Email, social, mobile, search marketing,…: these are all important media worth considering in your marketing mix. But what are the crucial must-knows? Which changes have shaken the marketing landscape recently? How are consumers shifting between media? And what’s the wisest way to invest your digital marketing budget?
The opened rate is one of email marketing’s oldest metrics. And however email critics question the value of number of opens, we can be very clear about this: the opened rate is an absolute key insight in email campaign analytics. But if we are digging deeper and looking into analytics on a customer level, then the opened rate per campaign becomes less relevant. In this case it’s better to calculate the engagement rate.
Obstacles such as fragmented data, a lack of behavioral insights and disconnected systems prevent most marketers from creating a consistent customer experience across channels. While a digital marketer needs the ability to capture, curate and effectively leverage data to influence that customer brand experience.
Gmail recently launched grid view, a new way to view your emails. This new design, with a high Pinterest feel to it, is currently only available for users who have an English account, and who have actively chosen for this new inbox. Following the positive feedback, we expect that Gmail will be rolling out this feature to all their users. But how does this affect your email marketing strategy?
Now that 50% of all email is read on mobile devices, emails need to be built keeping our mobile audience top of mind.
What’s the difference between ‘good’ and ‘great’ content? Well, 95% of quality content is ‘good’ whilst just 5 % can be seen as ’great’. In other words: good content has become a commodity, great content a scarcity…
Collecting email opt-in addresses in-store can be a valuable addition to your existing online acquisition process. Not only because of the extra contacts, but particularly because it’s an opportunity to build relationships with people who are showing interest and engagement by coming into your store. Regardless whether they buy or not. Once you have an opt-in, you can start using your email and other digital channels to strengthen and deepen these offline relationships.
Buzzfeed is probably one of the most talked about websites around. This social news and entertainment platform gets over 130 million unique visitors each month, and is well on its way to becoming the biggest site on the web. A part of its success is the email newsletter. But what exactly makes a good newsletter great?
You have an email marketing program up and running. You’re collecting opt-in data and are putting hard work into having a certain frequency in email sending. But strangely enough, your reports show a decrease in open en click-through rates. Could be that your email deliverability is under pressure and that you’re caught in junk folders. Now that’s a bummer…
"The problem with internet quotes is that you can’t always depend on their accuracy" Abraham Lincoln, 1864. “The best time for B2B emails is Thursday 4pm”. If all brands were to follow this advice, would you still think it’s the best practice? Exactly. It’s always hard to tell a best practice from a benchmark. But to help you set your alarm for bad advice, we assembled the top 5 myths in email marketing. Ready for you to kick them out of your campaigns…
The footer is actually a criminally underrated part of your emails. Lots of companies don’t really give it much thought, but when it’s constructed wisely that footer can significantly increase your click-through rate. Analysis on EmailGarage’s managed campaigns shows that well designed footer sections generate roughly 5% of extra click-throughs. And that’s additional interaction, improving your overall response rates.
One of the quickest ways to building a broader reach is working on list growth. But despite the fact that many brands have list growth high on their agenda, the vast majority has a neutral list size or a slow positive growth. So what are the pitfalls in email list growth? And which tactics can you use to effectively grow your reach?
The backbone of any great email marketing strategy is a solid content plan. This should not only highlight your own upcoming events, but should also go top-topical on relevant public events. That may take some time-consuming research, were it not for our friends at GetResponse.
Readers often mention the same reasons for subscribing to newsletters in email newsletter usability studies. We are sure the 7 most important reader benefits listed in this tipmail sound familiar. But how many of them are you actually using?
Strictly speaking, email isn’t a medium on its own. It’s merely an interface, a traffic driver to online content and just the first step in a customer journey. Therefore it’s essential to not only track CTR, but also to closely follow website behavior. (be sure to check what we posted on that subject earlier: “Focus on the customer journey, not the click”).