Weekly Email Marketing News Digest
Last week’s biggest tech news was arguably from Facebook. Days before Tuesday’s announcement, the industry was buzzing with anticipation. Was Facebook going to launch a phone or a redesigned interface for mobile?
It turned out to be social search. While Facebook’s Graph Search continues to be in the spotlight, what else is new in the world of email marketing?
Marketing automation may be the rage, but like all things in business, there’s a way to misuse the tactic and cause damage to your brand reputation. Here are 5 things to remember with marketing automation:
- Frequency of event triggers: (a) Don’t annoy customers by sending too many messages based on event triggers. (b) Don’t train them to expect discounts each time they abandon shopping carts.
- Length of time: Take into account that the length of time between a trigger and an email in the customer’s inbox can vary in effectiveness depending on time of the year. Test frequently to find the duration that gets the best results.
- Personalization: Calling a potential “Dear Valued Customer” sounds robotic. Find a way to make the greeting more personal.
- Mobile optimization: Ensure that even automated messages are rendered properly on mobile screens.
- Time of the year: Coordinate messages especially in times of increased holiday traffic to ensure customers have a positive experience.
Email is the most effective marketing channel for SMB marketers, with 77% of marketers reporting that it increases their revenue. Every $1 spent creates $40 dollars. Need some visuals? AWeber has created a great infographic to illustrate the results of their survey.
79% of smartphone owners use their device for email, underscoring the importance of optimizing emails for mobiles. Research by Adobe also shows that more respondents shopped on a tablet (44%) than a smartphone (20%). Respondents using the tablet were more likely to purchase a product on the device while the smartphone users were more likely to use the device for comparison shopping.
A survey reveals that 22% of marketers are capturing email addresses through a pop-up box on their website. Most of these pop-up boxes are only displayed to new visitors. Other ways of capturing email addresses include:
- Dedicated email page – 58%
- Home page – 56%
- Header – 15%
- Footer – 38%
Email is 7 times more effective than social media but if it’s not working for your business, here are 9 possible reasons:
1. Give the Impression of Spamming
2. You’re Not Cleaning Your Email Lists
3. Fail at Personalization
4. Don’t Optimize Email for Mobile Phones
5. Don’t Segment Your Email List
6. Don’t Provide Value
7. Buy Email Lists From Disreputable List Companies
8. Exclude Contact Information
9. Don’t adhere to CAN-SPAM
9. New List Members Are Not Properly Welcomed
If you’re interested in making your campaigns more effective, try evaluating it from the technical side of things. Our partner Return Path explores possible reasons why your email is not making it into the inbox of your customer.
Struggling with bounces, blocks and other incidents? Check out our white paper on Adaptive Delivery® to see how it auto-tunes your outbound email delivery parameters in real time to optimize delivery, safeguard your reputation and improve manageability.
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.