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Campaigner(R) Announces Five Ways to Help Internet Retailers “Fall” into Marketing Success

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It’s that time of year again when much of the country will “fall back” an hour, marking the end of Daylight Saving Time. As we prepare to reset our clocks, Campaigner(R), the email marketing brand of j2 Global, Inc. (NASDAQGS: JCOM), is encouraging Internet retailers to use the extra hour on November 2 to assess their email marketing campaigns. With retailers making as much as 40 percent of their annual revenue in November and December, there is no doubt that taking the extra hour to fine-tune or reset your email marketing strategy is time well spent. To help, Campaigner is sharing five timely takeaways that will enable savvy marketers to secure new customers, build customer loyalty and increase revenue right in the nick of time.

A retailer’s secret weapon, email marketing is a powerful revenue-building tool for marketing teams today. According to the Direct Marketing Associations, email provided $39.40 in sales per dollar of advertising this year, compared to $22.38 through Web search, $19.71 from Internet display ads and $12.90 from social networks. While the ROI is outstanding, according to Return Path, about 19 percent of email in the U.S. and Canada is still not making it to the inbox, underscoring that a reset may be in order. In fact, according to an Econsultancy Email Marketing Census Survey, when asked, “How do you rate the performance of your company’s email?” most marketers admit that they feel their own email performance is below par. On average, 61 percent rate performance as “poor” or “average”.

“For Internet retailers who want to take full advantage of the holiday shopping season, the time is now to review past email marketing efforts to determine what worked and what didn’t, and hit the reset button if needed. If not, these senders could be leaving thousands, if not millions, of dollars on the table,” said EJ McGowan, general manager of Campaigner.

To help Internet retailers increase customer interaction and revenue, Campaigner offers the five following timely takeaways to “fall” into email marketing success:

There’s a Time and a Template for Everything.

Create different templates for different campaigns, audiences and outreach vehicles such as newsletters and promotions. These templates will allow you to quickly create your content without having to generate every new aspect each and every time. Better yet, use an email marketing service that offers hundreds of templates to suit your unique business needs. Build upon what works, so you can make minor changes, such as subject lines, once the major work is complete. As an added bonus, templates provide consistency for your brand across all channels.

Pacific Standard or Personalized?

The timing of an email marketing campaign has always been a tricky business. Some choose industry standards (10 a.m. on Tuesdays and 3 p.m. on Thursdays), but the most successful marketers personalize timing based on data that identifies previous email behavior, including when customers typically open emails and when they last opened an email from your brand.

Every customer is unique-so don’t send your emails based off time zone alone. Thanks to segmentation and A/B split testing, you can split your list into small portions to test new campaigns and tools. Segment your list and tailor your campaigns by buyer behavior, location and other factors to achieve higher open and click through rates. Perhaps your early-risers need a different message than your night owls, so tailor your content accordingly.

Fall Into a Change of Pace.

Keep in mind the Albert Einstein quote: “Insanity is doing the same thing over and over again and expecting different results.” It’s easy to settle into the comfort of pre-designed themes and the same old holiday promotions. Use this time to embrace the new season to fall into something different. For example, with the end of October and early November just around the corner, you can bet countless companies will be running Halloween promotions, but consider creating campaigns around other timely events like the World Series or the Breeders’ Cup. Be sure to always take it back to your audience: make it newsworthy, but make it relevant.

Stand the Test of Time.

To ensure optimal results, it is important to continually test how different aspects of your campaigns are likely to be received. This is insight you can gain through basic A/B testing. Also known as split testing, these experiments should be run for a set time period to get a feel for how your audience will respond to your subject lines, content, frequency and other campaign elements. A/B testing is one of the most reliable ways to ensure that your campaigns are precisely focused and stand the test of time as a proven winner before sending them out to your entire list.

A Stitch in Time Saves Nine.

Tired of putting out fires? Take that extra hour this fall to start planning for next year. Your data will point the way as your campaigns begin the frenzy leading up to the holidays. Set up a schedule one year in advance, incorporating subject lines and niche messages, as well as automating personal activities such as birthdays. Leverage available technology like recurring autoresponders that can send renewal notices, reminders, monthly promotional emails, upsell emails, thank you’s, and more, based on customer actions. A little investment setting these up now will save you hours in the future.

Email marketing for online retailers is a key factor in overall business success and ROI. The right campaign content sent through the most effective channels at the right time of day can provide impactful results. By following these timely takeaways, marketers and retailers can secure new customers around the clock, build existing customer loyalty and improve bottom line results in the blink of an eye. Time is money, so use your extra hour to reign in results this holiday season and beyond.

To view a related infographic please visit

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About Campaigner

Campaigner(R) is a robust email marketing solution built by marketers to help small, medium and large businesses strengthen customer relationships and drive sales. Features include professional email campaign creation, industry-leading A/B split testing, advanced list management and segmentation tools, targeted email autoresponders and workflows, powerful API and CRM integration, and detailed campaign reporting. Campaigner is a brand and registered trademark of the Business Cloud Services Division of j2 Global, Inc., the global provider of Internet services. Learn more at

About j2 Global

j2 Global, Inc. provides Internet services through two divisions: Business Cloud Services and Digital Media. The Business Cloud Services Division offers Internet fax, virtual phone, hosted email, email marketing, online backup, unified communications and CRM solutions. It markets its services principally under the brand names eFax(R), eVoice(R), FuseMail(R), Campaigner(R), KeepItSafe(R), Livedrive(R) and Onebox(R), and operates a messaging network spanning 49 countries on six continents. The Digital Media Division offers technology, gaming and lifestyle content through its digital properties, which include,,, and others. The Digital Media Division also operates NetShelter(R) Powered by BuyerBase(R), an advanced digital ad targeting platform, and Ziff Davis B2B, a leading provider of research to enterprise buyers and leads to IT vendors. As of Dec. 31, 2013, j2 had achieved 18 consecutive fiscal years of revenue growth. For more information about j2, please visit

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