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In spite of all the advances and innovations in digital marketing, good old email remains as one of the most effective channels for driving traffic and conversions.
Econsultancy’s Email Marketing Census found that just over half (55%) of respondents achieved more than 10% of their sales from email.
But to really reap the benefits of email marketing businesses should also be personalising their campaigns based on user demographics and behaviours, and according to the Census three quarters (73%) carry out basic segmentation.
However only 22% said that they currently implement ‘advanced segmentation’.
To show why this tactic is so important I’ve rounded up 10 case studies from businesses that have improved their traffic or conversions using segmentation...
How hard can writing an email subject line be? Does it even matter what gets written?
Surely the question of whether it gets opened or binned is down to who the sender is, or what the email contains?
That’s fine when you’re emailing people you know. In fact let me just skip over to my personal email account to see what I’ve written in the subject line to my friends and family in the past week.
“Hi” (as 80% of the email subject lines in my inbox read).
“It’s me! I’m The Yellow King!” (Obscure True Detective reference. Nevermind).
“(no subject)” (...).
Glittering copy I’m sure you’ll agree. Now let’s take a look at the emails I’ve received from marketers...
Over the past week, I have received a couple of pieces of email marketing that just didn’t read very well and it got me thinking about copywriting, and how vital it is to be done correctly.
Now please don’t take this the wrong way. There was nothing exactly wrong with this particular email's copy per-se, nothing that I could put my finger on exactly.
But they just didn’t read very well and to be honest, that made me doubt the credibility of the business, let alone the marketing campaign.
I do realize that I may be quite unique in these instances, as many people who are not interested in the industry, or indeed writing, may not notice.
To be honest, I blame my hatred of terrible spelling and grammar on Facebook and other social media platforms, where I am forced to look at it every day. It’s a shame.
However, I thought I would share my thoughts on the blog just in case anyone else agrees. And by ‘my’ thoughts, I mean some great tips taken from our Email Marketing Best Practice Guide, which has just been released today.
Everyone knows that cart abandonment is a universal fact for all ecommerce retailers, with 70% of consumers abandoning before a sale.
It’s a big problem and I wanted to see how well the UK’s top ecommerce brands carry out cart recovery.
They all do it really well, right?
Emails, from one to the next you either love them or hate them. Bad ones are deleted and I even enter the bin and 'delete forever' if I think a particular example is karmically altering my inbox.
In the past I've written about some things I like to see in emails. I've been on the look-out again and here you'll find six companies (B2B and B2C) that sent me emails deserving of mention for their creative strategies.
Design and copywriting are hard to teach, I'm certainly not somebody that sees natural order in things. See what you think of these examples and feel free to tell me if you would have deleted them in an instant.
It’s all change again, Gmail rocks the world of email by apparently making it even easier for a recipient to unsubscribe from legitimate marketing email.
This is a shock to some, especially to those who thought they were safe by hiding the unsubscribe button, deep within the very small print at the bottom of the email.
So, is this going to be a disaster for some email marketers? Or is this new process just a little different from something that first saw the light of day in 2009…..
Conversion rate is one of the most important metrics in email marketing. It speaks to marketers’ ability to turn engagement into revenue.
However with 42% of marketers who use slow email technology reporting lower than average conversion rates, it seems that revenue is being lost through outdated, sluggish systems.
The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how much impact the ease and speed of use of email marketing technology has on the channel's success.
The research also explores what is the dollar value of a faster-to-use email system in return on investment terms? How is email list growth affected by the responsiveness of email technology? How do most email marketers divide their time between nine key activities, and how should they be allocating it for maximum success?
With Valentine’s Day quickly approaching many of you will be gearing up to send as many heartfelt emails to your subscribers as possible, encouraging them to treat their special someone.
Unfortunately many of those emails won’t hit the mark and you could see your unsubscribes and spam complaints increasing with every soppy campaign you send.
If you're a small to medium-size travel or experience brand, the following three strategies are sure to help you increase conversions and retention rates.
If you're a big player in the sector, take a look anyway. There might be a gap that one of these could fill or a little inspiration.
Either way, I hope you find them to be useful.
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…
Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include real-time bidding, email marketing, paid search, responsive design, integrated marketing and augmented reality.
For more digital marketing stats, check out our Internet Statistics Compendium.
The start of the New Year always sees a raft of unsubscribes terrorize email marketers around the globe, as users attempt to clear the slate for the year ahead.
But what kinds of emails avoid the annual cull?