NORTH AMERICAN MARKETING TRENDS 2014
|
|
- Natalie Lane
- 8 years ago
- Views:
Transcription
1 NORTH AMERICAN MARKETING TRENDS 2014 AN INBOX MARKETER WHITEPAPER 1
2 Executive Summary Throughout the last year Marketing continued its momentum and reaffirmed its effectiveness as a digital messaging channel. Inbox Marketer data showed upward trends for all key metrics. The increased penetration of mobile devices has had a positive impact on because mobile allows people to check their anywhere and when they are on the go. A report published by McKinsey & Company affirms that 91% of all US consumers still use daily and that remains a significantly more effective way to acquire customers than social media nearly 40 times that of Facebook and Twitter combined. In the 2014 edition of our North American Marketing Trends Report we discuss the major factors impacting marketing including, the impact of mobile devices, increasing regulation and legislation, Inactives & list fatigue and list growth vs. unsubscribe rates. We also provide a commentary on metric trends and North American benchmarks at the yearend The data from this report is from a cross-section of B2C & B2B clients across a variety of industry sectors. Most of the campaigns were deployed from opt-in permission lists (house files) and the following charts highlight the annual averages and the commentary that follows further explains the year over year changes and any significant differences. Highlights metrics continually improved over the past few years In 2013, Open Rates improved and now average 24.3%; Click-Through Rates increased slightly and now average 6.0% marketers are taking a more diligent approach to list hygiene, as well as implementing content strategy best practices Deliverability is a critical factor for better metrics; eleaders should strive for deliverability over 90% IPR When comparing metrics, adjust your benchmarks against your sector competitors, but also look at what leaders in other sectors are doing and learn from their successes and failures marketing is powerful but getting more complex; marketers need a plan to keep their content & contact strategies relevant 2
3 Introduction The following is a commentary on metric trends and North American benchmarks up to Q Inbox Marketer tabulated the engagement metrics from B2C and B2B clients across a variety of industry sectors. Some industry pundits describe as the old diva who is a bit battered. Sure she may be a little older but she still has talent and longevity. In numerous 2013 industry polls of marketing executives, marketing ranks as the first or second digital tool for generating response results. is strong even with competition for time from social and mobile. is an entrenched habit for many people and the penetration of mobile devices (smartphones and tablets) is well over 50% for most sectors. s core strength is its adaptability and role as a response medium that allows marketers to send a variety of relevant information in a cross-section of vehicles. An often overlooked benefit of is its retention impact. In 2013, one of Inbox Marketer s clients generated a +2% incremental increase in retention from their program. As outlined in Frederick Reichheld s Loyalty Effect, a 5% increase in retention can have a 30% - 70% lift in profits. Other clients also have seen better retention, higher ROI and have proven that can change buying behavior. Using strategically and using journey paths can further reduce customer churn (source: McKinsey & Company). In this whitepaper you will see that many of the clickstream metrics are improving or holding steady. is strong (despite some industry naysayers) because marketers are becoming more disciplined and they are constantly testing and optimizing. Technological advancements in graphics and dynamic targeting are also keeping fresh. Responsive design is making sure that messages are readable on any type of device. SECTION 1: 4 Major Factors Impacting Marketing 1. The (Continuing) Penetration of Mobile & Devices In 2013, mobile devices continued to significantly impact the marketing industry. Buzzwords like responsive and scalable are no longer buzzwords, but are now part of the vernacular. The proportion of Opens attributed to mobile is growing. As of Q over 55% of all opens are from a smartphone or tablet. marketers have had to shift their strategies and tactics to a mobile-first mentality. It s much easier to adjust a mobile to a desktop than it is to do the opposite and more marketers made these adjustments in marketers are in a battle for customer attention. Providing a positive experience is a critical factor in gaining and keeping this attention. marketers must consider the full experience from the design, copy, subject line, and call to action through to landing pages and web forms. In 2014 it will be important for marketers to optimize their messaging so that subscribers can view and interact with their messaging using their preferred device (i.e., phone, tablet, desktop). 3
4 2. List Growth Challenges marketers face constant pressure to grow their lists. leaders with mature lists typically grow their list by 15%-20% per year. The accepted theory is that the more records on a list the greater the revenue likely earned. As a result, many marketers are pressed to increase the number of records within their lists. On top of this, marketers are also tasked with reducing unsubscribes rates by keeping their current subscribers active and engaged. This is a challenging task as, according to Ipsos-Reid, the average Canadian subscribes to 13 commercial programs including their financial services relationships, retailers and hobbies (we would expect similar numbers across North America). As a result, marketers are in a constant battle for customer attention. An exploratory analysis indicates that there is 10%-20% subscriber overlap between lists. Most marketers understand these pressures all too well, but still give in to their strains by trying to accomplish too much with too few resources. Instead a marketer s first step should be creating a plan. They should decide early on what the goals are and how they re going to be achieved. While interruptions are inevitable, having a good road map to start will ensure that you remain on task. 3. Inactives & List Fatigue Subscriber fatigue can become a problem if sending frequency is too high and messages are not relevant. Be selective on the messages you send. If someone is not in the market for your product then suppress their messages for a period of time. In the world, Inactives are often defined as valid subscribers who have not opened or clicked in the last six months. Typically 40% of Inbox Marketer s clients base is classified as Inactive. These Inactives can have an impact on your overall metrics, but they may also be an unmined segment rich with potential revenue. marketers should design campaigns targeted at these Inactives focusing on reactivating and reengaging them. First steps can include a simple questionnaire asking if they d like to continue receiving messages. From there, design a message series to reengage and inspire them to interact with your messages. Last year, Inbox Marketer introduced the Active Depreciation Rate (ADR), which measures the percentage of Active subscribers who turn Inactive. The longer time period that individuals are part of a subscriber list, the higher the probability they may simply get bored of receiving your messages, particularly if the messages always appear similar (same template, look and feel). 4. The Impact of Greater Scrutiny Consumers are getting more sensitive. In 2013, there were several reported data breaches at several large U.S. companies. Data practices at Google and Facebook are also under the microscope. Industry Associations are trying to be proactive and have set more stringent guidelines for practices. The Canadian market is dealing with Canada s Anti-Spam Legislation (CASL) which comes into force on July 1, CASL targets spammers and encourages legitimate marketers to follow best practices. 4
5 A Word on Inactives Subscriber inactivity is a fact for many marketers. Customers can become saturated with information from your company. Sometimes their priorities shift and they don t have time to open and read your messages or even let you know of their preference changes (i.e., unsubscribing). Our research shows that a between 17%-40% of an Active base will turn Inactive. Your goal should be to mitigate a portion of that. Inactives can be calculated using a few different time periods. Epsilon uses a 12 month window which is, in our opinion, too broad for today s digital world. For example, in their Q Trends and Benchmarks Report, Epsilon reported a 42.0% average dormant rate for subscribers who have been inactive for the past 12 months. A 12 month window is a wide window and the Inactive proportion would likely have been even higher if adjusted to a sixmonth window. Inbox Marketer suggests using a 6 month window or less. Figure 1 shows that the proportion of Inactives is gradually decreasing with time. This suggests that marketers are doing a better job at targeting their Inactive segments. Notice that there was a significant drop (4.5% incremental) between H and H which can be partially attributable to the increased penetration of mobile. Please note that 43.7% still represents a significant proportion and marketers should continue to look for new ways to reactivate and re-engage these Inactive subscribers. Not All Inactives Should Receive the Same Treatment Depending on the nature of the list and the type of messaging subscribers typically receive, there are a number of methods in which to retarget Inactive segments. The first step is to think carefully about the types of subscribers you are trying to reengage and create relevant messaging that will resonate with that audience. For example, if a customer typically only receives a monthly newsletter, try to reengage them by executing a simple Reactivation campaign. Send Inactives a survey, special offer or incentive that entices subscribers to interact once again. The way you treat Inactives also varies depending on their purchase cycles. A food retailer would likely want to stay in regular contact with their customer, keeping them up to date and informed on product information and in-store sales. Whereas, with a prospect list, the time between messages may be much greater but, it may be still worthwhile to mail someone for up to two years as they may still be in a contract with a competitor. 5
6 SECTION 2: Open Rates Trending Up In 2013, Open Rates (OR) increased +2.3% to 24.3% (up from 22.0% the previous year)! While Open Rates are a good metric in which to measure and benchmark subscriber engagement from one campaign to the next, Open Rates simply indicate that recipients have viewed an message in their inbox which, doesn t always tell the whole story. It is also important to note that there are often differences in measurement methodologies, which explains why some ESPs often report higher Open Rates (i.e., some ESPs use total or gross opens instead of unique opens which skews their OR upwards). As a result, it is important that marketers set benchmarks using their own data and keep this in mind when comparing the metrics of competitors within their respective industry. The calculation for Open Rates is OR% = (confirmed unique opens)/ (sent messages - bounces). A Closer Look at Open Rates Inbox Marketer data shows that Open Rates peaked in 2009 and then declined to 19.2% in However, Open Rates have stabilized in the past few years and in 2013 rose to 24.3%, nearly equal to 2009 levels. This year, looking at ORs from a quarterly perspective, Open Rates increased each of the first three quarters and declined slightly in Q4 (2013 Quarterly Results: Q1: 24.0%, Q2: 25.0%, Q3: 26.0%, Q4: 22.8%). Click-to-Open Rates (CTRO) In simple terms, CTRO% tells the marketer: Of the people who opened an , what proportion clicked? CTRO% is important when analyzing the effectiveness of content. It helps normalize the impact of Open Rates and provides a more true indication of how engaging the content appears. Figure 3 shows that CTRO% behavior has been relatively steady for the last few years and there isn t any noticeable seasonality. 6
7 SECTION 3: Click-through Rate Trends Click-through Rates (CTRs) declined from but have since been on an upward trend. This is great news for marketers as CTRs indicate the relevancy of content and are an excellent measure of engagement. Three factors that have contributed to the increase in average CTR over the last three years are: better list hygiene, a more diligent approach to implementing marketing best practices, and click optimization. Marketers have done a much better job of segmenting their lists, enabling them to send more relevant messaging to their subscribers, in formats that are optimized for their preferred device (i.e., phone, tablet, desktop). As a rule of thumb, messaging that is customer ( me ) focused performs better. In other words don t make messaging about you, make it about them. Diligent testing, optimization of offers, calls-to-action and links/buttons, as well as optimizing messages for individual screens all positively impacted CTRs. marketers embraced responsive and scalable design, enabling readers on any device to click easier this year than in previous years. Average CTRs are healthy but there are significant variances between marketers. The 2013 Epsilon Trends and Benchmarks Report states that the average CTR in the USA was 4.5% (Q3 2013). Like Open Rates, it should be noted