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There are many reasons for having a list. It could be for news disseminating purposes, for your latest posts, for paid information, or most likely for marketing things around people who’re interested enough to sign up. Whatever the reason is, list collectors agree on the same thing- we all want to keep our subscribers loyal and never leaving.
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Now that email marketing has been around for years, every retailer has an email marketing program. But, each program is at a different level of sophistication. Do you ever wonder where your program ranks compared to others? Need helping mapping out where to go from where you are? The crawl, walk, run metaphor and PR can resonate with many marketers. Many times after finishing a race, you will hear a runner say, “I’m never doing that again!” But after just a few days, the runner is already planning her/his next race. Getting to the finish is hard, and at times may not seem worth it; but in the end, you can recognize your achievements and realize you can push yourself to be better, both as a runner and as an email marketer.
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Over the last few years, people have started to think differently about the ways in which they access information online. With the majority of Americans now using smartphones and almost a third of adults accessing the internet via a tablet, convenience and instant access has become the trademark of a positive online experience. It should come as no surprise that in a recent study, 55 percent of consumers said that a poor mobile experience would negatively impact their perception of the brand. If you run a small business or nonprofit organization, you need to rethink the way you deliver information to your target audience. With 43 percent of emails now being opened on a mobile device, email marketing is a great place to start.
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As with all things in life, in email marketing there are a lot of things you can learn from the mistakes you made. Even better though, is to learn from other people’s mistakes. Here are five email marketing mistakes other people already made, so you don’t have to:
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As online professionals, we spend a lot of our time testing, researching and applying new strategies to create “best practices.” Sometimes these practices apply to everyone and sometimes they just apply to us. It’s the “testing” part of it that’s so crucial to determine which is which. Along with the most popular content, publishers pay close attention to click-throughs per campaign, revenue per subscriber, revenue per thousand emails sent and revenue per campaign. These metrics help you plan future email marketing campaigns and create new best practices for your company. Understanding these metrics and detailing them each quarter can help you tighten up any weak links in your email newsletters and email marketing campaigns. And that’s without considering the actual design of your email pieces. This post outlines some recent research. Do you agree/disagree with some of the findings?
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"I’ve had enough" says Scott Stratten. Every month a new “study” comes out to say when the best time is to send email out to your list/subscribers/mother. If you're not familiar with Scott's approach then you're in for a treat. Also check out his book 'Unmarketing' - one of the best I've read recently on online marketing.
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Email marketing has become one of the principal methods business uses to market to leads and existing customers. We know it’s a cost effective method to market our business yet we don’t often see direct analysis of exactly how cost effective it is. A recent article in the Harvard Business Review reported on an experiment proving how effective email marketing is, and HubSpot developed their numbers further to determine the ROI of the examples tested.
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With exponentially growing interest in Social-Local-Mobile (SoLoMo), it’s easy to think of email marketing as passé; some have even gone so far as to declare its death. Most marketers know that this is simply untrue. The rise of new digital channels has, of course, had a significant impact on how marketers use email. There are certainly new challenges, but data shows us that the reward for successful email marketing continues to grow. The statistics I have collected below tell not one, but many stories depending on who you are and what your marketing goals are.
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Marketing automation may still rely on email for most of the communication work, but times are quickly changing. Sophisticated marketing automation focuses more heavily on user behavior, providing visitors with the right content at the right time in the buying cycle—on any channel. To achieve this, you have to move beyond mass email campaigns and, instead, shift focus to personalized, content-focused lead nurturing.
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In today's world, knowing how an individual email campaign performed on a one-time basis is not enough. To learn whether your company is deriving true value from email marketing, you need both broader and deeper perspectives offered by program- and list-level analyses. Though email campaign process metrics such as delivery, open, and click-through rates have their place, if you don't look beyond them... the true impact of your email marketing—and opportunities for continuous improvement—will go undetected. It's high time for email marketers to assess email marketing performance in relation to goals, objectives, and contribution expectations that matter. So, what matters?
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It’s “divide and conquer” when it comes to email lists. Your analytics team is charged with putting your customers into their respective buckets. Then it’s the job of the marketing and creative teams to come up with relevant messaging targeted to each segment. Marketers are familiar with the traditional types of segmentation, such as gender, age, location and engagement. These types of segmentation pay (literally), however, it can be even more rewarding to dig a little deeper into your list and find the correct segmentation for the job. Following are five less-common methods of segmenting your list. .
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There couldn’t be a better time to strategize final changes and improvements to your 2013 email marketing programs as you ready them for launch. In fact, while many of your new year’s email plans may be firmly sketched out, it’s not too late to give them a final polish with these insights and tweaks. Knowing where to amplify, adjust or even contract can take your email marketing programs from “ho-hum” to significantly greater impact on your bottom line in 2013. Here are five recommendations for boosting email marketing results and impact in the coming year. Stay tuned in January for even more ideas to make 2013 your email program’s most successful year yet!
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Forrester’s recently published The Purchase Path of Online Buyers offers insights that aren’t surprising to many in the know. Email and search are the key drivers of online sales, with social contributing only a tiny bit. You can of course buy the paid report, but if you don’to, the bottom line is that smart retailers are using paid search and sophisticated email marketing to drive sales and repeat business. This article will give you the key findinds of the Forrester report.
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