Don't forget the bigger picture
When writing emails, we do like to "optimise" each individual element of the message. Which is a good thing, provided that optimisation takes account of how those elements interact with each other.
If it doesn't, you end up with mails like this:
From line, subject line and preheader are all individually optimised to ensure people recognise the message. But the combined impact is over the top and ignores the potential of, say, the subject line and preheader to better highlight why someone would want to take a closer look at the mail. (And, yes, I have seen mails like this!)
There's a broader impact to consider that depends on the combined impression generated by these elements as people work their way (or not!) through the email. It's why you might ask your copywriter for a headline change and find them rewriting the rest…
Are you using all the options for email marketing?
For smaller business without a full-fledged email programme, it's not always obvious that email marketing needn't just be limited to the good old newsletter. To help you review all the other different email options, we’ll go through the ‘usual suspects’ available from email marketing that can help you as a marketer, achieve many different goals.
Best practices for encouraging opt-in to email marketing
In the wake of the recent prosecution and fine of John Lewis, the department store chain, for sending of unsolicited spam emails, we need to take a second look at communications we sent out. In almost types of emails, but not all, subscribers should be able to opt-out. To help avoid any legal issues, bear in mind it is best practice for email subscription to:
Leave the email opt-in box blank on the sign-up form. I.e. do NOT pre-populate it with a tick.
Operate a…
Creating more relevant personalised communications
Receiving messages from a company you have never spoken to can be annoying and intrusive at best, often referred to as spam. Therefore, gaining permission to speak is a critical element in building a relationship with your customers, but using this right to broadcast the same communication to all customers will eventually turn your message to “noise”. Having a conversation is not a one way speech, but an interactive communication which listens and speaks to, not at the customer.
Within the travel and tourism industry the need to provide the personal touch is a key differentiator of single and smaller hotel chains, with the service and attention to detail making the experience memorable and distinctive. This unique and distinguishing service is often carried across to the digital world, with some very elegant, evocative images and…
A case study of re-activation of lapsed customers with Marketing Automation and Gamification: An email marketing case study from CarDelMar
The well-known marketing rule that investing in acquisition of new customers is six to seven times costlier than re-activating past customers suggests the value of investing in reactivation campaigns. In the omnichannel world we live in, a wide range of possible methods are available to re-engage those who have lapsed, or if you prefer, are 'churned' buyers. Among the most effective methods is surely re-activation by email marketing. In this case study we present how optivo helped the German online car hire broker CarDelMar with an automated reactivation campaign, which was designed and carried out using the software of email marketing service provider optivo.
The challenge of inactivity
Previously, CarDelMar had been sending out fortnightly newsletters with information on exclusive discount campaigns, useful tips on booking reservations and introductions of new rental agencies. As is usually the case with new…
Research showing how using event-triggered emails boosts open, clicks and retail sales
As customers of retailers, we have all seen triggered messages based on a response to an action we have taken, for example welcome emails on subscribing, onboarding emails after purchasing, and shipping reminders. More generally, they can be used by all types of businesses to welcome and engage prospects and customers where they're known as behavioural emails and are one of the key functions of Marketing Automation.
As marketers, we know they can be extremely effective, but research shows, fewer than half of business are using them. This post explains:
Why triggered messages are effective,
Typical results retailers can expect from triggered messaging
Good scenarios for using them,
Most importantly when they do or don't work.
In a follow-up post, I explain the technical options to send behavioural emails for retailers.
Why are Triggered Messages Effective?
Econsultancy reports that triggered email open rates are four…
SmartInsights tool review: Touchstone
Rumour has it that the next Indiana Jones film will see our favourite archeologist searching for the greatest undiscovered treasure of modern times: the perfect subject line.
In the meantime, we're left looking for guidance on how to improve subject line performance by using the "right" words. Do we say "free" or "no cost"? "Summer" or "Summertime"? "Deal" or "Offer"?
Any tool that helps us consistently pick out the best words or phrasing would, of course, have two huge advantages:
The benefits go straight to your bottom line: subject lines have a big influence on opens, clicks and other success metrics.
You can skip a lot of A/B subject line testing: A/B tests are not always easy to do right (and can give misleading results if done wrong).
Unfortunately, the tools or reports offering advice on subject line wording tend to suffer from two critical flaws.
First, they commonly base recommendations on a review of past subject lines and the…
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June 9, 2014
Unsubscribing does not have to be forever
Offering customers the option to unsubscribe without gathering any detailed information as to why the customer wants to unsubscribe is all too commonplace and wasteful. Some brands will go a step further by providing a tick list of reasons e.g. 'I receive too many emails from you', ' I receive them too frequently' etc. It almost feels like the email marketer has thrown in the towel by not taking things a step further as neither of these methods provides the brand with an opportunity to maintain a relationship.
Here is a different approach I have seen more recently which seems more enlightened.
Campaign Example for a Holiday brand
Work on the timing
Some brands have started to ask if the customer would like to receive emails again at a particular time e.g. in a year’s time or better still at a…
A recent court case could set a legal precedent to limit behavioural email marketing
Importance (to retail email marketers): [rating=5]
Recommended link: Sky News: Spammer To Pay Damages After Court Victory
There has recently been an interesting, useful and somewhat scary discussion on the Smart Insights LinkedIn discussion group about the risks of email marketers being seen as spammers and action take against them. Worth checking out if you’re involved in email marketing.
It alerted me to this recent case where John Lewis has had to pay damages because of their email marketing and data privacy opt-in approach on their site. I’ve created an alert on it since the finding seems to suggest the common practice of pre-ticking a box during purchase and following that up with an “Abandoned Shopping cart email”
The case was brought against the retailer by Roddy Mansfield, a Sky news producer. It was a private action and the finding…
5 advanced measures to evaluate and improve subscriber engagement with your emails
How engaging are your emails? You will certainly have ideas about their strengths and weaknesses - but do you really know how engaging they are? It’s likely that you review open and clickthrough rates of different email campaigns and newsletters, but can you measure and prove how engaging your email marketing is?
In this article I’ll show some advanced techniques we recommend to assess subscriber engagement which go beyond the basic email metrics of delivery, open and clickthrough rates.
Techniques to Review Email Marketing Engagement
By using these more sophisticated measures to review your emails you will be able to zero in on which aspects of your emails aren’t working and so improve engagement.
1. Engagement with creative. Let’s start with the obvious short-term engagement with an email communication. This is where it’s common to measure opens…
7 key areas of focus to review and improve your email marketing capability
The last couple of days, I’ve been attending the International Email Expo at Frankfurt. It’s been nice to listen to and discuss the latest advice from email marketing consulting friends old and new @JordieVan Rijn, @KathPay, @TamaraGielen, @DelaQuist, Bruno Florence, @pignonsurmail, Philip Storey, @MichaelLeander and last but not least, my host Torsten Schwarz.
It’s been good to see how email marketing in thriving in Europe. It’s no more than what you would expect since email remains a core communications channel and Email drives far more revenue than social media. It’s been interesting to see from the talks and when judging the email marketing awards some really advanced examples of targeted, relevant emails which are delivering excellent results.
Reviewing your email marketing capability
In my talk I was looking to help attendees…
