As a marketer you put a lot of energy into engaging with your target audience: creating well-designed emails, selecting databases, deciding on content, copywriting, etc. But no matter how well you plan your email marketing campaign, there is a real risk it won’t be read if you fail to build a good email reputation that maximizes email deliverability. On average, 18% of legitimate marketing emails never reach recipients’ inboxes, which translates into lost contacts, lost opportunities and lost revenue.
Email marketing has had a turbulent couple of years. It has always been a backbone in any email strategy, but for some reason, it also is a frequently challenged channel. Can email keep up the expectations in this rapidly evolving online world? Rest assured: email is a cornerstone which works best when integrated with all other online channels. So it's not about choosing channel ‘X’ OR channel ‘Y’, but the secret of success lies in how you combine both channels. And let's take it even a step further in bold statements: 2015 will be the year of email revival. Why? Find out here.
As marketers, we are all aware of the necessity and challenges of Big data, Smart data, RFM scoring and other data crunching techniques. And we are always looking for ways to make all those data better manageable, usable and presentable.
Ask people about their email strategy and too often you will get the answer: “I want to get better conversion” or “I want to boost traffic to my site”. And though those are great objectives, they have little to do with strategy. Strategy is more about defining why you are using email as a channel. And as with most things, if you can explain it in a simple way, it’s good! We at EmailGarage summarize all our strategies in one sentence, by adding three simple words: GET, TO and BY.
Making the effectiveness of your email channel match audience expectations as well as company objectives is no easy task. That’s why marketers are looking for manageable ways to make email marketing more relevant, timelier and more attuned to the recipient’s stage in the customer lifecycle.By combining proven segmentation methods with available online data knowledge, email segmentation can look much smarter. And ERFM — short for Engagement-RFM — is a solid methodology to do so.
Ever wondered how you can measure the impact of email marketing on your online conversions? Assigning weighted percentages to the channels that helped make the conversion, also known as the attribution model, will do the trick. But what are the 8 most common attribution models, and how do you use them? We’ll tell you more…
The customer lifecycle puts your prospects and customers at the center of your marketing efforts. It emphasizes the importance of post-purchase engagement and loyalty, and it once again proves the value of delivering a superior customer brand experience. Join us on a short trip through the four customer lifecycle phases and discover how essential email marketing is as a relational tool...
Last week, Emailgarage attended Europe’s biggest email conference, the Email Expo in Frankfurt. Speakers such as Dela Quist, Michael Leander and Dave Chaffey talked about their vision of e-mail marketing and what can be expected over the next couple of years. We’ll go into details in the next couple of tipmails, but first we wanted to share the key takeaways. And since plain text is not really all that attractive, we’ve created this nifty infograph:
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.