You know segmenting your email list can bring you exponentially better results by improving deliverability and increasing click-through and conversion rates. And you know that more and more consumers expect to receive emails that are personalized and tailored to their interests. But maybe you’re not sure where to start, because there are so many ways to “slice and dice” subscriber information.
Fear not: We’re here to help!
When evaluating the performance of your email campaigns, which stats are most important to track? We recommend you start with the following:
- Growth Rate
Let’s take a look at each of these stats in more detail.
How do you determine whether or not an email campaign was successful? Are you spending a lot of time, effort and budget on your email marketing efforts, only to see minimal return on your investment? What parameters are you using to measure your campaign results?
If you’re unsure of the answer to any or all of these questions, it could be time to make ROI a higher priority in your overall email marketing strategy.
With email, it’s impossible to customize your content for every different mobile device on the market. Unless, of course, you have the time to code many, many different templates… And we all have that kind of time these days, right? Sure.
An alternative would be to send the same content, in the same template, to everyone on your list. The problem with this, though, is that it might look gorgeous on on a 27” widescreen Mac, but it’s going to look horrible–and function even worse–on a super-small BlackBerry screen.
Today I’d like to follow up on Friday’s post on reputation with a deeper dive into what it takes to build and maintain a great reputation as an email marketer.
Your sender reputation is one of the most–if not the most–important aspects of your email marketing program. It takes a long time to build a solid reputation as a sender, and it takes ongoing vigilance to maintain it.
Today we’re introducing a new blog series: Friday Fundamentals.
In these weekly posts, we’ll be going back to the basics of email marketing. We want to help folks new to the email marketing game hit the ground running – and encourage more experienced email marketers to revisit their best practices.
With that said, let’s begin with the four “R”s. In a white paper presented at the 2013 Email Evolution Conference in Miami, Karen Talavera, owner of Synchronicity Marketing, states that there are four essential “R’s” to good email marketing. Today we’re going to explore R #1 – Reputation.
Are you aware of how your customers and prospects perceive you and your email communication efforts? Have they consciously chosen to receive messages from you, or did you automatically sign them up via a pre-checked box?
Mobile Marketing was front and center at the DMA’s Email Evolution Conference. Speakers and roundtable discussions were buzzing about what the increase in mobile usage means to email marketers. And it is easy to understand why:
- 62% are using their smartphone every day and 80% don’t leave home without them.
- Mobile email will account for 15 to 65% of email opens, depending on your target audience, product and email type.
- Stats say 42% of email is now opened on a mobile device.
- 43% of mobile email users check email four or more times per day.
Believe it or not, your customers are mobile! Now is the time to think about a mobile strategy around your marketing efforts for social, Web and email in order to ensure success.
Email remains a vital piece of contact information across all organizations and, in order to have a successful email campaign, deliverability is key. Ensuring email addresses are accurate allows you to get your message delivered to the intended recipients.
In my blog post titled, I’ve sent multiple emails and they’re not making it into my (or my recipients’) inbox!, I covered some of the most common reasons that emails may not be delivered to an inbox. In this post I discuss the benefits of real-time email verification, including:
The key to an overall data collection strategy is to ensure your data collection methods are sound. The quality of the prospect and
customer data being used to target and personalize your email messaging efforts are only as good as the data used to power them.
There are several actions that your organization should take at the point of data collection to ensure that best practice is achieved in the collection and use of data, including:
- Gaining positive consent by using an “Opt-in” checkbox (where the box is unchecked) is preferable to a passive opt-in practice (where the box is pre-checked).
- While single opt-in (no confirmation email) remains the most commonly used permission-based mechanism, double opt-in (where a confirmation email is sent to the new subscriber with a link to activate the registration) provides 100% assurance in terms of the validity of the email address and reaffirms that a recipient does want to receive your messaging.
As email deliverability has become heavily weighted on user engagement, it’s not enough to ‘spray and pray.’ The importance of creating highly relevant and valuable email content has become the key to keeping subscribers opening, reading and clicking through your emails.
Since engagement metrics have become the leading determinant of whether an email message reaches your target’s inbox or spam folder, consider the following 3 tips when putting together your email marketing plan for 2013: