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It’s always fascinating to dig into research on the world of marketing.
The internet is swarming with tips, tricks, and suggestions about how to design beautiful emails.
Here’s a behind-the-scenes look at a recent email marketing send to promote a MarketingSherpa webinar about social media, sponsored by Eloqua. I wanted to share it with you, because while it was quite simple to do, the results were pretty impressive.
For more information about BrandSpeak, click here . We all send and receive a lot of email. In fact, a report earlier this year indicated that workers spend 28% of their time in their inbox.
What makes a successful email? There are many ways to measure success, but one key indicator is the response rate of the email; whether the recipient opened the email and took the desired action.
What to Measure: The Data
Tracking results is crucial to success.
To find out what times during the day are best for email opens and click-throughs, email marketing software provider GetResponse analyzed 21 million messages sent from US accounts during the first quarter of 2012. The study found that 23.63% of all email opens occur within the first hour after delivery. Within the second hour after delivery, the results drop by half.
In this video I interview Christopher Penn, director of inbound marketing at What Counts and co-founder of PodCamp .
Sundeep Kapur | December 27, 2012 | 10 Comments <a href="http://ad.doubleclick.net/jump/clickz.us/social/social-integration;page=article;artid=2215513;topcat=social;cat=social-integration;static=;sect=site;tag=optimization;pos=txt1;tile=8;sz=2x1;ord=123456789?" target="_blank"><img src="http://ad.doubleclick.net/ad/clickz.us/social/social-integration;page=article;artid=2215513;topcat=social;cat=social-integration;static=;sect=site;tag=optimization;pos=txt1;tile=8;sz=2x1;ord=123456789?"
Marketers have relied on open and click-through rates as the major measures of the success of a program or campaign for the last decade plus. These metrics are good, but don’t always tell the entire story. At my company we began monitoring email marketing engagement as we gathered more and more panel data (aggregated behavioral data on how actual mailbox users interact with messages) over the past year.
We're always on your case about all these inbound marketing best practices . We've published some pretty specific content about best practices for tons of stuff -- landing page optimization , blog post structure , marketing analytics -- but we've never really laid down the one definitive guide to crafting the perfect email. Sup with that?
It's not that your email marketing content isn't spectacular . But your subscribers may be wondering, "Hey, am I ever going to get the hook up? The insider deal?
Average email open rates continued their downward path during 2011 and the first quarter of 2012, though click-through rates (CTRs) increased slightly during the same period, according to Silverpop's Email Marketing Metrics Benchmark Study. Among some 20 industries studied, the computer software and media and publishing industries were standout performers during the five-quarter period—recording the highest email open rates and CTRs overall. They were followed by the financial services and consumer services industries.
Email is still an invaluable asset to marketers; however, only 30% of B2B marketers are using email marketing as their primary lead generation tactic, according to a study by Pardot .