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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.
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.
Before we get started, I have two apologies to make: one to every company featured in this blog post (my opinion obviously has little bearing on the success of your marketing efforts), and another for writing a post with a wholly negative premise.
In my defence, it’s often a lot easier to run your own emails against a checklist of ‘do nots’, as it arguably supplies some super-quick fixes.
Anyway, off we go.
Although sales in the fine jewelry and better watch category declined in 2012, you wouldn’t know it from looking at the ledger of Limoges Jewelry, maker of personalized products such as class and couples’ rings.
Okay, so this online retailer doesn’t hawk fine jewelry, but a 300% increase in revenue and year-over-year (YOY) email sign-up growth of 100-400% and a 99% deliverability rate (you get the idea) is nothing to sneeze at.
I love emails with clear creative and natty features. I did a post about my love. Now here’s another post.
As a Brucie bonus I’ve included many links to related arts. Get creative and maybe you, too, can yank some love from my inbox.
Education and healthcare organisations achieve the highest average click-through rate (CTR) on email marketing campaigns, while computer and telecoms companies yield the lowest results.
The findings come from a new report from Silverpop, which measures the CTR as the number of unique clicks in the email message divided by the number of delivered email messages in a campaign.
The report shows that the education sector gets the highest average CTR (5.8%) and its top quartile are also the highest achievers overall (12.8%).
Overall top-quartile performers had click-through rates that were nearly four times higher than the median CTR of 2.3%. In contrast, bottom-quartile performers didn’t even muster 1% click-throughs.
To all keyholders of the company spam cannon, before causing immense collateral damage by firing off emails that don't fit with the lovely idea of your brand, follow these ten pointers and, with me at least, you'll be guaranteed a pair of eyes.