Proflowers Wins the Valentine's Day War through Testing, Segmentation, and Re-engagement

Wednesday, March 3, 2010 by Bill McCloskey

Achieving Twice the Traffic with 1/3rd the List
Proflowers Wins the Valentine's Day War through Testing, Segmentation, and Re-engagement


February 11th, 2010 was the key web traffic day for Valentine’s Day flower shoppers. All the major online flower vendors achieved their major holiday traffic spike on that day. A close examination of the data utilizing the Email Data Source tool, Email Analyst, suggests that Proflowers was able to achieve extraordinary success with an email strategy that relied heavily on targeted and segmented email campaigns tied to exhaustive testing of creative and an agressive WinBack campaign strategy.

According to the Alexa web reach per million measurements, Proflowers achieved 71% more traffic than 1-800-Flowers and 126% more than FTD on their peak traffic day leading up to Valentine’s Day.

An examination of the emails campaigns sent during February monitored by EDS and the EDS panel of active inboxes reveal that these traffic gains were achieved despite the fact that the average reach of their email campaigns in February was one third the reach of their top competitors during the same time.

Re-engagement:

A significant campaign strategy was an agressive series of Winback campaigns leading up to the Valentine's Day holiday.  Proflowers ran at least 7 reengagement campaigns just before Valentine’s Day, a strategy that does not seem to be echoed in their competitor's strategies.

Below are the subject lines and dates of the re-engagement campaigns Proflowers ran:

Jan 25th: We Haven't Seen You in a While... Come Back for 10% off

Feb 1st: $19.99 Valentine's Day Flowers to Win You Back! Order Soon to Avoid Rush Charges.

Feb 2nd: Can Cupid Bring Us Back Together?

Feb 8th: $19.99 for 18 Assorted Roses, Come Back!

Feb 8th: $19.99 Tulips or Roses, Come Back to Us!

Feb 8th: Will You Come Back to Us for 20% off? Expires Wednesday!

Feb 10th: Last Chance! 47% Off if You Come Back Now

Segmentation and Subject Line Testing.

In addition to re-engagement campaigns, Proflowers engaged in a strategy of segmentation, targeted emails, and creative cycling.To illustrate, below are the subject lines for 10 different campaigns that Proflowers ran on February 8th, along with estimations of the relative sizes of each audience segment.

(The percentage numbers are for estimates based on panel data and do not necessarily reflect the actual percentages of the Proflowers list. The numbers were calculated with the following assumptions: the campaign with the largest reach was scored as 100% of the list and all other campaigns list percentages were based off of that).

Below are the subject lines for all the emails sent by Proflowers on Feb 8th along with their estimated percentage of list. Notice there are 3 re-engagement campaigns:

$19.99 for 18 Assorted Roses, Come Back! (7.76%)

$19.99 for 18 Assorted Roses, Last Chance! (20.47%)

$19.99 Tulips or Roses, Come Back to Us! (7.2%)

$19.99 Tulips or Roses, Last Chance for Valentine's Day! (15.67%)

20% Off at ProFlowers just for RedEnvelope Customers (7.76%)

Bouquets From $19.99. Give Great, Save Great. (32.60%)

Last Chance for Long Stemmed Red Roses at $39.98 (13.41%)

Last Chance for Long Stemmed Red Roses at $39.99 (3.95%)

Thanks Again. Please Accept These Special Savings. (4.66%)

Will You Come Back to Us for 20% off? Expires Wednesday! (8.04%)

 

In contrast, Proflowers competitors sent out far fewer emails to a larger percentage of their list. For comparison’s sake, the following campaigns were sent by 1-800flowers on the same day (using the same percentage of list calculation):

 

Free Shipping on Gift Baskets starting at $29.99 - lock in today's prices (17.82%)

Free Shipping: 3 Bouquets only $29.99 each - Limited Supply (56.02%)

Free Shipping: Long Stem Red Roses with FREE Ruby Vase - While Supplies Last (74.24%)

Has it been a year already? (1.96%)

 

Delivery

 

Regarding Inbox Delivery, Proflowers emails had very good delivery with over 90% inbox delivery for AOL, Yahoo, and Gmail, compared to top competitors who achieved less than 90% delivery to the same ISP’s during the same period.

Summary: Studies from Forrester have shown that segmentation of lists can achieve a much higher ROI than batch and blast strategies. Research from EDS, using the EDS live panel data seems to bear this out.

Using Email Panel Data to Compare the Reach of Distribution Partners

Tuesday, March 2, 2010 by Carter Nicholas
In all forms of media, online and off, there independent providers of audience measurement.  Up to now, the exception has been email.  But with Email Data Source's new panel data, media buyers can now evaluate the reach of email newsletters before they choose to become advertisers or sponsors.  Here is a quick rundown of the reach of some TV media outlets and the comparative reach of their email newsletters, ranked in order from highest email reach to lowest email reach:


Rank     Sender                    Percentage of Panel Reached
1.          Oprah                     0.49%
2.          ComedyCentral       0.13%
3.          ShopNBC                 0.12%
4.          ABCNews                 0.05%
5.          CBSNews                 0.03%
6.          HollywoodReporter  0.01%

American AAdvantage Email Campaign Reach and Deliverability for January '10

Monday, March 1, 2010 by Carter Nicholas
New information from our panel shows the reach of AAdvantage email campaigns and what they are doing with their partners.  Aadvantage started the year with a campaign urging members to ask their friends for spare miles.  The email contained a link to "Tell a friend you need miles!" This campaign was received by 1.28% percent of our email panelists starting on January 6.  This compares with a reach of 1.50% for the AAdvantage monthly statement.  This indicates that AAdvantage likely sent the campaign to a large percentage of its members. 

The campaign had good inbox placement with Yahoo, getting in to the inbox vs. the spam folder for 98% of recipients.  For AOL and Gmail, however, the inbox placement percentage was lower at 89% and 88% respectively.

