Email Marketing News Digest
It’s the first email marketing digest of 2014, and we have plenty of news about the latest in the email and mobile industry! From mobile email to gmail tabs, CASL and some great email marketing statistics, there’s plenty of food for thought to whet any marketer’s appetite.
With the meteoric rise of mobile, is it even a surprise that mobile email opens are trumping those on the desktop? Mary Meeker’s 2013 State of the Internet report highlights the dominance of both mobile and tablets in everyday life. ReturnPath’s data showed that more than half of worldwide email opens took place on a mobile in Dec 2013. While email open rates on Christmas Day were low, open rates on mobile hit 62% – the highest percentage of opens in the month for mobile.
The debate on email versus social is officially over – and here’s why. Chris Penn, VP of SHIFT Communication blogs about how Twitter and Facebook social display ads are making email the heart of their retargeting campaigns, offering users the ability to upload email lists. With email being the equivalent of a digital home, it wouldn’t come as a surprise if more social media platforms begin to offer this feature.
Salesforce compiled an impressive list of email marketing statistics in 2013. In this new year, we’ve got some updated statistics and email marketing best practices takeaways from Paul Jorgensen – a perfect resource for any email marketer looking to make a business case.
Here’s an update by Dela Quist from Alchemy Worx on another hot topic in 2013 – Gmail Tabs. In this article, Dela Quist examines the issue of Gmail tabs hurting businesses… While daily deals sites like Groupon may be affected, there’s no rush to panic outside of the daily deals market and business model.
Even the world’s largest organisations can run afoul of privacy laws as proven in recent times. Google recently found itself on the wrong side of the law, or more specifically Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA). The Act specifies that targeted advertising must not be based on sensitive personal data such as health information and Google was found in breach in a particular incident. The CASL and concerns over compliance have long been hot button topics in the email industry as well and this recent discretion is sure to stir up some debate on the issue!
Growing concerns about adjusting to a mobile-first world? Find out more about The State of Mobile Adoption in this eBook.
If you’ve read about The Open Rate Paradox as championed by Dela Quist and Alchemy Worx, you’ll be familiar with the rallying cry of sending more relevant email. Most email experts get up in arms about the topic of email frequency, with both sides arguing the pros and cons of sending more.
At Interact 2013, we were able to hear from Dela Quist himself, who started off with an overview of demand response marketing versus demand generation marketing. While demand response marketing is based on giving the customer what you think they want, demand generation marketing is based on making the customer want what you have.
Are Email Marketers Leaving Money On The Table?
Anyone without an email address is the digital equivalent of being homeless. If you ask people if they want more email, they will say no, but if you ask people for preferred communications channel, they would say that it was email. Sell to them, because that is what they want you to do. Most brands reach more qualified customers and prospects via email than TV. Perhaps a reluctance to sell is based on email marketers being filled with fear and self-loathing because of the negative image of the industry.
“Engagement is like having a deaf blind canary in a coal mine”
Understanding the nature of engagement is key to email marketing success, yet many people who talk about engagement have no measurable goal.
79% of people who receive email do nothing with it, and only 1 in 2,000 people will mark your email as spam. A particular client’s cost of stopping an unsubscribe was $400, while the cost of acquiring a new customer was $5. New people on your mailing list are most likely to open emails and transact with you.
According to Dela, marketing emails have a far higher chance of getting into the inbox at 95% and open rates increase on days of higher email volume. He advises companies to hire someone specifically to grow lists, as that is the easiest way to grow revenue – and to fire them if they fail. Two other tactics for growing revenue? Segmentation and increasing email frequency.
“Anyone who doesn’t send an email to their entire list once a week is dumb”
Email drives sales in other channels. Send an email with a different subject line to people who didn’t open it the first time – it can lead to a 40% lift in open rates. Dela says that 80% of email marketers use batch and blast because it works, and also introduces the concept of The Nudge Effect, where subject lines tend to influence people who do not open their emails. Being in the inbox is important, even if emails aren’t opened. It is important to understand that every email you send is affected by the one you sent before and the one after. While 90% of emails are opened within 24 hours of sending, only 15% of purchases may take place then, with the revenue possibly being generated days or months after deployment.
At Alchemy Worx, it is a policy that every email sent is a re-activation opportunity. You can’t re-engage with an email you don’t get, and businesses with the highest frequency sends have the most engaged database. Deliverability begins and ends with the quality of your data, but marketing should not be driven by deliverability issues.
As always, Dela’s talk was a firecracker of a session inviting rebuttals from the audience and great debate. If you’d like to find out more about the issues that he highlighted check out his book:
Looking to increase your email frequency? Troubleshoot your deliverability issues first with our guide on How To Send Zillions of Email A Day!
Weekly Email Marketing News Digest
We have a special edition of the weekly email marketing news digest today!
In line with all the promotions that we are running for Interact 2013 – The Industry Digital Messaging Conference, this week’s news is heavily influenced by Interact 2013.
Well, we’re bringing you opinions and voices from email experts who will be speaking at Interact 2013! Here’s a preview of the kind of top quality content that our Interact 2013 speakers will have in store for you.
Dela Quist provides a detailed analysis of why the Obama campaign won Obama presidency – despite low open rates. He looks at list size and mailing frequency, with the conclusion that there is an inverse relationship between send volumes and open rates. However in a scenario where doubling sending volumes reduces open rates by 15%, it is still better to send more, as people cannot engage with emails they do not receive (A core reason why deliverability is so important!).
Dela Quist is founder and CEO of Alchemy Worx. He’ll be speaking on the topic of The Open Rate Paradox at Interact 2013.
Post acquisition by Oracle, Eloqua’s Dennis Dayman offers some thoughts on what companies are doing wrong with their preference centers. Namely, allowing people to edit the list of newsletters they wish to get and unsubscribe, but not to actually change their listed emails. To do that, subscribers often have to unsubscribe, and resubscribe. In his words:
Folks, it is so simple. If you’re going to offer a preference centre to customers then go all the way. Offer opt-in, opt-out, opt-down to everything email, social, and tracking related. You need to give consumers choice.
Dennis Dayman, SVP Cloud Operations, Oracle Eloqua, will be presenting the topic of Consolidating Technologies with a Focus on “Privacy By Design” at Interact 2013.
When it comes to video in email marketing, Chris Penn has three recommendations.
- Placeholder Image: By asking people to load images, placeholder images gives you a more accurate open rate if you use ALT tags correctly.
- Dedicated Landing Page: With a dedicated landing page, you’ll be able to derive data insights from Google Analytics.
- YouTube Video: Hosting the video on YouTube ensures that the video will be compatible with different devices and allow you to gain insights on engagement.
Chris Penn, VP, Marketing Technology for SHIFT Communications will be speaking on Planning & Designing Your Messages To Ensure Optimal Cross-Channel Delivery at Interact 2013.
Recognizing Sam Masiello’s expertise in the email space, we invited him to speak on the issue of DMARC at a webinar recently. You can hear his insights on why adopting DMARC is critical to your reputation and business email ROI here.
Sam Masiello is Head of Application Security in Groupon. Come October, he’ll be talking about DMARC Fundamentals at Interact 2013.
Here’s the reason why Interact 2013 has expanded to include the broader digital messaging industry as a whole. Each day, as consumers, we are inundated by different digital messages from various digital channels. Looking at channels in silos is no longer realistic. Here’s a snap shot of the sheer volume of online activity in 60 seconds.
Learn more about DMARC through our free How DMARC Is Saving Email ebook!