All posts by Kim Greenop-Gadsby

I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I'm just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I'm not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.

Chart of the Day: What challenges you when it comes to email marketing? Part 1 of 4.

For email marketers, there will always be aspects of email marketing that are a challenge. The below chart looks at the various areas that email marketers are struggling with. I will be doing a 4 part series of issues pertaining to email marketing. We will be looking at the following during the course of the series: Targeting & Segmenting Subscriber list growth Tracking results Main email marketing goal. There is no real surprise that "Targeting & Segmenting" comes up with the highest score of 40%. For most, the main issue will be the clients' data records. They will be inaccurate, out of date or incomplete. The more data you can obtain from your clients, that is relevant to your business, the more tailored you can make your emails. Segmented email campaigns have a 63% higher click…

Chart of the Day: How is video being embedded into email marketing?

Email has limitations in what can be displayed correctly in email clients. But none more so than video playback. The safest route would be a static image, meaning that a static image would display for all clients. But as this chart shows, this has become rather old school, as only 2% use this method. A staggering 52% of the clients use fullscreen or inline video embedding. Animation (.gif animation), accounts for 46% of the total of sends. Before we all suddenly start to add inline video, there are a few points we need to remember: Fullscreen interaction only works correctly for iOS Inline only works on Apple Mail, Outlook for Mac and Outlook.com (non-preview) Gif animation doesn't work for Outlook 2007-2013 and Windows Phone 7 Email clients vary in how they accept videos playing in your inbox. So it comes down to…

Chart of the Day: Gmail inbox placement and read rates

In 2013, Google rolled out its restructure of the Gmail inbox and introduced their tabs layout. Back then email marketers believed it would be the "death of email marketing". So we are nearly 4 years since the launch, how are marketing emails performing in the Promotions tab? In the chart below, we see that Promotions has an Inbox Placement Rate (IPR) of 84.5%. We can also see that the read rate is the lowest of all the tabs, at a low 19.2%. This tells us that out of all the promotion emails, in the tab, only 19% are read. So 81% of marketing emails will be simply deleted/unread. So if you land in the Promotions tab, chances of getting read are very slim. What can i do? First, check if you need…

Chart of the Day: Simple vs complex subject lines

Many email marketers keep their subject lines simple and short, but are these causing recipients to fail to read on? "Not only does this study suggest that complex language leads to greater email engagement, but it also once again proves the value of testing and optimisation." ~ Nikki Gilliland @ Econsultancy The Automatic Readability index uses the number of characters to gauge the understandability of a piece of text. And that is what is used to create this rather complicated chart. The chart shows a steady gradient increase in open% and CTO% as the complexity of the subject line increases. The difference may seem diminutive, but remember that this chart is working on a scale of billions of sends. So it can lead to some significant changes. Before you start making drastic changes, remember to A/B test your subject lines to see if this appeals to your…

Chart of the Day: Email benchmarking report 2016.

The DMA’s Email benchmarking report, sponsored by dotmailer, covering email performance data from 2015, has been recently released. They cover emails delivered, open, click through and click-to-open rates. But the dramatic statistic is the click-to-open rate (CTOR), which has declined to 20% in 2015 from the high of 32% in 2013. So, why the extreme decline? Let's look at what a CTOR is first: a CTOR, used to report on the effectiveness of your email content. It is calculated by taking your unique clicks and dividing by your unique opens and multiply by 100 to get the percentage (eg: (232 unique clicks ÷ 1200 unique opens) x 100 = 19%). Now to calculate an accurate CTOR, we need accurate clicks and opens. Unfortunately, open rates aren't always an accurate reflection…

Chart of the Day: How verticals differ in their email campaign performance.

Out of the top six sectors, who would rate their company's email campaigns performance as excellent? The chart shows amazing growth from the print/publishing & media sector. To go from 40% effectiveness in 2014 to 73% in 2016 is astounding. This shows the importance of keeping up to date with current trends and getting the most out of your Email Service Provider (ESP). At the other end of the spectrum are tech and telecoms. They are the only sector to be under the 56% average in 2016 for how it uses email. In fact, it has a 9% drop from 2014 to 2015. It isn't surprising to find that those who don't have an email strategy or use email optimisation, end up having low-performance rates and poor Return on Investment (ROI) figures. The king of…

Chart of the Day: What is the best day to send your emails

In the chart below we look at B2B customers engagement with marketing emails they have been sent. It shows a spike on Mondays with 4.70% higher open rate than the industry average and then it slowly drops through the week. However, click-to-opens increases from Thursday through till Saturday.   These results are surprising as this is for the B2B sector and generally the working day is from Monday - Friday. In the past, we have been told by blogs, papers and trends not to send on Mondays or weekends. But working hours are changing, due to Bring Your Own Device (BYOD) and mobile working. Our clients are being offered a more flexible working day, so this changes all previous trends or assumptions and will most definitely…

Chart of the Day: How email ROI compares to other channels

The below chart illustrates that email delivers a steady stream of return for your investment. Email is generally underrated in regards to investment compared to Paid Search (PPC) or the other channels. In the chart we can see that 73% of respondents rate email marketing ROI as either 'excellent' or 'good', compared to PPC which comes out at 59%. These are impressive statistics, but imagine the results if email marketing received the same investment as the other channels or even it diversifies into tactical marketing automation. One question I have with this chart, is how accurate the calculation of investment is in email? It can be difficult to calculate, because there are different factors attributing to a email send. But most importantly,…

Chart of the Day: Why subscribers flag email as spam

If consumers mark your email as spam, then this is clearly unwelcome since not only has your brand been tarnished in their eyes, but even worse your delivery rates to existing subscribers could be harmed. So what triggers a 'mark as spam' click? Technology Advice Research asked 472 U.S. adults, "for what reasons have you marked a business' emails as spam?" The results show that nearly half of customers mark emails as spam because of the frequency of emails. There isn't a one rule fits all in regards to email marketing frequency because each list, segment or country is different and your frequency should match this. Almost a third of people claimed they hadn't purposefully subscribed to receive to the emails. This does not mean that they have been necessarily "spammed", it could be as simple as 'forced subscribe', which is the implicit…

Chart of the Day: Transaction rates are higher among customers who receive multiple abandon cart emails

One of the first things you learn when you begin email marketing, is that email frequency is vital to your campaign. And abandon cart emails are no exception. Experian Marketing Services (EMS), analysed over half a million abandon cart emails sent by several brands in July 2016. EMS found that those customers who received multiple emails (4.6%) doubled their transaction rate. Compared with those who received the one email (1.9%). Transaction rates are defined as the overall percentage of transactions as related to delivered messages (transactions/received) over the time period. EMS also looked at the brands business rules and found that those subscribers who had a 24 hour suppression rule and who received two or more abandon cart emails within 7 days,…

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