that comparing CTR benchmarks can be difficult because, according to Marketing Sherpa, only 39% of marketers in the United States use the correct methodology for calculating CTR which is: CTR% = (total clicks/total delivered). SECTION 4: List Quality and Hygiene Marketers are getting better at list hygiene and, as a result, list issues are nominal. Marketers who properly manage their lists have low unsubscribe rates (below 0.2% of messages delivered) and complaints are a mere fraction of that. In 2013, the combined soft and hard Bounce Rate is low (less than 1.6% of all messages delivered). This is the lowest we ve recorded in the past five years. In fact, Bounce Rates have decreased by almost half since It is very important, especially for high frequency senders, to closely monitor the Bounce Rates on each campaign as well as on monthly basis. For example, a 2.5% Bounce Rate over a 12 month period is respectable, but if each campaign had this rate the list erosion would be exponential and marketers should investigate into why this is happening. 7
8 Bounce Rates Declined The drop in Bounce Rates is a good indication that marketers over the past few years have taken a more diligent approach to list hygiene, as well as implementing content strategy best practices. This is important for marketers to commit to as it ensures that they maintain a good sender reputation and relevance with their subscribers. SECTION 5: List Churn Metrics There are also other small but equally important list quality measures that marketers should closely monitor because, if they get too high, they can negatively affect sender reputation and deliverability. These list quality measures include Hard Bounces, Unsubscribes and Complaints. Hard Bounces What Are They? A permanent reason as to why an cannot be delivered to a certain address and these records should be flagged and suppressed immediately. Reasons for Hard Bounces: The recipient s address does not exist. The domain name does not exist. The recipient server has completely blocked delivery. Impact/Fix: Failure to remove hard bounces from future campaigns can severely hurt sender reputation and one s ability to get future s delivered to the Inbox. Unsubscribes What Are They? When users manually opt-out from receiving all future messaging from a specific brand or company. Subscribers are most likely to unsubscribe when: They receive impersonal and irrelevant . They don t recognize the sender. They receive more than they expect or want. Impact/Fix: While unsubscribe rates in the industry are typically low at 0.2% per mailing, it is an important metric to pay attention to, as it provides good insight into what type of content your subscribers value. Complaints What Are They? Feedback Loops are tools made available to marketers that enable users to report spam. By removing subscribers from your list who don t want to receive your s, you ll: Reduce your complaint rate Increase customer satisfaction Reduce sender questions and end-user complaints. Impact/Fix: With lower complaint rates, ISPs are much more likely to allow your messages to reach the inboxes of those subscribers who really do want to receive them. Hard Bounces, Unsubscribes and Complaints all factor into what is known as list churn. List churn is the average percentage of address that marketers can expect to lose in a given year. List churn is typically around 30% but can be reduced by practicing better list hygiene and adhering to industry best practices. Automated Feedback Loops are key and your deliverability team needs to be diligent in keeping lists updated. 8
9 SECTION 6: Deliverability Deliverability is a quality assurance metric that is measured by a third party QA tool like Return Path. Deliverability measures the destination of the messages and it forecasts the proportion of messages that are delivered to one of three places: the inbox, the junk folder or missing. Deliverability is a critical variable and if done poorly it will lead to reduced engagement metrics and in turn a lower ROI. Marketers often get confused with the differences between delivered versus deliverability. Delivered is defined as the number of messages that did NOT bounce (# Delivered = # Messages Sent - # Bounced) and this metric is highlighted on the deployment interface. Experience Council (EEC) standards refers to delivered as the accepted number of messages which make it directly into a recipient s inbox. It is also important to track where the delivered messages end up - that s where deliverability comes in. The proportion of messages that make it straight into the inbox is called the Inbox Placement Rate (IPR). In the first half of 2013, the North American IPR was 86%, Missing was 9% and Bulk folder deliveries were 5% (Source: Intelligence Report, Return Path H1 2013). This is up from 80% the previous year which is a good sign that marketers are making real progress toward solving their deliverability challenges. However, 86% is still too low for legitimate marketers since 14% of messages aren t reaching the intended target and industry leader typically obtain IPRs of more than 95%. In addition, losing 14% of messages can have a significant negative impact on your metrics and marketers should continue to look for ways to engage with their subscribers so that a greater percentage of their messages make it to the inbox. Note: according to Return Path the average Global IPR for 2013 was 85%. Leadings ESP s, like Inbox Marketer, have ESP s that are 95%-98% IPR. Using Benchmarks Benchmarking is a good exercise for marketers because it helps assess how your programs are performing relative to the average. However, keep in mind that although average benchmarks can help gauge performance, these benchmarks vary depending on the sender s brand and reputation, how marketers calculate their metrics, and the industry sector they are in. Inbox Marketer suggests calculating your own weighted benchmarks using a crosssection of sources and not against the general standard. Find the leaders in your sector throughout the world and also look outside your industry. Use these benchmarks to gauge your organization s performance. Observations from eleaders The divide between best-in-class and rest-in-class marketers is widening. leaders are typically more disciplined and do more planning, segmentation and targeting. Campaigns should not be intermittent and rushed. is an opportunity for a two way dialogue and too many marketers miss the opportunity to gather information from their subscribers. is more than just a timely touch point and leaders craft their campaigns into different streams and ensure they deliver the best customer experience possible. Leaders prioritize the key journeys for their industry and this enhances customer satisfaction and revenue growth (source: McKinsey & Company). 9
