Email Marketing
Email and Twitter: more observations
Twitter is low cost per tweet with a high multiplier on retweets. Email is ubiquitous. True that both have their place.
How LeanLogistics identifies the warmest leads
Adding survey at end of online registration helped sort hot leads from cold leads; cold leads put into lead nurturing stream and hot leads sent to sales. Short case study.
Demand Generation Vendor Traffic Rankings
Relative demand of demand generation systems: eloqua, silverpop and marketo near top of list.
Email Marketing Learnings from the Road
eMail investment is strong (along w/ search). Main issues are measuring inbox deliverability and data integration.
I Want You Back: Abandonment Triggered Messages
Abandonment campaigns that address known customer objections work best...an example...
E-Mail Marketing Open and Click-Through Rates
Open rates dropping - 12.5% in 2H 2008.
Who Says Transactional Email Can’t Be Fun
This shipping confirmation email from CD Baby will get your attention. Get creative to get more value from your transactional emails.
Is Time-of-Day Sending Overhyped?
Time of day sending is over hyped. Focus on relevance instead.
Great Sacramento Kings/Monarchs re-confirmation campaign example
Reactivation campaigns should be short and sweet - example.
Marketers should design emails for mobiles: survey
Unique open rates are averaging 12.5%; 75% of emails are opened within 24 hours; 64% of decision makers use mobile to view emails.
Delivered May Not Mean To the Inbox
Delivered rate (often) does not equal inbox delivery. Sometimes it is (1 - bounce rate). Understand the definitions.
Goodmail and Pivotal Veracity Release Vertical-Market Deliverability Benchmarks for Q1 2009
Twenty percent of business-to-consumer messages to qualified email addresses don’t get delivered.
Email Design Look Book 2009
Book of 20 emails that Smith-Harmon thought stood out, plus list of other reports available.
Adopting an E-mail Program Improvement
Revenue generated from emails went from 3 million to 5 million by replacing a batch campaign with triggered emails; new welcome series had a big contribution.
Creating a Good E-Mail Marketing Strategy
With your email marketing, start with good rather than perfect,
a) audience segmentation (code links in emails by category)
b) triggered messaging (start with batch cart abandonment emails)
c) supressing inactive subscribers (reduce frequency to them instead)
d) calculate cost per email address acquisition (within 10 minutes with what you know)
e) optimizing production (templatize your emails, just like you do your web pages)
AM Inbox: More wasted header space
Keep the call to action above the 300 pixel line so that they appear in preview panes - a backcountry.com case study.
Email Marketing Summit: top insights
Many tips...arrows around call to actions, green checks as bullet points, personalize welcome emails with targeted offers.
Winning friends and removing blocks
Treat being blacklisted as an opportunity to improve your email marketing practices, rather than a one off call to request removal from the list.
AM Inbox: First reference to Father's Day
Copy on left side of page for scanning, and models facing copy, generally drives better results. But you need to test.
Cool Email Idea: Email Welcome Series
HMV three hit welcome series: (1) welcome email, (2) information on site search and navigation and (3) pricing and return policies.
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