Some email marketers see the spam button as an evil device that ruins their email reputation while they are forced to watch helplessly.
But while it is true that spam complaints can have a disastrous effect on your email reputation, email marketers are everything but powerless in their efforts to stop collecting them.
Here are five tips (plus one bonus) to help you reduce the number of spam complaints you receive:
“When it comes to the web, organizations are broken”, at least that is what Jonathan Kahn says in his A List Apart article and I have to say I agree with him. After all, you don’t have to look far to see there is a problem.
Most websites lack focus, let alone a consistent user experience or tone of voice. Social media rarely integrates well with the website and most organisations' mobile strategy consists of throwing some apps at the iOS app store.
Email is little better. In fact I am working with one charity client whose supporters may receive as many as 80 emails from them a month! This happens because there is no central control over emailing.
Data driven marketing is not as much easy as we think.
You’ve heard the buzzword, and you probably think you’re doing data driven marketing as we speak. But the reality of the situation is that most marketers aren’t actually data driven.
Taking Peter Drucker’s “What gets measured, gets managed” at face value is dangerous. Mere measurement isn’t actually enough. Data driven marketers measure for the right reasons.
And so, with that in mind, here are six reasons you (might) fail at data driven marketing.
Email is alive and kicking. Worldwide there are almost four times more email accounts (4.4bn) than the number of users on Facebook (1 bn) and Twitter (250m) users combined.
Email is also a more active medium than Facebook and Twitter, generating 8.3 times as much messages a day (45bn emails against 5,2bn Facebook updates/likes and 175m tweets a day), and that’s not counting spam emails.
Or to summarise: if you want to reach a large audience, email marketing is a valuable asset that cannot be ignored.
Here are three essential email marketing tips...
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.
Econsultancy has been discussing digital excellence on an ongoing basis for a while now, as digital concepts increasingly permeates business operations, capabilities and structures.
Ahead of ExactTarget's Connect tour, where Econsultancy is a media partner, I managed to catch up with one of the key members of their APAC operations, Regional Marketing Manager, Ryan Bonnici, to get his thoughts on the topic, as well as the peripheral issues of digital innovation, data and technology.
Poor quality data is the biggest barrier to effective email marketing, according to the new Econsultancy/Adestra Email Marketing Census 2013.
Half (50%) of respondents stated that the quality of their email database caused problems with their email campaigns, meaning that it has been the most common barrier for three years running.
A further 43% cited a lack of strategy as a key problem, followed by lack of time (41%) and poor segmentation (39%).
The Email Marketing Census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.
More 1,300 respondents took part in the 2013 Census, which took the form of an online survey in January and February 2013.
Social and mobile have been around for a while now, but there are still a lot of dad dances out there.
Count how many of these you agree with...
Almost three-quarters (73%) of businesses carry out basic email segmentation while a further 16% are planning to implement it, according to the new Econsultancy/Adestra Email Marketing Census.
After basic segmentation, encouraging sharing of content (52%) and regular list cleansing (49%) are the email practices which marketers are most likely to be undertaking.
Businesses are clearly seeing the benefits of segmenting their email marketing as a further 46% are planning to implement a more advanced programme.
The report, which is based on a survey of 1,329 agency and client-side respondents, looks in detail at the approaches taken and the resources given to email marketing, as well as issues regarding effectiveness, deliverability, technology integration and mobile.
Disclaimer: I have been instructed by our marketing department, that I must put a disclaimer before this blog, just in case someone takes what I am saying seriously and actually follows this advice.
I and the company I work for (RedEye), accept no responsibility for damages caused by anyone following the advice below. The actions below would not even be carried out by specially trained professionals, so should certainly not be tried at home!
You have been warned....
“Spam” is like a dirty word in the world of email marketing. No credible email marketer wants to be associated with it. However, there has been some talk lately insinuating email marketers are not sending enough emails and suggesting that if they send more, they’ll make more money.
I’ve even seen some theoretical figures quoted that suggest if you send to your list twice as many times, you could make twice as much money!
Apparently, email marketers are worried about over mailing their lists, upsetting their customers and being accused of being spammers. The problem is that while this line of thinking is going to upset many an email marketer, it’s also admittedly a bit of a temptation.
When the chips are down and the CEO is breathing down your neck for more sales, the thought of more emails equals more money starts to look rather appealing.
So, for anyone considering the spam approach, I’ve pulled together some tongue in cheek rules on how to be a spammer in the modern email world.