AAdvantage's second major email campaign of the year was with Lifelock.  The campaign offered 4,500 upon enrolling in Lifelock's identity protection.

This campaign was received by 0.34% of our email panelists starting on January 20, 2010.  Compared to the 1.50% of panelists who received mileage statements by email, and the ShareAA Miles campaign recipient percentage of 1.28%, this might indicate that the campaign was sent to a smaller user base.

The AAdvantage - Lifelock campaign had similar inbox placement characteristics as the Share AA Miles email campaign, with 98% inbox placement for Yahoo!, 94% inbox placement for Gmail and 88% inbox placement for AOL recipients.

AAdvantage finished the month with two campaigns in partnership with the Citibank AAdvantege credit cards.  These campaigns offered either 25,000 miles and a companion certificate or 30,000 miles with no companion certificate.  The 25,000 offer was received by 0.53% of our email panelists, and the 30,000 miles offer was received by 0.13% of our panelists indicating some form of segmentation of AAdvantage's list.  Both email campaigns started on January 27.  Inbox placement for the 25,000 miles campaign was 97% for Yahoo, 97% for Gmail and 88% for AOL.  Inbox placement results were similar for the 30,000 miles campaign.

Top brands being covered for Twitter

Monday, March 1, 2010 by Alyssa Russo
We are now following the top brands in the following Market Sectors for Twitter.

Online Shopping
Food & Candy
Home Furnishings, Fixtures & Accessories
Consumer Electronics
Sporting Goods, Recreation & Equipment
Music
Supermarkets, Food & Drug Stores
Coffee & Tea
Home Appliances
Books & Magazines
Footwear
Office Supplies, Furnishings & Equipment
Wireless & Cellular
Computer & Video Games
Gifts & Remembrances
Hobbies, Crafts & Collectibles
Pet Care & Supplies
Toys & Games
Beverages
Jewelry & Watches
Computers & Software
Travel Services & Tourism
Airlines, Cruises and Transportation
Retail & Department Stores
Credit Cards
Baby & Child Care Products
Personal Care, Hygiene & Toiletries
Alcoholic Beverages
Hotels & Resorts
Performing Arts
Apparel & Fashion
Cosmetics, Fragrances & Beauty Products

The next group of Market Sectors we are working on collecting Top Brands for are:

Weight loss, Dieting & Fitness
Television
Restaurants, Bars & Food Service

Be sure to send through any requests to alyssa@emaildatasource.com

Spoofed New York Times Emails Make it Through Yahoo Mail Filters

Thursday, February 25, 2010 by Carter Nicholas
Data from our new panel of 285,000 Yahoo, Gmail and AOL inboxes shows that spammers (email senders who pretend to be somebody else) successfully spoofed the New York Times, and that the major ISP's allowed delivery of these spoofed emails to recipients.  But, whereas AOL and Gmail sent 100% of these spoofed emails to the junk mail folder where they belong, Yahoo consistently let them through to the inbox for 2% to 6% of recipients.

The spoofing attempts, which were sent to an estimated 600,000 Yahoo users during the month of January and early February, mimicked the New York Times in the email from title, but had subject lines such as "News Alert: FuckBook is Open" and "News Alert: Medz for The Whole Family".  The table below shows the spoofing attempts and the % of Yahoo recipients that received the spoof emails in the inbox vs. the spam folder.




We're live with panel data on email marketing

Thursday, February 25, 2010 by Carter Nicholas
The launch of the new Email Campaign Reach and Inbox Deliverability service last week has been a big success.  We will have case studies coming out soon.  In the meantime here are some screen shots of the email panel data in Email Analyst. 

This first screen shot shows a bar chart, plotting the reach of a sender's email campaigns across our panel of 250,000 email users.  The charts can be adjusted to see a daily, weekly or monthly view of email campaign activity and reach.  Charts are also available providing email campaign stats on the reach of email campaigns per ISP. 

Variations in reach are due to email list segmentation but can also indicate ISP deliverability issues.

For each of the hundreds of sending domains covered, we provide a snapshot of average email campaign reach, broken down by ISP.  We also provide inbox deliverability statistics overall and by ISP.  This is a great way for email marketers to get a quick read on potential distribution partners.  For the first time, email marketers have an independent way of determing the reach of their email distribution partners, and whether the email campaigns of their potential partners make it to the inbox or end up in the spam folder.  We also provide contact information for potential partners.



The graphs are helpful for identifying trends for your email marketing analysis, but when you want to get in to the details, you can simply view all the email campaigns from a particular sender, along with the subject line, reach and inbox deliverability.  The examples at left cover campaigns sent by JCrew over a twelve day period.  As you eyeball the email campaign reach statistics,  you can clearly see that some campaigns are being sent to a larger portion of JCrew's email list than others.  This gives great insight into their segmentation strategies.  For more in depth analysis, all the campaigns can be exported to excel, along with the accompanying email campaign reach and inbox deliverability, broken out by ISP.  Click on the links pulls up the email creative.

Interested in finding out more?  Click here to sign up for a demo.



Coming Soon: Campaign Reach and Inbox Deliverability

Tuesday, February 9, 2010 by Carter Nicholas
If you have seen our home page over the last few days then you know that we will soon be releasing a new service providing EDS customers with panel data on the reach and inbox deliverability of email campaigns.  This new service will provide a new and unprecedented depth of competitive intelligence information for email marketers. 

Our first foray into this area was a report we published in September of 2009, where we used sample panel data to compare the reach and inbox deliverability of Staples, Office Depot and Officemax.  We got great reactions from that report, and it was downloaded hundreds of times.

Since then, we have been fine tuning the service, and working on incorporating the data into Email Analyst.  Our panel has also grown in size to be greater than 250,000 email users.  

Many of our current clients have previewed the data, and the feedback has been very encouraging.  It has confirmed that there is still a real lack of transparency into email marketing, especially compared to other forms of online media.  Whereas everyone from compete.com to alexa and comscore to Nielsen report in depth on website traffic, there is virtually no equivalent for email.  With this new service, we are making this type of information available for the first time.

