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Panpa Bulletin : August 2006
At last, a technology giving marketing folk all the ben- efits of email marketing with none of the pitfalls of spam. From the moment email ex- ploded into the mainstream of business communication, eve- ryone with anything to sell was eyeing it off for its fantastic po- tential as a sales and marketing tool. So how come it's realised so little of that potential beyond the discount Viagra, reproduc- tive enhancement and pornog- raphy industries? Well, partly because con- ventional random-spray email marketing became synony- mous with the seedier element of those industries. But mostly because, in the same way we hate being accosted by street corner tin-rattlers and tea-time telemarketers, people just hate unsolicited sales messages in- truding on their lives. That's why, very early in its life, unsolicited email market- ing messages earned that dis- paraging nickname -- spam. And anti-spam sentiment has long since reached that critical mass where they'd have trouble get- ting a nibble on one-way tickets to eternal nirvana at a genuine bargain price. The reason for spam's failure lies in its use of dedicated mes- sages. That is, each transmis- sion is built from the ground up to carry the sales message. So it arrives in your inbox like some stranger walking straight through your front door, helping himself to a bite from the fridge and settling down in front of the tele for the night, all without so much as a hello. Some of them even cough in your face and give you something viral when you approach them to ask what they're doing. As a result, email marketing potential remains largely un- tapped, with about 95 per cent of businesses leaving it in the too-hard basket. Now comes Rocketseed -- a technology destined to restore the reputation of email market- ing. It comes from a UK company also called Rocketseed. And it's based on a very simple idea: in- tegrating marketing messages into emails sent for other pur- poses. That is, the normal busi- ness and social messages most of us fire around by the dozen every day. Being incidental to the purpose of the email, a Rocketseed message demands nothing of the recipient and therefore causes no offence. So instead of an uninvited guest demanding our time and attention, we have a friend com- ing in by invitation and showing us something she picked up on the way over that might be of in- terest to us. Rocketseed's intelligent busi- ness email technology delivers three basic benefits: • It integrates corporate branding into each message sent out by your organisation and staff • It turns conventional, static emails into targeted, interactive marketing messages with links to further information and of- fers • Its back office systems pro- vide automated, real-time re- porting, analysis and usable insights into the behaviour of both senders and receivers So what does this turn into for the recipient? Put simply, it means a normal email message arrives with a marketing or ad- vertising component embed- ded in it. Most often, this takes the form of a banner at the top of the message containing, for example, a logo and a company tagline with links to the corpo- rate website. Or maybe a special offer tagline with offer-related links to the site. Part or all of it might be animated to catch the recipient's eye or draw attention to the offer. Most importantly, though, it offers the recipient the opportu- nity to opt in or out painlessly. A Rocketseed-enhanced message takes no longer to download than a normal, unadorned mes- sage and it doesn't impede ac- cess to the original content. An example of the recipient experience: Let's say Jack, ad- vertising rep from The South- ern Times, emails his client, real estate agent Mary, a copy of her new display ad for final approval. Mary opens the mes- sage from Jack to find it's head- ed up by a banner mentioning ad space specials in upcoming Times supplements, with click- through links to the paper's rate schedule pages. No risky demands made of Mary - Rock- etseed simply adds a layer of opportunity to the normal message. So what does this mean for companies using such technology? By opening up a whole new marketing com- munications channel, Rock- etseed presents users with myriad new opportunities. And not just for simple push- communication. Rocketseed's interactive abilities make it valuable for database build- ing and research, too. All with super-accurate measurability. Rocketseed claims provable higher efficiency for its media clients than other marketing comms channels. It makes a valuable research and seg- menting tool too, with click- through statistics generating insights into customer behav- iour and campaign success levels. Still only about a decade old as a mainstream communica- tions medium, email remains on an evolutionary growth spurt, with its numerous oper- ating platforms and technolo- gies yet to mature into true interoperability. As a result, there's more to implementing email-dependent technolo- gies than just popping a CD into the server and working through the five-minute Install Wizard. Rocketseed's sophisticated analysis and implementation methods and support systems ensure a smooth rollout for each client site, across all the platforms in use -- Wintel, Mac, Unix, Linux -- even Blackberry systems For an Australian case study turn to page 57 PanPa welcomes rocketseed as an associate Member.. You can fnd out more when international Ceo Cameron hulett presents rocketseed’s intelligent email technology on tuesday, august 29 at PanPa 2006 Conference and exhibition. email marketing that’s not spam? Yes, and you can hear about it at PanPa 2006 Putting a rocket up SPAM Email marketing potential remains largely untapped, with about 95 per cent of businesses leaving it in the too-hard basket. Still only about a decade old as a mainstream communications medium, email remains on an evolutionary growth spurt august 2006 PANPA bULLETIN | 51