Posts Tagged ‘emaIl marketing’

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EMAIL MARKETING IS GOING MOBILE

October 18, 2016

Ok, another post on the power of email marketing. I am not talking about hounding your customers with tons of emails. I am talking about having a planned, well-executed program that only sends information to your customers THEY WANT. With that said, more and more people are viewing emails on smartphones. This requires a change in the look, tone and style of your promotional emails.

As reported by MediaPost, a new study by Adobe Digital Insights (ADI) shows that email usage is up, driven primarily by consumers’ shift to mobile. The survey found that smartphones have overtaken computers for checking email. Also, email is less formal in a world of texting and emojis.

The Adobe Email Study surveyed over 1,000 white-collar Americans finding that “time spent with email is up 17% year over year. Millennials, consumers ages 18 to 34, spend the most time with email of any age group and 90% rely primarily on their smartphones to do so. Almost 50% of Millennials admitted to checking their email while still in bed in the morning.”

Workers now spend an average of 7.4 hours per weekday on email. Just over four hours are spent checking work-related email and 3.3 hours checking personal email, indicating an ‘always-on’ email culture. Here’s some more stats:

  • 30% of respondents said they see a trend toward emails getting shorter
  • 72% said they have used an emoji in a personal email
  • 69% said that texting has had at least some impact on how they communicate via email

When do they check email?

  • 69% while watching TV or a movie
  • 53% on vacation
  • 45% in the bathroom
  • 44% while on the phone
  • 17% admitted checking while driving

Bottom-line: again, email must be a part of your marketing effort. If you need help with your email program, contact me (Mark@dennettgroup.com). Our monthly programs begin at just $100 a month.

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THE DARK SIDE OF EMAIL MARKETING

August 26, 2016

Email turns 45 this year. It remains one of the top reasons why most people use the internet. That’s why I am a big believer in having a robust email marketing effort. But the dark side of you using email to promote your business is most emails never show up in your customers’ inbox.

According to a new Return Path report,  less than 70% of emails are delivered. Reviewing the report, here’s some of the challenges your emails can encounter:

Primary Mobile Challenge for Premium Publishers (% of 300 US premium publishers)
Challenge % of Respondents Saying “Primary”
Ad blockers 49%
Quality of consumer experience 44
Quality of content/creative 42
App installations 38
Measurement deficits 31
Platform and service costs 30
Off platform monetization 30
Off network traffic/audience 27
Lagging advertising spend 27
Inadequate revenue/ROI 24
Source: AOL Platforms, August 2016

If you are looking to boost your deliverability, the report outlines the best practices for a successful email marketing effort:

Building and maintaining reputation – If you send email, you have a sender reputation, a rating that helps mailbox providers and spam filters determine whether your emails are trustworthy, safe, and wanted. Looking up your sending reputation, or Sender Score, is free at senderscore.org

Acquiring and maintaining quality subscriber data – An unclean list has severe consequences on your deliverability. Every spam trap, unknown user, and inactive account on your list can damage your reputation, your deliverability, and potentially can land you on a blacklist. Consider investing in a list validation service to ensure each address you add will maintain the quality of your list

Generating subscriber engagement – Mailbox providers like Microsoft, Yahoo, AOL, and Gmail, are focusing more and more on subscriber engagement in their filtering decision process. Marketers who frequently generate high positive engagement from their subscribers are more likely to reach the inbox, while marketers that generate low or negative engagement from their subscribers find their emails landing in the spam folder

Defining seed data – Information captured from high volumes of monitored email accounts (seeds) controlled by senders to sample mailbox providers’ placement decisions irrespective of user-initiated or engagement-based filtering. For new programs with little or no history of subscriber interaction, seeds can provide an accurate assessment of inbox placement

Defining Consumer Network data – Information captured from monitored email accounts controlled by real subscribers to sample user-initiated and engagement based filtering decisions by mailbox providers. Uncover behavior-based factors and thresholds that influence inbox placement at large mailbox providers, and can’t be identified by non-interactive seeds.

For more information from ReturnPath please visit here. Need help in setting up an email marketing program? Contact me for a no cost evaluation of your needs.

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NEW REPORT EVALUATES E-MAIL OPEN RATES

September 26, 2015

I run and manage e-mail marketing programs for several clients. I am often asked, “What is a good open rate and what should I expect as a click-thru rate?” My first response is always: it depends on the quality of your opt-in list and your offer?

Most online email programs (Constant Comment, Mad Mini, Mail Chimp) will provide you with open and CTR (Click-Thru Rates) averages of their users. As reported in Direct Mail Marketing, a new IBM study maybe more helpful in judging the effectiveness of your efforts.

IBM’s 2015 Email Marketing Metrics Benchmark Study, analyzing email marketing trends from some 3,000 brands across the globe. It reveals that some industries, such as the travel industry, are excelling in email open rates, with more than 56% in opens, 10 times more than some lower-performing peers.

Highlighted in the report are the top three performing industries for CTRs: computer hardware (16.3%), lodging and travel services (15.2%), and consumer products (14.6%). At the bottom sits automobiles (8.8%), retail (7.5%), and media (6.2%).

Click-Through Rates (By Industry)
Industry Mean Median Top Quartile
Automobiles & Transportation 2.8% 1.0% 8.8%
Computer Hardware & Telecommunications 5.7 2.7 16.3
Computer Software & Online Services 3.2 1.7 8.9
Consumer Products 5.4 3.1 14.6
Corporate Services 3.4 1.5 10.1
Financial Services 3.3 1.6 9.4
Food Service, Sports & Entertainment 3.7 1.5 11.4
Hospitals, Healthcare & Biotech 4.2 2.0 12.5
Industrial Manufacturing & Utilities 3.4 1.6 9.7
Insurance 4.1 1.5 12.8
Lodging, Travel Agencies & Services 5.3 2.5 15.2
Marketing Agencies & Services 4.0 1.6 11.8
Media & Publishing 2.2 1.0 6.2
Nonprofits, Associations & Government 4.0 2.0 11.4
Real Estate, Construction & Building Products 3.4 1.5 9.9
Retail & Ecommerce 2.9 1.8 7.5
Schools & Education 4.6 1.5 14.5
Source: IBM, September 2015

The research also finds that brand marketers who use a person’s previous actions to trigger email campaigns had higher engagement. In fact, transaction emails produced an open rate of 72% and an average CTR of about 30%, concludes the report.

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THE BATTLE FOR YOUR INBOX

February 20, 2013

As many of you know, my firm now offers email marketing services. Why did I start this service?  Because I am convinced it is one of the most critical marketing tools today since it delivers your messages directly to the most personal digital space – a person’s inbox. Just look at some numbers, courtesy of the 2012 Channel Preference Survey by ExactTarget, and you will understand why email marketing can drive traffic to your business:

  • 96 percent of online consumers use email at least weekly
  • 66 percent have made a purchase after receiving an email marketing message
  • 76 percent prefer email over all other channels for customer service messages

Brianne Bauer, a publicist and writer from Minneapolis, shared some fun statistics in a recent blog: If Facebook were a country (850 million), it would be the world’s third-largest country.  If email users formed a country (2.9 billion), it would be an empire.

Of course, email marketing has to be done right, or it will be perceived as annoying and won’t be opened. If you are thinking of using email marketing, email me, and I will send you my free POWERSHIFT MARKETING: TIPS FOR SUCCESSFUL EMAIL MARKETING. No cost or obligation.