How many subscribers open and then click on your emails on different types of mobile devices?
The growth in mobile web access and the implications for mobile optimised web design is now well-known, but what about the implications for email marketers and email design?
Some new research by Pure360 Missing a moving target: Mobile device opens and click through rates summarised in this infographic reviews the impact across different sectors.
Litmus also have some great research on the popularity of accessing email over mobile - see their research at the end of this post.
For me, this data point from the infographic had the biggest impact, how does your mobile unique click to open rate compare?
28% of Emails are Opened on mobile devices...
but only 10% lead to clicks.
This research is based on detailed analysis of over 35,000 different emails sent by over 119 companies in 23 sectors.
The…
Video summary of three different mobile email design options
It's common now for marketers to ask the question, "will our emails work on mobile?". But it's not that simple unfortunately... there are several different ways to tackle this and each has its own jargon. So I created this video to help explain the different terminologies such as scalable, skinny and responsive email design.
[arve url="https://www.youtube.com/watch?v=uxnkP03G3I8" /]
Don't have time to view the video? Here's a transcript explaining the alternatives.
1. Fluid Design: The text always takes up 100% of the width of the window, so as you change the width of your email with your browser, it automatically reflows and fits in the window - whether it's for mobile, tablet, desktop etc.
2. Skinny design. No reflow here, so as you change the width of the window, nothing changes within the content. Companies such as Coke tend to design their email narrow to…
4 steps to encouraging influencers for your Twitter campaigns
Influencers are vital to the success of your Twitter campaign. But exactly who are they, why do they matter and how can they be identified?
Whether you’re a retail outlet or a business professional, a school or a mail order business, being on Twitter presents a challenge. It’s a conversational platform where you’re supposed to talk to your customers. But how are conversations going to drive sales? And who has the time to have online conversations with hundreds or thousands of individual customers?
And that’s where Twitter is misunderstood. You don’t actually need to talk to a lot of people, you simply need to talk to the right people:
People your target audience follow
People your target audience engage with and respond to.
These people are known as influencers.
When you talk to an influencer on Twitter, it’s like sitting on stage and having a public conversation…
Recognising and Rewarding Online Advocacy
Every brand will have its Advocates and its Detractors. There’s no avoiding the fact that some online users will be negative about your brand, but this is why you must value your advocates (find out how to respond to those comments in this Smartinsights article on managing online conversations).
They will come to your defence, balance any negativity and even, in some cases, turn your detractors into new advocates for you.
So what is an Advocate? In simple terms, an Advocate is 'a person who publicly supports or recommends a particular cause or policy’ or, in this case, a particular brand, service or product. We’re talking about real advocacy, not people who have been paid to talk about a brand; organic advocacy is much more valuable.
These are the people who rave in forums about your products,…
A tutorial on Facebook's updated business page insights
I was very excited to finally get Facebook's new Insights rolled out last week. Well worth the wait.
Not sure if you have the new Insights?
Take a look at your Admin panel and you should see this:
If not, then you are still awaiting the roll out. It's worth hitting the "Check out the new Page insights" button as it will simply tour you through the new features using your very own data.
Facebook describes the update this way:
"Historically, Page Insights has reported on posts' performance, reach, and engagement in three distinct places. In the new Page Insights, we aggregate all these metrics into a post-specific score card, so marketers can evaluate positive and negative metrics together. This will help Page admins better identify content people interact with, produce more of it, and…
Five key takeaways from new email marketing research
It's the Holy Grail of subject lines, the El Dorado of email marketing...the one word that tugs magically at the heartstrings, calling siren-like to the customer to claim that click.
And it doesn't exist.
The right word(s) for a subject line depend heavily on the unique context: what you send, to whom and to what purpose.
That's why experts urge you to test for yourself. Intuition, experience and benchmark studies can only take you so far. But...subject line research does help give direction to your efforts.
Adestra just released a fascinating study which looked at over 2 billion emails to find correlations between certain keywords in subject lines and campaign response rates. The infographic is below, followed by my key takeaways.
Don't take the results at face value, of course. Context matters. But at the least, the study gives you ideas for what you might test.
…
7 ways to provide excellent customer service for e-commerce
The Salesforce infographic provides 7 actionable steps on how companies can overcome some of the failures of customer service which are centred around 'timeliness and being 'personal', within their social media channels:
1. Offer multi-channel support.
2. Social media Listening strategy and meeting your customers' expectations.
3: Track customer interactions.
4. Create a customer support centre.
5. Provide online chat.
6. Timely response to customers.
7. Deliver the 'Wow experience' - empathy and understanding.
Bluewolf have also created an Infographic, sourcing data from Gartner and Aberdeen, to address how people respond to their encounter with social media - 40% of customers leave the company after two annoyances and 59% will switch brands for better customer service.
…
Which are the KPIs to monitor for customer service delivered by social media?
wavebreak_media_thinkstock
Social media may be a new set of channels over which customer service can be delivered, but that doesn't mean that some of the old rules don't apply. For instance, the old adage 'you can't manage what you don't measure' is still highly relevant.
In fact, with the jury still out on social customer support, you could even argue that nowhere is it more appropriate than in this field, as businesses are still feeling their way and desperately need visibility into the effectiveness of their efforts to be able to steer future investment.
There are, of course, a great many key performance indicators (KPIs) that can be…
Does the Conversation Prism help or hinder understanding of how to manage social media?
You might have seen the Conversation Prism has recently been updated to version 4 by Brian Solis? It’s always been a very useful reference to me - if only to help realise the potential of social media marketing, and the opportunity beyond that of Facebook and Twitter, the platforms that dominate social media plans.
Is it useful or confusing?
I read this post where the author, Richard Stacy, implies that graphics such as the Conversation Prism add to the confusion somehow. Stacy’s argument is a great insight that social media is an opportunity to evolve your marketing away from ‘channel and message’ (traditional media) and instead to a ‘behaviour identification and response’.
Stacy identifies 4 simple options for how a brand can be mentioned in social media:
People saying nice…
Review your Email creative against 60 leading brands
Value: [rating=4]
Recommended link: DotMailer Email Marketing Intelligence Report.
Webcast
21 tactics to make your email templates more effective based on examples from the report were also featured in this webcast with Skip Fidura of dotMailer which we hosted.
21 Smart Email marketing Tactics from Smart Insights
Free webcast 21 Smart Email Tactics You Can Use Today
Our commentary on the Email Marketing Intelligence Report
…
