The goal of email marketing is relevance and action. Recipients want emails that speak directly and are interesting to them, while marketers want emails that get results. The first and most important step towards improved email relevancy and results is: targeting. A recent Marketing Sherpa case study suggests a 208% higher conversion rate for targeted emails over regular, untargeted email blasts. Here are ten tips to help you improve your email segmentation and targeting.
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Email is the cornerstone of online business, so there’s pressure to make your messages irresistible to your readers. How do you make sure your emails are opened? How do you make sure people read beyond the first few words? Here are some tips to help ensure your open and read rates are as high as [...]
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When it comes to email marketing, we should all be doing better. And we know it. In fact, 61% of email marketers admit they could do better. And the remaining 39% are lying.
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Mobile on the Move
We’re getting pretty accustomed to hearing that mobile is the next big thing. It’s interesting to see how the landscape is shifting even as it grows and expands. Predictably, there are more email opens and we’re seeing an increase in responsive emails to adapt to that change. Perhaps less predictable are the increases in Android users and the rise of mobile-only Internet users [...]
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92% of consumers trust recommendations from their friends. We use and trust word-of-mouth for all manner of products and services, with or without brand involvement. Word-of-mouth works better and is more measurable when brands reach out to their influencers (customers and advocates). Here’s what you do:
First, create a compelling offer. Then, get your channels ready to share – email, website, social media, offline [...]
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The effectiveness of your email message is impacted by how readers perceive it. Marketers who create messages that resonate with readers will have an advantage over their competition. So how do you write effective email copy? And what do you need to do to craft a message that resonates? There’s several copywriting tactics that are [...]
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According to a 2012 study, B2B email conversion rates are higher across the board than those of their B2C peers. The study, conducted by the Email Experience Council and Econsultancy, found strong conversion rates for B2B newsletters for both lead generation and sales. While online sales are important measurements of email success, B2B marketers may choose other indices of conversions. For example, clickthrough to a custom landing page or scheduling an appointment may qualify as conversion for certain marketers.
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Since our first look at mobile email marketing statistics last April, we’ve seen tremendous growth in mobile email adoption by smartphone and tablet users. The rise in which email recipients have taken to accessing their email on mobile devices has been remarkable. Within months, mobile went from being for “early adopters only” to leading both [...]
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We all know the story of Goldilocks and the three bears. One bowl of porridge is too hot, one is too cold, the third is just right. We’re not saying that email is a bowl of porridge – but it is important to get frequency just right. How much is too much? And how do you know when you get frequency right?
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B2B email marketing is widely considered a great channel for customer nurturing, sales and retention, but it seldom gets its due as an acquisition tactic. But it can be, if executed properly. Email marketing can be an extremely effective channel for lead generation, which is the first step in the customer acquisition process. The steps [...]
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