You’ve got lots of email marketing metrics but what should you do?
Where do you focus to ensure email marketing success?
Focus on increasing open rates, minimize your unsubscribes, get more click throughs?
What about bounce rates and spam complaints?
Surely inbox placement should be a top metric to watch?
And when the boss asks what email marketing performance looks like what do you say? [click to continue…]
Email marketing list growth is getting harder with GDPR consent and forthcoming ePrivacy regulation. But all is not lost, research points the way to getting the best of all worlds. Using the right method both GDPR consent compliance and continued strong email list growth are possible, as the test results and GDPR consent examples below show. [click to continue…]
There is a problem with email automation that hits brands who have moved from a handful of simple triggers to advanced automation.
Simple automation can be very effective, so it’s natural to build many more automated emails to increase email performance.
It’s not uncommon for brands to now have several programs in place, such as this set of automation programs… [click to continue…]
There is no denying about the rise of AI (artificial intelligence) and it’s being deployed in all sorts of areas. It seems AI, however, is not infallible as the campaign failure below shows. [click to continue…]
Whilst alarmists might look at the read rate for emails in the Gmail promotion tab of 19.2% and exclaim there is slim chance of your marketing emails to Gmail addresses being read, that is – well – alarmist.
This latest chart is from RetunPath stats for read rates of emails in each Gmail tab. [click to continue…]
Can a focus group improve email marketing? After all email is rich in metrics already.
I talked to Gretchen Scheiman from L5 Direct and discovered that if you ask the right focus group questions the answer is a clear yes – there is a very good point to email focus group research. [click to continue…]
It’s no secret that most people use many email addresses. So just how many email addresses does the typical person have on average?
The Radicati email statistics report tells us part of the story. [click to continue…]
How often should I send my email marketing campaigns, what’s the best practice for email frequency? It’s a common question and a very important one because email send frequency has a huge impact on overall performance.
The short answer is send 6.21 email campaigns per week, based on performance analysis of 199 million emails.
What’s more unless you’ve undertaken a review of email frequency as below you are almost certainly not contacting your subscribers with the right frequency. [click to continue…]
Should you add video in your emails? The infographic graphic below claims video in email increases ROI an impressive 280%.
But just throwing a video into your email is not enough. Why? Check out the advice and examples below the infographic to find out.
Lame content can’t be saved by the video format [click to continue…]
Are you throwing away 10% of your revenue by doing what you’ve been told is the right thing with inactive subscribers?
That’s entirely possible if you follow widely held best practice. You know, those subscribers that haven’t opened any of your emails for over 3 months, you might as well stop emailing them?
After all, if you send say two emails a week, then after three months you’ve been ignored almost 30 times. You’re clearly not welcome?
The evidence is to the opposite, some of those subscribers who go through periods of not being interested in your offers can and do come back. In fact I commonly see over 10% of revenue comes from people who would have been considered inactive.
The chart below shows the response curve for the percentage of subscribers who opened by the date of last open. There are two key takeaways from the chart: [click to continue…]