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:
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?
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.
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.
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.
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.
Weekly Email Marketing News Digest
It’s that time of the week where we bring you stuff to ponder for the weekend!
A pertinent question in the season for shopping. And the answer lies with the nature of your business. With Cyber Monday following closely on the heels of Black Friday, customers are inundated with direct marketing messages like email. Retail luxury goods promotions may work, but not so for magazine subscriptions and the like. Running a campaign during this time period might be akin to shouting in a void. Sleigh bells and cash registers may be ringing for the retail sector, but if you’re not in that business, it’s possible no one is listening to you.
The times they are a-changing. And the Electronic Communications Privacy Act is now up for review – a bill that has been left untouched since 1986. Currently, the police only require a warrant for emails less than 6 months old. It’s the efficiency of law enforcement versus the citizen’s right to online privacy – whose side are you on?
Sobering news. Our partner Return Path’s Q3 Email Intelligence Report found that 70% of all spam complaints can be traced to marketers. Rather than unsubscribe from emails that people once opted-in to receive, people are simply categorizing them as spam and ISPs are taking action – deliverability rates have dropped to 82% in the United States. Despite these findings, email still retains its effectiveness – a study by the Direct Marketing Association found that email still had the highest ROI of $40.56 for every dollar spent. Search, which came in second place, only netted $22.24.
The title speaks entirely for itself. By including the name of the recipient, the name & email of the sender and removing design elements so an invitation to attend a webinar looked like a letter rather than an email, MarketingSherpa was able to achieve a whooping 137.4% higher open rate and 128.9% higher clickthrough than with a non-personalised version. That speaks volumes in how businesses should go about email marketing campaigns.
Everyone loves a good infographic. This may not be yesterday’s news but it’s still interesting to know that “in the time it took you to read this sentence, 20 million emails were written”. Again, who doesn’t love a good infographic?
Weekly Email Marketing News Digest
With the Thanksgiving holiday coming up next week, we’re sure some people have been too busy trying to clear their work load to keep track of the latest in email news. As such, we at Message Systems thought it would be a great idea to round up some of the hottest topics in email marketing this week for your leisure reading. So without further ado, here’s what people have been talking about:
Adestra recently released results of a study where they found that people were more likely to sit up and take notice when money words like “$” & “£” (a 96% click through rate!) are in the subject lines of B2B emails. In case, you’re wondering, the word “revenue” drives click through as well. Somehow, we’re not surprised…
Here’s an interesting read about how 1-to-1 communications via email, have evolved and changed through the rise of machine automation to become 0-to-1. Here’s a golden line from the article: “When targeting, relevance and scale all matter, machines win.” Do you agree? I guess that’s one point to the bots and none for us humans…
Marketing automation is a key buzz word among email marketers and here are 5 ways how not to do it right. The key to focus on in all of this is lead nurturing and not just indiscriminate email blasting.
Online and data privacy is definitely on everyone’s mind this week with the ongoing Petraeus controversy. A study by Edelman shows a huge disconnect between the importance placed on privacy by marketers and individuals.
Here’s a comprehensive list of a number of ways to start improving your email marketing campaigns. Do you agree with these recommendations or do you have some of your own?
And that’s it for this week’s email news round up. Stay tuned for more of the same good stuff in the weeks ahead!
Need more tips on improving your email program? Check our Email Best Practices 101 eBook!