Posts tagged with 'email optimisation'
Email has the potential to deliver a strong ROI for marketers, though the precise response rates depend on a number of factors including the subject line, type of offers and the time of day the email is sent.
Obviously the only way of accurately finding the optimal time of day to send your emails is to run tests, and you also need to take into account fluctuations around pay day and annual events such as Christmas and bank holidays.
There is even a way of running tests using Google Analytics, which we blogged a few years ago.
According to the Econsultancy/Adestra Email Marketing Industry Census 2013 only half of businesses (49%) are currently testing the time and day of their email messages, so either the other 51% already know the optimum time or they're working off a hunch.
Two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI, with 8% of businesses achieving more than half of their sales through this channel.
The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013, which shows that despite the ever-increasing toolkits and techniques available to marketers, email still holds its place as a channel that offers a strong ROI.
The 2013 version of this report covers new and changing trends within this key marketing channel, and its integration with other areas of marketing and key business functions.
But in spite of the strong potential for delivering a great return in investment, companies are spending too little time on optimisation of campaigns compared to design and content.