A highly qualified database that grows on a daily basis with a near-zero bounce or unsubscribe rate ... isn’t that every direct marketer’s wet dream? Attaining that is possible, but it requires that you roll up your sleeves and really get down to business.
Up for a little challenge? Think about the worst email ever. Here’s our email marketer‘s nightmare: an email with its text pasted into an image, the font is comic sans in light green on a black background. There are no links and the text is one seemingly endless piece of copy, with just one picture… a stock photo with the vendor’s watermark still on it. Ugh.
If you’re an email marketer, you’ll know how segmentation helps you connect with specific target audiences. It’s a highly effective approach to spark their particular interests. In practice however, things can get a bit tricky.
“Do you think email marketing is sexy?” Most of the times when we pop this question at the beginning of a presentation we see startled faces, fall into an uncomfortable silence or even get plain laughter. We swiftly counter that by saying that it’s not a rhetorical question. That there really is an answer. That’s when the chuckling stops and eyebrows are raised. Well, the answer to this question is as simple as can be. Email marketing has an unsexy image, because frankly: we don’t make it sexy.
Suspect – prospect – lead – customer. Talk to anyone in sales or marketing, and they’ll definitely know this sales process by heart. However, when it comes to communicating with these different types of people, we don’t always get the most out of it.
“Why on earth would you need a bigger budget… Can’t you send out our emails for free?” If you’re responsible for email marketing or communications in general, you’ve probably heard that question before….
With a ROI of about 30 euros per 1 euro invested, email marketing continues to be one of the most profitable online channels. The possibility to segment and deliver according to interests and click through behavior allows marketers to nail the right message to the right person at exactly the right moment.
Mobile is a trend on the rise, and it doesn't seem that it will be ending anytime soon. That’s why it’s wise to optimize your emails and email strategy so they fit in a mobile environment. In our previous posts we’ve already given you tips on optimizing your emails for smartphones and tablets. But that’s just one – albeit important - part of a mobile strategy for your future email campaigns. Check out these 3 key findings to give you a better insight into mobile email marketing.
Growing your database is important for your online marketing strategy, no need to point that out. If you are not harvesting new email addresses, your email database will shrink gradually because there are always a number of unsubscribes per mailing. That’s why investing in maintaining — and preferably growing — your email database, is critical for every email marketing strategy.
The success of email marketing is generally measured by the number of opens and clicks. And when we look at the number of clicks, we analyse the calls to action that best drive traffic, and mainly focus on optimizing those. However, most templates contain standard links in their framework, and investing in optimizing these functional links can also be worth your while.
Rattling nerves. Shaky hands. Cold sweat. As an e-marketer you have undoubtedly felt the stress just before you hit that send button. You checked your email at least ten times, verified the ‘from’ and ‘reply to’ addresses, revised your subject lines, scanned the text for typo’s,… but still: right after your clicked ‘send’, you find out that one link doesn’t work properly. Bummer!
We admit it: it can be a tough one. For those who don’t want to go through the trouble of calculating the ROI on their own email program: most researches estimate the ROI of email marketing at 41,00 US Dollars or 31,00 Euros. This may be a benchmark of several international studies which can convince people to start with email marketing, but it tells you nothing about the ROI of your own campaigns.
“How on earth do I add more relevant contacts in my email database?”… it’s a question you’ve undoubtedly asked yourself at some point. Well, to tell you the truth: there is no one-size-fits-all method that guarantees a huge email database. However, there is a clever way to have people subscribe to your newsletter and keep them connected. The secret is in the combination of good content and well-chosen and implemented tactics such as sender strategies, optimized registration, timing, automation,…
Pinterest is one of the rising stars on the social media firmament. This savvy tool allows you to create your own pinboards, which are basically interactive moodboards built with photos and videos. Consumers can create their own pinboard with cool stuff they’re intending to buy, their fashion preferences, their favorite recipes or musical interests, … the possibilities are endless.
“How safe is my data?” It’s one of the hot topics on the web today. In the past there have been several security issues on all sorts of services and websites. Just think about the Epsilon security breach and the attacks from the Anonymous movement. As consumers we are instinctively cautious about our personal data. We try to filter the trustworthy sites from the dubious sites, we are critical about putting personal data out in the open and we use very strict login procedures for our online banking services.