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!
Weekly Email Marketing News Digest
It seems almost cliche to be discussing the value of email versus search, as it seems long established that email and social media both occupy a unique position in the marketing ecosystem. Each individual channel has its role to play in customer engagement. I’ve definitely been driven to buy more from emails than social media, but that doesn’t mean businesses should scrap social completely when it comes to a cross-channel strategy. When social media and email marketing are integrated into a seamless campaign, they drive results, engagement and ROI that far outweighs the benefits of using each channel in silos.
Chad White makes a valid point that the intention of customers when they follow businesses on social channels is different from when they subscribe to email lists. Social media is a mid-funnel channel and works best for awareness-building and customer interactions. On the other hand, email is a low funnel channel. Customers who subscribe have buying intent and the overwhelming reason for signing up is receiving discounts and promotions. Basically? Social media and email are sequential elements of the sales funnel, that do not compete, but instead complement.
I confess that I’m not immune to an email with the subject line “50% off – 48 hour sale” as it not only offers an incentive, but creates a sense of urgency. Here are other ways to drive engagement through social media integration, aside from the subject line.
- Generate interaction with emails – ask questions and solicit feedback.
- Use email to inspire social interaction through like and share buttons.
- Use social media to boost email subscriptions such as a link to subscribe to an email list.
A SocialTwist study shows that 55.4% of brand advocates chose email as their sharing channel, 41.8% chose Facebook and 2.6% chose Twitter. Social followers who referred brands used email as their primary sharing channel. 85% of brand advocates’ reach came from Facebook, versus 12% from email. New customers were primarily through obtained through email. Here’s a breakdown of new customers by referring channels:
- Email – 50.8%
- Twitter – 26.8%
- Facebook – 22%
- Pinterest and LinkedIn – 0.4%
Perhaps the key takeaway from the researchers?
“Marketers should avoid falling into perception traps – like email marketing is somehow vastly different from social marketing. Anything that connects consumers is social.”
A report by Custora states that 15.8% of online e-commerce customers is acquired through organic search, followed by 9.8% for cost per click. Since 2009, customer acquisition through email has quadrupled to 6.8%. Facebook accounted for 0.17% and Twitter less than 0.01%.
Want to learn how to extend your reach through email? Download our free Email Best Practices 101 eBook to increase the chances of getting into your customer’s inbox!