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After my Valentine’s Day analysis of online dating sites and what’s so great about their email, I decided to compare their performance around the holiday to a sample of retail marketers to measure the effectiveness of these sorts of big seasonal marketing drives.
Online dating sites aren’t the only ones who use Valentine’s Day to implement a big marketing push.
Retailers selling products like chocolates, flowers and gift cards also stepped up their game (and their email activity) to capitalise on the most romantic day of the year.
Valentine’s Day is a difficult one for single people, and a great many of the UK’s 15m singles turn to online dating sites to find a special someone with whom to spend the evening.
Research suggests that there are 24m first dates in the UK each year, of which 69% are arranged through online dating.
As a result, online dating is an enormously competitive market, and sites must send relevant, engaging email that perfectly matches their subscribers’ wants and needs.
Email may not be the most exciting part of the internet economy, but it's one of the most important. After all, while areas like social media capture a lot of attention, email continues to be one of the most effective ways to reach consumers online.
Sending email reliably, of course, can be tricky and while big companies that rely heavily on email, such as major online retailers, can justify large investments in email delivery. But what about smaller players?
Now that summer has retreated into autumn, the focus of many email marketing departments turns to Christmas and the early part of next year.
There have been some interesting changes in the market over the last twelve months and during this key planning period it is important to take stock.
Here are five key pointers to allow you to run a quick health check on your current email campaigns and help you define your KPI’s ensuring your Christmas and New Year campaigns are a success!
To maximise ROI from email campaigns, marketers need to monitor delivery, and take action to maintain good inbox delivery rates.
Here are 15 valuable tips for monitoring and improving email deliverability, taken from our Email Marketing Best Practice Guide.
It’s a commonly believed myth in email marketing that the more email addresses a sender has on their database, the higher their chance of success.
In fact, this is an inaccurate and detrimental approach and many email marketers don’t consider the consequences of contacting people who aren’t interested in their brand or, worse still, don’t exist.
Defining ‘the value of email’ from both a marketer’s and a recipient’s perspective means being able to provide a unique customer experience in every message.
Some of the responses to my last blog post are spot on: I particularly agree with the comment that customer experience is most important before or after a purchase is made, and another that said we should find out what customers want before launching a product.
Exactly the same is true of email marketing, and that’s the first channel that I want to explore in our multichannel customer journey.
While email marketing budgets and the volume of emails sent has been increasing steadily over the last five years, marketers still need to focus on basics like deliverability and testing to improve performance.
We have just published our Email Marketing Census 2011, sponsored by Adestra, which surveys almost 900 in-house and agency email marketers.
Some findings from the survey after the jump...
The secret's out (in a small way) and Google is happily sharing a top line look at the processes and algorithms that go together to make up what the company describes as “One of the largest and most user facing applications of ML (machine learning) at Google”, namely the Priority Inbox.
So how can we use this knowledge to ensure better inbox placement in Gmail? And is this news to us anyway?
Email marketing is easy to get wrong and difficult to do well, yet many firms fail to use the data they’ve captured to target their messages more effectively.
This means that they are effectively choosing to work blind and use guesswork to increase their open and click-through rate, when they could be working with real facts and figures about their recipients instead.
Social media updates, email newsletters, promotions and vouchers for subscribers’ favourite shops and services and other requested marketing emails are increasingly being pegged as spam by ISPs and consumers because email marketers are not following best practice.
Return Path’s Email Deliverability Benchmark Report found one in eight emails requested by consumers from companies goes missing completely – not delivered to subscribers’ spam folders or inboxes, but blocked by ISPs before reaching their subscribers – compared to one in nine in December 2009.
Marketers employing snail mail tactics in their email marketing campaigns would normally expect to see mass-unsubscribe rates following their sent emails.