Email — Still the Alpha Channel


Kristin Naragon writes for Adobe:

Nearly half of us can’t even use the bathroom without checking email. This is just one of the surprising — or not — findings from Adobe Campaign’s second annual consumer email survey released today. The report surveyed more than 1,000 white-collar workers in the United States to glean insights related to the good, the bad, and the awkward when it comes to personal and work email habits. In sum, Americans are addicted to email.

Compared to last year’s survey results, respondents now spend even more time checking email, despite the growing popularity of Snapchat, Slack, and other communication platforms. As a society, we are multitasking on the go and have started to accept email intrusions on our personal and work conversations. Here are some key findings from this year’s survey, along with insights on how to maximize what can only be called the “Alpha Channel” in cross-channel marketing success.


Email is still the number one most effective one-to-one communication channel for marketers, even though there is more noise in all of our inboxes, and despite growth in mobile apps, social media, and text. Savvy marketers see these statistics as evidence to support an integrated cross-channel marketing strategy that continues to rely on email as the “Alpha Channel.” Power rests in being close to the data to help determine the right email message and when to deliver it. Highly successful emails are relevant and timely, and delivering the message when people are most likely to open or engage with email is the key to driving more revenue with the email channel.

Read the full article here.

Oh My God, They Killed Email…Again!


Sean Hargraves writes:

Shall we just call email marketing Tiddles the cat because only a creature gifted with nine lives could surely compare to the digital marketing channel that is routinely “killed off” every time a startup launches a new messaging service. This week that honour goes to Facebook with Facebook Workplace. It looks like a very useful service for companies that want to have a social network for its employees — but an email killer?

I blogged yesterday on what i think is going on here, but to make a long story short, I suspect that Facebook has Microsoft-owned LinkedIn in its sights far more than email. Giving corporates their own walled garden for staff to communicate within seems to make sense, and if you throw in the potential for those companies to then start recruiting via Facebook, you can see where the social giant might hope to pick up some of LinkedIn’s massive recruitment revenue.

Sure, if a significant amount of corporates buy the Workplace service, there may be a reduction in the volume of email between colleagues who can message each other direct. However, that really doesn’t have anything to do with email marketing. It will not impact how often people check their inbox and it will not suddenly stop brands that have been given permission to talk to people over email making full use of that opportunity.

Read the full article here.

How To Use Email Marketing To Boost Your SEO


There are two main components of search engine optimization (SEO): on-site and off-site optimization. With on-site optimization, you’ll be improving your site’s layout and performance, producing high-quality content, and targeting specific keywords that are relevant to your business and your audience. With off-site optimization, you’ll be posting content on external publications and building inbound links to your website.

However, there are peripheral ways to complement and enhance these efforts; for example, you can use social media to increase the popularity of your content and earn more links as a result of that increased visibility. Similarly, you can harness the power of email marketing to support and improve your campaign.

Here’s how.

Get The Balance Right: Email Sending Frequency


When does the extra email become one too many? Or are you missing out on opportunities by not sending enough? Frequency is probably the most subjective area in email marketing, with too many email marketers using gut feel rather than hard data. Here’s our advice on frequency and getting the balance right for your business.

Firstly, you should look at the relevancy of your emails and what their value is to your customer. If you only send one email a month and the content is irrelevant to the recipient, then that is one email too many in their eyes. You will achieve some benefits of jolting them into remembering who you are, but each irrelevant email can leave them thinking ‘there’s nothing in these emails for me’.

Over time, these subscribers will stop opening your emails all together as their pre-conceived idea is that they are not for them. If you are thinking of using personalisation and dynamic content to tailor your emails, you’ll need to work hard to encourage in-active subscribers to open and engage with your emails again.

Read the full article on BTC here.

Email marketing should be at the top of your marketing campaign


Let’s take a look at why so many companies are relying on e-mail marketing as one of their main sources of lead conversion.

Email marketing is inexpensive. Compared with other marketing channels, and even with traditional direct marketing campaigns, e-mail marketing has the great benefit of being low cost. Even if your company chooses to pay for a service to distribute, track and manage e-mail marketing campaigns (which we absolutely suggest you do), the cost is a small fraction of what it would cost to pay for exposure on a magazine, billboard, television broadcast or other marketing channels.

Email marketing is highly targeted. Most businesses relying on e-mail marketing to convert clients are targeting their campaigns to people who have signed up to receive such e-mails. Sending an email to someone who has requested to receive it increases a brokerage’s chances of conversion dramatically. You can obviously send unsolicited e-mails as well, but you are more likely to damage your brand’s image than you are to convert such leads.

Email marketing lets you segment your audience. When you send an e-mail to a specific segment, your chances of generating a desired action are great. Let’s say you segment your leads according to the banner they clicked on or the region in which they are located. You can then send different e-mail campaigns to each segment, meeting the specific needs of those customers.

Email campaigns are easy to create. With the proliferation of e-mail marketing platforms, you don’t need a team of designers and IT personnel to create an engaging e-mail campaign. Great looking templates with the ability to include pictures and video are available at the click of a button. All you need is valuable content to share.

Email campaigns are easy to track. Most email marketing platforms allow you to track your campaigns for delivered, open, click-throughs and more, making it easy for you to evaluate the success of your campaigns.