10 In the next year, data will be where smart marketers focus. There is more real-time data now than ever before and it s never been easier or quicker to get to it. It s literally in the palm of our hands. However, this availability and pure mass of data can be overwhelming. Marketers can fall into the dangers of trying to do too much, measuring the wrong things and making incorrect assumptions based on correlations they ve found. Marketers don t only need to focus on their metrics; they also need to THINK about the so what? and now what? of their campaigns and strategies. It s not as simple as it sounds, but it s a critical point that too many marketers are missing in this age of Big Data. Begin with analyzing your data, then sit back for a moment and think so what? When the so what? is known, then you can apply these insights and start the now what? The now what? can be something easy and quick (change the subject line, amend the frequency of the message) or it can be more tough and longer-term (our strategy isn t working, our product needs an update). Asking yourself those questions is what brings the art into marketing. When the two are blended together, amazing campaigns and results are sure to follow. A Tip for Today s Marketer from Geoff Linton, President marketers are under enormous pressure. There is pressure to grow lists, pressure to send more messages, pressure to put together more targeted offers, pressure to increase ROI it goes on and on. All of this pressure can be blinding and, in fact, it is blinding many marketers from real, relatively simple opportunities that are rich with ROI. Take a deep breath, and a step back. There is low-hanging fruit all around. Start with a Welcome Program or a Best Customer-targeted program. If you re in retail, create a Next Best Product component to your program. Start somewhere and don t be one of the marketers that gets swept up in just keeping up. Geoff Linton President, Inbox Marketer Geoff Linton is President and co-founder of Inbox Marketer Corp. and a direct marketing expert with more than 20 years of applied experience in both client and agency roles. His experience spans many industrial sectors, including financial services, telecommunications, consumer packaged goods, technology, manufacturing and entrepreneurial businesses. Previously Geoff was Associate Director for the Air Miles program where he spearheaded major launches and was actively involved in targeted marketing initiatives and customer/campaign measurement. Geoff Linton holds both a P.Eng and MBA from Queens University in Canada. About Inbox Marketer Inbox Marketer is a digital direct messaging company that helps organizations use , mobile, social media and the web to build engaged online communities of customers and prospects. For more information about Inbox Marketer s products and services, please contact us at: GUELPH OFFICE 381 Woolwich Street Guelph, Ontario Canada N1H 3W8 TORONTO OFFICE 1075 Queen St E Toronto, Ontario Canada M4M 1K inboxmarketer.com 10
EMAIL MARKETING BENCHMARK REPORT
2015 EMAIL MARKETING BENCHMARK REPORT Executive Summary In 2014, email marketing reaffirmed its effectiveness as a digital marketing channel. Technologies like countdown clocks, scratch and win, animated
More informationDeliverability Counts
Deliverability Counts 10 Factors That Impact Email Deliverability Deliverability Counts 2015 Harland Clarke Digital www.hcdigital.com 1 20% of legitimate commercial email is not being delivered to inboxes.
More informationThe Guide to: Email Marketing Analytics"
The Guide to: Email Marketing Analytics" This guide has been lovingly created by Sign-Up.to we provide email marketing, mobile marketing and social media tools and services to organisations of all shapes
More informationMulti-Channel Benchmarking Guide H2, 2012. March 2013 Version 1.1
Multi-Channel Benchmarking Guide H2, 2012 March 2013 Version 1.1 Contents Introduction... 4 Key Trends... 5 Key Trend Details... 5 Overview... 9 Deliverability... 9 Analysis... 10 Hard Bounce Rate... 10
More informationTop Tactics to Improve Email Relevancy and Deliverability. Sponsored by
Top Tactics to Improve Email Relevancy and Deliverability Sponsored by Introductions Sergio Balegno, Director of Research MarketingSherpa / MECLABS Primary Research @SergioBalegno Jeffrey Rice, Research
More information6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY
6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY INTRODUCTION What s the point in sending awesome email campaigns if they don t reach your recipients? Answer? None whatsoever! That s why
More informationThe Marketing Landscape since CASL: One Year Later
The Marketing Landscape since CASL: One Year Later By: Geoff Linton and Matthew Vernhout CASL is a year old this month and the good news is that not much has changed for legitimate emarketers. Email the
More informationLeaving Money On The Table
10 Ways Retailers Are Leaving Money On The Table Page 1 Let s face it: gaining and retaining customers can often feel like a high stakes match. What s the right balance between what you ll give in the
More informationB2B EMAIL MARKETING 6 STEPS TO BETTER 6 STEPS TO B2B EMAIL MARKETING SUCCESS. Phone: (+1) 718 303 1864. www.mailigen.com
6 STEPS TO B2B EMAIL MARKETING SUCCESS 6 STEPS TO BETTER 1 B2B EMAIL MARKETING Mailigen Email Marketing Solutions Phone: (+1) 718 303 1864 www.mailigen.com 2 60% of marketers believe email marketing produces
More informationEmail in a Mobile World
A LOOK BEHIND THE NUMBERS Email in a Mobile World Q1 2014 NORTH AMERICAN METRICS 1 Executive Summary Last year was a big rethink year for email, after clawing its way back into the limelight as the reigning
More informationEmail Deliverability:
Email Deliverability: A guide to reaching your audience Email deliverability is a key factor in email campaign performance. Understanding how email deliverability is calculated and how it affects your
More informationEmail Marketing for Hoteliers: A Step-by-Step Guide
Email Marketing for Hoteliers: A Step-by-Step Guide Tactics to Boost your Email Marketing ROI Table of Contents Introduction...1 Step 1: Build Your Email List...2 Step 2: Develop Your Content Strategy...3
More informationEmail deliverability: The good, the bad and the ugly
Email deliverability: The good, the bad and the ugly An Experian Data Quality White Paper March 2015 CONTENTS Introduction...1 The good...2 Open rate...2 Click-through rate...3 Authentication...4 The bad...4
More informationSoftware Solutions Digital Marketing Business Services. Email Marketing. What you need to know
Software Solutions Digital Marketing Business Services Email Marketing What you need to know Contents Building Your Email List 1 Managing Your Email List. 2 Designing Your Emails 3 Branding Your Emails.....
