Posts tagged with Email Marketing

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.

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Four key talking points from our advanced email marketing report

All brands carry out email marketing in some shape or form, though some are obviously more advanced than others.

For brands seeking to move things to the next level, Econsultancy and Pure360 have produced a new report outlining what needs to be done to bridge the gap between poor or ordinary email marketing and best-in-class email marketing.

Bridging the Gap in Email Marketing is based on interviews 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.

It includes a discussion of four areas that businesses should focus on in order to maximise their chances of success.

Download the full report for detailed information on optimising your email marketing, or read on for a summary of four key talking points...

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Seven basic email marketing metrics you should be tracking

Email remains one of the most effective and versatile channels available to marketers. 

One of its main strengths is the variety of goals that can be achieved through email, including sales, customer service or aftersales.  

Each different campaign may have slightly different KPIs, but there are some that are universally applicable.

Here I’ll summarise some of the most important email KPIs that marketers need to be aware of – it’s for beginners, so experts should already be well versed in all of these.

And for further information on how to get more from your email campaigns, download Econsultancy’s Email Marketing Census Report 2014.

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A guide to structuring your email marketing program

I’ve spent a lot of time since 2009 advising clients on email strategy and implementation, but less on actual implementation.

I was starting to miss the fun of creating campaigns, hitting the send button and watching the results. That changed when I decided to launch a new UK crowdfunding startup, with some close friends.

As Head of Digital, I’ve had to get back into the detail of email marketing and think beyond the strategy. This blog shares my experience on what makes for good email marketing in terms of process and strategy components.

I hope you find it useful reading.

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Is email automation the beginning, the end, or just one of the bits in the middle?

Email has come a long way in the last couple of years with automation, optimisation and big data all being appended to the humble ole email. But where does this leave email marketers?

What should we be automating and why? Are campaign emails dead? Is it just easier to batch and blast?

In this piece I will look at two major objectives for marketing email and discuss what is automated and what is not.

Oh and don’t worry, I’ll mention big data too!  

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How the travel industry uses email marketing

Because I’m a sucker for punishment, two weeks ago I signed up nine different travel websites in order to see how each company uses email marketing.

Here are the sites I chose: Easyjet, Ryanair, Thomas Cook, Secret Escapes, Voyage Prive, Expedia, Mr & Mrs Smith, The Weekenders and Skyscanner.

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.

Will this be the equivalent of leaving a skylight open during a storm, or your front door open during a riot?

Let’s take a look at my inbox, to see how it looks right now, two weeks after sign up. Please note, in a rare moment of sensible thinking, I set up a different email address to do this.

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Email marketing CTA design: five good vs. six bad examples

Email remains one of the most effective tools in the digital marketing toolbox, with the potential to deliver a great return on investment.

Data taken from the Econsultancy Email Marketing Census 2014 shows that 68% of companies rate the channel as ‘good’ or ‘excellent’ for ROI.

One of the most important aspects of email design is an effective call-to-action, as it needs to inspire recipients into engaging further with your brand.

We’ve previously written about CTA design in regards to ecommerce sites, and many of the same rules apply, but I thought it would be useful to reiterate some of the more important criteria as well as pulling together some good and bad examples.

For more information on this topic, read our posts looking at how agile creative can improve email marketing and highlighting case studies that investigate where to place your CTA to maximise conversions...

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Email marketing benchmarks 2014: how do you stack up?

It’s human nature to be curious of what your neighbours are up to, as we all like to keep up with the Joneses.

And this same basic desire is what makes industry benchmarks so valuable, as there’s no point trumpeting your 18% email open rate if your competitors are all achieving closer to 30%.

A new email report from Silverpop gives a useful insight in this regard, as it offers benchmark data from nearly 3,000 brands from 40 countries.

Read on to find out how you measure up in terms of open and click rates, or for more information on this topic download Econsultancy’s Email Marketing Industry Census Report 2014.

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exchange rate agile creative in email

Agile creative to improve email marketing conversion rates

Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.

This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.

A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.

I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.

We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.

In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.

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Email marketing segmentation: dead man walking?

It seems like the staple diet of a digital marketing blogger is to declare something dead, or not dead, or cleverly D.E.A.D.

Only this week, our David Moth wrote a piece on email marketing’s rude health (email is not dead). 

I think the reason we’re obsessed with the death of marketing technology is because, despite the pace of change in digital, there are many age-old marketing principles that remain absolute. 

Relevance, timeliness, perhaps more broadly the four, five or seven Ps – these will ever remain in the marketing canon. 

And, of course, no matter how sophisticated technology becomes, there will still exist businesses that don’t get the marketing mix right. 

However, despite all this, I am interested in areas of marketing that might undergo automation and sophistication to the point where they require little work. 

What I foresee is the perfection of certain disciplines (e.g. marketing automation) throwing light on new priorities, such as a renewed interest in conversion rate optimisation or data cleanliness.

With marketing as a department more powerful than ever, why would the amount of work decrease? Surely we’re sticking our elbows out, and our oars into every part of the org? 

So, what about email segmentation? Will there be a time when it’s no longer a core skill, something to be done actively by marketers? Will technology take care of it for us?

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The Email Marketing Speed Imperative study

How should email marketers spend their time?

As marketers spread themselves ever more thinly across multiple channels and platforms, time becomes an even more precious commodity. 

Over half of all marketers report to having responsibilities in seven out of 10 other areas of marketing, from offline display to owned media. 

However it’s the email marketers who seem to suffer the most. 

Marketing is becoming increasingly multichannel and relationship focused. Email is the glue that pulls together all of these different disciplines, tactics and partners, as well as being a direct channel to the customer.

The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how the ease of use of a specific email marketing tool affects the daily practice of email and what impact this has on the bottom line.

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Three case studies to help improve your email marketing conversion rates

Having recently published an article about why email isn’t dead, I thought it would be useful to roundup some case studies to help marketers inject some life into their own campaigns.

I’ve previously looked at how testing subject lines and segmentation can improve email marketing, but these three studies focus more on calls-to-action.

Hopefully they should provide some inspiration for marketers who are in the process of testing their own email messages.

For more information on this topic download the Econsultancy Email Marketing Census 2014 or check out our new Case Study Database...

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