Weekly Email Marketing News Digest
Numerous studies have cited the important role email plays in driving conversions, and Monetate’s Ecommerce report is the latest piece in the trail of evidence. How do you define success though? We cover that and tips to succeed in email marketing in our latest email marketing news digest!
When it comes to ecommerce, Monetate’s Ecommerce report shows that email is the biggest driver of conversions, as well as the top referrer for the most average page views.
Monetate’s VP of Marketing, Blair Lyon explains email’s success:
“Email is all about segmentation and personalized messaging. We need to continue to focus on delivering relevant messaging that is appropriate to the individual person, their behavior and time. Matching the email to the context and stage of that customer in their buying process is crucial. It really is all about the right content to the right customer at the right time.”
If you’re new to the world of email marketing, here’s your cheat sheet: a list of email marketing metrics to measure your success.
Classic Engagement Metrics
- Total Opens
- Total open rate
- Unique Opens
- Unique Open Rate
- Total Clicks
- Total Clickthrough rate
- Unique Clicks
- Unique Clickthrough Rate
- Click-to-Open Rate
- Email Conversions
- Email Conversion Rate
- Email Revenue
For detailed definitions, do read the full article!
Email’s not only great for e-commerce, it’s great for financial advisers. Here are 7 Tips for financial advisers.
- Past relationships with the recipients of your email matters a lot
- Content is essential for the success of email campaigns
- Provide subscribers with special treatment
- Insert an image next to the signature
- Be careful about timing
- Use a clear call to action
- Do not send repeat emails
I’m going to add another tip to this list: Tip 8 – All these tips work for professionals in other industries as well!
Mike Veilleux from Dyn talks about the 5 Hottest Trends in Email Marketing that will help marketers reach the full potential of their email campaign.
- Focus on user engagement
- Transactional email is a possible revenue source
- Security and brand protection are essential
- Email is often filtered; hence treat recipients the way you want to be treated
- Real-time information is providing a basis for focused, unique email
Landing pages running %500 giveaway contests generate 700% more email subscribers than those that don’t.
Want to learn more about high volume sending for conversions? Watch the Six Secrets of Successful Sending webinar to find out how to make your email work better for you.
Transactional Email News Digest
If you feel like the amount of email showing up in your inbox is growing all the time, you’re not alone. The Radicati Group Email Statistics Report (PDF) documents that overall global email traffic is expected to grow by seven percent annually every year for the next four years, while business email will grow annually at a 13 percent clip. Dileep Thazhmon from PowerInbox has an article on the The Next Web discussing how email is evolving, and strategies that people can use to gain more control over their experience. Interesting stats:
A normal user receives about 60% transactional, 30% notification and 10% personal emails a day. Yup, your most prolific email sender is probably an automated bot.
Wise words from MailJet’s Elie Chevignard on the challenges companies face in delivering transactional email: Whether they confirm an order, a subscription or shipping, transactional emails are always crucial to the recipient. They transmit important information that clients are waiting for. Hence, their reach is very impressive: transactional emails yield a 50% open rate and a 20% click rate! Despite these impressive figures, transactional messages are often managed improperly. Here are two classic mistakes to be avoided.
The results are in from Silverpop’s global 2013 Email Marketing Metrics Benchmark study. If you’re curious how your industry—or you next email marketing campaign compares—take a seat. Possibly more metrics than you can digest in one sitting, the study takes on open rates, CTRs, CTORs, hard bounce rates, and unsubscribes. When it comes to list management, the key differences between top and bottom performers were most apparent by percentage of hard bounce rates and unsubscribes. While top performers received less than a 1 percent bounce rate, low performers experienced close to a 10 percent bounce. Top performers included education, computer hardware, telecom and electronics, and retail.
If you run your blog or online business on WordPress, that platform’s transactional email capability is a critical channel for reaching readers and customers. Here’s a good take on why bloggers should assert ownership of their transactional emails and steer away from the humdrum impression your site makes using basic WordPress functionality. Not only can you add some personality and tie up wayward branding – you can finally get confirmation that you’re not the only one reading your stuff with easy analytics software made especially for you.
Think only marketing emails need to be authenticated? Think again. Email authentication of transactional email ensures that your customers receive important transactional notifications in a timely manner. Find out more about DMARC authentication in our Don’t Deprioritize DMARC webinar!
Weekly Email Marketing News Digest
Being an early adopter of DMARC, we’ve always supported industry wide implementation of this standard. Since this week marks the first year anniversary of DMARC’s inception, we’ve been increasing our coverage on the subject in the past month. Today’s weekly digest features more updates on DMARC and of course a quick overview on news making headlines in the email world.
M3AAWG (Messaging, Malware and Mobile Anti-Abuse Working Group) has released a series of training videos to help brands and ISPs better protect end users from email scams. The series comprises six 15 to 40 min segments with two separate tracks. One is designed for domain owners and third parties who send email for other companies and the other for ISP and mailbox provider issues.
