help its subscribers achieve longer, fuller and more successful lives while helping women be their best at work, home and play. Consumers must provide their email addresses in order to receive any of six newsletters on a variety of health related topics. Despite its valuable content offerings, however, LifeScript still found a significant percentage of users were inputting typos, invalid or bogus email addresses, thereby limiting its ability to refer or communicate further with these would–be readers. Furthermore, the suspect and problematic email address registrations were impacting LifeScript’s overall email deliverability and reputation...Read Full Article

NOT EVERYTHING NEEDS TO BE COMPLICATED

by Bill Kaplan, CEO

Meryl Streep, Alec Baldwin, and Steve Martin recently starred in the romantic comedy, “It’s Complicated,” about the love lives and relationships among divorced couples and other love interests. In the email marketing world, complication also seems to be the order of the day as personalization, relevance, deliverability, and maintaining loyal customers are ever more difficult in today’s online-driven economy.

But I have always believed that many seemingly intractable problems are often best solved by simple, elegant solutions. So here are a few of my simple solutions for dealing with those email marketing issues that just won’t seem to go away...Read Full Article

CLIENT INSIGHTS: SUBJECT LINES - ARE YOU A SHAKESPEARE OR A MARK TWAIN?

Email money 2

Your roving reporter had an opportunity to sit down (over email, of course) with several leading email industry experts and ask a series of questions of interest to our readers. This is the third article in our series of “Client Insights”, which we hope will provide you with answers to some of your most vexing issues.

FreshPerspectives (FP): Creating a subject line is like writing a bestseller. Some ESPs recommend subject lines contain no more than 40 to 50 characters, to ensure they show completely in the preview header. Others have done research showing that nine word subject lines perform comparably to three word ones. That set us to wondering: what are the best subject lines to encourage recipients to open your emails (e.g. free, intriguing, X% off, or others)? So we put the question to our Client Insights panel. This month's panelists are:

Steve Dumas, Ecommerce Marketing Manager, Ballard Designs

Julie Bridge, Director of Internet Marketing,

Indiana Botanic Gardens, Inc.

Jessica Fraser Sotelo, Manager, Online Marketing,

World Wildlife Fund

To see what our experts had to say...Read Full Article

Upcoming Events:

MarketingSherpa

Email Summit 2011

Austin Bliss, President, FreshAddress, Inc.
Jack Hogan, Chief Technology Officer, Lifescript.com
Tom Sather, Director of Deliverability, Return Path

& Amit Singh, Specialist,

Consumer Marketing Technologies, Nestle USA

will participate in a panel on Best Practices in Email Deliverability
Moderator: Jeff Rice, Research Analyst, MarketingSherpa
January 26

Caesar's Palace Las Vegas

Quick Tip:

People are twice as likely to subscribe to a company's email in their search for on-going deals (56%) as they are to search for deals on Facebook (28%).

Ask the Email Expert:

Q: What's the best thing you can do to reduce your unsubscribe rate?

A: Give your subscribers the ability to control email frequency and a variety of other subscription options through an email preference center. People are always more receptive when they control what hits their inbox.

Ask The Expert

Submit your database or email marketing question, and a FreshAddress Email Address Expert will respond to you directly.

If we use your tip in FreshPerspectives, you'll receive a Barnes & Noble gift card!

WE LOVE REFERRALS!

If you are pleased with your experience with FreshAddress and have a colleague or former co-worker whose business might benefit from our services, we'd love to hear from you! Please let your account executive know or email us at marketing@freshaddress.com

Privacy: FreshAddress respects and protects your privacy and does not sell or exchange email addresses or any personal contact information provided during the registration process, unless explicitly approved by the user.

Full Privacy Policy

FreshAddress, Inc. is an industry leader in email database services. Founded in 1999, FreshAddress is the original developer and U.S. patent holder of email change of address technology (ECOA). Our other services include business-to-consumer email appending, business-to-business email appending, real-time email address correction technology (REACT), real-time email and postal appending, and email database consulting. Visit us at www.freshaddress.com