More informationEmail Marketing. Frequently Asked Questions
Email Marketing Frequently Asked Questions Q: Why expand my email marketing initiatives? A: Email marketing offers flexibility and versatility to more effectively reach customers. Marketers can design
More informationThree pillars of successful email deliverability
Three pillars of successful email deliverability Ensuring safe arrival and optimum placement in the inbox An Experian Marketing Services white paper Contents Introduction...1 Data integrity...2 Relevance...3
More informationDefine, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance
WHITE PAPER Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance As marketers, we wear many
More informationEmail Marketing Benchmark Report
2015 Email Marketing Benchmark Report Page 2/27 Introduction The 25 sectors identified here have been self-selected by the senders. For details of the calculation methods and additional information, please
More informationEmail Reputation Metrics Troubleshooter. Share it!
Email Reputation Metrics Troubleshooter page: 1 Email Reputation Metrics Troubleshooter Written By Dale Langley Dale has been working with clients to improve their email deliverability and response rates,
More information1. Introduction...3 2. Email Deliverability-Benchmarks...4 2.1. Working with Your Service Provider...4 2.2. Email sent...4 2.3. Email delivered...
1. Introduction...3 2. Email Deliverability-Benchmarks...4 2.1. Working with Your Service Provider...4 2.2. Email sent...4 2.3. Email delivered...4 2.4. Bounces....4 2.5. Email unsubscribe requests....5
More informationEmail reactivation. Best practices guide
Email reactivation Best practices guide Win your customers back! According to a recent Marketing Sherpa report, up to 75 percent of email subscribers are inactive, with retail brands attaining the highest
More informationEngaging Financial Customers via Email
Engaging Financial Customers via Email 2015 Financial Institution Email Metrics Report Is your email program engaging customers to stay in touch with you? How do you measure email engagement and leverage
More informationGuide to B2B email marketing. Part Four: Effective Email Reporting
Guide to B2B email marketing Part Four: Effective Email Reporting Introduction Effective email reporting One of the key benefits of using email for marketing campaigns is the speed of getting the right
More informationProperly targeting and managing your customer list. Creating and sending content that is relevant and interesting
Are you aware that on average, consumers receive 416 commercial emails per month? a Your customers want to be treated uniquely and feel that they have an established relationship with you. The days of
More informationHow to Manage Your Email List Effectively
How to Manage Your Email List Effectively A short guide by MailWheel 1 Discover What s Inside After you ve acquired enough email addresses and created your opt-in and opt-out forms, you are probably wondering:
More informationThe dark side of deliverability -
The dark side of deliverability - email marketing benchmarks An Experian Data Quality white paper Email remains the number one communication channel for marketers. However, organizations face many issues
More informationEmail testing EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN
Email testing guide EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN GUIDE TO TESTING YOUR EMAIL MARKETING CAMPAIGNS The savvy email marketer knows that to maximize email marketing ROI, testing is
More informationSmart E-Marketer s Guide
30 insider tips to maximise your email deliverability rate 30 insider tips Step 1. Ensure the domain you use for sending emails is configured to enable authentication (SPF / Sender ID/ DomainKeys). Step
More informationFrequency Matters. The keys to optimizing email send frequency
The keys to optimizing email send frequency Email send frequency requires a delicate balance. Send too little and you miss out on sales opportunities and end up leaving money on the table. Send too much
More informationINBOX. How to make sure more emails reach your subscribers
INBOX How to make sure more emails reach your subscribers White Paper 2011 Contents 1. Email and delivery challenge 2 2. Delivery or deliverability? 3 3. Getting email delivered 3 4. Getting into inboxes
More information10 Online Marketing and Email Trends Guaranteed to Increase Your Success
10 Online Marketing and Email Trends Guaranteed to Increase Your Success Reggie Brady reggie@reggiebrady.com (203) 838-8138 Regina Brady 2011 all rights reserved Agenda Benchmarks and how do you rate?
More informationDo You Know Your Email Marketing?
Knowledge Guide: Do You Know Your Email Marketing? Analysis of the Email Marketing Quiz virtualroi May 2010 by: Sally Lowery Online Marketing Manager Analysis of the Email Marketing Quiz The virtualroi
More informationBENCHMARK REPORT. Research and insights for engaging email subscribers EXCERPT
BENCHMARK REPORT Research and insights for engaging email subscribers EXCERPT 2012 Email Marketing Benchmark Report Research and insights for engaging email subscribers Author W. Jeffrey Rice, Senior Research
More informationMCH Channel_e Email Best Practices for Marketers
MCH Channel_e Email Best Practices for Marketers Best Practices for Marketers Communicating with your prospects and customers through email is a popular channel that provides almost immediate response.
More informationemail deliverability
There s no question that email software and the people who use it are getting better at filtering out spam. This is good since it makes it easier for engaging emails to get through but without a strong
More informationEMAIL ESSENTIALS Successful Strategies for Studio Owners
EMAIL ESSENTIALS Successful Strategies for Studio Owners Presented by: Jill Tirone Session Overview Email is the most cost-effective, targeted, trackable, and efficient way to build and maintain relationships
More informationSecrets to Email Marketing Success 9 tips for measuring performance
internet made easy Secrets to Email Marketing Success 9 tips for measuring performance There s more to bouncing than what the rubber balls do. Conversion: it s not just for churches anymore. OCTOBER 2012
More informationKnowledge Guide: Deliverability. Your Reputation Holds the Key to Deliverability. virtualroi May 2009. by: Return Path
Knowledge Guide: Deliverability Your Reputation Holds the Key to Deliverability virtualroi May 2009 by: Return Path Your Reputation Holds the Key to Deliverability Twenty percent of legitimate email never
More informationImprove Email Deliverability: Tactics for Handling Complaints and Boosting Reputation. Sponsored by
Improve Email Deliverability: Tactics for Handling Complaints and Boosting Reputation Sponsored by Introductions Adam T. Sutton, Senior Reporter MarketingSherpa / MECLABS Primary Research @AdamTSutton
More informationEmail Win-Back Programs: Everyone Recommends Them, But Do They Work?
