Let’s face it—yesterday’s email won’t sell today’s customer experience. Sure, it would be great to just hit send and sit back and reap the benefits of email ROI, but with 18% of a total company’s revenue riding on email conversions, there’s more pressure on email marketers today than ever before.
You may think your email program is “good enough,” where you send an email to a list, sprinkle in a little personalization and voila – you have conversions. However, if you believe that to be true, you’ve got a better chance of your favorite Game of Thrones character surviving this season.
For many email marketers, boosting email ROI is like trying to take a Model T Ford from 0 to 60 in under 10 seconds. You know your emails need the torque of a Ferrari, but you struggle getting there.
That’s why on Tuesday, May 24, you should join us for an #EmailPros webinar to learn how to take the leap from “good enough” email programs to supercharged, revenue generating ones.
Watch this webinar and get the roadmap every email marketer needs to harness the horsepower of modern email marketing. Join Len Shneyder, VP of Industry Relations at SparkPost, and Justin Zhu, CEO of Iterable, as they share their tried-and-true tips for generating more revenue from your email marketing program.
Drive away with 10 actionable tips that will help you turbocharge your email ROI and:
- Increase conversions and your email ROI by using different campaign types
- Learn how to use recency to segment your audience properly
- Boost engagement at every stage of the customer journey
- Deliver relevant messages your customers actually want
- Use data to create a personalized, 1:1 customer experience
- and more…
Isn’t it time you harnessed the power of modern email marketing and boost your email ROI?
Peek behind the IT curtain of nearly any large organization and you’re bound to find multiple email systems linked to multiple data sources, with little coordination companywide and no integrated messaging infrastructure in place. It stems from the common practice of partitioning message deployment systems by business division or function — with each department maintaining its own in-house and sometimes outsourced sending capabilities. As companies add mobile text, IM and social messaging capabilities to the customer communications mix, the problems posed by redundant messaging infrastructure are mushrooming. It’s not just that maintaining multiple systems and operations gets costly, what’s worse is that the disconnects between the communications layer and the data layer beneath it inevitably lead to less effective customer engagement.
Customer Communications on a Single Platform
Message Systems solutions are based on the concept of a single, unified system for managing all messaging across the organization. Our solutions enable even the largest businesses to consolidate their diverse messaging infrastructure, and help you to realize the full value of your customer data. It doesn’t matter if you have five data sources involved in your messaging programs or fifty, a Message Systems solution can serve as the central communication facility and control point for all your message-based customer communication. Because our messaging infrastructure platform includes a rules-based policy engine, scripting capabilities and modular framework with open APIs, you can tap any CRM instance or database in order to source customer insight for informed customer interactions.
Consolidate and Save
Many of the enterprises that rely on Message Systems solutions find that their investment in our technology pays for itself through lower operational expenses and higher ROI in a matter of months. A total economic study by Forrester Consulting found that a mid-sized company ($200 million in annual revenue) could expect a risk-adjusted ROI of 115%, along with a payback period of 10 months by consolidating messaging infrastructure on the Momentum platform. Total cost savings and revenue gain? $1,069,399 over three years:
Hardware avoidance savings: $58,192
Fewer servers are needed for the Momentum platform versus legacy on-premises solutions.
IT labor savings: $615,496
The Momentum platform automates many laborious and taxing manual tasks when it comes to traffic shaping and deliverability optimization, leading to far greater ease of management.
Incremental gross margin profit: $395,711
Many organizations on commodity MTAs suffer from poor deliverability. The Momentum platform increases deliverability, leading to increased revenue and profits.
Whether you’re replacing outdated MTA-based messaging infrastructure or bringing your sending operations in house through a phased deployment, consolidating on Message Systems technologies can increase ROI shortly after implementation. Message Systems delivers benefits like these because our solutions enable you to streamline your messaging operations in many different ways.
Read the full Momentum total economic impact report by Forrester Consulting – Learn how to drive revenue and enjoy cost savings with a more efficient email infrastructure.
Weekly Email Marketing News Digest
Facebook is the conversation centerpiece this week as the social networking platform debuts a new experience on Android – Facebook Home. With features like chatheads, Facebook has pitched Home as a people-centric rather than app-centric UI. It’s available through the Android app store on April 12 and on selected phone models like the HTC first, where Facebook Home is pre-loaded.
But lest we forget about email, let’s move on to the news in the industry on 2013 trends, where video is in demand and spam still sparks controversy.
As we move into the second quarter of the year, it’s always good to recap on what works in the industry.
- Radicati predicts that email accounts will grow to over 3.8 billion in 2014 from 2.9 billion in 2010.
- The 2012 Channel Preference Study showed that 66% of consumers made purchases based on a marketing email.
- The Forrester Email Marketing Forecast predicts that the amount spent on email marketing in 2016 will increase by almost a billion from 2011.
When it comes to email on mobile:
- Adobe’s 2013 Digital Publishing Report shows 79% of people use smartphones to read email.
- 40% of email is opened on a mobile device, more than on desktop or webmail.
- 70% of consumers will immediately delete emails that do not display properly on mobile devices.
- 2011 eConsultancy Conversion Rate Optimization Report showed that 14% of companies and 24% of agencies are designing emails specifically for mobile.
Last week, we featured a piece on how social sharing boosts email numbers. This week, we found out how video affects email performance.
- According to email expert, David Daniels, video in email can increase clickthrough by two to three times.
- A Get Response Study shows customer emails containing video had 5.6% higher open rates and 96.38% higher CTRs.
- Experian’s 2012 Digital Marketer Benchmark and Trend Report revealed that including the word “video” in an email’s subject line led to a CTR increase of 7-13%. Embedding a video generated a 21% higher conversion rate than a static image.
Almost 800 tests are run on your email to determine if it is fit for your recipient’s inbox. Here are some tips to lower your spam score:
- Don’t opt-in your email contacts, LinkedIn contacts, etc.
- Avoid automatic opt-ins.
- Deliver what you promise.
- Make unsubscribing easy.
- Clean up your HTML.
- Lower your link to text ratio.
Permission marketing remains a problem for businesses. Path joins a growing list of companies that have been hit by a lawsuit for sending unwarranted mobile marketing messages. The Telephone Consumer Protection Act states that it is illegal for companies to use automated dialing services to send SMS messages without the recipient’s consent. Violations are punishable by a $500 fine per occurrence.
Email marketing is one of the top two channels getting props for return on investment from marketers. 75% of them rate SEO as “excellent” (32%) or “good” (43%). Email marketing garnered a vote of 22% in “excellent” and 44% in “good” bringing the total to 66%. Paid search and content marketing received decent scores as well.
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!