Email marketers are working a lot harder to make money this year. The professionals are sending 15.5 percent more emails, but making a penny less per message than they did last year, according to New York-based Experian Marketing Services.
If "data-driven marketing" could sport a manufacturer's label, it would be "Made in America," says Linda A. Woolley, the president and CEO of the Direct Marketing Association (DMA). But that's not the only reason U.S. legislators should support the practice, rather than trying to pass laws that will "muck around" with the industry that generated $156 billion in revenue and funded more than 675,000 jobs in 2012, she says, quoting statistics from research DMA released on Monday at DMA2013 in Chicago.
In the age of smartphones, text messaging and general digital overload, getting people to open your emails has never been more problematic. While that's true for personal emails to friends, it's obviously even more the case for marketers. Unlike the mail piece that can entice with color, images, font size and format, email's fate rests almost entirely on that measly subject line ... those 10 to 50 characters that vie for the prospect's attention.
The 2012 holiday season brought with it a record number of marketing emails in our inboxes. According to Experian Marketing Services, the volume was 5 percent higher for this holiday season compared to 2011. One trend we couldn’t help but notice was the number of holiday gift guide emails. We like these examples from Crate & Barrel and Levi’s. The Crate & Barrel email creates a warm holiday feeling, with a call to action to “shop holiday gifts” at the top, along with a more detailed call to action below to get inspiration from their gift guide. What we learned:
Experian Marketing Services found that email volume increased 10 percent in this year's second quarter versus the same quarter last year, according to the Experian CheetahMail 2012 Q2 Email Benchmark report. The report also found that total open rates increased 1.5 percent in the second quarter compared to the same quarter the year prior. An analysis of email volume among different industries shows that travel and consumer products and services’ emails reported the largest increases, 41 percent and 19 percent, respectively.
Fall is just around the corner. As the weather begins to cool, marketers are beginning to focus on the first holiday of the Fall season—Halloween. Experian CheetahMail has compiled trends from last year’s Halloween campaigns to help ensure this year’s campaigns are spook-tacular. 2011 Key Trends: Over half of Halloween-related email volume was sent from catalogers and multichannel retailers. "Costumes" and "candy" were key topics for Halloween subject lines, as well as basic "Happy Halloween" greetings. Over a third of all Halloween mailings are sent in September.
Think about email marketing in general. Ten years ago it was the star of the digital marketing world. It was still new and emerging, and fortunes were being made by the early email service provider pioneers. People like Bill Park (Digital Impact) and Al DiGuido (Bigfoot Interactive) were the new industry's stars, and while they didn't make it to a Wheaties box, they still got their share of recognition. Fast-forward to today, and like this year's Olympic decathletes, who can name the stars of our industry?
A heated debate ensued at the MediaPost Email Insider Summit on the morality of the e-append list growth strategy, highlighted by sharp condemnation from Jordan Cohen, vice president of business development at Pontiflex. “It's not really OK to do,” he said bluntly. It may not be illegal in the U.S.—a conference attendee said it is in Canada—but Cohen said that the Messaging Anti-Abuse Working Group (MAAWG) has come out against it, relating it to spamming.
Experian CheetahMail has released new data indicating that deeper discounts are being offered through email more frequently this year. The percentage of campaigns offering 50 percent off is up 30 percent this holiday season compared with the same time period in 2010. Campaigns offering 10 percent off and 20 percent off have decreased.
Experian CheetahMail announced the release of its latest analysis illustrating how flash-sale emails significantly outperform other types of offers in campaigns. The study provides marketers with a thorough analysis of trends surrounding flash-sale email marketing along with tactical advice they can apply to their programs.