Mobile Marketing: Providing relevant content dynamically. It’s always fascinating to dig into research on the world of marketing. While recently looking over the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I found this chart: Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me.
Look way down, close to the bottom, and see where only 11% of surveyed B2B marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement. I think this is a great oversight on the part of marketers active in the mobile marketing channel. When someone interacts with your mobile website — or your regular website — on a mobile device, that engagement is almost certainly going to be a more intimate experience than someone viewing on a laptop or ultrabook, and certainly more so than on a desktop. And, that person is very possibly interacting with your content in a more personal space than a dedicated work area or desk.
Data crunching and predictive analytics Mobile. 11 Types of Marketing Emails You Could Be Sending [+ Free Templates!] Email Personalization: 137% increase in open rate from personal note approach. 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. Before we get into it, I want to stress that this was not intended to be a valid A/B split test (there is a validity threat that I’ll get to in a moment), so take the results with a grain of salt.
However, it is a good example of sending different versions of an email to different segments of a list. For that reason, this is a tactic we do think is worth trying (and perhaps testing) with your own lists. From: MarketingSherpa [reply@reply.marketingsherpa.com] Subject Line: [Webinar] 4 steps to drive a measureable social strategy Click to enlarge From: Jon Hosier, MarketingSherpa [j.hosier@meclabs.com] As you can see, this email is different from the Template Version in the following ways: Results Caveat Getting the most value from your email list. Did You Know 144.8 Billion Emails Are Sent Every Day? 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. Yet only 14% of these emails are deemed "important. " Then there are all of the emails you get from family and friends, Fantasy Football commissioners and reading clubs and of course, social media notifications.
SEE ALSO: The 41-Year History of Email Indeed, email has come a long way since its inception in 1971. Bob Al-Greene. Email Marketing - How to Nurture Your House List. Email Marketing: First Link Gets 75% of the Clicks | Lead Nurturing. 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. This simple email test shows how placement of call to actions in an email can dramatically affect the percentage of clicks one link received compared to other links in the email.
You’ll see the metrics from the three email sends and the surprising results. In three tests, we’ve found out that the first link in an email gets 75% of the clicks in that entire email. Optify sends a recap of the top blog posts from it’s blog every month. Here’s how the test was set up to determine what percentage of clicks the first link gets. The Set Up We focused this test on our blog subscribers, people who had opted-in to our marketing content . Set a test schedule We tested the same email format for three sends that happened on July 1st, August 1st, and September 1st.
Selecting the Variable to Test Results Test 1. Email Marketing 101: Metrics vs. Data | Lead Nurturing. What to Measure: The Data Before you start measuring the success of your email campaigns , you first must know what data to collect. Messages Sent - This is the number of outbound emails sent. Messages Delivered - This is the number of sent emails actually delivered to you recipients’ inbox. Hard and Soft Bounces - A hard bounce is a permanently undeliverable email — for example, one sent to an invalid email address or to an address that no longer exists.
A soft bounce is an email that is only temporarily undeliverable — for example, to a recipient whose mailbox is full. Messages Opened - This is the number of recipients who open your email. Unique and Total Clicks - This is the number of times any recipient clicks on a trackable link within the email. Unsubscribes - This is the number of individuals who unsubscribe from your list in response to each mailing sent.
Making Sense of The Data: The Metrics What are the useful metrics and what can they tell you? 1. To improve your Open Rate: 2. 3. How to Track an Email Campaign Using Google Analytics. Tracking results is crucial to success. If you don’t know what’s working and what’s not, how are you supposed to make good decisions? And considering how easy tracking stuff online is, there’s no excuse not to track every campaign you run. This tutorial will show you how to track an email campaign using Google Analytics.
