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US media buyers prefer legitimate email marketing, says report
A report by Opt-in News on the email marketing industry from 1999 to Q1 2002 concludes that only one per cent of media buyers claim to send unsolicited bulk email. Legitimate marketing messages, says the report, come from 95 per cent of media buyers who say they practise permission based email marketing. The report predicts that non-permission-based methods will become obsolete within three years, as media buyers will demand a higher return on investment (ROI) and privacy concerns will dictate opt-in methods as the industry standard.
200 US media buyers were surveyed before the report was compiled, out of which 64 per cent favoured the double opt-in method for gaining permission. 31 per cent were in favour of the single opt-in email marketing process, while a mere four per cent preferred the opt-out or pre-check data collection.
The report, released recently, says that 77 per cent of those surveyed claimed that audience interest was the most important form of profiling while planning business-to-consumer (B2C) e-mail campaigns. 18 per cent of those survyed ranked demographics as the most important, while five per cent selected geography as the most important. The scenario is completely different for business-to-business (B2B) e-mail marketing campaigns, however. 67 per cent choose demographic and geographic targeting as most important, while 33 per cent felt that audience interest was a priority.
Opt-in’s study found that more than half (53 per cent) of all media buyers use search engines to locate third-party e-mail list rentals from managers, publishers or brokers. Google was the favourite (33 per cent), followed by Yahoo (24 per cent) and Lycos (18 per cent). 27 per cent of the respondents rely on e-zine and direct mail ads; 11 per cent use industry specific directories; 5 per cent turn to portals; and 4 per cent rely on other methods. Opt-in’s respondents ranged from direct marketers, advertising agencies, and corporate media purchasers via e-mail, telephone, fax and web-based surveys.
Opt-in also found that almost half (47 per cent) of media buyers surveyed prefer cost-per-click pricing options when purchasing opt-in e-mail ad space. 59 per cent of media buyers receive less than three per cent click-through rates on opt-in e-mail campaigns. 73 per cent feel that e-mail is the most responsive form of marketing available, garnering better results than television, radio, print and direct mail. 54 per cent of those who participated said that they primarily rely on websites for e-mail marketing news and information; 43 per cent use newsletters; and three per cent count on radio, television and print.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
