Weekly Email Marketing News Digest

This week, we are featuring more articles on the mistakes made by email marketers, as well as some email content marketing strategies to get your creative juices flowing!

The Biggest Email Sign-up Misconceptions

Here’s a list of misconceptions when it comes to email sign-ups:

  • You don’t need a landing page for sign-ups
  • You don’t need to capture more than an email address
  • You don’t need to send a confirmation email or use that opportunity for upselling
  • You don’t need to find out more about your customer’s preferences
  • You don’t need social media

For more information on these email misconceptions check out the full article!

10 More Habits Of Highly Ineffective Email Marketers

Here’s part 2 of the article on Highly Ineffective Email Marketers by email guru, Loren McDonald, and another 10 ineffective email habits.

  • 11. Blaming management, IT or others: It’s your job to educate management about the importance of email.
  • 12. Being overly focused on incremental tactics: Focus on what drives revenue.
  • 13. Staying siloed: Think of ways to integrate email with other channels
  • 14. Losing focus: Don’t rush to try out the next big thing
  • 15. Relying on a “pull the list” approach: Invest in triggered automated emails based on customer behaviour
  • 16. Living by calendar alone: Move towards an automated program that responds to customer behaviour instead
  • 17. Testing as a tactic: Testing should be part of an overall strategy
  • 18. Missing the easy stuff: Send Happy Birthday! emails with promotions that drive customer engagement
  • 19. Avoiding the hard stuff: Ensure systems integration for automated emails
  • 20. Missing the bigger picture: Be aware of the context surrounding changes you implement

5 Email Marketing Content Strategies

Running out of content strategies for email marketing? Here are a few:

  • Short & Sweet Inspirational Insights
  • User Generated Content
  • Startling Facts
  • Industry News Aggregation (Looks familiar anyone? ;P)
  • FAQs

1 in 2 Email Opens Said to Occur on a Mobile Device During Q2

We’ve had studies announcing email opens on a mobile device is at 40% and others that B2C emails are at 69%. Here’s another study highlighting the rise of email opens on mobile devices.

1 in 2 Email Opens Said to Occur on a Mobile Device

The Psychological Hierarchy of the Email Campaign

Here are the four stages on the road to customer engagement when it comes to email – and the four things marketers have to get right for subscribers to take action.

Psychological Hierarchy of An Email

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.

A Look Into Email Marketing Trends for 2013

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.

Daily Delivery – Adding Video to Email and the Numbers it Creates

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.

6 Tips to Avoid Your Subscriber’s Spam Folder

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:

  1. Don’t opt-in your email contacts, LinkedIn contacts, etc.
  2. Avoid automatic opt-ins.
  3. Deliver what you promise.
  4. Make unsubscribing easy.
  5. Clean up your HTML.
  6. Lower your link to text ratio.

Path Sued For Sending Text Spam

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.

Global Marketers Still Rate SEO, Email Marketing As Tops for ROI

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

In this week’s news, consumer dependence on email is seen through mobile behavior as determined by two separate studies. We also take a look at the missing link in big data strategy and  email marketing best practices that every marketer should take note of before launching a campaign. Oh, and DMARC continues to be in the spotlight! Now that the preview’s over let’s dive in!

Why (And How) Marketers Should Follow DMARC

The DMARC standard now protects almost two-thirds of the world’s 3.3 billion consumer mailboxes worldwide, and was responsible for blocking 325 million unauthenticated messages in November and December 2012 alone. Message Systems Chief Revenue Officer Ralph Lentz dives into the reasons why it’s going to be the industry standard going forward.

Big Data’s Big Omission

Customer identity management is crucial to big data strategy. Customer identity and relationship management is built upon the foundation from three pieces of data: email addresses, postal addresses, and phone numbers. While cookies are important, they are not the be-all and end-all in big data. The crux?

When it comes to big data strategy, email is a necessary component.

85% of Smartphone Users Would Rather Give up Water Than Mobile Apps

Give up mobile apps? Not a chance. 82% of respondents in a mobile app survey say there are critical apps they can’t go without — not even for one day. Those include email (57%), Facebook (41%) and alarm clock apps (31%).


7 Don’ts for Email Marketers

You can’t teach an old dog new tricks. But you can teach email marketers to optimize their campaigns according to these best practice guidelines:

  • Don’t forget the channel changers. Help your customers send information to another device, set reminders, or use email content while in your store. Cross-channel messaging anyone?
  • Don’t drop the data. Collect device usage data and develop a plan to associate opens, clicks, and conversions to specific mobile devices.
  • Don’t write a book: You can’t expect subscribers to consume massive amounts of text on their mobile devices.
  • Don’t overlook transactional messages: Order and shipping confirmations are sent during a peak engagement period of the customer life cycle. These are highly personal. Consumers are excited over their purchases and open these emails.
  • Don’t short the shortcuts: Test your messages to confirm that mobile subscribers can easily click through to track their orders, call customer service, or get directions to your nearest store.
  • Don’t put prices in pictures: Putting essential information such as pricing, deadlines, and calls-to-action inside images is a big mistake in the mobile age.
  • Don’t say the word ‘blast’ in regard to email marketing.

