The 3Q 2015 Email Trends and Benchmark Report was released by Epsilon earlier this month. If you haven’t seen it, it’s worth taking a look at – reading it 3 things struck me.
Facebook. Instagram. LinkedIn. LinkedIn Pulse. Twitter. Vine. Your Company’s Blog. Your Personal Blog. Your Company’s Email Newsletter. The Email Newsletter for Your Personal Blog. The Article that You Write for that Industry Publication. The Post You Write for the Only Influencers Blog. And Random Other Opportunities that Arise.
DRIP campaigns have been shown to improve open, click-through and conversion rates, as well as deliver higher revenue per sale than business-as usual campaigns. They are also somewhat ‘set it and forget it’ – meaning you set them up once and they require minimal maintenance and time from your team to keep them running.
"As email marketers we often get ‘in the weeds’ – focused on whether or not the opt-in box is checked (if you’re collecting email addresses from Canadians, CASL says it matters), agonizing over where the email sign-up call-to-action appears on your Website and trying to figure out if someone who offers to send your ‘sign up today’ message to 70 million qualified (according to them) prospects around the world is worth the $1,500 they’re going to charge you (hint: it’s likely not)."
I got some great insights on responsive design and coding for non-techies from my colleague Luca Bellavita, a design and HTML manager for Alchemy Worx, which I shared in a recent ClickZ column. But one thing that’s been taking a lot of my head space lately is how and when to leverage responsive design and coding in unconventional ways.
"The body of knowledge on best practices for email creative has grown exponentially in the time since I started working in online in the late 1980's at Compuserve. Today there are dozens of resources for traditional and cutting edge best practices in email creative. Here are some of my favorites:"
"Personalization is touted in email circles as a positive. I tell clients all the time that including a recipient's first name and other personal details in a message has been shown to increase engagement. But there are times when personalization can be creepy."
"Back in September I wrote a post for this blog about the mindset of great email marketers: that they are always looking at the data and using the quantitative results to improve their future performance."
"One of the benefits of email marketing is the tracking and reporting available to see how people are interacting with the messages sent. This includes basic email metrics as well as click-stream reporting on post-email activity on the Website, where the conversion usually occurs. So it always concerns me when I work with consulting clients that don’t leverage this data to their advantage. Sometimes it’s an institutional failure to properly track and report. But too often it’s an individual’s lack of comfort or even interest in the data that is holding them back."