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
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
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.
Email marketing has suffered some blows recently. But companies that threaten to stop using that marketing channel certainly get noticed. Rumors of Ben & Jerry's killing its email newsletter created a mild tempest online recently. Just this week, The Onion's AV Club stopped email messages, and Pepsi created ire among fans for simply moving some of its messaging from Facebook to Twitter.
Now there's a study that says email marketers aren't adapting their marketing emails to customer changes. They're sending messages to unresponsive email accounts, and according to Return Path, only 12.5% of marketers are doing anything about it.