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It seems that the UK's political parties have a lot to learn about email marketing, with all making some basic errors in their campaigns.
As demonstrated by Barack Obama, email can be a powerful tool in political campaigning; allowing parties to build up a profile of their subscribers, and to bypass the media and open a direct channel of communication with potential voters.
However, according to my own research so far, the email marketing strategies of the three main UK parties could be improved...
A couple of weeks ago I posted a piece on the rules of email engagement, very much laying out fairly broad thoughts on the subject.
Now I want to follow up with a more pointed ‘plan’ that, if followed, will ensure a virtuous spiral of engagement and increased ROI...
Americans are suffering from "email fatigue." At least that's the take away from a new study from marketing service provider Implix, which found that Americans are one of the least likely groups to open emails worldwide.
Due to its newness, social media is fast gaining ground with marketers as a way to reach out and build relationships with consumers. But a turn away from email messages could also make social media the go to for marketers trying to reach customers and grow revenue.
39% of UK consumers claim that the marketing emails they receive are less relevant than they were 12 months ago, which suggests that brands need to improve to keep customers engaged.
According to an e-Dialog E-mail Attitudes Report, which surveyed 2,000 UK adults, there is a 34% increase in the number of people who are finding emails irrelevant to them, compared to the 2009 report.
The Marketing Budgets 2010 Report, which looks at measurement of digital and offline marketing channels - and allocation of budgets - is now live.
The survey-based research, carried out in association with digital marketing provider ExactTarget, has found that companies will increase their digital budgets by an average of 17% in 2010.
Furthermore, digital will account for 24% of total marketing budget this year.
Email deliverability remains a problem, particularly in North America, where 20 percent of permission-based commercial email landed in the junk folder or wasn't delivered at all.
Things went slightly better last year in Europe where 3.6 percent of the same type of email was junked and another 11 percent went missing entirely. The Asia Pacific region performed marginally better.
Every year, manufacturers hand retailers $50 billion - yes, you read that right, $50 billion - to underwrite advertising their products in local media.
Who's not getting a penny of this ocean of money? We aren't. Not e-commerce merchants, not email service providers, not search marketers, not display advertisers. Nothing. Nada. Zip.
Ever wonder why you never hear about coop advertising online? For all intents and purposes, it doesn't exist. Online retailers who advertise only on the web have clauses in their contracts with suppliers specifically prohibiting them from getting co-op dollars from their manufacturers.
According to a report released last week, the 100 top online retailers in the US sent an average of 132 promotional emails to each of their subscribers.
Perhaps this is a tactic that is working for some of these retailers, but surely by sending so many emails, retailers run the risk of damaging the relationship built up with a customer...
Bulk email is dead. OK, some people might still be doing it, but does that mean it works as well as it could? Just look in your own junk folder to find the many emails you have opted into but no longer reach your inbox.
So why is bulk email on the way out? Well, let’s consider what the top three email ISPs have to say...
What's "infinite email ROI"? Nick Carter, marketing and sales manager for ValuePetSupplies.com says it's making tens of thousands of dollars in revenue from a email campaign that cost him nothing. Literally nothing.
So we caught up with Nick to learn how he's regularly squeezing up to 7,000 ROI from his email campaigns, and made them 451 percent more efficient than paid search marketing. He told us, and also shared some pretty provocative thoughts on how coop ad dollars could be better used if re-allocated to online marketers and the vendors that serve them.
Although the global economy appears to be on the mend, smart companies are finding ways to get the most out of their marketing efforts. For many, maximizing mailing lists is a good way to do that. Email marketing showed strong growth in 2009 and according to several surveys, a sizable percentage of companies will either increase or maintain their email marketing budgets in 2010.
Where should they focus their investments? As part of email marketing solutions provider StrongMail's latest Email Breakthrough Report, a team of email marketing veterans reviewed hundreds of recent email campaigns and came up with a list of trends that email marketers should be looking at in early 2010.