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Posts tagged with Email Marketing

Email census: only 3% of companies optimise for priority inbox

Econsultancy’s Email Marketing Industry Census, sponsored by Adestra, has for the past five years been assessing how companies and agencies are adapting to meet the challenges and opportunities present in the email marketing channel.

With email being rated very highly as a channel for return on investment (second only to SEO), but the effectiveness of ‘batch and blast’ techniques decreasing, it is important that marketers stay ahead of the game to maintain its effectiveness.

6 comments

Why does Amazon not (appear to) care about accessibility?

There are some very simple techniques that digital marketers can use to check how accessible their communications are to people with disabilities, so I was rather surprised to receive this email from Amazon:

Amazon email with images switched off

6 comments

Email Census shows link between email best practice and strong ROI

The results of our sixth annual Email Marketing Industry Census 2012, published today in association with Adestra, has shown that companies consider the ROI from email marketing to be higher than for most other digital channels including social media marketing.

In fact, in terms of the company respondents who said that email marketing was “excellent” or “good” for return on investment, email was higher than any other channel except SEO.

This year's study has also found that companies adopting best practice and using ESP platform functionality (beyond basic 'batch and blast'), are significantly more likely to see a strong financial return from their email campaigns. 

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Does your email marketing need a new prescription?

Being an email marketer, it’s funny how often you bump into something that makes you think of work! A little while ago after visiting the doctor, I received an email about ordering repeat prescriptions.

So far, so good you’d think. Some good targeting going on there.

But when I gave it a read, what struck me were all the missed opportunities. For example, the email ‘from address’ was totally unrecognisable, and there was litte in the way of clever personalisation that you often see in the private sector.

What’s more, it’s the only email (indeed, the only communication of all types) I’ve had from them in the last 18 months or so. It was an interesting message to kick off our e-relationship.

Why be a stranger?

2 comments

Multichannel boosts email: new report

It's an exciting time for the email marketing industry, and no matter what Mark Zuckerberg says, the end is certainly not nigh, according to new research published this week from Econsultancy.

According to Econsultancy's 2012 Email Marketing Platforms Buyer's Guide, the UK email marketing industry grew by an estimated 15.5% last year to a value of £388 million by the end of 2011. 

The research highlights that the rise of cross-channel marketing is helping to fuel growth in the email marketing industry. Rather than operating in its own silo, email is now seen as an essential component of a wider campaign. Thanks to the rise of mobile, email is now everywhere, accessible anywhere, at any time and at any location. 

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Measurement

Measuring email: past, present and future

How marketers measure email is changing and will continue to change.

Where we used to look at open and click rates, today we are putting in place plans to measure email lifetime value. So what is going on?

I was reviewing results from a split creative test on a basket abandonment email recently (names removed to protect the successful) and it struck me how the methodology for measuring email results can, quite erroneously, determine how we use email marketing and develop marketing strategies.

So I thought I would combine the results here with my recommendations on how to measure email marketing.

1 comment
Email Marketing drives greater income

Email is much more than a cheap marketing channel

It is frankly maddening when I hear marketers talk about how ‘valuable’ email is because it is ‘cheap’.

It says to me this marketer is likely to be banging out high frequency emails to produce orders without due consideration to the real value of email marketing in CRM terms.

6 comments

Top 10 tips for improving basket abandonment emails

RedEye’s latest Behavioural Email Benchmark Report shows that the number of online retailers employing a basket abandonment strategy has doubled from 7% to 14%. 

So, I’ve asked the key guys at RedEye for their ideas about how to improve a basket abandonment email campaign. I got the fun of ranking them.

And in the style of Tony Blackburn, I’m counting down starting at number 10!

5 comments

Dust your dirty email database for pristine profits

It’s a commonly believed myth in email marketing that the more email addresses a sender has on their database, the higher their chance of success.

In fact, this is an inaccurate and detrimental approach and many email marketers don’t consider the consequences of contacting people who aren’t interested in their brand or, worse still, don’t exist.

1 comment
Abandoned Basket

Basket abandonment myths debunked: No.2

I've seen a lot of advice recently suggesting that 'recency is the key', and all basket abandonment emails should be sent immediately.

I find it quite depressing. Individuals giving this advice assume that all customers are the same. Segmentation, customer analysis, research and even good old fashioned ‘thought’ is ignored for the sake of a headline.

In translation, these vendors are screaming ‘Spam the lot of them immediately!!’

3 comments

Check out this supermarket’s email

The seemingly endless parade of thousands of brands you’re faced with in the weekly ‘big shop’ means it’s sometimes impossible to know where to start.

Similarly, opening my email inbox only to be confronted by a mob of generic and impersonal marketing emails trying to feed me their latest offers can be overwhelming to say the least.

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How to use Google Analytics to find the best time to send emails

In my experience, the day of the week and hour of the day at which marketing emails are sent is often based on little more than the gut feeling of the email marketer and the performance of previous emails, rather than real data. 

As someone who could put the anal in analytics, I think that's a rather inexact science. Surely there's a more accurate way to figure out whether the assumption is really true?

25 comments