It can also be used on Facebook, Twitter or anywhere you want. This will allow you to see how many people clicked on your link, how long they stayed on your site, what pages they saw and much more. OK, here it goes: Use the Google Analytics URL BuilderFill out the form: If you want to shorten the URL, go to www.bit.lyClick on “Paste a Link Here” Hover your mouse over the link that Bit.ly generated and you’ll see a small link below it that says “Customize”. Save the segment. Let me know if you have any questions. Connect: Authored by: Zeke Camusio Zeke is a serial entrepreneur who has started seven Internet businesses (four of them very successful).
See complete profile. Best Times to Send Email for Opens and Click-Throughs [Infographic] 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.
The top engagement times for email are as follows: in the mornings, 8 AM to 9 AM both for opens and click-throughs; and in the afternoons, 3 PM to 8 PM for opens, and 3 PM and 4 PM for click-throughs. Time zones are also a consideration: Email marketers should keep in mind local times and work routines around the world, and stagger their mailings accordingly, keeping in mind the best times of day for engagement, according to GetResponse. Check out the following infographic for more results from the GetResponse study. Email and Social Media Marketing Integration: What You Need to Know. 10 Things That Can Destroy an Email Marketing Program. Sundeep Kapur | December 27, 2012 | 10 Comments inShare109 Keep an eye out for consumers' top concerns that can force them off your list. Your consumers are in complete control. They are empowered by their choices, with their devices, and have the ability to leave you with a click of a button. 1.
Rx: Send the first message quickly, stay in touch, and keep reminding the consumer about your value proposition. 2. Rx: Cap your frequency to match your consumers' preferences, and if they do unsubscribe, offer to reduce the frequency to a minimum. 3. Rx: Spice it up a bit, even if you are talking about "ball bearings. " 4. Rx: Mix up your messaging; the best thing might be to include useful informational content in every marketing campaign. 5. Rx: While it would be ideal to segment the consumer based on her preferences, keep asking the consumer if you are missing the mark and factor in her comments into your marketing campaigns. 6. 7. 8. 9. 10.
Bad email image on home page via Shutterstock. Publications Three New Email Metrics You Will be Using in 2013 09/26. 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. The metrics we developed while analyzing that data provide deeper insight into program performance, even relative to other marketers’ campaigns.
The following are three measures we’ve found to be especially valuable: 1. While panel data are more accurate, seed lists are an effective way to measure inbox placement percentages at most smaller ISPs. 2. 3. These are new metrics, and they’re part of a new approach to email marketing measurement. 25 Little Email Marketing Experiments That Deliver BIG Results. 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? Well, we've never thrown out a definitively "perfect" email because it's pretty much impossible to say one thing is better than another in email marketing. I mean, everyone's audiences are so different! What there is, however, is email split testing to tell you what the perfect email is for your business. Email Layout and Design Tests 1) Plan Text vs. 2) Image Selection: We encourage marketers to include images in their emails ... but what kind? 3) Image Placement: You can test more than just image choice. 4) Sender Headshot: Some email senders -- particularly B2B marketers -- also choose to include a headshot in their email signatures. 5) P.S. vs.
10 Tempting Email Promos Your Prospects Can't Resist. 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? That little bit of extra-special love reserved just for me? " The answer is yes ... well, if you can think of a cool deal to send them. If they feel stale to you, chances are your subscribers aren't drooling over them, either. So what kinds of promotions can you send?
1) Limited Supply A successful promotion -- especially an email promotion that relies on getting someone to whip out a credit card when they're trolling through an overloaded inbox -- needs to instill a sense of urgency. 2) "Use-It-or-Lose-It" Credit TechCrunch recently published the results of a Harvard research study on teaching incentives in which they found performance improved not when incentives were given after performance metrics were achieved, but when incentives were given up-front and could be taken away if performance metrics weren't achieved. Email Open and Click Rates: Benchmarks and Trends. 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. Below, additional findings from the 2012 Silverpop Email Marketing Metrics Benchmark Study. Some key US findings for the five quarters ended 1Q12: Open rates averaged 19.9%, down from a 2009 average of 21.3%. Open Rates For the study, open rates* are calculated as the number of measured opened messages divided by the number of delivered messages.
