Posts tagged with Email Marketing

How data can be used to take your email marketing up a level

What needs to be done to bridge the gap between ordinary email marketing and best-in-class email marketing?

I’ll be taking a look at our recent report, Bridging the Gap in Email Marketing, written by Morag Cuddeford-Jones and in partnership with Pure360, in which interviews were conducted with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level.

As the report reveals through its interviews, to ‘go up a level’ in email marketing actually means the necessary act of going down a level. Many levels in fact. Drilling deeper and deeper into data, into the organisation and deeper into the customer’s needs to deliver effective campaigns.

There are four key areas which need to be explored; mobile, personalisation, automation & integration, and data. Here we’ll be taking a look at the latter discipline.

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How fashion ecommerce brands use email marketing

Continuing my quest to investigate how various industries use email marketing, here’s a look at how some of our favourite fashion retailers use this most effective yet often neglected marketing channel.

Much like my round-up on the travel industry a couple of weeks ago, I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.

As well as the above criteria, I also filled up a shopping basket and abandoned it without purchase to see if I would receive any reminder emails. I also entered my birthday as a date in between sign-up and writing this article to see if I was offered any discounts or at some birthday wishes. It’s not fraud, it’s science!

These are the 16 sites I chose to register my details with: Urban Outfitters, ASOS, Threadless, H&M, Topshop, Topman, American Apparel, UNIQLO, Gap, River Island, Next, Pull and Bear, Anthropologie, Forever 21, Miss Selfridge and The Kooples.

Now let’s take a look at the ravaged state of my inbox. Thank you Gmail promotions tab…

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How do marketers manage their mobile email channel effectively?

More than half (52%) of 18-34 year-olds have clicked through to a website from a mobile email, so it’s therefore imperative for email marketers to ensure their communications are suitably optimised for all mobile devices.

This stat comes from all the way back in 2012. Since then different studies by different companies have revealed similar numbers: 68% of people use their mobiles for email41% of emails are opened on mobile devices; the latest study I could find is by Litmus revealing that in 2013 48% of all emails were opened on mobile.

So how do marketers manage this progressively more popular channel effectively?

I’ll be taking a look at our recent report Bridging the Gap in Email Marketing, written by Morag Cuddeford-Jones, in which interviews were conducted with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level.

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What is a decent email marketing response rate?

Despite all the data you’ve acquired from measuring your email marketing campaign – deliverability, open-rates, conversions – how do you know whether this data compares favourably with your competitors’ efforts or not?

Imagine you’re a travel company running an email campaign and your figures say you currently have a 20% open rate with a 3% click-through rate, how do you know if this is good or bad?

To the non-professional marketer the above figure seems quite low, but according to a variety of sources including MailChimp this is that particular industry’s average. 

Using our own 200 page Email Marketing Best Practice Guide I’m going to try and answer the question of what makes for good email marketing benchmarks and hopefully highlight some figures that may act as a handy reference.

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Four key talking points from our advanced email marketing report

All brands carry out email marketing in some shape or form, though some are obviously more advanced than others.

For brands seeking to move things to the next level, Econsultancy and Pure360 have produced a new report outlining what needs to be done to bridge the gap between poor or ordinary email marketing and best-in-class email marketing.

Bridging the Gap in Email Marketing is based on interviews with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level.

It includes a discussion of four areas that businesses should focus on in order to maximise their chances of success.

Download the full report for detailed information on optimising your email marketing, or read on for a summary of four key talking points...

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Seven basic email marketing metrics you should be tracking

Email remains one of the most effective and versatile channels available to marketers. 

One of its main strengths is the variety of goals that can be achieved through email, including sales, customer service or aftersales.  

Each different campaign may have slightly different KPIs, but there are some that are universally applicable.

Here I’ll summarise some of the most important email KPIs that marketers need to be aware of – it’s for beginners, so experts should already be well versed in all of these.

And for further information on how to get more from your email campaigns, download Econsultancy’s Email Marketing Census Report 2014.

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A guide to structuring your email marketing program

I’ve spent a lot of time since 2009 advising clients on email strategy and implementation, but less on actual implementation.

I was starting to miss the fun of creating campaigns, hitting the send button and watching the results. That changed when I decided to launch a new UK crowdfunding startup, with some close friends.

As Head of Digital, I’ve had to get back into the detail of email marketing and think beyond the strategy. This blog shares my experience on what makes for good email marketing in terms of process and strategy components.

I hope you find it useful reading.

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Is email automation the beginning, the end, or just one of the bits in the middle?

Email has come a long way in the last couple of years with automation, optimisation and big data all being appended to the humble ole email. But where does this leave email marketers?

What should we be automating and why? Are campaign emails dead? Is it just easier to batch and blast?

In this piece I will look at two major objectives for marketing email and discuss what is automated and what is not.

Oh and don’t worry, I’ll mention big data too!  

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How the travel industry uses email marketing

Because I’m a sucker for punishment, two weeks ago I signed up nine different travel websites in order to see how each company uses email marketing.

Here are the sites I chose: Easyjet, Ryanair, Thomas Cook, Secret Escapes, Voyage Prive, Expedia, Mr & Mrs Smith, The Weekenders and Skyscanner.

I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.

Will this be the equivalent of leaving a skylight open during a storm, or your front door open during a riot?

Let’s take a look at my inbox, to see how it looks right now, two weeks after sign up. Please note, in a rare moment of sensible thinking, I set up a different email address to do this.

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Email marketing CTA design: five good vs. six bad examples

Email remains one of the most effective tools in the digital marketing toolbox, with the potential to deliver a great return on investment.

Data taken from the Econsultancy Email Marketing Census 2014 shows that 68% of companies rate the channel as ‘good’ or ‘excellent’ for ROI.

One of the most important aspects of email design is an effective call-to-action, as it needs to inspire recipients into engaging further with your brand.

We’ve previously written about CTA design in regards to ecommerce sites, and many of the same rules apply, but I thought it would be useful to reiterate some of the more important criteria as well as pulling together some good and bad examples.

For more information on this topic, read our posts looking at how agile creative can improve email marketing and highlighting case studies that investigate where to place your CTA to maximise conversions...

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Email marketing benchmarks 2014: how do you stack up?

It’s human nature to be curious of what your neighbours are up to, as we all like to keep up with the Joneses.

And this same basic desire is what makes industry benchmarks so valuable, as there’s no point trumpeting your 18% email open rate if your competitors are all achieving closer to 30%.

A new email report from Silverpop gives a useful insight in this regard, as it offers benchmark data from nearly 3,000 brands from 40 countries.

Read on to find out how you measure up in terms of open and click rates, or for more information on this topic download Econsultancy’s Email Marketing Industry Census Report 2014.

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exchange rate agile creative in email

Agile creative to improve email marketing conversion rates

Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.

This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.

A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.

I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.

We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.

In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.

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