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.
Over the past few years, FulcrumTech has grown and evolved to offer an ever-expanding number of services. As you take a look around our site, you’ll also see we’ve added many more resources to help you reach and exceed your online marketing goals.
Did you know that Welcome Messages have the highest open rates of all promotional emails sent? That’s why Welcome Messages provide a great opportunity to establish a strong online relationship with your subscribers from the start, as well as communicate your marketing message to a highly-engaged audience. In this issue, we provide several important tips to help you create effective Welcome Emails.
Is your email marketing program all it can be? It may be time to take a step back and review key areas of your email program. To help, we offer up the most important email performance issues that we typically address during an audit. Plus, we provide a few improvement ideas that can help quickly boost your email marketing effectiveness.
In a nutshell, segmenting your audience basically means that you are looking at slices of your audience that have similar traits. The defining trait(s) can be something as simple as where the “slice” is physically located (zip code for example), whether or not the “slice” has purchased your product, or what types of subject lines they responded to previously. Probably the most important reason as to why you would segment your audience is to be able to craft your content to be of specific interest to that segment.
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.