Here are a few comments we have received from clients who have previewed the service:

"A core business proposition for Email Service Providers is improving deliverability.  Having an independent source for deliverability data on specific campaigns and major email marketers will show the importance of working with a top notch ESP" - ESP client

"This is a great move for EDS, this is data we need.  Thanks guys" - ESP client

"We've previously gotten information on deliverability at the ISP level, but getting sufficient data for inbox vs. spam folder deliverability has been a challenge.  I'm looking forward to receiving this information regularly" - Major Internet Retailer

"Being able to go in depth on segmentation strategies and see the comparative reach of segmented campaigns vs. 'blasts' will be very helpful" - Agency client

"This a great idea, and the ability to benchmark against competitors will be a great help.  Thanks for tackling this." - Major Internet Retailer

More news, screen shots and examples of data will be appearing in our blog posts over the coming days, and expect our press release soon.  In the meantime, if you would like to pre-register for a demo, please contact us

Internet Retailer 500 Twitter Watch: Zales.com

Tuesday, January 26, 2010 by Bill McCloskey
Zale Corp
Rated #185 in the 2009 Internet Retailer 500 with $56,000,000 in 2008 Web Sales.

Twitter Account: ZalesDiamondGal
Current Followers: 464
Follower Growth (last 30 days): 12%
Number of Influencers (last 30 days): 3
Top Influencer (last 30 days): @WicksnCandles



Average Reach of Twitter Offers (last 30 days): 510

Twitter Offer with Highest Reach (last 30 days): 1357 (June 5th, 2010): "
  wants to read about your Love Story! Share a special memory today. http://bit.ly/5M5p3y
"



Highest Reach since EDS has been tracking: 24,365 (11/18/2009): "
  THX to everyone tweeting about The Shared Heart Collection http://bit.ly/2lSwS Support @autismspeaks and #Zales this Holiday Season!
"

Analysis:

Zales promotes heavily in both the Email and Twitter channels. There is a close association between email/twitter promotions and traffic going to the Zales web site based on Alexa Web site traffic. Valentine’s Day promotions have been featured prominently in both Twitter and Email offers throughout January, 2010. Zales has averaged 13 Twitter campaigns in the last 30 days, often Twittering more than one a day. While the follower count and reach of the Twitter offers is relatively low when looking at the Retail sector in general, Zales leads in both Follower Count and Reach of Twitter messages in their category:  Jewelry and Watches.

 

Significantly, Zales achieved its highest reach (since we began tracking them) on November 18th, an offer that was retweeted 8 times and increased their average reach by over 4500%. The offer was in support of a charitable contribution to @AustismSpeaks.  It is clear that tying Twitter offers to worthy causes can dramatically increase the reach of the message and the number of times it is reTweeted.

Definitions: 
Only Twitter offers containing a link to an offer page are monitored by EDS. Influencers are defined as those individuals who retweet the offer. Reach is defined as all the followers of the brand at the time of the Tweet, plus the total followers of everyone who retweeted the offer.

All Data is supplied by Email Data Source, through the EDS email and twitter monitoring tool, Email Analyst. To learn more, please go to www.emaildatasource.com or contact Bill McCloskey at bill@emaildatasource.com, or call 212-514-8900.



Internet Retailer Twitter Monitor: Zazzle.com Inc

Monday, January 25, 2010 by Bill McCloskey
Zazzle.com Inc
Rated #195 in the 2009 Internet Retailer 500 with $52,224,000 in 2008 Web Sales.


Zazzle is an online retailer utilizing both Twitter and Email to drive traffic to their offers. For the last 30 days (as of 1/25/2010), Email Data Source monitored nearly 2,000 Twitter posts sent by two Zazzle Twitter accounts: ZazzleWedding (1871 posts) and Zazzle (121 posts)*.

ZazzleWedding currently has 1,082 followers, and has grown 10% since 1/1/2010

Zazzle currently has 12,091 followers and has grown 3% since 1/1/2010.


Zazzle currently has 21 influencers**

Top Influencer for the last 30 days was @rcbonayatwork.

Tweet with highest 30 day reach*** (26,192) was sent 1/7/2010 and was retweeted 3 times: "Yay! RT @ljlhdesigns: SWEET! Just sold 20 customized copies of this card on @Zazzle!!! http://bit.ly/8jH4Gx"



*Only Tweets that contain a link to a Zazzle.com offer are measured.

**An influencer is defined as a Tweeter who rebroadcasts/retweets a Zazzle Tweet Offer.

***Reach is defined as all the followers of the brand at the time of the Twitter offer plus the followers of anyone who retweets the offer.


To learn more about Twitter Monitoring from Email Data Source, please go to www.emaildatasource.com or contact Bill McCloskey at bill@emaildatasource.com, 212-514-8900.


New Brands being followed on Twitter

Monday, January 25, 2010 by Alyssa Russo
Close to 350 new brands we're following for Twitter in Email Analyst over the last 2 weeks.

