Weekly Email Marketing News Digest
We learnt about how social and email both played a unique role in the sales funnel last week. This week, it’s all about the email inbox, from email metrics, to email deliverability and how to get into the inbox, to Google’s new tabbed inbox.
This Is Not Spam Rate could be the shiny new metric for email marketers and provides great insight into deliverability. A brand with a deliverability rate of 88 – 97% of emails had an average TINS rate of 0.15%. Brands with 97 – 99% deliverability had a TINS of 0.44%.
13-18% of emails that are read have a 0.34 TINS rate while emails with a rate of 22% and higher had a 0.97 TINS rate.
Few people take the time to go into their spam folder and fish out emails that are not spam unless they are transactional emails from financial institutions that people are actually looking for. If your brand’s emails are being removed from the spam folder by subscribers, it’s a clear indicator of engagement.
Customers are wising up to the offers that retailers are providing to get them to convert. Here are two considerations:
1. Ask yourself if you should send an abandoned cart message. The answer should hinge on these concerns:
- Has this customer received an abandoned cart message in the past XX number of days?
- Does the cart value exceed a certain amount?
- Is this a first time purchase?
2. Is it necessary to include an offer in the abandoned cart message? Sometimes a product review might work just as well as a discount.
The new Gmail tabs that sort your emails into Primary, Social, Promotions, Updates and Forums have been widely proclaimed as the death of email marketing. Not so, says our good friend and technology marketer, Chris Penn. To find out if the new tabs are actually hurting your email metrics, Chris recommends pulling the following statistics:
- How many Gmail addresses you sent to that campaign?
- How many of those Gmail addresses opened the email?
The answer might surprise you, but don’t buy into the panic before pulling those statistics.
Salesforce has a list of 25 email marketing stats that you can use to convince anyone of the power of email. Here’s one of them:
“64% of people say they open an email because of the subject line.”
Now you have all the ammo you need to convince your team to invest in email.
Here’s a checklist for email campaign delivery:
Find out more about how to get your emails into the inbox when you watch The Keys to Deliverability Success webinar!