All posts by Kim Greenop-Gadsby

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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