For those who are unfamiliar with DMARC, here’s a simple illustration to shed some light on the process:
43% of email is now being accessed via mobile devices. In light of this shifting consumer behavior, our client, Thrillist has adopted a mobile-first approach to newsletter design. Currently, 30-40% of Thrillist newsletter visits originate from mobile. Here’s how Thrillist optimized its newsletter for mobile:
- Tailoring images for a smaller format
- Reducing text
- Reducing buttons that clutter mobile screens
- Focusing on contact and location information for venues
- Content saving and sharing functions
- Optimizing ads for mobile
The newsletter redesign saw the following results:
- Mobile visits to the web doubled by 121%
- Email clickthrough increased by 35%
More content doesn’t mean more engagement. Research by a Columbia Business School professor found that too many choices can cause action paralysis and choice can actually be demotivating. Having a single call to action in an email, instead of multiple competing elements could increase clickthrough rates by as much as 17%.
Email marketing metrics and ROI continue to be a problem for some businesses according to DMA. A third of them are unable to calculate revenue earned from email marketing. Of those that could:
- 20% earned more than £51 on every £1 spent.
- 50% earned between £1 to £10 on every £1 spent.
- 56% of respondents expect their company’s email budget to increase
- 62% of businesses earned more than a third of digital revenue through email
- 34% of businesses earned more than 50% of their digital revenue from email marketing
Sometimes a picture says more than a thousand words.
Do you have an example of engaging email content? Is your newsletter optimized for mobile and driving the clicks? We’d love to hear from you in the comments section.
Looking for more knowledge on DMARC? Download the How DMARC Is Saving Email eBook!
Weekly Email Marketing News Digest
Happy New Year readers! And may 2013 be a year of great success and happiness for all!
A brand new year calls for brand new predictions. And an article that is currently trending on LinkedIn is one that can’t be ignored. So without further ado here are:
Independent email marketing consultant, Chad White forsees the following rising to prominence in 2013:
• Mobile-optimized emails
• Event triggered emails
• Video in email
• Pinterest integration and email integration
• Free gift cards
While his predictions appear to be skewed towards the e-commerce industry, his point on mobile mirrors the prediction that Message Systems has made for the year ahead. While you’re reading this prediction, why not skip on to our six email predictions for the B2B world in the new year?
Most marketers agree that the phenomenal rise of mobile is an opportunity that companies need to capitalize on. Instead of mobile app ads that most people click on purely by accident while trying to get rid of it, the article proposes using email newsletters as the new ad space. Ads on newsletters sit naturally beside content that readers take time to absorb. Have a look at how Message Systems incorporates this ideal into our email newsletter to highlight upcoming events and videos. While these items are not the main focus of the newsletter, we certainly think they might pique someone’s interest.
A digital outsourcing survey in 2012 found that 57% of agencies outsourced their work. Technical work was most likely to be outsourced at 66%, while mobile was the most commonly outsourced service at 64%. When looking for a technical partner, the article recommends:
• Getting the internal team right
• Getting the internal systems sorted
• Getting the right technical partner
The survey found that 11% of digital work in email marketing was outsourced.
Here’s our two cents worth – when it comes to outsourcing such work, it is important to ensure that the technical partner chosen has in place an underlying email platform that is able to consolidate disparate systems with a streamlined messaging infrastructure. Having such a solution in place enables them to more effectively reach customers and ensure your communications look unified, are personalized and targeted to customers’ needs.
Here’s your typical love story. Boy meets girl, boy loses girl, boy reconciles with girl. This happens in the real business world too. Businesses get subscribers and lose them too. But wait… is there a chance to win them back in the future?
HubSpot proposes using the opt-out page or communication preference center as a learning opportunity. Use images, videos and surveys. Or change the language – this could be your one chance to win them back. For example, have a look at what Groupon does with its opt-out page. It’s creative, good for a chuckle and might even stay that click on that dreaded confirmation button for unsubscribing.
Eloqua says that their customers in APAC enjoy higher response metrics as compared to American and European counterparts. For example in APAC, best in class click rates are 3.4% versus 1.9% in Europe and 1.2% in North America. Interestingly, North America sent the most email in terms of volume with APAC sending the least.
Weekly Email Marketing News Digest
It’s the weekend before Christmas, and we hope you’re just as excited as we are!
Big news this week with Instagram’s change to their terms of service and resultant uproar in the online sphere. Clearly, corporations need to be mindful of how protective people are of personal privacy as that continues to be an emotional trigger point for online users. Instagram reverted back to their original terms days later with a blog post announcement by co-founder Kevin Systrom. Not to belabor the point, but here’s another privacy gaffe making the rounds.
