Email’s Image Issues
How many of you eagerly check your email every 5 minutes waiting for the promotional emails of brands to reach your inbox. Show of hands. Anyone? How often do you say, “WOW, fantastic email generic brand ABC! I can’t wait to see more from you!” The sad truth is, while there are brands that can stun and surprise us with awesome email marketing campaigns, it doesn’t really happen often enough.
Email has an image problem and it all has to do with brands sending us generic marketing emails with content that are not relevant to our interests. Experts in the email industry share their thoughts on what can make email better.
Email is suffering from an image crisis, where consumers feel that they have lost control over a permission-based channel. Mike May offers some suggestions to brands on making the email experience a delight for the consumers.
- Anticipation: Pre-empt customer requests for information and give it them before they ask for it.
- Selflessness: Find a way to make the subscriber’s day a bit better and reward them for being a reader.
- Surprise: Surprise your reader!
- Personality: Ensure that your messages convey personality.
Hey, as Steve Jobs once said, “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”
Our friend, Chris Penn, and VP of Marketing Technology at SHIFT Communications is interviewed by Salesforce.com Marketing Cloud, on email’s image issue, the role it plays in the marketing mix and its forseeable future. Chris has often wowed us with his depth of knowledge when it comes to marketing technology so be sure to watch the interviews!
How well do you manage your email marketing? Independent email consultant, Tim Watson highlights 10 common mistakes. 5 & 9 in particular are definitely factors that lead to recipients hitting the spam button, so avoid these mistakes!
- Mistake 1. Not setting long-term Email-specific goals.
- Mistake 2. Not investing in list growth.
- Mistake 3. Failing to track email signup sources.
- Mistake 4. Not using all customer touchpoints for signup.
- Mistake 5. Lack of a clear email value proposition.
- Mistake 6. Not investing time to setup triggered messaging.
- Mistake 7. Not Testing targeting.
- Mistake 8. Frequency of send not optimised.
- Mistake 9. Offer unclear up front.
- Mistake 10. Lack of measurement beyond the click.
Chris Hexton, from Vero provides 20 examples of great lifecycle emails. Here are some examples:
The sense of urgency email
The up sell email
The education email
Want to make sure that your marketing emails are getting into your customer’s inbox? Check out our Email Marketing Best Practices 101 eBook!
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
In social media world, G+ now has the second most number of active users (343 million) after Facebook (693 million) demonstrating the power of product integration in driving adoption. Third place goes to YouTube at 300 million active users. Which brings us to the week old question. What about email marketing? What’s new in the email space?
It’s been a year since the DMARC scheme was implemented and only three out of the top 100 American retailers are using it: Amazon, Apple and Netflix. The adoption rate is a problem as incidences of phishers capturing financial data using phony receipts is rising.
While some companies may have adopted some form of email authentication, they might not have applied it to all their outbound messages. A marketing message inviting people to a sale could be authenticated, but transactional and customer service emails may not.
How many of us have been guilty of sending out an awful marketing email? Show of hands? No one’s perfect and I’m sure plenty of marketers have made such mistakes in the early days of email marketing. HubSpot has put together a truly awful email that breaks all the rules of email design optimization.
- Write a Generic Subject Line
- Don’t Let Recipients Send a Reply Email
- Use Unsophisticated Design
- Don’t Check for Broken Dynamic Content
- Write Disingenuously
- Include Your Least Remarkable Content
- Use Generic Images
- Use Images That Don’t Display Correctly
- Don’t Include a Call-to-Action
- Don’t Permit Recipients to Unsubscribe
We’ve said it again and again – marketing today is all about providing customers with a multi-channel experience. It’s about allowing the customer to interact with brands on their terms and their choice of channels. A study has shown that email is preferred by consumers (33%) over the website (24%) and Facebook (22%), when it comes to a choice of investing marketing dollars.
Any experienced marketer would know all the faux pas when it comes to email marketing… or do they? Here are 6 email marketing no-nos… that may just be untrue.
- Myth 1: If you send a lot of emails, you’ll annoy your customers.
- Myth 2: You shouldn’t send the same email twice.
- Myth 3: Emails should be short and sweet.
- Myth 4: You should always create fresh copy.
- Myth 5: You need descriptive subject lines.
- Myth 6: Companies should send email newsletters.
Econsultancy’s David Moth highlights how Evans Cycles effectively uses email to engage the customer, after collecting that info at point of purchase, without being annoying.
- Step 1: Prize draw for reviewing the sales process
- Step 2: Prize draw for reviewing product purchased
- Step 3: Welcome to the club email
- Step 4: Offering a free service based on product purchase
Do you agree with these Dos and Don’ts for email optimization? Have you implemented DMARC? Tell us what you think! Or download the How DMARC Is Saving Email eBook for more DMARC insights!