www.abebooks.com
www.accorhotels.com
www.accountnow.net
www.aguavivausa.com
www.airfareplanet.com
www.airfarewatchdog.com
www.airtahitinui-usa.com
www.alaskaair.com
www.albeebaby.com
www.allenedmonds.com
www.allyou.com
www.amana.com
www.americanblinds.com
www.americancowboy.com
www.anthropologie.com
www.applebees.com
www.applebottoms.com
www.assemblymag.com
www.atlantamagazine.com
www.augustamall.com
www.austria.info
www.aviationweek.com
www.avidcruiser.com
www.avweb.com
www.babyearth.com
www.babytobee.com
www.babyzone.com
www.bdgastore.com
www.beaupoker.com
www.bellasugar.com
www.bestdealmagazines.com
www.bestpriceaudiovideo.com
www.bestwestern.com
www.bet.com
www.biglots.com
www.bigwhite.com
www.bluebottlecoffee.net
www.boatingmag.com
www.bocajava.com
www.brides.com
www.bridesmagazine.co.uk
www.buyandwalk.com
www.cardratings.com
www.carrotink.com
www.cathaypacific.com
www.cbs.com
www.cbsnews.com
www.cbssports.com
www.celebritycruises.co.uk
www.ceriwholesale.com
www.chacousa.com
www.chapters.indigo.ca
www.chic-covers.com
www.china-airlines.com
www.chineselaundry.com
www.clae.com
www.clickinks.com
www.cnet.com
www.codeplex.com
www.colehaan.com
www.conceiveonline.com
www.containerstore.com
www.cosmogirl.com
www.cosmopolitan.com
www.costco.com
www.crazy8.com
www.creditcards.com
www.crocs.com
www.curvesinformation.com
www.custompc.co.uk
www.danskin.com
www.daveandbusters.com
www.dcshoes.com
www.dearsugar.com
www.discountschoolsupply.com
www.discover.com
www.discovermagazine.com
www.discoverycruise.com
www.diversity-executive.com
www.dollargeneral.com
www.dominos.com
www.dunkindonuts.com
www.earth.us
www.ebonyjet.com
www.eccousa.com
www.edgeboston.com
www.endless.com
www.esfootwear.com
www.essence.com
www.etnies.com
www.eurail.com
www.excalibur.com
www.executiveessentials.com
www.executivegiftshoppe.com
www.familycircle.com
www.fictionwise.com
www.flight001.com
www.floridatrend.com
www.flyairnorth.com
www.foliomag.com
www.fredflare.com
www.frontierairlines.com
www.geeksugar.com
www.giggle.com
www.gizmag.com
www.glamour.com
www.glamourmagazine.co.uk
www.goodwill.org
www.gq-magazine.co.uk
www.grandboulevard.com
www.greedygenius.com
www.grist.org
www.guideposts.com
www.habitatshoes.com
www.hallmark.com
www.hallmarkchannel.com
www.heebmagazine.com
www.heels.com
www.heydayfootwear.com
www.hobbytron.com
www.hocks.com
www.hon.com
www.hottershoes.com
www.hurley.com
www.hy-vee.com
www.icelandair.com
www.iherb.com
www.indiebound.org
www.inksell.com
www.intelligentsiacoffee.com
www.intrawest.com
www.inventorynyc.com
www.irawoods.com
www.jamesscottbell.com
www.jcpportraits.com
www.jcwhitney.com
www.jefferspet.com
www.jildorshoes.com
www.jimmychoo.com
www.jjbuckley.com
www.jockey.com
www.joesnewbalanceoutlet.com
www.joggingstroller.com
www.journeys.com
www.justinboots.com
www.justluxe.com
www.karmaloop.com
www.keds.com
www.keepcompany.com
www.kensie.com
www.kfc.com
www.kikstyo.com
www.kingarthurflour.com
www.kitchensource.com
www.klwines.com
www.kmart.com
www.kohls.com
www.koreanair.com
www.krausebooks.com
www.krink.com
www.kswiss.com
www.lacrosse.com
www.lampsplus.com
www.latina.com
www.leapfrog.com
www.leapsandbounds.com
www.leatherup.com
www.levenger.com
www.libraryjournal.com
www.librivox.org
www.lids.com
www.lifeway.com
www.limogesjewelry.com
www.lionbrand.com
www.llbean.com
www.lowes.com
www.lugz.com
www.luxurylink.com
www.macleans.ca
www.magellans.com
www.maidenform.com
www.malaysiaairlines.com
www.mandalaybay.com
www.marksandspencer.com
www.marshallsonline.com
www.mastercard.com
www.matthewizzo.com
www.mcnallyjackson.com
www.meijer.com
www.mentalfloss.com
www.midwestairlines.com
www.mirage.com
www.mom4life.com
www.mommysavers.com
www.montrail.com
www.mooshoes.com
www.mothercare.com
www.motherjones.com
www.msmagazine.com
www.mtvmusic.com
www.muji.us
www.music.yahoo.com
www.musicnotes.com
www.myhorse.com
www.mymiraclebaby.com
www.nascar.com
www.nfl.com
www.nordstrom.com
www.nrf.com
www.nylonmag.com
www.nywatertaxi.com
www.oakley.com
www.officedesigns.com
www.omagonline.com
www.onewayfurniture.com
www.opry.com
www.optimalprint.co.uk
www.outback.com
www.paradisebymarriott.com
www.parenting.com
www.parents.com
www.payless.com
www.planetshoes.com
www.popsci.com
www.postcardmania.com
www.premiumoutlets.com
www.printingcenterusa.com
www.printingforless.com
www.printmag.com
www.psychologytoday.com
www.publishersweekly.com
www.pubwest.org
www.pumafootball.com
www.pumarunning.com
www.qantas.com
www.qsrmagazine.com
www.raileurope.com
www.readkiddoread.com
www.readymade.com
www.realsimple.com
www.redbookmag.com
www.reebok.ca
www.reebokfootball.ca
www.reebokhockey.com
www.reebokpump.ca
www.restockit.com
www.rexcraft.com
www.rightstart.com
www.rizzoliusa.com
www.robeez.com
www.rockymountainbride.com
www.royalcaribbean.com
www.rugby.com
www.samsclub.com
www.sandestin.com
www.saucony.com
www.sciam.com
www.seabourn.com
www.segway.com
www.selfridges.com
www.shoeaholicsanonymous.com
www.shoebuy.com
www.shoeline.com
www.shop.org
www.shoplet.com
www.simonandschuster.com
www.simpleshoes.com
www.simplysoles.com
www.skechers.com
www.smartcruiser.com
www.smithsystem.com
www.solartoday.org
www.solestruck.com
www.sonicdrivein.com
www.southernliving.com
www.space15twenty.com
www.spartoo.com
www.speesees.com
www.sprint.com
www.stevemadden.com
www.store.nba.com
www.stratton.com
www.striderite.com
www.stroller.com
www.stylous.com
www.suite101.com
www.supermarketnews.com
www.suprafootwear.com
www.surefit.net
www.tacobell.com
www.tasknewyork.com
www.taylormadegolf.com
www.terravision.eu
www.tesco.com
www.tescodiets.com
www.teva.com
www.tfaw.com
www.tgifridays.com
www.thaiairways.com.au
www.thebrooklynkitchen.com
www.thelmagazine.com
www.themagazinegroup.com
www.thisisauto.com
www.timberland.com
www.timeout.com
www.tjmaxx.com
www.todaysparent.com
www.undercovermags.com
www.us-mattress.com
www.us.penguingroup.com
www.vanityfair.com
www.vans.com
www.vistaprint.com
www.vogue.co.uk
www.wallpaper.com
www.wendys.com
www.westjet.com
www.westjetvacations.com
www.wingatehotels.com
www.wmagazine.com
www.womansday.com
www.womenentrepreneur.com
www.woolrich.com
www.woolworths.co.uk
www.workman.com
www.worldchanging.com
www.wrapmasterusa.com
www.writersdigest.com
www.yesmagazine.org
www.yourbabycanread.com
www.yourvegasbeat.com
www.zinio.com

