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
Great start to 2013… and the second post of the year for our email marketing news series! From tactics, predictions and new technological email features, there’s a little bit of something for all email marketers.
Good email marketers know that email marketing is great for lead nurturing and stretching your customer lifetime value. Incredible email marketers know the cool tactics that will drive customer engagement and clickthrough. Here’s how:
- The Reward Delivery – Everyone loves a freebie. Using email marketing to increase customer loyalty through member rewards and promotions is a great way to get that buy-in.
- The Double Opt-In – Confirmation opts in. Do you really want to risk annoying customers with this? Yes, you do. And a lot of the time, the customer is actually looking for this. For brand loyalists, it gives them peace of mind. It’s also a good way to ensure that you have accurate email addresses to ensure email deliverability. Yahoo.com may seem easy to spell, but Jack Hogan, CTO, LifeScript, found there are more than 500 ways to get that spelling wrong.
- The Welcome Series – The Welcome Series is a great way to give the customer an overview of what to expect from the newsletter or mailing list they opted into. If your potential customers are opting in, it means they are looking for news about you – and that means higher clicks.
- The Amazing Email Marketing Integration – Marketing in silos? Not so hot anymore. Integrating your email marketing efforts with social and across other channels brings about a much higher clickthrough rate. It’s all about cross-channel these days – that’s how the conversation’s taking place.
Here’s a list of what the movers and shakers in the online world are saying about integrated marketing. We’re particularly interested in this comment:
“In 2013 we will see social media teams working much closer with e-commerce teams, and ‘integrated digital marketing’ will take shape. The laggards will be email marketers who will still feel comfortable in their established metrics and existing silo’d processes.”
Since this blog is all about email marketing, you’d think we’d take issue with this comment. But we’re going to go out on a limb and agree – email marketers will lag… IF they continue marketing in silo. We’ve been advocating cross-channel marketing for a while and we still stand behind that. Email still drives the highest ROI, – it’s not even an issue for debate anymore. Adding social and mobile tools to your arsenal will only increase the chances of customer conversion.
We’ve often featured articles that talk about improving deliverability from a content perspective – this one differs in that it takes a slightly more technical view and lists 7 areas you should look at when it comes to improving the chances of email getting into your customer’s inbox.
- Data source and collection practice
- Poor bounce management
- Poor complaint feedback loop management
- Content issues
- Poor data management
- Infrequent emailing
- Lack of authentication (SPF, DKIM)
Also have a look at the Top 5 Reasons Your Newsletter Will Go To Spam where the issues of cold IPS, unusual bursting, content, improperly setup infrastructure and incomplete list maintenance is covered in greater detail.
Yet another company finds itself in hot water for text spam. The Telephone Consumer Protection Act states that companies cannot use automated dialing systems without the consent of the consumers. Violations result in a $500 fine. Despite the heavy focus on mobile marketing due to its explosive growth, it is an area where companies can easily cross the legal line, despite recent updates to the Act. The answer to avoiding all this legal trouble then, lies again in .
Google’s constantly tweaking Gmail for improved usability. The new Compose Now view gives you the ability to add labels and stars to your email as you are writing it, saving time spent looking for the email and starring or labeling it only after it has been sent.
Learn more about improving your email deliverability and feedback loops in the Proven Tips for High Volume Sending webinar!