Bernie Sanders was winning. Heading into the first democratic presidential debate, Sanders' email messages were reaching more users than Hillary Clinton's and his program was performing significantly better. In the week before the event, nearly 95 percent of his email reached the inbox, almost 19 percent was read, and less than 13 percent was ignored (deleted without being read).
"The dirty little secret of email marketing is that 15 percent of your email never makes it to the inbox," explained Jessica Best, digital marketing evangelist for emfluence, during Content Marketing World on Sept. 10 in Cleveland.
For just about every consumer marketer, the winter holiday season generates the majority of revenue for the year. It's the season in which most businesses invest the bulk of their time and money in their marketing programs, and rightfully so. As the opportunity approaches email marketers typically concentrate on gaining consumer mindshare and showcasing value, laying the foundation for holiday purchases. The leaders do even more.
They call it a honeymoon phase for a reason: It's only temporary. The key — and challenge — to developing a top email program is transitioning users from the honeymoon phase into an ongoing, engaging relationship. This is not such an easy thing to do; it takes work.
A lot has changed since 2012 (let alone 2008), and those running for president have many options for reaching various constituencies. One thing that hasn't changed is the importance of email, which remains the primary means of communication for those seeking the White House.
Phishing attacks are becoming more sophisticated and more common. Recent analysis reveals that an increasing amount of potentially fraudulent email is attributed to prominent global brands across a spectrum of industries. In addition to posing security risks and eroding consumer trust, email fraud may threaten targeted brands' ability to reach their customers.
While others debate about what to send, marketers who test already have the upper hand on creating content that kills. But before you act on test results, make sure you're analyzing them correctly. You could be passing over the winning result if you fall into these six testing traps:
Marketers won't believe this shocking secret! While this type of clickbait works to gain Web traffic, it fails to lure email recipients to read, Return Path announced on Tuesday. "The use of 'Secret of' accompanied an 8.69 percent decrease in read rates compared to messages containing similar content sent under different subject lines," reads the announcement from the New York-based email data and marketing software and services provider. "The word 'shocking' accompanied a 1.22 percent decrease in read rates."
Most marketers know by now that welcome emails are not a luxury, but a necessity — and yet a number of prominent brands may be missing their opportunity to make a first impression. A recent report by Return Path showed that only 75 of the top 100 retail companies employed a welcome email of any kind (only three of those had a comprehensive welcome series!). Here's how to improve your email marketing program by employing and analyzing smart welcome messages: