In webinar we covered Six Trends showing techniques and examples businesses can use in 2014 to increase the value of Email marketing.
The six trends, if you want to fast forward, are:
Trend 1 – More Email 5
Trend 2 –Offline gets digital 16
Trend 3 – Majority mobile 21
Trend 4 - Video 33
Trend 5 – Open rate retires 37
Trend 6 – Intelligent inboxes 40
Email marketing trends 2014 from Smart Insights
This Slideshare was presented as a webinar by Tim Watson of Zettasphere at the Smart Insights Digital Marketing Priorities 2014 summit.
You can view all 6 recordings from the Digital Marketing 2014 Summit here.
Content marketing trends 2014 from Stephen Bateman
Integrated marketing trends from Dave Chaffey
Mobile marketing trends 2014 from Rob…
A little fun to end the year
[caption id="attachment_32399" align="alignright" width="270"] Santa discovers his Android rendering sucks...[/caption]
If Santa was an email marketer...
1. He'd be the only one who could claim "open rate" is a meaningful metric.
2. He wouldn't have to worry about people complaining they get "too many" presents from him.
3. The message on the gift tag would be limited to 50 characters and always feature first-name personalization.
4. His detailed tests on the “best time and day to send” would have extremely conclusive results (but at least a dozen experts would try and persuade him to always send on a Tuesday at 3pm).
5. Around half the recipients would get their presents while out and about. Some would open them immediately, while some would wait until they got back home. And some would check the gift tags, save the valuable looking gifts for home,…
Using staff email signatures to communicate your brand messages - a case study of British Red Cross
My journey with staff Email Media started 3 years ago when I rocked up to start a new job and had a loooooong list of induction meetings, one being with my Email Media Account Manager Tamsin. Now I will admit something here, I like to think that I have a good understanding of email marketing, transactional email, and trigger emails, but I was feeling slightly red-faced that I didn’t know much about what you could do with your employee emails.
Email Media is simply a technology that links up with your employee email system such as Outlook, google apps or lotus notes etc., it adds dynamic (and trackable) footers and headers to all employee emails which supports the brand and your business objectives.
In my role at the time I used Email media to support revenue,…
6 simple techniques to build business relationships through email marketing
Even though email marketing continues to be a core business-to-business (B2B) communication for sales and marketing teams, the market continues to grow from a solely email marketing approach to that of integrated marketing communication.
Rather than using email as a means in which to provide one-way communication the goal is provide marketers with the ability to track, build relationships and manage digital campaigns whilst monitoring a flow of leads - known as Marketing Automation.
Successful marketing automation campaigns consist of three core elements:
1. Email marketing
2. Lead generation
3. An effective marketing database.
In this article we're going to look at some basic techniques to build B2B relationships through email. Join our free B2B Email marketing webcast for more details and examples.
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Blending personas and personalities to increase conversions in email marketing [Part 1]
It’s a well-known fact that some of the greatest results can be gained by combining personalisation and persuasive architecture to deliver what the customer wants.
In this 2 part post I will look at approaches to leverage 2 types of buyer personas to use to increase conversions within your email marketing programme.
When combining both of these buyer persona styles we’re ensuring that we deliver not only the copy, TOV, and offers/merchandise that our buyer wants and expects from us but we’re also delivering the experience that will enable them to convert according to their temperament.
So let’s look at the two different types of Buyer Personas. For clarity's sake, I’m labelling them differently to how they’re labelled elsewhere:
Persona: This addresses the motivation (i.e. what the buyer needs, what are their challenges and goals, what motivates them etc)
Personality: This addresses their temperament (i.e…
Video in Email: benefits, myths and best practices
This infographic from Email Monks and Email on Acid showcases some interesting stats on video email. It may surprise you that HTML5 Video is now supported by 58% of email clients.
Our new infographic also reviews some of the myths of using video in email marketing and summarises some best practices.
Some of the many business advantages of using video in your email campaign are:
Stand out from the crowd: Using video in email gives you the first mover advantage and helps you stand out from the competition.
Increased ROI: Research has shown that video email receives a better response in terms of open rates and very high click-through rates compared to traditional emails.
Better Branding: Using video email leads to increased website traffic, increased conversion rate, brand awareness, and more referrals in turn.
Matches Human Touch: Videos…
Research examples of measuring email marketing effectiveness using attribution
Sometimes email is a victim of its own success. It works so well to drive revenue across all channels but this cross channel revenue is rarely calculated accurately and attributed to email.
Why is this? Possible because email is the cheapest of the channels and it is shown to work without having to pull together all possible revenue. Basic stats prove email works. However, every channel is competing for budget and has to be seen to improving over time so maybe it is time email got its fair share of the pie. An unpublished study by Alchemy Worx for one of their clients over a 10 month period to monitor revenue on days with and without sending any emails.
The charts shown in this article and all the data behind it is taken…
A case study of boosting offline email signups 3.3x with SMS
Increasing the number of customer touch points used to ask for an email address is a good start to accelerating email list growth.
However, the way in which the email address is requested makes a big difference to how fast your list grows. Its not just the copy and incentive, as are commonly considered, but the process too and for offline data collection the response channel.
In this case providing customers the ability to subscribe by sending their email address using SMS delivered 3.3x more email addresses than simply advertising a web signup link.
Remarkable given that the vast majority of brands simply give a URL in offline advertising, posters and other media.
Zettasphere worked with Deal Monster to put to the test the signup method. Deal Monster are part of the Johnson press group, so it made sense for Deal Monster…
Correlation vs causation in an email
Did you know… that global warming is caused by a decrease in the number of pirates in the ocean? That’s what the Church of the Flying Spaghetti Monster believe!
Just look at the ‘proof’ – as the number of pirates decreased, the global average temperature has increased!
This is a silly example but the same misattributions happens in many areas of culture, science and certainly in marketing. With the availability of big data, the abundance of reporting and analysis tools, increasing time pressure and increasing importance of proving ROI; it can be easy to look at results and jump to conclusions. Seeing a correlation and assuming a causation is one of the most common examples of this.
Recognising correlations
We’re presented with correlations all the time, to the extent that people often want us to assume that one factor caused…
...and what they mean for your own emails
Email marketing has been around a while. Anything with a long history inevitably picks up its own set of truths, half-truths, beliefs, myths, best practices, rules, guidelines and even jokes.
A new infographic from Alchemy Worx highlights seven myths. Here's what they look like, followed by my quick review of the practical implications for your own email efforts.
My take on these myths... Yours?
As you might expect, there are plenty of nuances when it comes to analysing the implications of these myths, but here is one simple takeaway to go with each.
Myth 1: Consumers are drowning in emails from trusted brands
If people aren't getting that much brand email, then getting a piece of that inbox pie is critical.
Are you making special efforts to promote your list to those who already have a good (customer)…
