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Inbox Through the ‘Out Door’

July 28, 2014 By M.J. Crabbe-Barberis
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Quick question: You just sent out 100,000 emails, so what's better?

A. 20,000 opened emails, with a .5 percent clickthrough rate; or

B. 8,000 opened emails with a 1.25 percent clickthrough rate.

Answer: Assuming the same starting population of 100,000, they both generate the same total—100 clicks. But are they equally effective? Which is better?

This article will argue that Scenario B trumps Scenario A all day long.

Email marketers shouldn't be surprised the gap between median and best-in-class for email open rates, clickthrough rates and opt-out rates continues to grow, according to the "2013 Silverpop Email Marketing Metrics Benchmark Study" (opens as a PDF). Basically, it's a matter of, "You reap what you sow."

More and more emails are being sent. The top performers are driving the average results higher and disguising the actual trends. Consider these differences between top quadrant and median performers on key email performance metrics, as gleaned from the Silverpop report:

  • Tops had six times fewer hard bounces
  • Tops had almost six times the overall open rate
  • Tops saw almost three times the number of unique opens
  • Tops had double the number of clicks-per-open
  • Tops had eight times the number of clicks
  • Tops click-to-open rates were 2.5 times higher
  • Tops saw a quarter more clicks-per-clicker
  • Medians had unsubscribe rates of more than six times those of tops

Marketers should view these trends as opportunities. At the root is the concept of providing a vastly improved consumer experience that leverages data, mathematics, plus greatly enhanced execution and governance capabilities. Marketers need to improve upon existing scientific direct marketing concepts and introduce entirely new capabilities that can help close the gap between best-in-class and all others. And they need to care about the customer or potential customer and stop treating email as a nearly free advertising medium. They need to stand up to those product owners and give them a way to get the results they are seeking. It's about quality and quantity.

1. Data: It seems these days that the eligibility requirement for any email is that the company has your email address. Done. Basically, by checking one box to opt into emails, the consumer has self-selected themselves for any and every potential email the business wants to send out. And, to get out of that jam, again it is the consumer who must either opt out of all emails, or select to receive them less frequently. How about an option that says, "Send me emails I will care about?" Can that be done? Of course it can, if marketers view each email address as an expensive, scarce marketing resource. The solution here is data. Companies have tons of it and they need to start using it to target the email to the individual. This leads into the next category:

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

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The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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(PDF Format)

From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his new book.  

Drawing Attention takes you step by step, to explain how you can unleash the incredible power of cartoons in various missions in your life, from marketing, advertising and sales promotion to job search, social media, VIP contact campaigns and more. 

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<b>Note: You must have Adobe Acrobat Reader in order to read Drawing Attention, which is in PDF format.</b> Drawing Attention

(PDF Format) From David Ogilvy on down, the "experts" have claimed "humor doesn't work." Boy, were they wrong. Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his...

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