Top Twitter Offers for January, 2010

Wednesday, January 13, 2010 by Bill McCloskey
Here are some of the Top Twitter offers over the last 30 days based on overall reach of each offer. (All data from Email Data Source's social monitoring tool, Email Analyst):

1. Brittney Spears

Tweet: Check out our countdown of the Top 75 BULLS#!T media stories written about Brit this year at http://www.britneyspears.com/rumors -Adam Leber

Reach: 4,044,316
Retweeted: 12 times

2. WholeFoods

Tweet: "Our friends at @AmericanExpress are offering cash back when you shop w/ us on your AMEX! Details: http://bit.ly/5sLJ3V"

Reach: 3,222,352
Retweeted: 4

3. People Magazine

Tweet: "Guess who's going to guest star as Ted's new love interest on How I Met Your Mother! http://ow.ly/TkVJ :

Reach: 2,968,526
Retweeted: 62 times

4. Marvel

Tweet: "@madfrog0 Bam: http://is.gd/5GJCb "

Reach: 2,962,153
Retweeted: 15 times

5. Etsy

Tweet: "@Threadless @UniformProject @GenerationTee - Look at what happened to the T's! photos from Etsy Craft Night http://bit.ly/5SGHGr "

Reach: 2,645,549
Retweeted: 3 times

6. Rachel Zoe, Inc

Tweet: "beautiful video! rt @mrskutcher Thank you for sharing your Love Desires & Wants! http://bit.ly/6yRtnz #wanted"

Reach: 2,537,465
Retweeted: 4 times

7. Time Inc. (StyleWatchMag)

Tweet: "Lindsay Lohan is accused of copying designs for her line, according to @WWD. http://ow.ly/THIY"

Reach: 2,129,732
Retweeted: 15 Times

8. Martha Stewart Living Omnimedia Inc.

Tweet: "http://bit.ly/8SI1Wu Did you ever wonder what a luxury suite looks like at the Wynn in Las Vegas? "

Reach: 2,047,955
Retweeted: 2 times

9. NBA Media Ventures, LLC (Houston Rockets)

Tweet: "RT @NBA #NBATix Pick @HoustonRockets Guys Night Out Wednesday: 2 Tix, 2 Dogs, 2 Drinks & 2 T-Shirts. Starting at $52: http://bit.ly/8LB7Uj"

Reach: 1,766,586
Retweeted: 3 times

10. Zappos.com, Inc.

Tweet: "NY Times interview on Zappos culture, interview questions, and weirdness - http://bit.ly/5RGVGM "

Reach: 1,746,213
Retweeted: 80 times



Top brands being covered for Twitter

Monday, January 11, 2010 by Alyssa Russo
We are now following the top brands in the following Market Sectors for Twitter:

Apparel & Fashion
Cosmetics, Fragrances & Beauty Products
Computers & Software
Travel Services & Tourism
Online Shopping
Food & Candy
Home Furnishings, Fixtures & Accessories
Consumer Electronics
Sporting Good, Recreation & Equipment
Music
Supermarkets, Food & Drug Stores
Coffee & Tea
Retail & Department Stores

The next group of Market Sectors we are currently working on collecting the top brands for are:

Books & Magazines
Hotels & Resorts
Airlines, Cruises & Transportation

Be sure to send through any requests to alyssa@emaildatasource.com

Newly added brands for Twitter

Monday, January 11, 2010 by Alyssa Russo
Look at all the new brands we are following on Twitter over the last few weeks. Almost 200 new brands added.

