Three Facts About Email Marketing That Make or Break Campaigns

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Does your brand obsess over marketing? Good. Does your marketing team constantly try to stay up to date and fresh with their marketing? Great. Do they tend to abandon older technologies, and assume that they’re obsolete? Hold up.

American adults spend, on average, around 11 hours looking at screens a day. Over 20% of those people admit going online “almost constantly,” according to Pew Research – and it’s no surprise that the younger the person, the more time they spend online, with 36% of 18-29 year spending more than double the time of those 65 and older. So what are those people doing, and how can your brand reach them?

The answer is email. Overall, 58% of online consumers check email as their first online activity of the day, followed by a search engine or portal site (20%), and Facebook (11%). Over 215 billion emails are sent every day. There’s a reason why email marketing has a 3800% ROI, resulting in about $38 for every $1 invested.

So how can you master your brand’s email marketing campaign? We asked the team at VerticalResponse, the leading email marketing platform, whose users sent around 100 million emails in 2016 – here are the top three guiding trends to keep in mind when developing an email marketing plan:

  • Brace for Q4: Email Density and Intensity Peak
  • Days of the Week and Holidays Play a Role in Success
  • Time of Day Matters

Read the full post on HuffPo here.

Use Competitive Intelligence To Drive Email ROI

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Marketers who use competitive intelligence tools enjoy an average of three times more email generated revenue than those who don’t, according to a recent report by The Relevancy Group.

Yet one of the most common questions I’m asked when I present a client with a competitive analysis is: “There’s no point in doing this more than once a year, right?”

Think again. There’s a lot you can — and should — do with competitive intelligence tools to drive ROI on a regular basis. Here’s a short list to get you started:

  • Learn from your competitor’s tests, not just your own
  • Identify key subject lines, phrases, creative, etc.
  • Quickly see what is new in marketing
  • Prove you need a bigger budget
  • Track benchmarks

Read the full article in MediaPost here.

Get the report (free, with registration) here.

What Email Marketers Can Do to Stop Unsubscribes

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Consumers say providing an option to receive emails less frequently is the most effective thing marketers can do to stop unsubscribes, according to recent research from Mapp.

The report was based on data from a survey conducted in August 2016 of 1,765 consumers age 18-64 in the United States.

Some 40% of respondents say that even if they had decided to unsubscribe from an email list, but a brand offered to send fewer messages instead, they might be dissuaded from leaving.

Some 35%, however, say nothing could prevent them from unsubscribing, and 20% say more personalized/relevant content might stop them from unsubscribing.

Some 35%, however, say nothing could prevent them from unsubscribing, and 20% say more personalized/relevant content might stop them from unsubscribing.

Read the full story in Marketing Profs here.

Five Email Marketing Automation Workflows to Build Today

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As impressive as email is, it can quickly become prohibitively time-consuming. Imagine having to personally draft, send, and respond to each situation.

Email lends itself to effective automation more than any other medium. Once you create a series, it can go out an infinite number of times without you having to lift a finger. It’s quietly executing 24/7 and within minutes of its trigger action. You’ll never miss another opportunity to nurture, impress, respond, or engage again.

And because it’s in response to a particular trigger and modern tools attach the recipient’s name, it’s a personalized campaign. Customers don’t want blast messages sent out to tens of thousands. They want a message for them at that moment.

Automated email marketing is timely, personalized, and relevant. That’s why.

  • Personalized subject lines see a 26% higher open rate.
  • Write with readability and scannability in mind, as many people just glance at content.
  • Using a CTA button instead of a link can improve click-throughs by 28%.
  • Segment your list in ways that work for you.
  • Split testing is not just for ads and landing pages.

Read the full article in SearchEngine Journal here.

Six Ways To Improve Your Email Campaign Deliverability

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You have created a great looking email, worked hard on getting the graphics right and ensured that your email looks good on all devices. Wouldn’t it be a pity if it was not delivered to your subscribers’ inbox and ended up in their spam folder instead?

Deliverability is a hot topic for email marketers. Email providers, such as Gmail, Yahoo Mail and Outlook are constantly innovating on how to provide the most productive email inbox to their users, as this is a very competitive market.

Email marketers are constantly puzzled on how to take advantage of the latest technology and more importantly on how to avoid having their nicely crafted emails being automatically sent to the Promotions or the Spam folder.

Here are six tips to improve your delivery:

  • Carefully crafted subject lines: Keep them simple and short and try to convey the content of the email and the most important call to action within it if possible.
  • Be consistent with email sender information: The “from” address and the name are necessary. Frequent changes will mean less trust, reputation, and recognition from your subscribers.
  • Keep subject line and email content consistency: Use consistent copy throughout the body of your email and be simplistic and clear on your call to action.
  • Keep (A/B) testing: Try different subject lines, calls to action and opening paragraphs. Test to find the optimal combination for your users
  • Use incentives: Offering incentives to keep subscribers engaged can be very rewarding in the long term and especially in the lifetime value of your customers.
  • Segment and personalize: Providing a more personalized experience to specific segments of your email list will improve deliverability as your subscribers are more likely to engage with your email campaigns.

Read the full article here.

Marketing Budgets Predicted To Increase, But What About Email?

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Email is a powerful revenue generator, and it is also consumers’ most preferred method of brand communication according to an October study by Bluecore.

Sixty-eight percent of the 1,200 consumers polled by Bluecore across all ages selected email as their most preferred method of contact when communicating with a brand. Email overwhelmingly beat other digital advertising channels in the study, including online ads, Facebook, Twitter and Pinterest — which all remained in the single digits.

Email still generates the highest revenue per dollar spent, yet it lags in investment, per an Adestra and eConsultancy study released earlier this year. Brands spend an average of 15% of their marketing budget on email according to the report, although email accounts for 23% of total sales.

When broken down by age, email was the preferred method of communication for 73% of Baby Boomers, 71% of Generation X, 62% of Millennials and 65% of Generation Z.

Sixty-three percent of Gmail users even regularly admitting to checking their ‘promotions’ tab to find brands’ email marketing, according to Bluecore, while 47% responded that they check the tab daily.

Read more on MediaPost here.

 

Three Trends Driving the Future of Email Marketing

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What’s driving the future of email? Who are the big players? What are the top strategies and technologies driving the market? These questions were front and center at the annual DMA &THEN conference last month in Los Angeles, where MessageGears’ leadership joined marketing leaders from Expedia and thousands of attendees, speakers, and exhibitors to explore the future of global email marketing.

Speakers at &THEN included Kobe Bryant, GE Vice Chair Beth Comstock, and author (and TED speaker) Simon Sinek. Taylor Jones, MessageGears’ co-founder and chief architect, and Himanshu Sinha, Sr. Director, Customer Contact Strategy and Outbound Marketing for Expedia, presented an educational session during the show titled, “Building and Managing Global Email Marketing Programs.” The session highlighted the best practices and marketing technology Expedia uses to create consistent, personalized experiences for their customers. Sinha and Jones also shared data on the top elements of email marketing success and top performance challenges.

There were, of course, some big takeaways from &THEN. Here are three trends that will likely define the future of email marketing.

  • Mobile
  • Real-Time
  • Personlization

Read the full article in CostumerThink here.