Open Rates by Industry By contrast, travel and leisure and retail achieve some of the lowest open rates recorded during the period. B2B Email Marketing Best-Practices and Trends. 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. Rather, in today's marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports. In addition, most (65%) B2B companies are devoting less than 25% of their marketing budgets to email marketing, 27% are allocating 26-50% of their budgets to email, and only 9% are allocating more than 50% of their budgets to email efforts: Below, other findings from Pardot. Campaign Testing Practices Successful email campaigns often require trial and error, and many B2B marketers rely on various testing techniques to improve their campaigns: 58% test to see what type of content results in the best click-through-rates. 57% test for a correlation between subject lines and open rates. 46% test to see how the time of day effects open rates.
Best-Practices Feature Usage Trends. The Email Campaign You Need to Clean Your List & Re-Engage Subscribers. If you're hip to the popular email marketing statistics, you probably know all too well that your email database slowly dies over time. In fact , 25% of your list will expire every year as readers switch jobs, email providers, or unsubscribe from your emails. As your list depreciates, it’s important to not only make sure you’re keeping your list clean, but also that you’re not throwing away active contacts. So what’s the solution? A re-engagement campaign!
What Is a Re-Engagement Campaign? A re-engagement campaign is a systematic method for re-awakening inactive subscribers, while also identifying which email addresses in your database you should let go of . Why Is This So Important? There are several reason why you would want to execute a re-engagement campaign: 1) You're Emailing an Old List or Switching ESPs A re-engagement campaign is critical if you’re going to start emailing an old list, or if you’re moving over to a new email service provider (ESP). Step 3: Segment Your List.
Which Links in Your Email Marketing Get the Most Clicks? If email is a regular part of your company's marketing mix, you've probably considered the some of the different ways email can engage your contacts. But have you ever wondered which links within your email sends engage recipients (that is, get them to click) the most? We were very curious about that, too, especially since the links within your email are critical for driving action -- and conversion -- from your email marketing . Considering that's the case, wouldn't it be powerful to know which parts of your emails are the most effective at attracting your recipients' attention -- and which parts lose it? To help get to the bottom of it, we analyzed a sample of 26 unique HubSpot emails that we sent to the same audience over a period of three months in 2012. Before we reveal the findings of this analysis, let’s cover the various link types we feature in our HubSpot email sends. 6 Types of Links to Include in Your Marketing Emails 1. 2. 3. 4. 5. 6.
No surprise here! Answers to Your Top 11 Questions About Email Marketing #EmailSci. Enlisting a 10-Point Strategy to Optimize Your Email Program, Part II. 7 Expert Email Marketing Tips You're Probably Missing Out On. All Contacts Aren't Created Equal: The Right Ways to Treat Your Email Opt-Ins. A 10-Point Strategy to Optimize Your Email Program. 16 Things People Really Hate About Your Email Marketing. 27 Ways to Slice & Dice Your Email List for Better Segmentation. Feast Your Eyes on These 9 Examples of Beautiful Email Marketing. 4 Email Marketing Tips: 72-day study reveals what you can learn from presidential campaigns.
13 Things to Check Before Hitting 'Send' on Your Next Marketing Email. Why List Segmentation Matters in Email Marketing. 10 Simply Awesome Examples of Email Marketing. 25 Clever Ways to Grow Your Email Marketing List. Using Triggered Messages to Advance Effectiveness and Efficiency. 5 Ways to Sell Your Email Program to the C-Suite. 6 Steps to Effective Email Testing. 9 Ways to Integrate Email and Social Media Marketing. Sales - Four Tips for Generating Leads With Email. 25 Things Email Marketers Must Avoid in 2012. 9 Ways to Dramatically Reduce Email Unsubscribe Rates. 4 Email Marketing Basics to Master in 2012. 10 Ways to Make Email Work Harder. 10 Email Marketing Tips to Spruce up Your Welcome Messages in 2012. The Email Marketer's Success Kit: Five Trends for 2012.