www.1stincoffee.com
www.abesofmaine.com
www.acidplanet.com
www.adagio.com
www.aedsuperstore.com
www.airfrance.fr
www.airfrance.us
www.airnewzealand.com
www.airnz.com
www.allegiantair.com
www.allyou.com
www.alterracoffee.com
www.asda.com
www.asiarooms.com
www.atlanticcitynj.com
www.austinlehman.com
www.austintexas.org
www.austria.info
www.aviationweek.com
www.babypips.com
www.balduccis.com
www.batteries.com
www.bi-lo.com
www.bigelowtea.com
www.blissworld.com
www.bobdylan.com
www.boschappliances.com
www.bose.com
www.bridesmagazine.co.uk
www.cafebritt.com
www.campingworld.com
www.candrugstore.com
www.caribbean-vacation-properties.com
www.cariboucoffee.com
www.cashtoday.com.au
www.centralholidays.com
www.chadwicks.com
www.christianbook.com
www.coffeeforless.com
www.collettevacations.com
www.cometoscotland.com
www.compsource.com
www.coopportunity.com
www.costumecraze.com
www.cracked.com
www.cruise.com
www.cruiseone.com
www.crystalcruises.com
www.dailyfx.com
www.databazaar.com
www.deandeluca.com
www.didomusic.com
www.dierbergs.com
www.dillards.com
www.discountofficeitems.com
www.discountramps.com
www.discoverohio.com
www.doctorsolve.com
www.drsfostersmith.com
www.duanereade.com
www.eforcity.com
www.ehobbies.com
www.eightoclock.com
www.electroluxappliances.com
www.overnightprints.com
www.englishteastore.com
www.ergoindemand.com
www.explorebranson.com
www.fatbraintoys.com
www.fodors.com
www.foodlion.com
www.foodnewsletters.com
www.footballfanatics.com
www.forex.com
www.frenchtoast.com
www.gadling.com
www.gamefly.com
www.geappliances.com
www.gffn.com
www.gianteagle.com
www.gifttree.com
www.gilt.com
www.glamourmagazine.co.uk
www.golfpactravel.com
www.gourmetretailer.com
www.gq-magazine.co.uk
www.gq.com
www.greengrocerchicago.com
www.greenlabelsound.com
www.guess.com
www.guitarplayer.com
www.haieramerica.com
www.hannaford.com
www.hawaiianair.com
www.heartlandamerica.com
www.heb.com
www.hertz.com
www.hisroom.com
www.ihomeaudio.com
www.illyusa.com
www.iloveny.com
www.insideadvantage.com
www.itunes.com
www.jacksonhole.com
www.joingevalia.com
www.kelly-confidential.com
www.keyboardmag.com
www.legacyrecordings.com
www.llbmusic.com
www.lostgolfballs.com
www.louisianatravel.com
www.marieclaire.com
www.marinedepot.com
www.mcgrawfan.com
www.melitta.com
www.mexgrocer.com
www.mightyleaf.com
www.modells.com
www.monticello.org
www.music.download.com
www.ncl.com
www.newyorker.com
www.nin.com
www.ocado.com
www.officefurniture2go.com
www.offmanhattan.com
www.oreck.com
www.orlandoinfo.com
www.paragonsports.com
www.peapod.com
www.peets.com
www.petstore.com
www.phish.com
www.pillsbury.com
www.pricechopper.com
www.princess.com
www.progressivegrocer.com
www.publishersweekly.com
www.quarkexpeditions.com
www.racetrac.com
www.railjournal.com
www.redbookmag.com
www.rhino.com
www.roadrunnerrecords.com
www.royalcaribbean.com
www.safeway.com
www.sainsburys.co.uk
www.sandiego.org
www.scentiments.com
www.schnucks.com
www.seamlessweb.com
www.seaworld.com
www.shopnbc.com
www.shoprite.com
www.sixdegreesrecords.com
www.skinh.com
www.soma.com
www.southernliving.com
www.sugarhillrecords.com
www.sunandski.com
www.sunny.org
www.sunset.com
www.switchfoot.com
www.tasterschoice.com
www.teaforte.com
www.teavana.com
www.thinkvacuums.com
www.timessquarenyc.org
www.tinymixtapes.com
www.totalvac.com
www.towerrecords.com
www.travel.state.gov
www.travelalaska.com
www.traveltex.com
www.trekbikes.com
www.triplecrownofsurfing.com
www.tullys.com
www.unitedtexas.com
www.urbandaddy.com
www.usairways.com
www.vamoose.com
www.vervemusicgroup.com
www.virginia.org
www.visit-oahu.com
www.visitmaine.com
www.visitmonaco.com
www.visitmyrtlebeach.com
www.visitnorway.com
www.visitpensacola.com
www.visitscotland.com
www.washington.org
www.weber.com
www.wegmans.com
www.westjetvacations.com
www.wholelattelove.com
www.worldhum.com
www.worldstarhiphop.com
www.zinio.com


Another list of newly added brands for Twitter this week

Tuesday, December 15, 2009 by Alyssa Russo
My research team is working hard to add all the brands we currently track with Email Marketing with Twitter as well. We are up to 680 brnads tracked with Twitter so far. Here are some new ones this week. If you have any requests for brands we should follow, please send them to alyssa@emaildatasource.com.

www.3balls.com
www.accessorygeeks.com
www.actionenvelope.com
www.acxiom.com
www.adobe.com
www.aetv.com
www.alibris.com
www.altrec.com
www.americanmuscle.com
www.americarx.com
www.aquasuperstore.com
www.artfulhome.com
www.bagborroworsteal.com
www.batteriesplus.com
www.bestbuy.ca
www.bhphotovideo.com
www.blackducksoftware.com
www.blockbuster.com
www.brightcove.com
www.buzzillions.com
www.cambridgesoundworks.com
www.cloudmark.com
www.clubmac.com
www.computerworld.com
www.corel.com
www.couturecandy.com
www.cray.com
www.creative.com
www.datacore.com
www.dealpluscoupon.com
www.dickies.com
www.diskeeper.com
www.editorscloset.com
www.edressme.com
www.esri.com
www.falconstor.com
www.fujitsu.com
www.futureshop.ca
www.geekbrief.tv
www.gerber.com
www.giltgroupe.com
www.gizmodo.com
www.hanes.com
www.hellodirect.com
www.huggies.com
www.ibm.com
www.idashboards.com
www.intel.com
www.jillianmichaels.com
www.lacie.com
www.landrover.com
www.lenovo.com
www.levi.com
www.listrak.com
www.logitech.com
www.macblogger.net
www.macmall.com
www.marriott.com
www.mcmelectronics.com
www.microsoft.com
www.motorola.com
www.murad.com
www.newport-news.com
www.pacificgeek.com
www.parts-express.com
www.pcmall.com
www.pcrichard.com
www.pctools.com
www.picksthatmove.com
www.pioneerelectronics.com
www.pivotalveracity.com
www.progress.com
www.refinery29.com
www.rocawear.com
www.sahalie.com
www.scrapbook.com
www.scrapbooksetc.com
www.smarthome.com
www.socketlabs.com
www.softwaremedia.com
www.sun.com
www.sunbeltsoftware.com
www.superwarehouse.com
www.techworld.com
www.theserverside.com
www.tigerdirect.ca
www.tigerdirect.com
www.timeformecatalog.com
www.tivo.com
www.toshiba.com
www.truste.org
www.vickerey.com
www.whowhatweardaily.com
www.torrid.com
www.x-tremegeek.com
www.zune.net


