Email Marketing News Digest
The latest Google Analytics and Adwords updates have a focus on multi-channel attribution and providing marketers with better clarity on what’s driving conversions. These features and the increasing emphasis on both cross-channel and multi-channel marketing strategies highlight the increasing complexity of getting the attention of customers.
The key to the inbox? Strong permissions and relevant emails. ISPs measure user feedback based on how many people are hitting the “this is spam” or “this is not spam” button. Here are four factors to examine when trying to determine why you are not making it into the inbox:
- Behavioral Targeting
Of course if you want to hear directly from the ISPs themselves and pepper them with questions, there’s always our all star ISP panel at Interact 2013 – The Digital Messaging Industry Conference. If you have a burning question on deliverability in your mind, register today!
Or is it? The DMA recently tested two different email designs in a split test and found that the skinny design had 61% more clicks. But wait – there’s more to the story. While on the surface the mobile optimized version seemed like a clear winner, it seemed that the copy and call-to-action from one particular link was driving the increase since the copy was not standardized between the 2 versions. In a second test where the copy was the same, there was no discernable click rate response difference.
Experian’s Quarterly Email Benchmark Study shows that email volume in the seond quarter was 17.9% greater than in Q2 2012. Unique open rates rose 7.2%, while unique click rates declined slightly by 0.2%. People who opened only on their mobile device averaged 10 cents per transaction while those that opened on mobile with another device averaged $1.28 per transaction. The results of the study present much food for thought when it comes to multichannel attribution. In the words of Bill Tancer, GM of global research at Experian Marketing Services,
“The path to the consumer is getting increasingly complex… We’re just now at the tip of the iceberg in knowing how to get from the initial contact to the end of the transaction.”
How do you define engagement? A one-off spike from a seasonal campaign or ongoing long term interaction from subscribers? Margaret Farmakis from Return Path says it should be the latter. Here are four important questions to ask when evaluating how engagement applies to your email program:
- How do you define engagement? Goals need to be clearly stated and the difference between an engaged and disengaged subscriber should be clear.
- How do you measure engagement? Define metrics such as those from social, user-generated feedback and those from surveys as well.
- How do your engagement metrics compare with the competition?
- What is your strategy for improving engagement?
Find out more about cross-channel banking and how to make shifting customer behavior work for your bank in our webinar!
Weekly Email Marketing News Digest
Last week’s biggest tech news was arguably from Facebook. Days before Tuesday’s announcement, the industry was buzzing with anticipation. Was Facebook going to launch a phone or a redesigned interface for mobile?
It turned out to be social search. While Facebook’s Graph Search continues to be in the spotlight, what else is new in the world of email marketing?
Marketing automation may be the rage, but like all things in business, there’s a way to misuse the tactic and cause damage to your brand reputation. Here are 5 things to remember with marketing automation:
- Frequency of event triggers: (a) Don’t annoy customers by sending too many messages based on event triggers. (b) Don’t train them to expect discounts each time they abandon shopping carts.
- Length of time: Take into account that the length of time between a trigger and an email in the customer’s inbox can vary in effectiveness depending on time of the year. Test frequently to find the duration that gets the best results.
- Personalization: Calling a potential “Dear Valued Customer” sounds robotic. Find a way to make the greeting more personal.
- Mobile optimization: Ensure that even automated messages are rendered properly on mobile screens.
- Time of the year: Coordinate messages especially in times of increased holiday traffic to ensure customers have a positive experience.
Email is the most effective marketing channel for SMB marketers, with 77% of marketers reporting that it increases their revenue. Every $1 spent creates $40 dollars. Need some visuals? AWeber has created a great infographic to illustrate the results of their survey.
79% of smartphone owners use their device for email, underscoring the importance of optimizing emails for mobiles. Research by Adobe also shows that more respondents shopped on a tablet (44%) than a smartphone (20%). Respondents using the tablet were more likely to purchase a product on the device while the smartphone users were more likely to use the device for comparison shopping.
A survey reveals that 22% of marketers are capturing email addresses through a pop-up box on their website. Most of these pop-up boxes are only displayed to new visitors. Other ways of capturing email addresses include:
- Dedicated email page – 58%
- Home page – 56%
- Header – 15%
- Footer – 38%
Email is 7 times more effective than social media but if it’s not working for your business, here are 9 possible reasons:
1. Give the Impression of Spamming
2. You’re Not Cleaning Your Email Lists
3. Fail at Personalization
4. Don’t Optimize Email for Mobile Phones
5. Don’t Segment Your Email List
6. Don’t Provide Value
7. Buy Email Lists From Disreputable List Companies
8. Exclude Contact Information
9. Don’t adhere to CAN-SPAM
9. New List Members Are Not Properly Welcomed
If you’re interested in making your campaigns more effective, try evaluating it from the technical side of things. Our partner Return Path explores possible reasons why your email is not making it into the inbox of your customer.
Struggling with bounces, blocks and other incidents? Check out our white paper on Adaptive Delivery® to see how it auto-tunes your outbound email delivery parameters in real time to optimize delivery, safeguard your reputation and improve manageability.