Email Win-Back Programs: 1 Everyone Recommends Them, But Do They Work? Email Win-Back Programs: Everyone Recommends Them, But Do They Work? We ve missed you! Yes, But Not the Way You Think Talk to a permission-based
More informationAn Email Delivery Report for 2012: Yahoo, Gmail, Hotmail & AOL
EmailDirect is an email marketing solution provider (ESP) which serves hundreds of today s top online marketers by providing all the functionality and expertise required to send and track effective email
More informationEmail Marketing Insight 2011
Email Marketing Insight 2011 A research project into Irish marketers use of email Produced by in conjunction with Contents Introduction 1 Foreword by Tom Trainor 1 Introduction by Andrew O Shaughnessy
More informationEm@il Marketing integration and automation tactics that lift conversions and boost ROI.
Em@il Marketing integration and automation tactics that lift conversions and boost ROI. How to successfully incorporate social, video, remarketing and marketing automation into your Email Marketing strategy.
More information5 tips to improve your email database. An Experian Data Quality white paper
5 tips to improve your email database An Experian Data Quality white paper While many marketers spend significant time and effort optimizing content and debating the timing of each campaign, marketers
More informationReactivation. Re-engage inactive customers and subscribers. An Experian white paper
Re-engage inactive customers and subscribers An Experian white paper Introduction If the cost of acquiring a new customer is more than keeping an existing one, shouldn t marketers do everything they can
More informationTop 40 Email Marketing Terms You Should Know
1601 Trapelo Road Phone 781-472-8100 Suite 246 Fax 781-472-8101 Waltham, MA 02451 www.constantcontact.com Top 40 Email Marketing Terms You Should Know If you have ever felt out of your depth in a discussion
More informationProfessional Diploma in Digital Marketing Module 4: Email Marketing Version 5.0 Lecturer: David Maher
Professional Diploma in Digital Marketing Module 4: Email Marketing Version 5.0 Lecturer: David Maher David Maher Product & ecommerce Manager with Scope Ophthalmics 10+ Years experience in Digital Marketing
More informationIntroduction...03. The Evolution of Email...04. 4 Reasons to Target Email Subscribers in Social...05. Campaign Tactics...06
Table of Contents Introduction...03 The Evolution of Email...04 4 Reasons to Target Email Subscribers in Social...05 Campaign Tactics...06 Turning Email into Social...07 Creating Social Ads that Convert...
More informationEmail Marketing Best Practices. How To Grow Your Email List, Ensure Deliverability & Increase Engagement
Email Marketing Best Practices How To Grow Your Email List, Ensure Deliverability & Increase Engagement Email Marketing Best Practices How To Grow Your Email List, Ensure Deliverability & Increase Engagement
More informationReturn Path Email Intelligence Report Q3 2012
Return Path Email Intelligence Report Q3 2012 HELO and Welcome Welcome to the first edition of the Return Path Email Intelligence Report. Our goal is to provide a quarterly look at email trends and performance
More informationThe Proactive Marketer. Ensuring the safe arrival and optimum placement of emails
The Proactive Marketer Ensuring the safe arrival and optimum placement of emails Contents Introduction 4 Data integrity 5 Relevance 6 Reputation 8 Building a firm foundation 10 In summary 11 About the
More informationInternational Email Marketing Metrics Benchmark Study
From First Click to Lifetime Customer International Email Marketing Metrics Benchmark Study INTERNATIONAL EMAIL MARKETING METRICS BENCHMARK Summary How are our email programs performing against our peers?
More informationMetrics: Tracking & Reporting with Benchmark Email
Metrics: Tracking & Reporting with Benchmark Email Track and React: How to Use Email Metrics Effectively One of the strongest arguments for email marketing centers on its ability to provide detailed information
More informationHow To Ensure Your Email Is Delivered
Everything You Need to Know About Delivering Email through Your Web Application SECTION 1 The Most Important Fact about Email: Delivery is Never Guaranteed Email is the backbone of the social web, making
More informationEMAIL MARKETING TIPS. From Our InfoUSA Email Experts
EMAIL MARKETING TIPS From Our InfoUSA Email Experts In order to assist you every step of the way while creating an Email Marketing Campaign, our InfoUSA Email Experts have compiled lists of their best
More informatione-shot Unique Deliverability
e-shot Unique Deliverability Email Deliverability What is Email Deliverability? Email deliverability s aim is to maximise the number of email messages that reach the intended recipients inboxes. It is
More informationFive Steps to Inbound Marketing Bliss. Presented by
Presented by In this ebook, we will walk you through the five-step process of running a holistic inbound marketing campaign. If you want to generate more leads and sales, keep reading! Step 1: Develop
More informationTHE COMPLETE GUIDE TO OPTIMIZING EMAIL MARKETING FOR CONVERSIONS. How To Grow Your Email List, Increase Engagement & Ensure Deliverability
THE COMPLETE GUIDE TO OPTIMIZING EMAIL MARKETING FOR CONVERSIONS How To Grow Your Email List, Increase Engagement & Ensure Deliverability Table of Contents HOW TO GROW YOUR EMAIL LIST HOW TO INTEGRATE
More informationEMAIL MARKETING IN A MOBILE WORLD
EMAIL MARKETING IN A MOBILE WORLD WHO I AM Ten years digital marketing experience Extensive background in travel / tourism, media / publishing and agency verticals Tim Brechlin Inbound Marketing Manager
More informationReactivation and other email marketing challenges
Reactivation and other email marketing challenges Topics: Deliverability, Email ROI, Inactives, reactivation, campaign & success metrics, automation, testing, optimization, segmentation, mobile audience,
