Chart of the Day: How Length and Personalization Impact Email
The Email Urban Legend
I'm not talking about those awful email chain letters from the 1990s.
I'm talking about "keep your subject line length short". We all have heard this, right? I call this an email urban legend because it had never been correctly tested but it has always been accepted. But is this correct? Should we just accept these email legends?
It's hard to know what is an email urban legend and what is researched advise. The answer is to always look for research statistics. 10 years ago, short subject lines probably were true, but with a number of different devices available is that still true?
If we look at some authentic research like the chart below, we can see that only 5% of the emails in the research had a…
A case study in how to reduce the time spent preparing and deploying brand emails.
Most ecommerce retailers run a permutation of some or all of the following platforms and systems; ecommerce software, CMS, CRM and each of them store valuable data about their customers or products. This data can and should be leveraged in your marketing endeavors. Today, we’ll let you know how fashion retailer Brandshop did just that using the ExpertSender platform.
Brandshop is a Russian multi-channel (online and offline) fashion retailer that sells a wide range of products from over 100 world famous brands, including clothing, accessories, footwear, and beauty products.
Problem: Brandshop wanted to save their marketing team some serious time in the email creative creation process. They wanted to find a way to make use of their extensive website content library within their email campaigns to drive sales…
Using tables and flow charts to visualise and plan automated contact strategies
Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost.
Here are some common examples of event-triggered email sequences:
Welcome sequence for a new subscriber or lead to an email list
Welcome sequence for new customer (onboarding)
Reactivation of customers or subscribers who lose engagement
Abandoned shopping cart follow-up emails
Shoppers browse or search on a site but don't buy follow-up
Time to repurchase or replenishment emails
However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it's a new approach to the company or agency.
The great benefits of event-triggered e-mails is that once set up and tested for effectiveness, they are a low-cost method…
Which type of welcome email is best for your business?
Welcome emails are key to establishing a dialogue with new email subscribers whether they are prospects who don't know you, or customers who have already bought a product from you. A well-designed welcome email sequence will keep new subscribers engaged and facilitate selling to them in future.
If no initial welcome message is sent, the open rate can fall by 25% a few weeks after signing up. So clearly welcome emails are amongst the most important you send and design, so are critical for subscriber and customer retention. In fact welcome campaigns tend to have the highest open rates of any type of email campaign, which makes them even more important to get right.
Developing a Welcome email strategy
So, the arguments for putting time into well crafted welcome emails are clear, but where do you start? Given their importance we have created a new guides for Expert members which…
Chart of the Day: How to not get lost in your customer's inbox
Subject lines are important to email marketing, but they are a complete pain in the arse. (And don't get me started on pre-headers!)
I spend a good portion of my time toiling with subject lines. Testing how they look in email clients, making sure I don't include any spam words and working on the actual copy. A common practise email marketers use, is to include a promotion in the subject line, but does it have any effect? That's what the below chart discusses.
If we look at the average for all the offers compared to no offer at all, it's clear to see that the subject lines with no offer work better with the Click-to-Open (CTO) of 9.4% compared to 7%! This disproves what email marketers have done for years. But if we think about it, it's not surprising.…
1 to 1 dynamic content personalisation is the future of email marketing
I am a big fan of automation, a very big fan. Whenever you can, automate part of your email marketing process. While delivering timely, personalized and relevant content, automation is a big step forward in email marketing maturity of any program. So, the next big thing is Email Content Automation. Few email marketers are currently using it but it’s about to be the hottest trend – and a trend that’s here to stay.
Realistically a lot of production time goes into curating, copy-pasting and sorting content. Then there’s compliance and the multiple people who have to give their stamp of approval, checking details they shouldn’t be worrying about. It can take all your time just to manage and get “business as usual” email out of the door. Often that is a huge waste of creative power, time and resources. Wouldn’t…
Chart of the Day: What challenges you when it comes to email marketing? Part 3 of 4.
For email marketers, there will always be aspects of email marketing that are a challenge. This is the third of my four part series pertaining to issues faced in email marketing.
We will be looking at the following during the course of the series:
Targeting & Segmenting
Subscriber list growth
Main email marketing goal.
The third challenge in the series is "Tracking results". Tracking results isn't necessarily the issue, but knowing what to track is. Having the correct Key Performance Indicators (KPIs) is extremely important because you need to know if your campaign has performed well. But metrics vary from business to business.
In the chart, we see that the Subscriber list growth is the highest metric tracked at 25% and on the other end of the spectrum is the open rates…
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,…
Automated customer lifecycle marketing will be the future of email marketing
To look forward to the future of email marketing 2020 - a report I have contributed to from Litmus, I believe we need to look back to appreciate how little the support for marketers from email marketing platforms has evolved to deliver customised lifecycle messaging. Frankly, I have been amazed how few companies have adopted email as a strategic communications tool for personalised, behavioural based email across the years since I started training on email marketing in 2001.
Research on the adoption of email targeting still shows us a reality where the majority of email marketing involves either no segmentation at all or targeting of just 4 to 6 segments.
So, by mid 2017 I’d like…
What metrics are EMEA email marketers using to measure their campaign performance?
Following on from the launch of the "Wowing with Contextual Email Marketing" - Email Personalisation report yesterday, I found it interesting how marketers measure the success of their email marketing activities. No matter what type of dynamic content, contextual personalization or segmentation used, the metrics used are largely the same.
Most marketers use the basic metrics to measure success
78% of marketers are using Open Rates and Click-Through Rate
58% are using conversion rate
1 in 3 are using "sales value per 1000 emails"
Every other metric is used by less than 29% of email marketers
For more insight into the state of email personalisation in 2016, download your free copy of the report from our partners MovableInk.
The report also includes:
Which campaign types drive the most revenue. Welcome series, birthday promotions…?