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Sun, June 08, 2008
Considering we are an industry that sends a ridiculous amount of email to the same people every day – the topic of subject lines is a very important one.
According to a new study by Alchemy Worx, “open rates climb when the subject lines are in the 50-character range or 80-character range. But, perhaps counter intuitively, they fall in the middle when the length is 60 or 70. Research culled from 250 million messages sent over the past two years, with 660 different subject lines, has led them to believe that a 50-character subject line touting a ‘powerful’ offer is appealing (30% off Spring Getaway flights to Florida on Delta). And a longer 80-character-plus line describing a newsletter in enticing fashion works (Find out Secrets to Spice up your Barbecue this weekend and all Summer Long and enter to win a New Weber Grill.) Somehow, in the 60- to-70-character middle, the subject line is either too long or not long enough.”
As for the ‘why’ – they believe it could be that the longer the message, the more opportunities you have to hit key selling points. Personally, I think your focus should always be getting the value proposition in the email out as quickly, understandably and efficiently as possible.
We are currently in the process of creating an agency based email efficiency report, headed by Lisa Cecchini in our office, looking closer at how, where, why and when people engage in email marketing. Should be ready this summer.
In the meantime, read the following story for more information.
Read On
Sat, January 12, 2008
Here is a new advertising opportunity that may be an interesting way for live entertainment productions to reach its target audience. Advertising via podcasts.
This past week, a company by the name of Wizzard Media unveiled a new technology that allows advertisers the ability to "dynamically" insert advertising messages into breaks in both audio and video podcasts. It will enable ad messages to be placed organically within the natural programming of the podcasts as opposed to just the the kind of "pre-" or "post-roll" spots that now appear at the beginning or the end of programs. So, in the middle of a podcast you may begin to hear more advertising than you are used to.
Overall, I like the concept of it. Podcasts are generally a good way to target niche audiences and I would assume the costs would be reasonable. The biggest issues I’ve always had with advertising through podcasts has been the cost structure and tracking capabilities. Is there a cost-per-view, cost-per-acquisition or simply a fixed cost. Just because somebody downloaded the podcast in no way means they actually watched or listened to it.
Tons of questions but tons of potential opportunity. Will keep you posted if anything comes of it.
Read On
Mon, November 19, 2007
The CBS Corporation recently announced the creation of the "CBS Mobile Zone," a wireless high-speed network enabling New Yorkers (and tourists) to access the internet for free via a laptop or mobile device. The zone will be from Times Square to Central Park South and from 6th Avenue to 8th Avenue and is a test in partnership with the MTA.
The opportunity for Broadway: advertising! According to the story, “New Yorkers who access the ‘CBS Mobile Zone,’ will be greeted by an ad-supported homepage that includes hyperlocal content such as breaking local and national news, sports highlights, weather reports, music discovery, wallpapers, ringtones, maps, a social network and the ability to search for nearby restaurants, shops and entertainment complete with geographically- targeted community reviews.”
This looks like an interesting opportunity to reach both locals and tourists. This will most likely take some time to build in popularity, but has exciting possibilities.
Read On
Fri, July 07, 2006
Ten NYC parks are about to be equipped with wireless Internet access (sorry Staten Island - you are the only borough not included in the initial proposal.) This is potentially a ripe new channel to reach tourists in the city. A while back we wrote about a research study showing 45% of travelers used a laptop to gather information about their trip while traveling. We will be keeping a very close eye on this.
Click here to read more.
Tue, December 13, 2005
So, New York City is now looking into offering wireless Internet access throughout the city. The Internet has long been labeled as the vehicle to promote advance ticket sales. Finally, with more connectivity, this new initiative could enable the Internet to have a strong effect on day of sales.
You may remember a few weeks back we ran a story about how over 50% of tourists were bringing their laptops with them on vacation to help plan their trip.
This is all pretty compelling evidence that we, as an industry, need to think of new ways to tap this audience.
Click here to read more about New York City's initiative to give free wireless access.
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