Weekly Email Marketing News Digest
This week’s news digest has a focus on that magical customer engagement and marketing tool we all use – the email newsletter. We’ve got a collection of articles that are primed to help you create better content for your customers.
A recent study by Movable Ink shows that almost 70 percent of email is opened on mobile devices, so keep this in mind when preparing your company’s newsletters! Less than a third of emails were opened on desktops. This is the highest percentage of emails opened on mobiles that has been reported by any study. For example, Knotice study reported 41% of emails were opened on mobile devices.
The study however, is unique because it focuses exclusively on emails sent by enterprise B2C brands.
There is a caveat though – as stated in Movable Ink’s disclaimer, “Because determining email opens requires images to load, the percentages for some device-types and platforms might be over or underrepresented.”
“If you distract your brain by working on something else, something deep inside you keeps tinkering with the idea that got you stuck. Stephen King calls it the boys in the basement —those guys somewhere deep inside you who keep on working while you’re mowing the lawn, taking a shower, and even while you sleep. They’ll come up with something interesting and pop it into your conscious mind the next time you work on the piece.”
Wait… is this really a digest for email marketing? How did it just venture into spook town territory? The quote above comes from Tip 4: Incubate your ideas. Email copywriters, check out the article for the full scoop.
5 marketing specialists provide 5 examples of newsletters they really enjoy. The newsletters provide 5 key learnings for every email marketer out there.
- Timely and interesting content is a killer combination.
- You can justify long emails if content is relevant and interesting.
- Ensure that the design is mobile friendly
- Create brand advocates with a valuable and consistent experience
- Use humour
CNET recognised the need to trim their portfolio of newsletters and did so, by cutting it down from 30 to 16 newsletters. The results were:
- An increase in open rate by 3.32%
- Increase in clickthrough by 7.62%
- Less than 5% drop in subscribers
- Editor presence in all but one newsletter
Read the full article to find out what criteria they used and how they communicated the exercise to their stakeholders.
Do you have a company newsletter? Well here are some stats to guide your content.
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Weekly Email Marketing News Digest
Who made the headlines this week?
Burger King, that’s who.
A hacking attack left the fastfood giant promoting McDonald’s instead of the Whopper on Twitter. While this social media nightmare played out, the brand also gained 60,000 new followers. Guess you could say that was the silver lining in the cloud.
Jeep was another brand that saw its account hacked soon after, with tweets promoting Cadillac. In both instances, both McDonald’s and Cadillac quickly distanced themselves from the hackings with tweets to state that they were not responsible for their competitor’s misfortune.
In a publicity stunt, MTV staged a hacking of their Twitter account – a probable nod to the increased number of followers these brands gained as a result of the hackings.
Perhaps in a response to these high profile incidents, Twitter announced that it had jumped on the DMARC bandwagon in early February, further enhancing its security. With this security protocol in place, the number of phishing attempts or fake emails trying to trick users into giving up personal login information will be significantly reduced.
Twitter joins the fold of Internet giants such as Gmail, Yahoo and Microsoft who have already adopted this email authentication standard.
Eventful is a site for local live events that allows users to look for tickets, bookmark favourite artists and share their activity on social media.
It is also a highly successful example of what happens when companies take personalization to the next level. By implementing new technology that takes into account the user’s artist preference, Eventful was able to create a newsletter providing the user recommendations to events they might be interested in. It also allows users to state that they were not interested in a particular recommendation. By gathering user’s preference data, Eventful was able to further refine and personalize newsletters to individual customers by cross-promoting events far more related to the user’s interests.
Eventful raised its clickthrough rate by 97% and saw a 400% increase in reactivation for inactive subscribers.
eBags began sending out emails at the same time recipients subscribed to their email list.
- Click-through rates increased by 20%.
- Conversion rates increased by 65%.
- Average value per order increased by 45%.
- Overall average revenue per recipient increased by 187%.
Persistance was key to ABB Instrumentation’s email marketing strategy which was to automatically resend emails that were not opened or did not generate a clickthrough. Once a customer completed the journey to the landing page, they received a thank you with contact details of an engineer or relevant distributor.
- The automated resent emails doubled the number of responses from the initial email, and clickthrough rates increased to 11% for all opened emails.
Taking into consideration the type of mobile devices their customers were using, British Airways created different email creatives to support iPhone, Android, Blackberry and desktop users.
- Open rates for mobile exceeded those for desktop users and were in excess of 50% for iPhone and Android devices.
- The clickthrough rate was 25% for users who accessed email on their iPhone and in excess of 30% for BlackBerry users.
Tesco sent out emails with personalized shopping lists for customers based on these customers’ recent purchases.
Using a new multivariate testing technology, recipients of Philips emails were shown different images in real time. These images were measured for effectiveness of conversion and as soon as the optimal email was determined, it was sent out to all recipients.
- Some campaigns have shown an increase in click rates by a factor of 10.
- Overall in 2011, Philips’ average clickthrough rates improved by 82%.
Social media could be the key to curbing malware attack.
Active, direct notifications through social media and browser windows were far more effective in getting users to disinfect their system than articles and blog posts that were shared.
- Smartphone owners are more likely to read emails than make calls.
- Consumers read more emails on mobile devices than a browser or desktop.
- How your email looks on smartphones matters to consumers.
- Understanding where your subscribers read your email to determine the right approach.
- What you are trying to accomplish in your mobile email impacts your approach.
- Device matters and behavior varies.
Want to learn more about DMARC email authentication? Download the How DMARC Is Saving Email eBook!