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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.
Relevance is the Holy Grail, not just for email marketers but for marketers in general. The word relevance has been over-used to the point of making it a cliché.
However, at the heart of every cliché is fact, and think about it for any length of time it quickly becomes clear that every tool, every tactic, every strategy we use to improve email results is purely focused at achieving one result – greater relevance.
Almost 10% of consumers use a smartphone or tablet as the primary device for checking email, according to a new survey by the DMA.
This suggests that desktop clients should still be the most important focus for marketers, however it doesn’t take into account the number of people who check or prioritise their emails on mobile.
Stats published in May shows that more than a third of consumers (36%) read marketing emails on mobile, rising to 55% among 18-34 year olds.
A separate study found that 33% of respondents said that they use their mobile to screen emails before reading them later on a desktop.
The growth of mobile has been a game changer for the world of email marketing.
Considering that smartphone usage tripled in 2011, it’s no surprise that email consumption via mobile devices has also seen a steep upturn.
Furthermore, we have seen some of our clients experience open rates of around 70% on mobile, proving just how vital it is when running campaigns.
The web is going mobile, and so are emails. One in three in the UK says they access mobile email more than ever, and over half do so via a smartphone.
Right now about 30% of all email checks are done from phones and tablets, and the usage grew by some 80% during 2011.
I’ll be teaching Econsultancy's upcoming Email Marketing Training Course, so thought I’d drop over a few ideas as a quick preview of some the areas we’ll cover.
Here are five tips across different stages of a relationship cycle to consider within your email marketing process. We'll cover the tips in more detail on the course with examples of how you can integrate into your current, or future email programs.
Long ago, emails were text. No formatting, images or attachments. For alternative fonts, different colours and other spectacle, you turned to web pages.
Then design options began to seep into emails. Gone was the uniform text, now one could choose between colours and other layout options.
With time, HTML emails grew popular, and for a while it seemed as if the walls between web pages and emails were thinning.
Email marketing is an important channel for maintaining a relationship with customers and driving conversions through targeted messages and offers.
Then there’s also the pressing issue of mobile email, as while stats show that 27% of emails are opened on mobile devices results from our Email Marketing Census 2012 reveal that a large number of companies do not have any strategy in place for optimising emails for mobile.
This infographic from Monetate looks at the conversion rate for email marketing compared to Twitter and search, as well revealing ways of increasing sales using email.
Email marketing is an important customer acquisition and retention tool, but as consumers get bombarded with more and more email messages, how do you know whether your campaign should be judged a success?
While the aims and objectives differ for each campaign, it is useful to be able to benchmark results against the industry average.
Email marketing firm Silverpop has published a study that examines email messages sent during 2011 and the first quarter of 2012 by 1,124 brands in its client base.
A broad set of message types was included in the study. From promotional emails and content-based newsletters to notifications and transactional messages sent by companies in a variety of industries.
The full report covers a number of criteria, but here we look at open rates, CTR and unsubscribe rates.
Do you have a mobile optimised site? If the answer is no, then how long can you continue to ignore the lost opportunity as customer preferences shift? And are you interested in maximising the volume of customers who visit this site?
Optimising the Mobile Journey is no longer optional...
What do you do if you have a large volume of your customer database which has no email address alongside it, or has an email address that is no longer valid?
You obviously want to find up to date email addresses for these customers and the most popular (cheap) way of doing this, is to use an email append service.
This seemingly innocent process has taken a bit of flack recently, first being soundly thrashed by the Messaging Anti Abuse Working Group (MAAWG for short) and then very publically pilloried by Experian Cheetahmail.
So what has caused this to happen? And what should you consider before embarking on an email append project?
What is the key to relevance in email? Simple… it is knowing what the customer is interested in.
Whilst not wishing to be too prosaic, email marketing is the pursuit of relevance. Relevant emails get read and make money; irrelevant emails go into junk or worse still get unsubscribed (leading to a subsequent loss of lifetime value).
The art of good email is knowing what someone is interested in, and that applying this to all future email communications.