68% of people use their smartphone for email, 26% for shopping

Want to see how smartphone usage in the US and UK differs? The Nielsen Mobile Consumer Survey has the answer.

In US, the percentage of people who use their phones for:

  • Text – 86%
  • Mobile web – 82%
  • Email – 75%
  • Social networking – 63%

In UK, the percentage of people who use their phones for:

  • Text – 92%
  • Mobile web – 66%
  • Email – 75%
  • Social networking – 63%

As you can see the biggest gap lies in the use of mobile web, where common use is higher by 16% in the US. Text messaging in UK is higher than in the US by 6%.

nielsen-devices-we-use     nielsen-apps-we-use

What do you use your smartphone for? Let us know in the comments below! And if your business is embarking upon a mobile-centric drive to attract new customers, we’d encourage you to have a look at our white paper on mobile messaging – it brings up points of consideration to make your mobile marketing strategy a success.

The New Communications Standard

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.

Twitter Adds DMARC Email Authentication To Curb Login-Jacking Attempts Via Impostor Messages

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.

If you’re interested in finding out more about DMARC, check out other blog posts on this topic such as Understanding DMARC and The Anatomy of DMARC.

Email Marketing: Weekly newsletter sees 400% lift in reactivation of inactive subscribers with personalization

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.


Five useful examples of effective email marketing campaigns


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%.

ABB Instrumentation

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.

British Airways

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%.

Independent Georgia Tech Study Reveals Best Ways to Tell Customers “You’re Botted”

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.

The 6 Golden Rules of Mobile Email

  • 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!

How DMARC Is Saving Email

Weekly Email Marketing News Digest

Happy New Year readers! And may 2013 be a year of great success and happiness for all!

A brand new year calls for brand new predictions. And an article that is currently trending on LinkedIn is one that can’t be ignored. So without further ado here are:

Six Email Marketing Predictions For 2013

Independent email marketing consultant, Chad White forsees the following rising to prominence in 2013:

• Mobile-optimized emails
• Event triggered emails
• Video in email
• Pinterest integration and email integration
• Free gift cards

While his predictions appear to be skewed towards the e-commerce industry, his point on mobile mirrors the prediction that Message Systems has made for the year ahead. While you’re reading this prediction, why not skip on to our six email predictions for the B2B world in the new year?

Why Email Mobile Banner Ads Don’t Have a Little ‘X’ in the Corner

Most marketers agree that the phenomenal rise of mobile is an opportunity that companies need to capitalize on. Instead of mobile app ads that most people click on purely by accident while trying to get rid of it, the article proposes using email newsletters as the new ad space. Ads on newsletters sit naturally beside content that readers take time to absorb. Have a look at how Message Systems incorporates this ideal into our email newsletter to highlight upcoming events and videos. While these items are not the main focus of the newsletter, we certainly think they might pique someone’s interest.

Outsourcing tech: three steps to finding your technical partner for 2013

A digital outsourcing survey in 2012 found that 57% of agencies outsourced their work. Technical work was most likely to be outsourced at 66%, while mobile was the most commonly outsourced service at 64%. When looking for a technical partner, the article recommends:

• Getting the internal team right
• Getting the internal systems sorted
• Getting the right technical partner

The survey found that 11% of digital work in email marketing was outsourced.

Here’s our two cents worth – when it comes to outsourcing such work, it is important to ensure that the technical partner chosen has in place an underlying email platform that is able to consolidate disparate systems with a streamlined messaging infrastructure. Having such a solution in place enables them to more effectively reach customers and ensure your communications look unified, are personalized and targeted to customers’ needs.

New: Customize Your Opt-Out Page in HubSpot

Here’s your typical love story. Boy meets girl, boy loses girl, boy reconciles with girl. This happens in the real business world too. Businesses get subscribers and lose them too. But wait… is there a chance to win them back in the future?

HubSpot proposes using the opt-out page or communication preference center as a learning opportunity. Use images, videos and surveys. Or change the language – this could be your one chance to win them back. For example, have a look at what Groupon does with its opt-out page. It’s creative, good for a chuckle and might even stay that click on that dreaded confirmation button for unsubscribing.

Do Email Benchmarks Vary By Region?

Eloqua says that their customers in APAC enjoy higher response metrics as compared to American and European counterparts. For example in APAC, best in class click rates are 3.4% versus 1.9% in Europe and 1.2% in North America. Interestingly, North America sent the most email in terms of volume with APAC sending the least.

Email Benchmarks By Region