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
This week’s email marketing series has a Valentine’s Day slant as marketers sift through emails to find out what’s trending in the season where love is in the air. They tell you what they’re in love with… or not.
Real life examples are often far more compelling than theoretical talk. Here’s the story of how ProFlowers first got personalization wrong… before they got it right. As they say, practice makes perfect! Here’s the version that got the thumbs up:
There’s a little less love in the inbox this year as compared to last. On Feb 5 2013, there were only 11% Valentine’s Day themed emails. Last year on the same day it was 14%. On Feb 9, where you’d expect retailers to be ramping up their activities, the percentage fell further from 13% last year to 6% this year.
What’s increasing this year is the percentage of heart symbols used in email subject lines. On Feb 8, 8% of emails were using this tactic as compared to none last year.
Unsurprisingly, the words “free”, “shipping” and “save” were the three most used words in emails during the last few weeks.
Will the open/reach metric be the next big thing in email marketing?
If a group of UK DMA (Direct Marketing Association) members have their way, that metric could become the reality for many emarketers.
The open/reach metric is defined as the number of people who have opened a marketer’s email at least once over a given period of time, from a quarter to a year, depending on the frequency of mailings.
Engagement is currently measured by open, clicks and conversions. The need to drive these metrics have led to marketers trimming their lists when it comes to ‘inactive’ subscribers – perhaps needlessly some claim. While this group of subscribers does not click frequently on mailings, they may well respond sporadically.
Our client, Dennis Dayman from Eloqua shares his experience with what he first thought was spam mail. It turned out to be a welcome email practicing one of the tenets of email marketing best practices – The Unsubscribe Option.
“Anyone without an email address is the digital equivalent of a homeless person.” – Dela Quist, Founder & CEO, Alchemy Worx
Quist’s advice to the audience at the Email Evolution Conference was to organically grow email databases and amplify email frequency. Increasing the frequency of email is something that lies in the grey area as emarketers often fear being labelled a spammer.
Quist urges emarketers to give consumers a chance to get around to opening emails. How so? By giving them more opportunities to open emails with more emails. According to Quist, email frequency can drive engagement between a brand and customers. It also links email to other channels. However, it’s a good idea to understand consumer behavior on those channels before embarking on a cross-channel strategy to optimize the impact of the email.
And there you have it, The Valentine’s Day edition!