The industry vibe is everyone gets too many emails, brands send too many emails and email marketers often see open rates in the 15% to 25% range
Why don’t more people unsubscribe from email? It’s a perplexing question.
The industry vibe is everyone gets too many emails, brands send too many emails and email marketers often see open rates in the 15% to 25% range.
Yet unsubscribe rates are typically around 0.25% - according to email industry benchmark reports.
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The new "Email Addiction" consumer research report just published by Zettasphere and Emailmonday provides an answer.
The report is based on results of a consumer survey and sought to get…
Are you struggling to measure the impact of your email program and is reporting taking too much time?
Then, you might want to consider tracking your email efforts in Google Analytics (GA). Here are ten rock-solid, performance-driven reasons why you should do just that:
1. Capture Email KPIs After the Click
“Don't skip this part - what happens after that email click will either deliver high conversions or kill the most valuable offer you ever had.”
Avinash Kaushik, Digital Marketing Evangelist, Google
Most Email Service Providers (ESPs) offer a fairly standard set of metrics that track the performance of your email, including open, click-through, bounce rates and unsubscribe rates.
What is really rare?
Insights about user behavior after the click.
Why would you need after-click insights?
Email is a core digital channel and marketers spend a great deal of time building their mailing lists. In fact, list building is a top challenge for most marketing specialists.
Chart of the Week: 43% of organizations are "holding steady" when it comes to the effectiveness of their email marketing
Email remains to be one of the most popular marketing channels, helping marketers to reach a wide audience, convert leads and re-engage existing customers. However, the fact that it is so heavily used by marketers means that it comes with a number of challenges, which are resulting in variations in terms of the results that marketers get.
When it comes to marketers’ email marketing effectiveness, 43% reported that their effectiveness is holding steady. Demand Metric and Validity’s the State of Email Marketing 2019 report revealed that more marketers are “holding steady” compared to 2018’s 37%, however, this seems to be because fewer respondents are reporting an increase in the effectiveness of their email marketing.
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Chart of the Week: Q4 2018 saw email engagement stay mostly stable but triggered emails still outperformed BAU messages, despite the lower volume
A huge part of improving email performance is benchmarking against industry standards to see where you are above or below average. The latest Epsilon ‘Email trends and benchmarks report’ takes a look at Q4 2018 to see how emails performed compared to the rest of 2018 and previous years.
The majority of email metrics for Q4 stayed relatively stable compared to the rest of 2018. Emails that were triggered by specific actions taken by website visitors or customers received fairly strong results while business-as-usual (BAU) emails stayed stable.
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Overall, the fact that BAU…
Chart of the Day: Most people open a welcome email, but less than a quarter click through, meaning you could be missing out on a great opportunity to engage potential or new customers
According to GetResponse’s latest Email Marketing Benchmarks report, 82.57% people who receive a welcome email open it, but just 22.76% click through the website it is welcoming them to. This implies that even though they are expecting an email from your brand, the content of the email may not be relevant enough for them.
In terms of e-commerce, many people sign up for newsletters or create an account on a site in order to receive an offer. Failing to provide a discount within your email or not highlighting offers currently available on your site could result in a lower click-through rate and lost sales.
Other reasons for the low…
Chart of the Day: Research shows the most popular measurements and KPIs for email marketing evaluation
I’ve been taking a look at the latest trends in email marketing based on the DMA Email tracker in advance of speaking at the Email Innovations Summit at Data-driven business later in the month.
Since the focus is data or insights-driven business, I was interested to see how evaluation of email marketing has moved on (or not).
I like the DMA email tracker report since it asks respondents to a survey to give an estimate of the average ROI of email marketing.
This always shows the power of email marketing as a relatively low-cost responsive medium which drives results in many industry sectors...
In 2018, the ROI of email marketing is £32.28 for every £1 spent, up from £30.03 last year.
Metrics and KPIs used to evaluate email marketing
Digging into the details of how email marketing is evaluated,…
Chart of the Day: 2017 global email benchmark report
It's that time of year!
We have up-to-date email marketing statistics from the 2017 GLobal Email Bench mark Report from Sendgrid, best of all it's broken-down by industry. Here the statistics are taken from 2016 vs 2017 (although remember that 2017 isn't finished yet). But it does give a good indication of where we are in regards to industry standards. So, run your reports and see where you stand against the industry standards.
So, fire up your ESP, run your reports and see where you stand against the industry standards. You could be doing better than you think. If not it could be time to make all those improvements you've always wanted to make.
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Source: 2017 Global…
A short tutorial and example showing how to track your email marketing campaigns by tagging links in your email with Google Analytics
I was prompted to write this how-to post since some email marketers I speak to during Email Marketing training courses, use Google Analytics, but weren't aware it can be used for email tracking "beyond the click". This means that as well as getting reporting in your email marketing system on opens and clicks for your sends, you can also isolate visits from email in your Google Analytics to see which pages are viewed and whether visitors convert.To set this up email tracking you will need to tag your email with 'Google Analytics campaign tracking codes as explained later with the example in this article.
Once you're using tracking, Google Analytics segments can be used to isolate visitors referred from email to understand their preferences and behaviours. This really helps prove the value of…
Chart of the Day: After all your hard work creating your email, do you know if it arrived at its correct destination?
Firstly, let's make sure we know exactly what deliverability is.
If our marketing email arrives in the subscribers' inbox, that is a successful delivery. However many things could affect our emails deliverability, like Internet Service Providers (ISPs), bounces, spam issues to name a few.
In today's chart, the question asked, "How do you monitor and improve deliverability?" It is good to see that the majority do monitor it in some form. 37% test messages for the spam score and optimize before sending. Although still, 28% say they do nothing.
You need to monitor your deliverability. For example, if you are having high bounce rates, it could mean your domain is on a blacklist somewhere. And ISPs take notice of reputable blacklists like SpamCop.
With deliverability, you don't want to be complacent.…
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…