Despite the continued rise of Spam, Email marketing continues to be one of the most effective digital marketing tactics. Before the rise of social networks like Facebook and Twitter, Email used to be the single most effective way to develop relationships with existing customers – to educate them about the brand and to send out campaigns about different products and emails.
These are our top picks of advice to improve your email marketing
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In the days of Heraclitus, mobile messages involved horses. But his wise words about the constancy of change apply so well to mobile email.
Mobile long meant a senior executive armed with a BlackBerry that turned HTML email into something suited to a modern art exhibition.
Email designers scratched their heads and hoped the problem would go away. Email marketers took solace in the fact that most audiences were BlackBerry-free. Then along came the iPhone and mobile email has never been the same.
Keeping your head in the sand is no longer an option: mobile email is one of the four trends driving email marketing change. This post explores the challenges and solutions for the forward-thinking marketer.
Last month I gave four reasons why the status quo isn’t good enough for your email marketing.
One reason was growing email competition, so it seems sensible to review some of the things you can do to ensure it’s your email that gets attention in the inbox.
We’ll start with the in-email factors (from line, subject line, preview pane and preheader) and then address out-of-email factors (which most people forget about).
We tend to focus on the subject line, but we also know that the name of the sender is at least as important in helping recipients decide whether an email is worth attention or not.
Facebook COO Sheryl Sandberg recently caused a stir at the Nielsen Consumer 360 conference by reportedly stating that Email is dead (she would say that wouldn’t she and if you listen to the whole clip she didn’t actually say what she was widely reported to have said).
However, her argument that only 11% of teenagers use Email daily is compelling and I find when talking to students they don’t really understand the concept of email marketing – they just perceive most marketing emails as Spam while being positive about integrating with brands through social networking sites.
Two recent surveys from the email industry suggest email is very healthy in terms of account usage and here to stay for the foreseeable future (they would say that wouldn’t they). Social network usage is surprisingly low although for a fairer comparison, SNS usage should be broken out by age group.
I’ve presented these figures since they can help inform your investment in email and social media and help argue against colleagues that have been swept away by the social media hype. Ask them whether they … » Read our full article
Email marketing has alway enjoyed a reputation as a reliable source of responses. Send an email, get sales…send an email, get registrations…send an email, get pageviews…
While the results are still remarkably good, each year they get a little bit worse…if you accept the ROI figures published by the USA’s DMA:
Not much worse, mind, and many other marketing channels would sell a close relative for those kinds of figures.
However, high ROI comes largely from email’s low costs. If you want to ramp up the actual profits attributable to email, you have to invest more in targeting and technology.
The rate of decline also depends on what else is going on in the online environment. And there are several trends that warn against email complacency.
For many years, email was pretty much the only way you could get updates on new content or promotions from a website. This is no longer true.
The cracks first appeared with blogs and the accompanying web feeds. Now we have remote interaction and communication with websites via … » Read our full article
In email marketing, what you see is not what your readers see. Literally.
The lovely HTML email template you or your designer sent to your email account may look great to you. But once that email lands in the inboxes of your list, it can look very different.
How can that be?
Best practice reports on SEO, PPC, Email marketing and Digital marketing strategy by Dr Dave Chaffey of Smart Insights