Jaffe calls for the banning of Twitter at conferences

Tuesday, December 15, 2009 by Bill McCloskey
In a current Blog post, interactive advertising guru Joseph Jaffe provides an impassioned rant in which he calls for the banning of Twitter at conferences. Jaffe’s argument seems to be two fold (Jaffe's Blog Post). One, that it is unfair to conference organizers (and those attending) for those not attending to receive blow by blow coverage  of an event they did not pay for. But his main frustration is aimed at those who make fun, ridicule, or exhibit bad manners via real time tweets against the people presenting on stage.

Now, I’ve known Joseph for over 10 years, consider him a friend, and admire him as a thinker, but he is way, way off base on this one. Jaffe either “gets” social media or he doesn’t, and I think in this case he clearly is missing the boat.

In the first place, the idea of banning Twitter from a conference is ludicrous: that horse left the barn a long time ago. The genie is out of the bottle and there is no putting it back. Twitter and conferences are joined at the hip and to think that one can either ban, stop, or censor those audience members from Twittering their comments illustrates a lack of understanding about how ingrained this technology has become.

Second, it is a bit ingenious for marketing gurus who extol the virtues social media to their clients and the importance of engaging their customers in a real time dialog to balk when the social media eye is pointed at them.

Jaffe sees this trend as the end of conferences. On the contrary, it may be the thing that revitalizes conferences: too many presentations are slapped together, are thinly disguised sales pitches, or are, at worst, ridiculous blather that is pontificated from up on high and rarely goes challenged.

I can tell you, I have heard my share of preposterous statements being made by people whose only hands on experience is writing a book, and whose “theories” of interactive marketing are not based on any type of practical examples or tests, but just the latest buzz words designed to sell books and jack up speaking fees. These people need to be challenged and called to the mat. And Twitter provides the outlet for that.

If you are afraid that what you say will be ridiculed, perhaps you need to examine what you are saying, or engage your detractors in dialog. In other words, do exactly what gurus like Jaffe advise their clients to do: listen, engage, respond.

Look at all the new Brands we're following on Twitter this week

Friday, December 4, 2009 by Alyssa Russo
We are really ramping up our new Twitter Feature. We've added almost 100 new brands to follow on Twitter this week. Really Exciting!!!

www.abchome.com
www.alchimie-forever.com
www.alloy.com
www.allposters.com
www.allrecipes.com
www.alpha-man.com
www.avon.com
www.ballarddesigns.com
www.beallsflorida.com
www.beautytech.com
www.bedbathstore.com
www.bettycrocker.com
www.b-glowing.com
www.booksamillion.com
www.catalogs.com
www.cheetahmail.com
www.chefscatalog.com
www.coastalliving.com
www.consumersearch.com
www.costco.com
www.countryliving.com
www.crateandbarrel.com
www.designpublic.com
www.dwr.com
www.ea.com
www.ediets.com
www.elsewares.com
www.emailvision.co.uk
www.enesco.com
www.entertainmentearth.com
www.epicurious.com
www.etsy.com
www.exacttarget.com
www.experian.com
www.goldbar.net
www.gumps.com
www.hammacher.com
www.happi.com
www.harte-hanks.com
www.hitwise.com
www.homeaccentstoday.com
www.homedecorators.com
www.houseandhome.com
www.housebeautiful.com
www.iluvfabrix.com
www.ipost.com
www.knotice.com
www.kraftfoods.com
www.lordandtaylor.com
www.loreal.com
www.loyaltylab.com
www.lullabot.com
www.lydiasuniforms.com
www.maybelline.com
www.mdskincare.com
www.merchantcircle.com
www.mlb.com
www.mlblogs.com
www.moo.com
www.myhomeideas.com
www.ncr.com
www.nokia.com
www.novica.com
www.oldpueblotraders.com
www.pantene.com
www.pbteen.com
www.plumbtile.com
www.powerreviews.com
www.prescriptives.com
www.prettycity.com
www.radioshack.com
www.realmagnet.com
www.recycler.com
www.responsys.com
www.sanrio.com
www.savings.com
www.selectblinds.com
www.silverpop.com
www.slickdeals.net
www.smartfocusdigital.com
www.solutions.com
www.stonewallkitchen.com
www.surlatable.com
www.teenvogue.com
www.thenerds.net
www.thinkgeek.com
www.t-mobile.com
www.traditionalhome.com
www.uncrate.com
www.ups.com
www.vivaterra.com
www.waterford.com
www.westelm.com
www.whfoods.org
www.wshome.com
www.x10.com


Daily Twitter Volume close to Doubles

Friday, December 4, 2009 by Geoff Brookins
We've been noticing an interesting trend in the last few weeks here at Email Data Source.

In Email Analyst, the volume of tweets from the 650 Brands that we monitor has almost doubled from before Thanksgiving to post-Thanksgiving.

Pre-Thanksgiving, daily tweet volume was ~ 700 tweets per day, and not it is approaching 1,400 tweets per day.

From a review of the tweets in Email Analyst, I would attribute this to the Holiday Season, and the greater role Twitter is playing by Brands to drive users to on-line sales and promotions.



Nothing like a three hour sale to drive traffic

Monday, November 23, 2009 by Carter Nicholas
Take a look at the spike in traffic
Jetblue received when they Tweeted about a three hour sample sale.  Their tweet was picked up and retweeted by a fair number of followers, achieving a reach of 1.5 million twitter accounts. 

