All marketing should be iterative. You launch a campaign, review results and determine your success. During the process, it is imperative to test.
Here's a look at how Gmail—and changes this ISP has introduced during the past year and a half—affects marketers.
What is one of the biggest challenges for email marketers? Deliverability. Do your emails get delivered to the primary inbox, show up in a bulk or spam folder, or does an ISP silently delete them?
Have you measured your email list churn rate recently? You don't want a leaky bucket with more leaving than joining. Check this twice a year. A growing list of recipients provides you with boundless opportunities. Having a strong and vibrant list of email sign-ups is a lifeline for any marketer. The more people on your list, the more chance to market effectively to them. We'll focus on tactics to make sure your pipeline is growing and not stagnant.
It's a challenge to make emails stand out in an increasingly crowded inbox. How do you separate your company from the crowd? Here are five tactics to improve your odds of success:
You've seen the reports that email has the ROI of any digital or offline channel. Looking forward, in 2016 the Direct Marketing Association projects this ROI by channel: Email—$35.02; Search—$23.62; Social—$13.43; Direct Mail—$12.57; and Mobile—$12.45.So, don't think about email as dead. Think about email as a vibrant communications vehicle.
One of the frequently asked questions about email marketing is "How often should I mail?" Unfortunately, there is no silver bullet. The answer will depend on how robust your email program is, your email preference center, how diligent you are as a marketer, etc. So to begin, let's explore the cons and the pros of frequency.
Segmented, targeted emails can improve results up to nine times, according to Jupiter Research. As a marketer, you want to be more relevant to your customers, and segmentation should allow you to speak more directly to them, make them feel unique and enhance relevance. For marketers who are seeing stagnant or declining results, segmentation will definitely help. If you don't have a segmentation strategy, you're leaving money on the table. Let's look at five approaches to segmentation.
If most of your emails are promotional, please take the time to read further. I want to talk about the power of newsletters to engage your customers. If you already send newsletters, I hope you'll get some new ideas to enhance your program.
This month, I'm going to share some of my all-time favorite tips and resources for effective email marketing. I hope they will help make your campaigns more successful. 1. Enhance the Data on Your List: Marketers know applying segmentation techniques to email messaging makes programs more relevant. Best-in-class marketers use targeting and see a much stronger ROI. Collecting data that you can use starts with registration forms and preference centers, and continues with monitoring clickthrough behavior.
All the buzz today is about social media, but keep in mind email is a productive channel that provides a high ROI. Let's start with research from the DMA in late 2011: Email is the channel that produces the highest ROI. For every dollar a marketer invests in this highly profitable channel, the ROI in 2012 is $39.40. It makes sense to leverage email and social initiatives to drive business for your company. Let's address some ways you can do this.
Most readers of this magazine understand the basics of email analysis, but I think it's always important to do some "refresher courses" to stay on top of the email game. Let's review the ABCs briefly and then move on to examine techniques that are more sophisticated and some tools that can help you be more successful.
Prior to widespread use of the Internet, the purchasing process was simple: An individual first became aware of a product or service through a direct mail piece, print ad or TV commercial. Then, the person filled out an order form, called a toll-free number or visited a store to make the purchase. Today, marketing is much more complex.
Up to 50 percent of your email file may not have opened or clicked on your emails in many months. This sad situation certainly is not helping to drive interest and business to your site. In addition, it costs money to regularly mail to your list. Let's examine the issue of inactives on your list and then look at strategies you can use to re-engage this potentially dead wood.
Email deliverability is still a major challenge for marketers. If emails are diverted to a junk folder or just go missing, a marketer loses the opportunity to engage the recipient or generate transactions.