Tag Archives: email marketing

Links worth a click #13

In the week where the Greeks held the Euro to ransom, Google rolled out new Gmail  and Groupon raised $700 from its IPO, here are some of the other interesting digital marketing related things that caught me eye.

First up, Google – or rather your Facebook comments, with news that some comments will be indexed by the search giant.  Do you see this sort of development as Alarming or great for your visibility?

Next, an infographic on the differences between outbound and inbound marketing. Infographics can be brilliant in distilling down complex arguments, processes and statistics and is used well in this example looking at why blogs, videos and white papers are going to give you more credibility than cold calling ever will.

If you use email marketing as part of your communications mix, you might to think again after reading this piece about how decisions are made within 3, 5 and 7 seconds.

And finally, if you’re a creative type looking to do something different with your website or blog, consider using your smart phone as a catch all content-generation device. This blog post from Social Media Examiner shows the way with five tips to create audio and video content on your iPhone.

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Links worth a click #8

Every week (when time permits) I try and consolidate some of the more relevant marketing and technology content I stumble across here on the blog. Here is a round up of this week’s ‘must reads’.

Infographics have reached saturation point but few people actually know how to create them. Emma Cossey showed us how to create your own Twitter infographic with Visual.ly

The engaging Econsultancy blog talked about how marketers are always attracted to shiny new things, which can be a blessing and a curse, especially if you are easily distracted.

We learned this week how ruthless Apple can be in defence of its pioneering technology when Samsung’s Galaxy Tab 10.1 was barred from sale in most of Europe. Lesson: if you’re going to copy rather than innovate, you still need to be sufficiently creative.

And in other technology news, warnings have been issued about a major attack on Facebook on 5th November.  My advice is to make sure your settings and information are airtight.

An interesting post on why search and email are still more important than social media as digital tools. To me, this has greater significance to B2B marketers as search remains the priority tool of choice in researching business partners and products with email the route of communication.

Serious about blogging? A series that Jeff Bullas is pulling together will give you some pointers from his incredible experience. Here’s Part One: How a Blogger can Build a Global Audience from Zero.

Finally, if you are looking to make your video’s a little more interactive, why not give Viewbix a try?

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Why email still matters in b2b marketing

My second post as b2b digital marketing expert commentator has gone live at SmartInsights.

 

Email may well be in terminal decline with the next generation of business professionals more likely to rely on SMS and social network messaging if recent research is to believed.

Yet, most B2B companies still use email-based newsletters as a primary way of attempting to communicate with and engaging customers and prospects.

Find out how you can still make email work for your business by clicking through.

SmartInsights is fast becoming a ‘go-to’ digital marketing resource for marketers and business owners at every level of digital confidence. 50,000 unique visitors hit the website every month, 10,000 are subscribed to the weekly email newsletter, 1,650 follow on Facebook, 1,200 are members of the Linkedin group and 2,400 follow via Twitter. Bookmark the site now sign up for the weekly email by clicking through here.

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Is Gap an email marketing genius?

Just had to bring this to light. An email from Gap on Friday telling me I only had a couple of days to benefit from 25% off  if I bought some Gap clothing online.

Come this morning, I thought I’d let the opportunity pass me by. But no, a new email popped up this morning, with a new 50% offer!

Great for me as I didn’t take advantage of the first one, but pretty bad for anyone who did. Unless this has been specifically designed to entice me online because they can tell that I didn’t visit over the weekend?

I can’t decide if this is genius, coincidental or really poor. What do you think?

Marketing Metrics 8: Email marketing

I read some statistics in preparing this blog that suggested 90 trillion emails were sent in 2009, and approximately 86% of them were spam. (Pingdom). Bad day in the office for the guy counting, but it is a staggering number if it’s even remotely correct.

If you have a glass half empty outlook, that’s going to put you right off email marketing. But if you’re a glass half full person, these numbers imply rather a lot were still well targeted and well propositioned to recipients interested in what they had to say.

Email remains a great way to make and stay in touch with a range of audiences and it can provide powerful insight into how your brand is perceived, the messages you want to convey, and the design and offers you make – if you take the time to assess the data.

