Posts tagged with Email Marketing

12 free email marketing templates for small businesses

We love email marketing here at Econsultancy. It may not be the hippest, sexiest method of driving traffic to your business but by gosh it works.

However if it’s the early days of your company you may assume that email marketing is something you might do further down the line, once you’ve grown bigger than a fold up desk in your basement.

It doesn’t help that social media channels provide immediate gratification and with only a little determination can achieve growth with relative ease and speed. Plus social media channels are hip and sexy.


Basket abandonment emails: three examples of varying quality

After my investigation last week into whether top ecommerce sites offer guest checkouts I sat back and awaited the barrage of retargeted display ads and basket abandonment emails to fill up my inbox.

Fair enough, after all I have just submitted my email address to 45 different UK and US ecommerce brands and unceremoniously abandoned 45 carts filled with random goods on their sites. I deserve everything I get.

However the barrage didn’t really happen...

Macy's logo

Why Macy's frequent & repetitive sales emails dilute the impact

Email is a versatile marketing channel. For example, it can be used to deliver a content strategy, to maintain customer relationships, or to promote new products.

However over at Macy’s, email is really only used for one thing – offering discounts and money off.

In fact I’ve noticed that for the past few months the only marketing messages I’ve received from Macy’s are those that promote a seasonal sale or special offer.

Email is a very effective sales tool, with respondents in Econsultancy’s Email Marketing Census stating that it delivers the best ROI of any digital marketing channel.

Discounts or offers are a common tactic and can drive high volumes of sales, however Macy’s approach is overkill.

I have to go back three weeks to 25 August to find a subject line that didn’t mention some kind of sale or discount, but since then I’ve received 12 other sales emails.


Email marketing: managing the ‘emotionally unsubscribed’

One of the hardest decisions you’ll face as an email marketer is when to remove inactive or unengaged recipients from your communications.

As email has matured as a channel, so has the way people interact with it.

Although unsubscribe rates are usually low (for example, less than 0.1% per campaign), there can be upwards of 50% of a list who are ‘emotionally unsubscribed’.

These are recipients that are actually subscribed, but rarely open or click, which may suggest that email is not an effective communications channel for them.


50+ epic email marketing best practice tips, stats, blog posts and more

We've written a lot on email marketing over the past few years, so here's some of the best in one handy post. 

This post covers best practice tips, useful stats, case studies and reports on the subject. 


the digitals logo

Six inspirational B2B case studies from The Digitals

It’s awards season here at Econsultancy as the entries detailing inspirational case studies from a huge range of companies continue to roll in.

The Digitals 2014 are designed to showcase the finest work from the global digital and ecommerce community, but not just from individuals, we want to put the whole team centre stage in order to celebrate and truly reflect the collaborative culture of our industry.

You have till 24 September 2014 to enter, and in order to give you inspiration for your own entry we’ve rounded up some of the best B2B case studies we received in 2013.

For more advice on how to write your entry, read David Moth’s 10 tips for writing a stand out awards entry for The Digitals.

wheelie case

Great copy from The Natural History Museum: email edition

The Natural History Museum relaunched its online shop this summer in a blaze of incredible copywriting.

We featured it on the blog because it was so much fun it had to be shared. And now, here's the follow up post with some more highlights from its summer email campaign.

Fans of the word, great lizards and ecommerce, you're in for a blimmin' treat.

Information is beautiful

How to create engaging email content to drive conversion

The days of guaranteed inbox placement are over, therefore it’s time to concentrate on the second layer of email marketing: data.

It is now more important than ever to understand the asset which is your data and the ability of data to provide inbox placement for your emails.  

So how can you utilise data to produce emails which recipients want to read, as well as email that delivers revenue?

I believe that the answer to this query is engagement.


How data can be used to take your email marketing up a level

What needs to be done to bridge the gap between ordinary email marketing and best-in-class email marketing?

I’ll be taking a look at our recent report, Bridging the Gap in Email Marketing, written by Morag Cuddeford-Jones and in partnership with Pure360, in which interviews were conducted with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level.

As the report reveals through its interviews, to ‘go up a level’ in email marketing actually means the necessary act of going down a level. Many levels in fact. Drilling deeper and deeper into data, into the organisation and deeper into the customer’s needs to deliver effective campaigns.

There are four key areas which need to be explored; mobile, personalisation, automation & integration, and data. Here we’ll be taking a look at the latter discipline.


How fashion ecommerce brands use email marketing

Continuing my quest to investigate how various industries use email marketing, here’s a look at how some of our favourite fashion retailers use this most effective yet often neglected marketing channel.

Much like my round-up on the travel industry a couple of weeks ago, I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.

As well as the above criteria, I also filled up a shopping basket and abandoned it without purchase to see if I would receive any reminder emails. I also entered my birthday as a date in between sign-up and writing this article to see if I was offered any discounts or at some birthday wishes. It’s not fraud, it’s science!

These are the 16 sites I chose to register my details with: Urban Outfitters, ASOS, Threadless, H&M, Topshop, Topman, American Apparel, UNIQLO, Gap, River Island, Next, Pull and Bear, Anthropologie, Forever 21, Miss Selfridge and The Kooples.

Now let’s take a look at the ravaged state of my inbox. Thank you Gmail promotions tab…


How do marketers manage their mobile email channel effectively?

More than half (52%) of 18-34 year-olds have clicked through to a website from a mobile email, so it’s therefore imperative for email marketers to ensure their communications are suitably optimised for all mobile devices.

This stat comes from all the way back in 2012. Since then different studies by different companies have revealed similar numbers: 68% of people use their mobiles for email41% of emails are opened on mobile devices; the latest study I could find is by Litmus revealing that in 2013 48% of all emails were opened on mobile.

So how do marketers manage this progressively more popular channel effectively?

I’ll be taking a look at our recent report Bridging the Gap in Email Marketing, written by Morag Cuddeford-Jones, in which interviews were conducted with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level.

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What is a decent email marketing response rate?

Despite all the data you’ve acquired from measuring your email marketing campaign – deliverability, open-rates, conversions – how do you know whether this data compares favourably with your competitors’ efforts or not?

Imagine you’re a travel company running an email campaign and your figures say you currently have a 20% open rate with a 3% click-through rate, how do you know if this is good or bad?

To the non-professional marketer the above figure seems quite low, but according to a variety of sources including MailChimp this is that particular industry’s average. 

Using our own 200 page Email Marketing Best Practice Guide I’m going to try and answer the question of what makes for good email marketing benchmarks and hopefully highlight some figures that may act as a handy reference.