More informationEmail Marketing Metrics Report Australia
January June 2011 Email Marketing Metrics Report Australia Table of Contents About the author 3 Overview 4 Key Summary 5 Observations and Our Interpretations 6 Unique Open Rates 8 Unique Open Rates by
More informationMass customization: The next step in the evolution of email marketing. www.campaigner.com
Mass customization: The next step in the evolution of email marketing www.campaigner.com Introduction Studies and statistics continue to support the fact that email remains the top performer among all
More informationThe Power of Email Marketing
The Power of Email Marketing Connect. Inform. Grow. Copyright 2008 Constant Contact Inc. Introduction This presentation has three parts Connect, Inform, and Grow Connecting to build customer relationships
More informationReducing Customer Churn
Reducing Customer Churn A Love Story smarter customer contact Breaking up is hard to do The old adage that it s cheaper (and better) to hold onto an existing customer than to acquire a new one isn t just
More informationTOP TIPS TO A TIP TOP EMAIL
TOP TIPS TO A TIP TOP EMAIL EMAIL MOBILE SOCIAL WEB CONTENTS PAGE Introduction... 3 My Top 10 Tips... 4 Tip 1 - Super, Super Subject Lines... 4 Tip 2 - Make Your Call To Action Count... 5 Tip 3 - The Power
More information30-Day Starter Guide to Email Marketing
{ 30-Day Starter Guide to Email Marketing { Introduction If you are new to email marketing or to using an email marketing service, we created this 30-day starter guide with you in mind. This guide will
More informationEMAIL MARKETING BENCHMARKS REPORT 2014
EMAIL MARKETING BENCHMARKS REPORT 2014 CONTENTS: WHAT YOU CAN FIND INSIDE INTRODUCTION... 2 OPEN RATES... 3 Observations... 3 CLICK-THROUGH RATES... 4 Observations... 4 CLICK-TO-OPEN RATES... 5 Observations...
More informationFranchise. Email Marketing. Benefits and best practices for a centralized approach. www.streamsend.com
Franchise Email Marketing Benefits and best practices for a centralized approach www.streamsend.com A Centralized Email Marketing Program Will Help You Boost Local Sales, Enhance Brand Loyalty and Control
More informationWHITEPAPER. SendGrid Deliverability Guide V2. Everything You Need to Know About Delivering Email through Your Web Application
WHITEPAPER SendGrid Deliverability Guide V2 Everything You Need to Know About Delivering Email through Your Web Application The Most Important Fact about Email: Delivery is Never Guaranteed Email is the
More informationAdvanced Segmentation Strategies. Kristin Esteghlalian
Advanced Segmentation Strategies Kristin Esteghlalian Relevance is the marketing Holy Grail The primary goal when creating a targeted, relevant marketing campaign should be to: Consolidate customer data
More informationThe 2015 email data quality trends report. How organizations today are managing and using email
The 2015 email data quality trends report How organizations today are managing and using email CONTENTS Summary...1 Research methodology...1 Key findings...2 Email collection and database maintenance challenges...2
More informationSix steps to email marketing success
Six steps to email marketing success 01 Executive Summary Email is proven to be one of the most cost effective ways to reach out to customers and prospects. A well thought out and executed email campaign
More informationUtilizing Email Metrics to Build your Business Case and Enhance Performance
Utilizing Email Metrics to Build your Business Case and Enhance Performance Simms Jenkins Founder & Principal BrightWave Marketing & EmailStatCenter.com sjenkins@brightwavemarketing.com 404.888.0133 www.brightwavemarketing.com
More informationA quick guide to... Getting Started
A quick guide to... Getting Started In this guide... Learn how to build your list, create engaging email messages, and convert contacts into customers, using industry-leading GetResponse features. Table
More informationOptimizing Email Marketing for Conversions
THE COMPLETE GUIDE TO Optimizing Email Marketing for Conversions 2014 with CASL Information Optimizing Email Marketing for Conversions 1 Introduction As a marketing channel, email isn t going anywhere.
More informationEmail Best Practices A WORD TO THE WISE WHITE PAPER BY LAURA ATKINS, CO- FOUNDER
Email Best Practices A WORD TO THE WISE WHITE PAPER BY LAURA ATKINS, CO- FOUNDER 2 Introduction Discussions of best practices for email marketing can be a confusing array of one- size- fits- all suggestions
More informationAMANDA KIVIAHO E-MAIL MARKETING MANAGER. @amandakiviaho
AMANDA KIVIAHO E-MAIL MARKETING MANAGER @amandakiviaho Amanda Kiviaho is the Email Marketing Manager at Madison Logic. She manages and executes lead generating email campaigns, conceptualization through
More informationINinbox Start-up Pack
2 INspired Email Marketing This is what you should know about sending emails through INinbox and how to get started! Thanks for joining INinbox. choice. You ve made a great In front of you, you find the
More informationEnsure holiday emails reach the inbox
Ensure holiday emails reach the inbox 2013 2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information
More informationFLYING ABOVE INDUSTRY STANDARD?
FLYING ABOVE INDUSTRY STANDARD? BENCHMARK REPORT H1 2013 CONTENTS WELCOME TO THE H1 2013 BENCHMARK REPORT! This benchmark report (Half 1 2013) covers email activity from January - June 2013 and a wealth
More information3 Secrets to Adding Names (and Dollars) to Your Email Marketing Program
3 Secrets to Adding Names (and Dollars) to Your Email Marketing Program IT S BECOME IMPERATIVE THAT MARKETERS INVEST TIME AND RESOURCES INTO BUILDING THEIR EMAIL PROGRAMS BOTH ACQUIRING NEW SUBSCRIBERS
More informationAi eshots A bespoke email marketing system that helps you reach more customers, more effectively... Ai eshots. design. web. marketing.