Marketing and children. Replace “and” with a “to”, and that line is enough fuel to spark lively debates about the need to protect children’s data from being exploited. The Center for Digital Democracy has filed a complaint that the popular Spongebob Diner Dash mobile app has violated the Children’s Online Privacy Protection Act. Its crime? Collecting the email addresses of users without first requiring parental consent. The Spongebob Diner Dash app has since been removed from the iTunes store.
Mobile marketing serves as an attractive option for marketers in generating new leads due to its prevalence and effectiveness, but caution is clearly needed. Mobile is one of the most private user experiences. While it exists as a unique opportunity to reach customers, it’s easy to cross the line and become too intrusive. When children are involved, things get even trickier.
More on the issue of privacy.
We all know how valuable email marketing is to companies. It’s been known as the best tool to nurture a lead, and reports of its demise are greatly exaggerated. Email guru, David Daniels stated in a recent webinar that social media does not replace email, but rather complements it. Obtaining a potential lead and building up one’s database for email marketing is necessary for marketers, but how this is done matters. Gaining personal data without customers filling up a form and requesting more information or making a purchase, strays too far into the nebulous ethical grey area. It’s like waving a red flag in the face of bulls.
A/B testing continues to be one of my favourite reading topics. It’s fascinating to see how simple tweaks to colour and font can influence clickthrough rate.
Designers all over the world despair, but as Obama’s campaign staff discovered, a personal tone and gawdy design is sometimes the key to brand engagement. As far as I am concerned, if I’m getting conversions through ugly design, then I’ll stand behind ugly design!
Aside from design, here is a comprehensive list of elements that continue to affect open rates:
- Event triggers
- Sender recognition
- Subject lines and relevance to content
- Word count
- Forwarded emails
- Time of day
The creation of personas allows for subsequent messages to be tailored to customers’ needs and this has seen to be more effective than normal emails in driving clicks.
Look how well the design below works when it is opened on a mobile phone. Lyris has highlighted 6 brands that have created some great designs that work across multi-channels. Also check out this cool presentation on responsive design.
And finally, to put everyone into a Christmas mood here’s a lovely infographic about driving Christmas sales. Email is seen to be the most effective at 43%, SEO and SEM tie at 33% and social media comes in fourth at 21%.
Capitalize on mobile to increase your open rate in your marketing campaigns with our 10 Steps To Mobile Messaging Guide!
Last Wednesday was an exciting time for the world of email marketing – The Relevancy Group officially released results of a survey of more than 400 email marketing professionals on the effectiveness of email marketing solutions they deploy.
We’ve been waiting with bated breath for this event. The statistics that were revealed are key to understanding how companies could leverage their email marketing campaigns for greater deliverability and effectiveness.
And it all boiled down to a single technological decision. Outsourced or on-premise? Which provided the most value to these seasoned, hardened, battle weary marketing pros?
But wait, let’s rewind for a bit, not everyone is a tech junkie here.
I’m sure everyone is pretty familiar with outsourced email marketing solutions, but what does on-premise mean?
To steal a quote from everyone’s favourite site, Wikipedia:
“On-premises software (often abbreviated as on-prem software, and also called “on-premise” software) is installed and run on computers on the premises (in the building) of the person or organisation using the software, rather than at a remote facility, such as at a server farm or cloud somewhere on the internet.”
On-premise solutions are especially useful to companies that require great control and security over the data they possess. There are pros and cons to both on-premise and outsourced email marketing technologies, but let’s just look at cold hard statistics to settle the debate. Does outsourced or on-premise provide more value and ROI to email marketing campaigns?
The answer lies in these three email marketing metrics below:
1. Lifetime Customer Value
With lifetime customer value, marketers are essentially tacking a monetary value to, and gauging the worth of acquiring each customer. The Relevancy Group’s research showed that use of on-premise solutions allowed companies to gain a median lifetime value of $1500 more from each customer.
2. Corporate Revenue Contribution
The bottom line of all email marketing campaigns is after all… the bottom line. On-premise email marketing technology drives a higher median contribution to corporate revenue than outsourced at 8.3% versus 7.7%.
3. Average Monthly Revenue and Deliverability
This is perhaps the most significant finding of the survey:
On average, on-premise marketers drive 30% more monthly revenue than marketers relying on out-sourced solutions.
That’s about $100 more in revenue on-premise marketers are gaining monthly. In terms of deliverability, on-premise email marketing technologies performed 17% better across a range of metrics such as:
- Delivery rate
- Open rate
- Click rate
- Conversion rate
- Average Order Value
Another key point to note is that on-premise email marketers were able to derive more value from their email marketing campaigns, even if they had a smaller database.
What do you think of the findings? Will it affect your decision to use either outsourced or on-premise email marketing technologies? We’d love to hear your thoughts.