Emails are easily modified. Have you ever printed a flyer only to discover your phone number was wrong? With e-mail, you can make adjustments easily for future campaigns without the added cost of additional printing. Additionally, if campaign is not working as you expected, you can easily make changes on the wording, change CTAs, etc and test in smaller batches.

Email marketing is the shortest way to a purchase. In as little as two clicks of the mouse, a customer can go from seeing your email to opening an account r making a deposit. With an engaging call to action and a link straight to the designated page on your website, e-mail campaigns can be great drivers of sales.

Email campaigns have no borders. Email marketing allows you to send an e-mail to your client base across the street or across the globe, just as easily. If your clients are spread throughout the EU, you can send an email campaign to clients in France just as easily as you do to your clients in Germany, something that would be much harder and more expensive to do using other traditional media.

Email campaigns are shareable. If one of your clients finds your offer interesting, he/she can easily forward it to a friend, effectively becoming your brand’s ambassador.

Email is immediate. Because e-mails are deliverable immediately, you can begin tracking and measuring the results of your campaign right away. You can also create time-sensitive campaigns.

Email marketing has phenomenal ROI. According to a study performed by the Direct Marketing Association in 2011, the typical returns of an email marketing campaign is £40 for every £1 invested, a fantastic return compared to other media.

[Press Release]

Text Is Dead: Images in Email vs. Text


Casey Seiter writes on Techsmith:

No, I don’t mean every email you send has to be pure Emoji’s. Sometimes text is required to give context or extra meaning to your visuals (source: this sentence). That being said, often you can convey your meaning more efficiently with a smart visual than you could with the written word alone.

The truth is that humans have a shorter attention span than goldfish, and that isn’t going to be changing anytime soon. The average American worker is trying to be more effective and articulate, while managing a much bigger workload than we’ve ever seen in history.

We’re being pushed by necessity to make shorter and clearer emails that don’t waste the readers time and get straight to the point. We simply don’t have the time to waste—we must find the most efficient and effective form to communicate. Either writing emails or reading them; no one can digest an entire novella with every email.

Read the full blog article on Techsmith here.

How a university improved email marketing on a shoestring budget


Nadia Cameron writes on CMO:

Griffith University’s Asia-Pacific Centre for Franchising Excellence has cut its marketing expenses in half and is generating customised and segmented emails in-house after investing in a new digital marketing platform.

The centre’s business model is to provide research and education-based commercial products that help Australia’s franchising sector grow. Its core audience includes franchisees and franchisors, sector supports such as consultants, lawyers, people interested in starting small businesses and buying a franchise, and individuals working for franchises.

Its business model is based around its Web presence, while its marketing budget is spent almost exclusively on email marketing.

The division’s general and business manager, Kerry Miles, told CMO its business model is based around its Web presence, while its marketing budget is spent almost exclusively on email marketing. The franchising centre has a database of 7000 subscribers globally, which it’s looking to grow to 10,000 over the next few years by leveraging digital automation.

With a small team of just three, finding easy-to-use technologies that make the process of communicating in a tailored and effective way to its database is key. This was the reason for its decision to swap out IBM’s platform 12 months ago in favour of a new email marketing platform.

Read the full story on CMO here.

The Key Differences Between B2B and B2C Email Marketing


Email marketing is used by all marketers, but rules differ depending on the nature of your audience. One key area to focus on is separating your business and consumer campaigns, and understanding the difference between the two in order to send relevant content and the right time.

So, what do you need to look out for when planning your business-to-business (B2B) and business-to-consumer (B2C) email marketing campaigns?

Read the full article here.

The Email Marketing Enigma


Steve Olenski writes in Forbes:

So there I was reading Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility, the latest edition from eMarketer. Had my omnipresent cup of coffee within arm’s length. I’d say I got about halfway through the report when I realized that the current state of email marketing is a puzzling or inexplicable occurrence or situation, AKA an enigma.

One on hand open rates for emails sent in 1Q 2016 were the highest (33.3%) they’ve been over the previous eight quarters. Conversely, the non-bounce rates were the lowest they’ve been in two years, implying, as the report states, ” fewer emails were finding their way to recipients on average.” So deliverability issues are at play.

Then there is the matter of mobile.

Ah mobile. Surely by now you know of our collective human penchant to “be mobile” – literally and figuratively.

Perhaps nothing illustrates the email enigma better than this chart above.

Read the full article in Forbes here.

The future of email marketing is about contextual data


Trigger-based emails that combine a brand’s first-party behavioural data on customers with third-party insights are just one of the ways marketers can strive to ensure their email marketing stays contextual and relevant.

Speaking during a panel session at the ‘Future of Email Marketing’ event in Sydney, the vendor’s president, Matt McGowan, cited a rapid increase of US marketers sending automated emails based on triggers that unite CRM and first-party data overlaid with third-party insights, such as weather, time of day and external audience data.

“That’s a trend that shows advertising and marketing are starting to come together for the first time,” he told attendees. “When ads get relevant people often start freaking, but in the marketing world, if you send that email at the right time and to the right audience, it’s valuable and personal because email is permission-based.”

McGowan also suggested marketers still sending indiscriminate emails should cut their ad budgets to zero.

“Until you have your CRM and your first-party data in order, and you’re sending smart messages to customers, what’s the point in going out and acquiring new ones?” he asked. “If you don’t have processes in place to engage those customers, understand who they are and send intelligent messages, you’re wasting a big portion of those acquisition dollars.”

Read the full article here.