Weekly Email Marketing News Digest
We hone in on the debate surrounding confirmation opt-ins this week: When are they necessary and what percentage of marketers are deploying it in practice? Also on the agenda, tips for successful email personalization and most commonly followed email marketing best practices.
Andrew Cordek from Trendline Interactive challenges permission purists by questioning whether confirmed opt-in is necessary in certain situations. One such situation is where a user registers to access site information through the following process:
- Creating a username and password (with CAPTCHA)
- Filling out a long form with information
- Managing opt-ins for other email publications through a preference center (with cadence/frequency info)
- Confirming choices on another page
- Receipt of a welcome email which had all of the email choices listed
In such a scenario, Cordek argues that a closed loop email for subscribers to confirm their choices is unnecessary.
And here’s the rebuttal by David Romerstein from LivingSocial. While Romerstein agrees that COI might not make sense in some scenarios, it certainly isn’t that one outlined by Cordek, for one reason: The detection of typos.
Confirmation emails help to eliminate typos, whether committed on purpose by a competitor trying to affect your reputation, or by accident. Minimizing typos helps in keeping one’s IP reputation clean.
In the MarketingSherpa 2013 Email Marketing Benchmark Report, the following question was put to marketers:
Q: Which of the following tactics is your organization using to improve email deliverability rates? Please select all that apply.
The results showed that only 39% of marketers maintain an opt-in only subscriber list. Providing an easy unsubscribe process was the tactic that was most widely deployed by marketers at 62%. Of concern was the fact that only 21%of marketers used email authentication like DKIM or SPF to improve email deliverability.
Here are three tips to make email personalization work for your business:
- Use a valid reply email: A noreply@ address means you are missing out on opportunities to hear from your customer
- Make sure you have the data: Skip personalization altogether if you don’t have many member names in your database
- Avoid generic placeholders: Segment your list and send recipients without a listed name emails without a personalized greeting
The new econsultancy email marketing census provides some interesting data for email marketers.
Top three email marketing practices are basic email segmentation at 73%, encouraging the sharing of content at 52% and regular list cleaning at 49%.
The most commonly used email trigger was automated response to website visit/sign-up emails at 35%.
Abandoned basket automated email programmes provided the greatest return on investment according to 13% of companies surveyed.