A new client recently came to me concerned about the open rates for his email campaigns, which were running about 11%. When I asked whether he was aware of the proportion of active versus inactive users on his email list, he had no idea. So we determined the number of inactive users (people who hadn’t opened his company’s emails for 6 months or more), took a look at the open rates without the inactive users and found that that the rates were actually about 37%. My advice: It was time to try to re-engage his audience and/or weed out the inactive users from the list.
Testing is the foundation of successful email marketing programs. It is also one of the easiest and most cost-efficient ways to improve your marketing results. Small changes in your email marketing campaign can yield dramatic positive results in open, click-through and conversion rates. In this month’s feature, we discuss the email marketing elements you should test, as well as provide 5 tips to help you test effectively.
There’s no doubt about it – the number of people using mobile devices to access their email and the Web is rapidly exploding. You need only to look around such areas as airport waiting areas, subways and buses, coffee shops and shopping malls, to see it for yourself – people engrossed in silent conversations, their thumbs tapping away on handheld gadgets. Until recently business professionals were the primary group using this technology. However, now more and more consumers are getting in on the act, too, as web-enabled phones and mobile devices like the Blackberry become increasingly affordable.
Prospects and clients sometimes come to me in frustration about an email newsletter, a Web site, or a Web page that just isn’t doing the job. They believe they’ve crafted a really appealing offer, but there are so few takers, and they are wondering why?
Just last week, a prospect called me to say that his firm’s newsletter wasn’t generating the leads he was expecting. When we talked through the problem, it became quite clear that there was no value proposition, no compelling solution or offer, and no clear call to action. As it turned out, my prospect was missing the boat on the fundamental success factors for developing a successful landing page. The good news is that by knowing what he was missing, he could take the necessary steps to fix his program.
A recent MarketingSherpa study found that 78% of business to business (B2B) marketers see the impact of email continuing to increase; for consumer marketers, it’s 69%. We can’t emphasize it enough, however – there are many variables that will determine if your email campaign delivers the results you’re expecting – whether these campaigns are retention, transactional or prospecting based.
What can you do to create a well thought out and executed email campaign? Read this article and we’ll introduce you to 7 important factors to consider when planning your next email marketing campaign.
Many people ask me about the value of email marketing, or, better termed “permission marketing.” Well, this is certainly a topic we at FulcrumTech love to discuss.
In this issue, we’ve compiled some impressive statistics from industry success stories, and there are thousands more out there. Feel free to share these stats with your colleagues – they are really impressive! How you may use email and what objectives you can achieve with it are limited only by your imagination and insight.
Every successful program, however, is successful because of how it was planned, written, designed, and managed from step one. To get you started, I’ve also provided some ways to get you thinking and planning about how email can help you blow away your next targets.