In this month’s feature, we talk about how to effectively use data in your email marketing to greatly increase levels of engagement and email return on investment (ROI).
The number of college applications is up, but admission yields (i.e., the number of students who choose to enroll after being accepted) are declining. As a result of these trends, colleges and universities are striving to find new strategies for driving yield rates up, while also improving the academic quality of the student body and…
Thanks to declines in circulation and advertising revenue, many of the world’s leading consumer magazines are hurting today. But are magazine publishers doing everything they can with email marketing to improve their situations? After analyzing over 5,000 email newsletters across 11 leading lifestyle and fashion magazines, we’ve identified many problems magazines are having with email, as well as opportunities for improvement. We’ve uncovered data that points to significant deliverability issues; for example, we found that some top magazines have had Gmail and Yahoo! spam rates of over 20%. Plus, there are magazines with read rates below 5%. What can be done to fix these problems? Find out what we advise here.
We get this question all the time. The answer is: It depends. It’s like asking, “What’s a good price for a car?” So many factors go into what drives open and click-through rates. Here we list examples of benchmark statistics for these metrics. Plus, we suggest some areas in your email-marketing program to focus on to help optimize your open and click-through rates.
A 67% lift in open rates and an 87% increase in revenue. This is just one example of the level of improvements FulcrumTech achieves for clients, thanks to subject line testing and optimization. In this case, the client was a major U.S. publishing company. Subject lines are what drive recipients to the top of the sales funnel in email campaigns; yet, many organizations spend little time and effort crafting or testing them. Here we show you the impact that subject line testing can have on email campaign performance, as well as offer some practical advice about how to achieve subject line success.
Email marketing encompasses a plethora of metrics that you can use to evaluate your automated email drip campaigns. You have everything from unique open rates, click-through rates, and click-to-open rates to bounces, spam complaints, and landing page conversions. We’ve seen clients get lost in the data over and over again, resulting in no improvement in their campaigns over time. With a little planning, though, you can turn that around.