Jetblue does a great job of tailoring their marketing offers for Twitter.  Importantly, they dedicate special landing pages to the effort, and give their Twitter marketing deals a special name: "Cheeps".  See the landing page screenshot we captured in our system below:



First Twitter Case Study: Printing and Publishing: Marvel

Wednesday, November 18, 2009 by Bill McCloskey

Twitter Case Study
Brand: Marvel.com
Market Sector: Publishing and Printing

This is the first in a series of blog posts where I will be examining the data we are receiving from the new Twitter monitoring tool we have added to Email Analyst. While the tool has only been gathering data for the last few weeks, the insights into Twitter as a marketing channel are fascinating.

Background: on November 4th, 2009, Email Data Source launched a Twitter monitoring tool that is incorporated into our Email Analyst product. Now marketers can view not only competitive email offers and metrics, but also Twitter offers as well.

A Different Approach: we are approaching the field of Twitter monitoring like any other media channel, reporting on reach, frequency, and effectiveness of each Tweet offer. We are archiving the landing page associated with each offer, just as we would archive the email message. We also report on the top influencers driving traffic to that landing page offer. Each tweet has a unique reach number, rebroadcast  number, and number of influencers.

Currently the entertainment brand Marvel is the top brand we are tracking. We use a unique tracking number (based on followers of the brand, the number of influencers and their followers, the frequency of tweeting offers)  to rank the brands.

Marvel is currently ranked #1 in our tool with a ranking number of  67,599,195. This means that since we have been monitoring Mavel (a little less than a month) over 67 million eyeballs have been potentially exposed to a Marvel offer and landing page. Quite astounding.

Let’s break it down further:

On November 17th, Marvel put out this tweet:

Whilce Portacio Returns To Marvel To Begin THE FALL OF THE HULKS! http://is.gd/4Xpnr Check out some brand new preview art!

And here is the landing page it went to:



The total number of followers of the Marvel twitter account at the time of the post was 43,284. But 5 “influencers” rebroadcast (retweeted) the offer and the landing page:

1.       phendragon   added 401 followers

2.       valdezign added 1,342 followers

3.       Superquattrone added 3,399 followers

4.       ryanpthompson added 2,320 followers

5.       And Agent_M (who is the editor of Marvel.com added a whopping 1,351,467 followers.

This brings the total reach of the Marvel Twitter promotion to 1,402,213. The influencers in this case increased the reach of the Marvel message by over 3,000% (albeit a hefty chunk of that came from Marvel.com’s editor).

 

A dive into Agent_M reveals additional info. Agent M’s influence is on the rise. Take a look at how his influence has grown over the last month in the chart below:

 




You can also see that Agent_M also retweeted for other sites such as Itunes and Flickr.

When determining the overall most important influencers for Marvel, we look at both the number of times the Tweeter has rebroadcast Twitter offers for the brand (frequency) and the total number of followers at the time of each rebroadcast (reach) to get a total influence ranking number for the last 30 days.

 

There are currently 229 influencers for the Marvel brand. The top five include:

 

1.       Agent_M with an influence rating of 59,707,965

2.       BJMendelson with an influence rating of 964,213

3.       BRIANMBENDIS with an influence rating of 122,544

4.       geekgirldiva with an influence rating of 15,080

5.       And heyuguysblog with an influence rating of 13,088





















If you would like to find out more about this study, or receive a demo of Email Analyst with Twitter monitoring, contact me at bill@emaildatasource.com or go to our site: www.emaildatasource.com

Who's influential in the Apparel Sector on Twitter

Wednesday, November 18, 2009 by Carter Nicholas
Interesting to see how our new Twitter analytics capability isolates key influencers by market sector.  I took a look at the Apparel & Fashion sector and there are certainly people that stand out as the most influential.  While just in its infancy, our new Twitter Analytics capability shows we have recorded 575 tweets and 715 retweets of offers with links to brands in this sector during the last two weeks since we launched our Twitter Analytics capability.  It is also interesting to see that the Twitter activity closely mimics the email marketing activity in the sector (see graph).  During these two weeks, we have picked up on 530 Twitter Influencers specific to the Apparel & Fashion industry.  These are people who have re-tweeted offers that link to brands in this market sector.

When I click on the link next to Twitter Influencers, I can see a list (here to the left) of who those Influencers are.  Again, these are folks who have re-tweeted offers from brands in this sector.  At the top you have a Twitter account with more than a million followers.  Now that is someone you want re-tweeting your offers.  Farther down at the bottom I see Lucky Magazine and I can see they just re-tweeted a Calvin Klein offer for sweaters to 20,000+ people.  This is a big help to Calvin Klein, which only has 9,000 followers on Twitter. 

 
When I zero in on Calvin Klein I can see a graph overlaying email, twitter and web traffic activity for calvinklein.com.  There is a spike on November 3, showign that a number of people re-tweeted that sweater offer, just like Lucky Magazine did.  On the right are links to show all the emails and tweets that contain links to calvinklein.com.  I can also take a look at who the Influencers are specifically for this brand by again clicking on the "Twitter Influencers" link.  Doing that reveals that there are other influencers for Calvin Klein besides Lucky Magazine.  I am shown a full list of the influencers, the number of followers they have, how many times they have retweeted CK offers, and the most recent offer they retweeted.  Amont those that retweeted the sweater offer were Lucky Magazine, "thesalerack", NYThread, Virginianam and Marinela.  These are people Calvin Klein should pay attention to and which CK's competitors should court!  You can get a real sense of what offers are being aided my social media by looking at this.  Lastly, I also see that another offer for 50% off all men's and women's hats and gloves, etc. was also a popular re-tweet.  This is an offer that Calvin Klein put out by email on November 8th and November 15th and also on Twitter.  How do we know?  Well this is still Email Data Source after all...