email frequency

Which company sent the most ‘spam’ in 2014?

It’s an end-of-year list you didn’t know you wanted.

Which brand filled your inbox with corporate clutter? Whose business saw their daily marketing emails lead to the most unsubscribes? Which company’s irrelevant broadcasting made you hit the spam button?

16 most important email marketing KPIs for your business

Email is one of the most effective marketing channels, consistently able to drive high levels of traffic and conversion.

However if you’ve been running various campaigns, with different content, subject line variations and goals how do you know whether they’re successful or not? Can you be sure that any uplift is directly attributable to your last ‘brilliant’ email? Do you even know what you should be looking out for?

When planning any campaign, on any marketing channel, it’s vital that specific goals are outlined right from the start. As stated in our own Email Marketing Best Practice Guide marketing efforts can only be improved upon if results are compared with your intended goals.

So any areas where you can clearly see improvement can be highlighted and paraded around your office as a massive win. Areas that have underperformed can then be looked at and improved upon next time.

To help you figure what you should be measuring, here’s a list of key performance indicators (KPIs) for email marketing.

Top ten tweaks to increase ecommerce conversions

Many online retailers remain obsessed with growing overall site traffic, at the expense of increasing conversion rates from existing customers.

Research shows that for every £100 retailers spend getting customers to a website, only £1 goes into converting them.

This can be counter productive: the cost of acquiring new traffic is increasing exponentially. Actually it makes much more sense to convert the 97% of customers that visit your site and abandon before making a purchase.

What often prevents retailers from concentrating on conversions is the perception that creating a conversion strategy is complex and time consuming.

However, by making a few, simple changes to your site or digital marketing strategy you can greatly increase conversions. 

Email and eCRM Statistics

Seven super exciting predictions for boring old email marketing in 2014

It’s that time of year again, where pundits around the world give their predictions for 2014.  So let’s look at the most boringly lucrative of online channels: email marketing.

In 2014, I predict that “Email is dead” will be the most popular headline in articles, blogs and tweets about email marketing, closely followed by ’email isn’t dead.’ 

For seven more predictions, read on…

Email frequency: how much is too much?

How much email is too much email? That is the question.

Marketers need to strike a fine balance between staying top of mind and relevant to their customers without overwhelming them or coming across as spammy.

The frequency in which companies send email messages varies depending on the industry, business model and time of year, and should also be influenced by targeting and segmentation.

Ultimately each company will have their own formula for email marketing, but there are still some useful case studies available that can act as a starting point for testing new campaigns.

One that recently arrived in my inbox came courtesy of insurance company Aviva, which achieved a 48% increase in the number of car and home insurance quotes requested by prospective customers after adopting a ‘send more email’ approach.

Is RFM segmentation relevant for email marketers?

RFM (Recency, Frequency, Monetary value) segmentation is one
of the most tried and tested methods of segmentation used in direct marketing.
It is based on the presumption that someone’s future actions are best predicted
by their past ones.

So how can this popular method of segmentation be used in today’s
data rich world, can it help answer the 64 million dollar question in email
marketing: who do I send what to and when do I send it?

Making the unsubscribe process as painless as possible

If recipients decide that they want to unsubscribe from your emails, it’s best to make it as easy as possible as the alternative is having hit the spam button, which can of course be harmful for your sender reputation.

I’ve been taking a look at some best and worst practice examples from UK retailers…

Should you increase email frequency?

It is a temptation for email marketers to begin to send out more offers to customers if current campaigns are working well in the hope that increased frequency will yield greater returns.

This can be a risky strategy though; while more emails may produce better results, there is a point at which customers will tire of too many emails and start to unsubscribe, ignore, or mark emails as spam.

Did retailers send more emails at Christmas?

emailWith more people shopping online, it seems an obvious time to increase your email marketing efforts and get customers onto websites and into stores, but a surprising number of retailers didn’t send emails last Christmas.

According to a report by Snow Valley, 38 of 107(36%) retailers studied didn’t send an email in the three months before 28 December.