If you’re reading this in a free email client, chances are you’re doing it in Gmail. In 2012 Google announced that its Gmail service had reached the cape of 425 million monthly active users, surpassing Hotmail for the first time. Up to this date, it still is the largest email service in the world. To safeguard that position, Gmail is constantly optimizing its user experience. The recent makeover of the Gmail inbox holds some noteworthy changes for us email marketers…
Whether you are a marketing director or an online manager, whether you work at an agency or are on the client side, you’ll probably have asked yourself ‘when is the best time to send a newsletter?’ Good email timing does indeed have an effect on the performance of your campaign. But come to think about it: is doing an A/B test on the perfect timing for your email campaign the best you can do? We doubt it.
Creativity, it’s a word that’s being tossed around far too easy these days. We see brands claiming to make creative email campaigns. But in reality, they’re just adding a twist to their mainstream communication. There’s nothing wrong with that at all. But do remember that the inbox is becoming an overcrowded space. If you’re just ‘good’, you’re not good enough. Excellence and relevance are the key drivers that determine the success of your campaign. So being just good, is not going to cut it anymore.
‘AuthorRank’. Just open any website about digital marketing and it will definitely pop up as one of the hot topics. This nifty approach is in fact a new metric in which content can be ranked according to the author who created it. But how do you know who has written a piece of unique content? With AuthorRank content creators can link their content to their Google+ profile by using rich snippets. This way Google can link that piece of unique content to a certain profile on Google+.
If we’d ask you about your strategy, would you be able to clearly define it? We’re just wondering, as most of the time we get no answer to that question. Or we get an answer to an entirely different question. Saying you want to ‘increase sales with 40% over a period of 3 years’ is not a strategy. That’s a goal. Stating you want to ‘help people differentiate themselves and help them build their own identity’ is a vision. Saying ‘you want to keep your promise of a fulfilling lifetime ownership experience by offering the best quality possible’ is your mission statement. And finally, if you think your strategy is ‘doing email marketing’, well that’s more of a tactic. But… what exactly is strategy then?
“If content is king, context is queen”. It’s not just about what you are saying. When you are saying it, and exactly which words you’re using are crucial as well. Makes sense, doesn’t it? Imagine you have to get your message across to two people. You know one person’s age, gender and interests, … and the other one is a complete stranger. Obviously, your approach will be different. The person whose details you know, will get a more personalized experience as you would adapt your content to the context.
‘How big is your database?’ No doubt you’ve been asked this question before. And evidently, this doesn’t mean people are interested in the size of your database in bytes. They just want to know how many email addresses are in it. But when you think about it, how relevant is this question really?
Marketers tend to focus on high open and clickthrough rates, finding ways to grow their list, improve conversion,… and for most of the time, that will be one of their main goals. In essence, when you’re talking about email marketing, most heads will turn towards the marketing department. But is email marketing sole property of those marketers? The answer is ‘no’.
Transactional emails are a powerful tool to engage your customer in one of the crucial stages in the customer lifecycle: the moment of purchase. These emails help you jumpstart the relationship, enhance customer engagement and reinforce your brand image. And here’s an extra incentive: transactional emails triggered by an offline purchase will have an even higher engagement rate.
When we think about email marketing metrics, the first things that come to mind are definitely opened and clicked rates. When thinking a little further, we also take unsubscribe rates, delivery rates, bounce rates, date and time reports into account. And let’s be frank about it: these metrics are the backbone of any solid reporting… but they don’t completely reveal how your email marketing strategy affects your business.
“Do you have clients in B2B?”, “Can you show me proven campaigns in B2C relationship building?”, “How do you manage lead nurturing via email?” … These are some of the questions we get on a daily basis. Many companies draw a strict line between B2B and B2C email marketing because the approach seems to be completely different. But, is it really? Because remember, it’s all people’s business out there. And behind every personal email address, there’s a B2C consumer as well as a B2B purchaser.Admittedly, there is a difference between B2B and B2C email marketing. But in essence, the difference isn’t as big as you would expect.
Have you said 'thank you' to your clients recently? No doubt, you'll have an order confirmation thank you email, or an email to thank your clients and throw in an extra discount. But, that's not what we mean, we're talking about literally saying 'thank you'.
Big data, according to many marketers, is thé challenge for 2013.
We’re not sending you a regular tipmail today. Instead, we wanted to share the exclusivelaunch of our brand new whitepaper with you!
On November 22, 2012 we presented the 5 best email tactics at the Belgian Email Marketing Forum in Brussels. As the session was filled with some of the best practices around and a selection of interesting cases, we’d like to share the presentation with you.