With email marketing, timing is everything


To reach consumers through email, when you decide to hit “send” is almost as important as the content of your message.

To resonate with busy professionals, survey results from Reach Mail suggest taking an in-depth look at when your emails are going out, as some of your data might be outdated. If you want to meet the needs to today’s email-focused consumers, here’s what to adjust:

When you should send your first—and last—email

On average, most consumers are scanning their virtual inboxes when they first wake up and just before they go to sleep at night. For many people, though, those specific times will vary.

Here’s the latest, from Reach Mail:

How about the infamous “first check” of the day—does it happen in bed, at breakfast, on the train, twenty minutes after you’ve arrived at the office and gossiped for a bit? More than 70 percent of Americans check their email for the first time from 5 a.m. to 9 a.m.

New York and New Jersey consumers average the latest first check—just before 9 a.m.—and people in Utah check earliest, just after 6:30 a.m.

As for checking for the last time before bed, thirty percent of Americans check before 6 p.m. and 70 percent after 6 p.m.

If you want to greet your audiences with a morning email, consider sending blasts in installments based on the location of your primary audiences.

Read the full article here.

Four Practical Steps to Align Email Marketing with the IoT


With all the buzz about the Internet of Things, and other innovations, marketers can easily overlook the vital role of stalwart strategies such as email marketing. Email subscribers represent a reliable, reachable audience.

But in fact consumers have already adopted email as an essential activity in the one device central to IoT campaigns—smartphones. eMarketer noted that mobile-only viewership of email rose 64% back in 2013. Email subscriber opt-in, therefore, is a bridge between the initial contact with a customer and deploying a strategy with mobile as a core starting point. It is why many companies consider email campaigns a key element in a multichannel campaign.

So what steps should marketers take to ensure that email campaigns fit with an IoT environment?

1. Use advanced analytics tag protocols
2. Establish the basic email metrics
3. Label Links with Programmatic Activity In Mind
4. Get Hooked to Webhooks

Read the full article on DMN News here.

Three Facts About Email Marketing That Make or Break Campaigns


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.

Five Email Marketing Automation Workflows to Build Today


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


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.

20-point checklist for a merry email marketing season


It isn’t just sleigh bells you want to hear ringing this holiday, you want registers ringing too. The National Retail Federation has some good news for the U.S. market. Retail sales in November and December are expected to increase by 3.6% this year, resulting in $655.8 billion in sales, according to the National Retail Federation. That breaks down to an average $834 spent per shopper.

Email marketing will play a major role in driving those sales for your business. In fact, last year, email marketing accounted for a quarter of online sales from Thanksgiving to Cyber Monday.

Here’s a 20-point holiday checklist to use throughout the season to make the most of your email marketing.

The Words That Work In Subject Lines


Short subjects, long subjects with prices, just couple of words and an emoji. The email marketing world is full of advice — particularly on subject lines — but as with all knowledge, it’s not always backed up by fact. A lot of wisdom is based on gut feel and what people feel has worked in the past. Thus it’s always useful to look at the findings of an email marketing provider who can back up what they are saying with detailed research.

That’s what the guys at Fractl have done by looking at more than 26,000 emails to see which words gave increases n open rates compared to others in a field or category.

A couple of clear things jumped off the page at them. First of all, as we all know people like to imagine and ‘see’ something as you paint a picture for them. Hence, visual words, such as “image” and “size” saw an uplift of around 20%. It’s the same for geography. If you can tag in an email line where the person is, or to where your email refers, open rates go up. Out of interest, the term UK gets an uplift of 22%. The research attributes this to people liking that their emails have been personalised and summed around their geography.

In the age-old debate over word length, the researchers point out that the best performers in their study average out at around 10 words. Sounds about right, doesn’t it? Like underwear, long enough to cover what needs to be covered, but short enough to be interesting!

Read the full article at MediaPost here.

Mobile-Optimized Responsive Design Is Essential For Email Marketing Success


Sending customers a special promotion for an exclusive discount or a newsletter can be a simple way to encourage sales. An integral part of a successful mobile marketing campaign is to think about email campaigns and how you can optimise those messages for users. Using a responsive design template so that the email loads properly across all devices is essential.