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. [continue reading…]
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. [continue reading…]
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. [continue reading…]
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 [continue reading…]
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: [continue reading…]
Because its human nature to try to answer questions, using a question in the subject line of an email is a great way to engage and hook your reader, so increasing your open rate.
However, just asking any question is not enough to increase your email open rate. It needs to be the right type of question, one that intrigues the reader enough to open, with the expectation of finding the answer.
With the help of a selection of strong performing real subject lines I’m going to give you some principles to creating questions that intrigue and motivate readers to open your email. [continue reading…]
Brands got foolish yesterday and why not? An April Fool email is a great way to add a little spice and fun to the email inbox.
You’ll find some examples of foolish behaviour below and just what made them special, with emails from GoApe, Boden and Redbox. Take a look and see which tickle your fancy. [continue reading…]
The killer feature of email marketing is the metrics. However, just looking at open rates and click rates each month, noting they’ve gone up or down but not using the data to learn and change means you’re missing out.
So what should you do instead? I’ve asked 9 email marketing experts to share how you can get more value from your email metrics, what metrics matter, what you should track and use to drive improvement in your email marketing performance. [continue reading…]
High open rates can make you feel good but you should be much more concerned about high click rates.
The reason? Simple, clicks translate more closely to real business objectives and revenue. In fact analysis of 196 campaigns showed [continue reading…]
Read this post fast and you might just make it to the end before another quarter of a billion emails are sent. [continue reading…]
