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Choice: online, more is better. Or so discovered the head of digital marketing for a major consumer publishing megabrand (who sadly cannot be identified). This flies in the face of one of the cardinal Rules of Direct Mail: one offer, one call-to-action.
Our publisher has been working on online offers, both on the site, in search and in email, to boost the print subscriber base of a wide variety of magazines. Time after time, the more choices offered to consumers for subscribing, the higher the conversion rate.
Research published by Econsultancy earlier this week has shown that there is a continued trend towards online lead generation at the expense of offline techniques, but methods such as natural search, paid search and email are becoming more competitive.
Whatever you do, don't forget to write. A variety of new ways to reach out to consumers have popped up online, but a new study has found that targeted email marketing is leading to more response from consumers during the recession.
US Email Trends and Benchmarks found that 53% of consumers made an offline purchase because of an email message in North America. In Europe, 37% made offline purchases as a result of email messaging. Meanwhile, 59% of consumers polled in the Asia Pacific region made an offline purchase because of an email.
Those numbers are getting higher in the recession and point to an important fact: marketers should be reaching out to willing, engaged consumers.
Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US.
This statistic comes from a Return Path Deliverability benchmark report, and suggests that a significant proportion of marketing budgets are being wasted.
To loosely follow on from a previous post, it’s not necessarily advisable to ignore innovation and creativity under the current global economic conditions. However, when faced with this kind of negative environment, thinking up imaginative ways to engage with users through existing channels can sometimes become a bit stale.
Here, I’ve compiled a few different examples of relatively recent online campaigns that caught my attention through their resourcefulness and that follow six identifiable 'I's'.
When discussing spam emails, there's an inconvenient truth that often gets ignored: email spam is still so prevalent because it works.
Yes, those horrible emails ridden with poor grammar and spelling errors, pitching everything from get rich quick schemes to 'performance enhancing drugs', are effective sales tools for the product peddlers behind them.
These are some of the techniques I use for Advanced Segmentation in Google Analytics to spot weaknesses and opportunities to get better results from sites I analyse. Which techniques do you use?
What's the appeal of entertaining mobile answer services? For example, were you one of the almost North American 500 mobile ChaCha text questioners wanting to know the running time for "Angels and Demons"? If so, why? Are we so busy that we would choose a movie based on its running time?
The nifty thing about ChaCha (tagline: ur mobile bff) is it isn't mobile-only. You can visit the website to query the types of questions submitted and read the responses. Following, are some of the more interesting queries about "Angels and Demons":
While there is a recent trend for subscribers to view emails on their phones, marketers are still designing image laden-messages for desktop users which often render poorly on mobile devices.
According to stats quoted in the MailerMailer Email Marketing Metrics Report (pdf), 64% of key decision makers are using mobiles to view emails, yet less than 50% of marketers are making sure that their messages are accessible to these users.
Though the majority of companies in the UK are failing to send emails to customers who have abandoned their shopping baskets, yet 46% of consumers say they would be likely to complete a purchase if they received a reminder.
The email survey also revealed some useful stats about email's effectiveness as a direct marketing channel, and the potential for driving offline sales. Some highlights after the jump...
The list of industries that have been impacted greatly by the internet is a long one. The internet pretty much impacts everyone today.
From the newspaper industry to Hollywood, many industries had their own issues and the internet can't be blamed for all of the changes they've had to cope with. But it has played a significant role in forcing them to change faster than they would probably have liked.