	December 2010 >> SUBSCRIBE >> UPDATE >> SHARE WITH A FRIEND >> CONTACT US
In this Issue: Case Study: LifeScript's RX for a Healthy Database Starts with Keeping it Clean! Not Everything Needs to be Complicated Client Insights: Subject Lines - Are you a Shakespeare or a Mark Twain?
CASE STUDY: LIFESCRIPT'S RX FOR A HEALTHY DATABASE STARTS WITH KEEPING IT CLEAN! One of the fastest-growing online health publishers, LifeScript owns the 4th-largest independent health site and 10th-largest women’s online community. The only site focusing exclusively on women’s health in a voice that resonates with its core audience, LifeScript Nutrition Research Laboratories was founded in 1999 as a single-product company selling customized vitamin plans. Today, more than 11 million readers subscribe to its six daily email newsletters. THE PROBLEM: As a women’s health portal, LifeScript aims to help its subscribers achieve longer, fuller and more successful lives while helping women be their best at work, home and play. Consumers must provide their email addresses in order to receive any of six newsletters on a variety of health related topics. Despite its valuable content offerings, however, LifeScript still found a significant percentage of users were inputting typos, invalid or bogus email addresses, thereby limiting its ability to refer or communicate further with these would–be readers. Furthermore, the suspect and problematic email address registrations were impacting LifeScript’s overall email deliverability and reputation...Read Full Article NOT EVERYTHING NEEDS TO BE COMPLICATED by Bill Kaplan, CEO Meryl Streep, Alec Baldwin, and Steve Martin recently starred in the romantic comedy, “It’s Complicated,” about the love lives and relationships among divorced couples and other love interests. In the email marketing world, complication also seems to be the order of the day as personalization, relevance, deliverability, and maintaining loyal customers are ever more difficult in today’s online-driven economy. But I have always believed that many seemingly intractable problems are often best solved by simple, elegant solutions. So here are a few of my simple solutions for dealing with those email marketing issues that just won’t seem to go away...Read Full Article CLIENT INSIGHTS: SUBJECT LINES - ARE YOU A SHAKESPEARE OR A MARK TWAIN? Your roving reporter had an opportunity to sit down (over email, of course) with several leading email industry experts and ask a series of questions of interest to our readers. This is the third article in our series of “Client Insights”, which we hope will provide you with answers to some of your most vexing issues. FreshPerspectives (FP): Creating a subject line is like writing a bestseller. Some ESPs recommend subject lines contain no more than 40 to 50 characters, to ensure they show completely in the preview header. Others have done research showing that nine word subject lines perform comparably to three word ones. That set us to wondering: what are the best subject lines to encourage recipients to open your emails (e.g. free, intriguing, X% off, or others)? So we put the question to our Client Insights panel. This month's panelists are: Steve Dumas, Ecommerce Marketing Manager, Ballard Designs Julie Bridge, Director of Internet Marketing, Indiana Botanic Gardens, Inc. Jessica Fraser Sotelo, Manager, Online Marketing, World Wildlife Fund To see what our experts had to say...Read Full Article	Upcoming Events: MarketingSherpa Email Summit 2011 Austin Bliss, President, FreshAddress, Inc. Jack Hogan, Chief Technology Officer, Lifescript.com Tom Sather, Director of Deliverability, Return Path & Amit Singh, Specialist, Consumer Marketing Technologies, Nestle USA will participate in a panel on Best Practices in Email Deliverability Moderator: Jeff Rice, Research Analyst, MarketingSherpa January 26 Caesar's Palace Las Vegas Quick Tip: People are twice as likely to subscribe to a company's email in their search for on-going deals (56%) as they are to search for deals on Facebook (28%). Ask the Email Expert: Q: What's the best thing you can do to reduce your unsubscribe rate? A: Give your subscribers the ability to control email frequency and a variety of other subscription options through an email preference center. People are always more receptive when they control what hits their inbox. Ask The Expert Submit your database or email marketing question, and a FreshAddress Email Address Expert will respond to you directly. If we use your tip in FreshPerspectives, you'll receive a Barnes & Noble gift card! WE LOVE REFERRALS! If you are pleased with your experience with FreshAddress and have a colleague or former co-worker whose business might benefit from our services, we'd love to hear from you! Please let your account executive know or email us at marketing@freshaddress.com
Privacy: FreshAddress respects and protects your privacy and does not sell or exchange email addresses or any personal contact information provided during the registration process, unless explicitly approved by the user. Full Privacy Policy © 2010 FreshAddress, Inc. All rights reserved. You may forward this email in its entirety, but you may NOT post or reproduce any of its content elsewhere. FreshAddress, Inc. is an industry leader in email database services. Founded in 1999, FreshAddress is the original developer and U.S. patent holder of email change of address technology (ECOA). Our other services include business-to-consumer email appending, business-to-business email appending, real-time email address correction technology (REACT), real-time email and postal appending, and email database consulting. Visit us at www.freshaddress.com