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Often when we think about email marketing we’re considering the proactive angle, such is email’s power as a direct marketing tool to drive sales.
But it’s equally powerful as a reactive channel. How it’s used for those who are buying, or thinking about buying, is a crucial part of the purchase journey. It can be the dividing line between whether customers buy from you again, or buy from you at all.
We recently purchased items from 40 of the top online retailers in the UK and the US, marking their performance for use of email throughout the purchase journey.
Here are a few of the things we learnt.
Basket abandonment is an inevitability in ecommerce as it's all to easy for shoppers to lose interest, decide to buy from a competitor, balk at delivery charges, or back out because they were only browsing.
We've previously highlighted stats which show that the most common causes are high shipping costs and forced registration, both of which are fairly simple to remedy.
And these new case studies reveal more reasons behind why customers abandon shopping carts, as well as demonstrating the success that can be achieved with retargeting emails...
It seems that more and more brands are jumping on the responsive email design bandwagon lately.
And rightly so, Litmus announced this month that mobile opens reached a record high of 47%! They are also predicting that mobile opens will reach over 50% by the end of the year.
One trend that I've also recently started to notice and something I can see becoming much more popular in the near future is tablet optimization. This is achieved with media queries that specifically target the screen sizes of tablet devices or larger smartphones.
The Expedia and Playstation emails below are particularly good examples of how this should be done.
We're also starting to see marketers use media queries to display mobile specific content. One example of this is showing an Apple app store / Google Play icon when you view the email on a smartphone. I expect to see more and more brands use this technique in a wide variety of ways in the near future.
So here are 10 of the best responsive email designs that I've seen in the last month.
Professional sports teams in general seem to leave much to be desired when it comes to digital marketing.
They all seem to have overly complicated looking websites with giant splash pages, big background images and loads of advertising.
Many teams also seem to follow no best practices when it comes to email marketing, with hard to find sign-up forms, no segmentation and terrible designs.
There is one sports team which continually scores highly in my books, though: Manchester City Football Club. Here’s what I like.
There are many factors that influence whether or not people bother to open your marketing emails or not.
Email frequency, brand affinity and time of day are all influential, as is the subject line that marketers opt for.
The precise wording will vary depending on the brand identity and the product offer, but the basic aim is to grab the reader’s attention and make them interested enough to clickthrough and find out more.
To help get to the bottom of what makes up the best subject line, I’ve rounded up a few case studies and infographics that try to shed some light on the topic.
Signing up to receive a retailer’s email newsletters always seems like a good idea at the time, but it’s almost inevitable that at some point the relationship will sour and you’ll be forced to search for the unsubscribe button.
And although marketers would obviously rather do everything in their power to prevent people from opting out of their email list, it’s in their best interest to make it a simple process otherwise it can harm the brand’s image and make it appear spammy.
To find out whether this is true in reality, I tried to opt-out of email newsletters from several fashion retailers.
Here are some of the most interesting digital marketing statistics we've seen this week.
Statistics include email marketing, online travel agents, tag management, Google+, data collection and ecommerce site speed.
For more digital marketing statistics, check out our Internet Statistics Compendium.
Just over one in five (22%) commercial emails sent globally on the first half of 2013 never made it to the subscriber’s inbox, according to a new report from Return Path.
This means that billions of messages sent with the intended recipient’s permission were either bumped into the spam folder or, more commonly, didn’t reach the inbox at all.
Furthermore, the global inbox placement rate actually declined slightly versus the first half of 2012, dropping 4% year-on-year.
Obviously on the plus side the good news is that 78% of marketing messages do reach their intended recipient.
Deliverability is one of the topics covered in our Email Marketing Census 2013. According to the responding companies (58%) clean and up-to-date lists have the biggest impact on improving deliverability, and this has increased by 4% since 2012.
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.
Email is a consistently effective method of driving sales, so having a large database of customer addresses is a powerful tool for ecommerce businesses.
In fact our Email Census 2013 found that more than half of responding companies achieve 10% of their sales directly from email marketing.
All ecommerce businesses have a sign up form somewhere on their homepage, though the precise method of subscribing varies between each site.
To find out the most effective way of collecting customer information, I signed up to email newsletters from 16 major online fashion retailers.
With the explosion of mobile devices in recent years, your email campaign could be opened at any time and in a much wider variety of locations and situations than a few years ago, when practically all emails were checked on a desktop computer.
So what are some of the most popular locations that your emails could be opened? And are your subscribers likely to convert from your email when they are in that location?
Many retailers are currently slashing prices to try and shift their remaining summer stock before they get the winter threads in, and as a result my inbox is overflowing with tempting deals.
Reiss has been one of the most persistent brands and its email offers of 50% off are by no means unwelcome.
I haven’t yet been lured into buying anything, but I have spent several hours looking longingly at Reiss suits online and in-store hoping that they eventually up the discount to 95% off.
But in the meantime, here’s a quick look at the tactics Reiss’ email marketing team has used to successfully get me interested in making a purchase...