A bespoke email marketing system that helps you reach more customers, more effectively... Ai eshots. web. marketing. branding Contents Email marketing, made easy 3 What can Ai eshots do for you? 4 Tailored,
More informationEmail Marketing. Agenda. Leveraging the Inbox Privilege. 1. Why use email marketing? 8. Build your business. 9. Group to recoup
COPYING OR SHARING THIS CONTENT IS AN INFRINGEMENT OF COPYRIGHT Email Marketing Leveraging the Inbox Privilege Hokitika 19 June 2014! Debbie Roberts Indigo Marketing Agenda 1. Why use email marketing?
More informationEffective Email Marketing For Artists and Other Creatives
COMPELLING BRAND IDENTITIES IN PRINT & WEB IDENTITY PRINT PUBLISHING Effective Email Marketing For Artists and Other Creatives WEB Visible Logic, Inc. 142 High Street Suite 615 Portland, ME 04101 207.761.4230
More informationSage E-marketing White Paper
Sage E-marketing White Paper Your Guide to Email Marketing A Cost-Effective Way to Reach Your Customers and Prospects Executive Summary............................. 3 Part One:....................................
More informationSCORECARD EMAIL MARKETING. Find Out How Much You Are Really Getting Out of Your Email Marketing
EMAIL MARKETING SCORECARD Find Out How Much You Are Really Getting Out of Your Email Marketing This guide is designed to help you self-assess your email sending activities. There are two ways to render
More informationSuccessful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment
Successful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment By German Sacristan, X1 Head of Marketing and Customer Experience, UK and author of The Digital & Direct Marketing
More informationThe Power of Email Marketing
The Power of Email Marketing Connect. Inform. Grow. Copyright 2008 Constant Contact Inc. Introduction This presentation has three parts Connect, Inform, and Grow Connecting to build customer relationships
More informationCommuniGator. Avoiding spam filters
CommuniGator Avoiding spam filters How to dodge the junk box; deliverability and avoiding spam filters Email marketers often have more to battle with than just creating an email and sending it to their
More informationDigital Marketing Seminar at IMTC WEST 2012 May 30, 2012 EMAIL MARKETING
Digital Marketing Seminar at IMTC WEST 2012 May 30, 2012 EMAIL MARKETING SPEAKER Red Door Interactive RedDoor.biz @reddoor Pilar Bower Sr. Email Marketing Strategist pbower@reddoor.biz @pilarbower ~70
More informationDIGITAL MARKETING SERIES DELIVERABILITY: GETTING TO YOUR CUSTOMER S INBOX
DELIVERABILITY: GETTING TO YOUR CUSTOMER S INBOX DIGITAL MARKETING SERIES EMAIL RULE #1 If it doesn't make it to the inbox, it's a wasted effort. How do you avoid the digital black hole? With tested best
More informationFOR EVERY SIX COMMERCIAL MESSAGES SENT WORLDWIDE, ONE NEVER REACHES THE SUBSCRIBER S INBOX. - Return Path
B2Best Practice FOR EVERY SIX COMMERCIAL MESSAGES SENT WORLDWIDE, ONE NEVER REACHES THE SUBSCRIBER S INBOX. - Return Path Measure Your Performance... Clean Your Data... Ask Permission... Send Welcome Messages...
More informationREAL ESTATE FIRMS INVESTMENT FIRMS INSURANCE FIRMS CUSTOM DIGITAL MARKETING SOLUTIONS FOR ALL
REAL ESTATE FIRMS INVESTMENT FIRMS INSURANCE FIRMS CUSTOM DIGITAL MARKETING SOLUTIONS FOR ALL Targeted Email Newsletters Showcase your properties Target the right group of customers. Promotional emails
More informationEmail Marketing Insight 2012 A research project into Irish marketers use of email
Email Marketing Insight 2012 A research project into Irish marketers use of email Contents Introduction 1 Foreword by Tom Trainor 2 Introduction by Andrew O Shaughnessy 3 Executive summary 4 About the
More information2014 CONSUMER VIEWS OF EMAIL MARKETING
BLUEHORNET REPORT 2014 CONSUMER VIEWS OF EMAIL MARKETING Executive Summary For the third consecutive year, BlueHornet surveyed over 1,000 consumers across the United States to better understand their behavior
More information! Email Hints & Tips
Email Hints & Tips Email is almost 40 times better at acquiring new customers than Facebook and Twitter. (Source: McKinsey & Company) The single most important way you can improve your email performance
More information192.2 billion emails will be sent daily in 2016! STAND OUT. www.spanglobalservices.com. Email id: info@spanglobalservices.com. Call Us: 877-837-4884
192.2 billion emails will be sent daily in 2016! STAND OUT Call Us: 877-837-4884 Email id: info@spanglobalservices.com www.spanglobalservices.com B2B - Bot To Business Index Email Marketing 3 Why Email
More informationSIMPLE STEPS TO AVOID SPAM FILTERS EMAIL DELIVERABILITY SUCCESS GUIDE
SIMPLE STEPS TO AVOID SPAM FILTERS SECTION 1 UNDERSTANDING THE BASICS Marketing emails account for most this is spam complaints, 70% in fact, which explains the scrutiny some marketers see applied to their
More informationEmail Marketing Strategy Guide NewZapp.co.uk - 2007. Introduction. Where are you now?
Email Marketing Strategy Guide NewZapp.co.uk - 2007 Introduction In recent years Email Marketing has seen huge growth in the UK and worldwide. In this document we ll look at the key areas of an Email Marketing
More information10 Step Campaign Planner
connect inform engage Email Marketing 10 Step Campaign Planner what is in this guide The Basics & Benefits 10 Step Campaign Planner 10 Step Summary Trends & Statistics About Heart New Media THE BASICS
More information