Determining whether you use your email for acqusition, retention or relationship marketing will determine what you say, to who, how and when. This drives your metrics. There are lots of things that can be monitored and measured when it comes to email marketing (open, bounce rate, unsubscribes, time of day, number of unique clicks, number of repeat clicks, number of forwards) but there is only one metric that matters. You want click-through to your website. That’s where the engagement truly starts. Don’t get caught up in the numbers.

This isn’t an email masterclass (though there may be one in 2011), but if you want traffic generated from email click through, consider the following:

1. Audience need – we’ve moved away from monthly and quarterly broadcast communications and can now easily deliver bespoke content for different segmented lists. Sending the same communication to customers and prospects is plain lazy.

2. Design – the email needs to work without images, have a solid spam-filter friendly title, be sent from a reputable email address (not ‘donotreply’), contain an ‘if you can’t see this, click here’ link and an ‘unsubscribe’ button.

3. Message – different audiences are after different things and the content and tone should be tailored accordingly

4. Automation – the best emails are event triggered, whether by a transaction, a shipment or delivery update, an update on stock or a new price/offer, an anniversary or an abandoned basket. Amazon are the gold standard in internet business cross-sell and up-sell, but any business can adopt elements if considered.

A case study

I get regular emails from the shirt maker TM Lewin. Well I did until I unsubscribed. I like their shirts and the way they have used digital channels to promote their products (interesting YouTube channel). But they essentially make the same ‘4 shirts for £100/£90’ and ‘suit for £179’ offer on a weekly basis. And despite creative changes, this has been pumped out to their database (and me) for over a year.

I queried it with them on Twitter saying when you offer product at the same price consistently, it isn’t an offer anymore. They weren’t interested in taking honest and constructive customer feedback, saying it was working fine for now and they weren’t planning on changing it.

Which is fine, but that lack of regard for my transactional history and needs means my next shirt will probably come from Charles Tyrwhitt and for now TM Lewin have lost me to an untargeted, lazy and short term broadcast email strategy.

Image Keyzo

Secrets to better email conversion

This blog reflects on the Econsultancy seminar on advanced email marketing at Technology for Marketing & Advertising, 2010. More can be found at www.econsultancy.com.

If you want successful outcomes from your email marketing campaigns, you need to think about conversion and deal with all the possible barriers to getting them to open it, read it, click through and do something when they hit your website. Yes, all the metrics around email marketing are useful, but they won’t keep your business ticking over if they don’t effect action.

As eConsultancy advocate, ‘think beyond the click’.

1. Start simple. Simple techniques might involve posing a question in the title, placing a big action button in the email and generally giving them enough but not too much so they have to click through for more.

2. Avoid averages. Some ‘experts’ always mention averages when discussing metrics on successful email marketing conversion. But with 2% of prospects opening your email, versus 10% of your customers, an average of 5% gives a false impression of what is happening and what is working.

3. Segment. As a bare minimum, your email marketing should talk to customers and prospects differently. Customer emails need to engage and bind and can be personalised taking into account past behaviour and preferences. You can target customers who have abandoned baskets, failed to complete a download etc. Prospect emails need to be propositioned slightly differently, set out to solve a problem, inform and encourage trial.

4. Create value. Think about the value exchange in both cases, understanding that developing new customers is harder and more involved than up selling and cross selling existing or lapsed customers. Ultimately, know what is in it for them. For customers understand and tap into recency, frequency and value data and build a profile of your most profitable customers. The masters Amazon use expensive collaborative filtering engines to establish what you bought and viewed in order to make similar recommendations. For prospects, offer a service like Hotel Chocolat’s reminder service for anniversaries and birthdays that gives you permission to make contact in the future. All are designed to keep you front of mind.

5. Personalisation. Get your salutations right. Have you deserved the right to use a first name? Conditional content – where certain areas of email (like images and personalised content) can be tailored within an established framework – is now becoming the norm. You can effectively mail merge using data in an Excel – even using what if scenarios.

Above all, keep it readable and keep it credible. Imagine your email without the images – the message and who it is coming from should still be clearly understood.

Image from http://www.theweblog.be